California and Colorado are key markets where new beverage alcohol products have greater potential, according to NielsenIQ’s latest On-Premise Measurement. The top ten brands for rum, whiskey, tequila, and vodka all reflect market shares of less than 73% in these states, compared to an 80% share in many other states.
Of the four categories analyzed in the report, whiskey maintains the greatest level of competition across the U.S. due to consumer preferences for different subcategories. No state between California, Florida, Colorado, and Washington holds more than a 69% share of the top ten whiskey brands. Markets like Nevada and Ohio, which hold around an 80% share of the top ten brands, are more difficult for new whiskey products to break into.
With only a 61% share of the top ten tequila brands in Colorado, this market presents a chance for new products in the category to gain attention.
“With the top brands achieving around 60-80% category share in many states, there are also opportunities for these established brands to identify headroom for growth,” noted CGA’s North American Client Solutions Director Andrew Hummel. [CGA]
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