Did you know that one-third of all brown spirits drinkers are Non-Whites (Hispanics, Blacks, Asians, Others)? This is 21.3 million whiskey and other brown spirits lovers and they are growing over two-times faster than their White counterparts. Surprised?
You may be even more surprised to learn that in the last two years among those who started drinking bourbon (the most popular type of whiskey) there were more Non-White consumers coming into the segment faster than Whites (+1,424,000, up +5%). More specifically, non-Whites grew 1.83 million users in the past 2 years (+22%) to a total of 10.05 million users. That was largely fueled by Hispanics. During the same period, Whites grew by 1.42 million new users to a total of 27.8 million total users (+5%).
And if you look at the cognac category, Whites account for only 37% of all cognac drinkers and are declining. 63% of cognac consumers (this is over 10 million consumers) are non-White, with majority being Black/African-Americans.