Super-Premium Spirits Outpace The Market Despite Tough Conditions
The U.S. spirits category as a whole remains challenged, with volume projected to inch up 1% to 313 million cases this year, according to Impact Databank, with growth propelled by the surge in spirits-based RTDs. Still, the super-premium segment of the full-strength spirits category has quietly outperformed so far this year in control states.
In the first eight months of the year, spirits priced at $25 and over in retail channels on average declined 2% by volume in control states, compared with a total full-strength spirits category that slipped by 2.6%. While the majority of the top 10 super-premium spirits brands in the U.S. by volume were down in the first eight months of the year, there were resilient performances within the group.
Campari-owned Espolòn led the way with a 16% increase in control states through August, after nearing 1.7 million cases in the U.S. last year. Espolòn recently received a new campaign called “Ride the Rooster,” which pitches the brand as an antidote to exclusivity-driven cultural events. “Too much of today’s culture is built around exclusivity,” said Andrea Sengara, managing director, House of Agave at Campari Group. “’Ride the Rooster’ is our belief that premium doesn’t have to mean exclusive—it should be authentic, welcoming, and full of character.”
Also on the rise in control states is Diageo-owned Johnnie Walker, up by 9.9% through August. This year, Johnnie Walker was extended with Black Cask—aged exclusively in ex-Bourbon barrels and retailing at $35 a 750-ml—and debuted a new global campaign with singer Sabrina Carpenter. “We are beginning to get a little bit of traction with Johnnie Walker, growing both the top line and share, so leaning into those areas of growth will be a priority,” Diageo North America president John O’Keeffe noted recently.
Bacardi’s Grey Goose also notched solid growth in control states through August. Backed by a campaign featuring actress Zoe Saldaña, Grey Goose has been tapping cocktail and flavor trends lately, releasing a Berry Rouge variant earlier this year and leveraging the popularity of Martini cocktails.
Suntory-owned Maker’s Mark has also been resilient, holding roughly flat in control states so far this year. The leading super-premium Bourbon in the U.S. at 2.25 million cases, according to Impact Databank, Maker’s in recent days debuted a new World Wood Collection, a travel retail-exclusive series highlighting the influence of various oak types from around the world, beginning with a bottling finished with Japanese Mizunara, French, and American white oak staves.—Daniel Marsteller
| Top Ten Spirits in the U.S. Priced Above $25 a 750-ml. | ||||||
| Rank | Brand | Company | Type | Total 2025 U.S. Volume1 |
Control States Volume Growth YTD August 2026 |
|
|---|---|---|---|---|---|---|
| 1 | Crown Royal2 | Diageo | Canadian Whisky | 6.99 | -9.4% | |
| 2 | Jameson2 | Pernod Ricard USA | Irish Whiskey | 3.67 | -2.6% | |
| 3 | Don Julio | Diageo | Tequila | 3.64 | -4.1% | |
| 4 | Hennessy | Moët-Hennessy USA | Cognac | 2.92 | -4.5% | |
| 5 | Grey Goose | Bacardi USA | Imported Vodka | 2.45 | 4.2% | |
| 6 | Maker’s Mark | Suntory Global Spirits | Bourbon | 2.25 | -0.5% | |
| 7 | Patrón | Bacardi USA | Tequila | 2.07 | -3.5% | |
| 8 | 1800 | Proximo Spirits | Tequila | 1.93 | -4.1% | |
| 9 | Johnnie Walker | Diageo | Scotch Whisky | 1.74 | 9.9% | |
| 10 | Espolòn | Campari America | Tequila | 1.67 | 16.2% | |
| Total Top Ten3 | 29.31 | -2.0% | ||||
| Total Spirits, Excluding RTS/RTDs | 228.46 | -2.6% | ||||
| 1 Millions of 9-liter cases. 2 Includes flavors; excludes RTDs. 3 Addition may no agree due to rounding. Source: NABCA and IMPACT DATABANK © 2026 |
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Tagged : Bacardi, Campari, Diage, Espolón, Grey Goose, Impact Databank, Johnnie Walker, Maker’s Mark, Suntory
