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Premiumization Trend 2021 Data Shows Growth

By April 24, 2022Top News

The 2021 Annual Report of the Luxury Brand Index (LBI), a tool created by the Distilled Spirits Council of the United States (DISCUS) to analyze sales of spirits brands at the top end of the distilled spirits market, shows luxury brands grew 43% in 2021 compared with 2020. The 2021 growth rate was more than double the average 18% annual rate observed over the previous five years. Tequila saw the biggest gains with a 75% annual growth rate, followed by American Whiskey and Cognac at 46% and 31% respectively.  With the repeal of retaliatory tariffs, Scotch Whisky rebounded with a 20% growth rate after showing losses during 2020. Irish Whiskey rose 9% while Japanese Whisky was nearly flat. Over the five years between 2016 and 2021, all spirits categories included in the luxury index increased annual growth, ranging from 6 to 48%, with an average rate of 23%.

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