Consumers Trading Up in Spirits, But Sticking to $10-$15 Wines

Dear Client: When we talk about trading up in the alcohol beverage category, Technomic's Donna Hood Crecca sees a rosier picture in the spirits industry compared to wine. Spirits drinkers, it seems, are more willing to purchase brands in the super-premium space, whereas wine drinkers are most comfortable in the $10-$15 (retail price) arena. CONSUMERS TRADING UP IN SPIRITS. Technomic's recent analysis of the spirits industry in their SpiritsTAB report found that "in general there is a movement toward the