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On America’s Whiskey Trail

America’s native spirit has been enjoying a resurgence in recent years. In 2013, over
18 million 9-liter cases of Bourbon & Tennessee Whiskey were sold in the United
States, generating over $2.4 billion in revenue for distillers.
U.S. Bourbon & Tennessee Whiskey Market
Volumes by Year and Price Category
9-Liter Cases (000)
Year

Value

Premium

High End Premium

Super Premium

Grand Total

2000
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2008-2013

2,972
2,972
2,927
2,816
2,633
2,619
2,642
2,808
2,778
2,717
2,796
3,007
13.8%

4,281
4,278
4,318
4,388
4,499
4,415
4,267
4,367
4,529
4,637
4,984
5,048
18.3%

5,576
5,823
6,237
6,666
7,116
7,310
7,500
7,231
7,372
7,782
8,079
8,743
16.6%

309
332
385
431
496
568
662
658
764
907
1,019
1,234
86.6%

13,186
13,137
13,405
13,867
14,301
14,744
14,911
15,071
15,064
15,443
16,042
16,878
18,032
19.6%

Year
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2008-2013

U.S. Bourbon & Tennessee Whiskey Supplier Revenues
Gross Revenues Including FET (millions)
Value
Premium
High End Premium
Super Premium
$148
$151
$145
$140
$139
$142
$153
$152
$150
$157
$172
20.5%

$339
$369
$380
$393
$401
$406
$424
$439
$456
$499
$515
26.9%

$768
$837
$938
$1,020
$1,079
$1,142
$1,115
$1,154
$1,272
$1,344
$1,490
30.5%

$63
$74
$84
$98
$112
$134
$137
$161
$194
$222
$273
104.0%

Source: Distilled Spirits Council, Economic & Strategic Analysis Dept.

DISCUS • 1250 Eye Street, N.W. • Suite 400
Washington, D.C. 20005-3998
202/628-3544 • FAX:202/682-8888

A FACT ABOUT ALCOHOL CONTENT:

Grand Total
$1,317
$1,432
$1,548
$1,650
$1,731
$1,823
$1,829
$1,906
$2,071
$2,222
$2,449
34.3%

Reflecting American’s desire to drink better, over the past five years, High End
Premium, and Super-Premium brands drove growth. High End Premium revenues were
up 31% and Super-Premium 104%.
While the richness of this corn based spirit makes it an ideal drink to sip slowly “on the
rocks” (over ice) or “neat” (straight), Bourbon & Tennessee Whiskey are also used in
such classic cocktails as the Manhattan and the Mint Julep.

U.S. Bourbon & Tennessee Whiskey Volumes,
2002-2013
18,032

18,000

9-Liter Cases (000)

17,500
16,878

17,000
16,500

16,042

16,000
15,443

15,500
14,744

15,000
14,301

14,500
13,867

14,000
13,500

15,071 15,064
14,911

13,405
13,137

13,000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source: The Distilled Spirits Council of the U.S.

Data provided by Distilled Spirits Council’s Economic & Strategic Analysis Department.

February 2014

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