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18 April 2018

White Spirits distillers should thank their Hispanic and African American customers

Population of consumers drinking white spirits (vodka, gin, etc.) is up 7% (+6,429,000) in the past two years. Get this: almost half of them are coming from multicultural consumers (+3,054,000) who are growing twice faster than Whites.

Also, you may be surprised to know that the growth in rum category is coming solely from Non-Whites: according to our research, an increase in 877,000 non-White drinkers has off-set of the loss of 450,000 White drinkers.

For more white spirits insights download the report below. To discuss the findings and explore this opportunity further, please call us or send us an e-mail.

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