americans are drinking better if not more the sales volume of luxury spirits in the us rose 15 in the third quarter compared to a year ago as a trend toward premium alcohol spawned during the pandemic persists according to the distilled spirits council’s latest luxury brand index released last week the distilled spirits council a national trade association representing producers and marketers of distilled spirits sold in the us defines luxury spirits as those that retail for us50 or more per 750ml bottle “during the pandemic we saw the premiumization trend accelerate as adults purchased luxury spirits brands to elevate their dining and cocktail experiences at home” says lisa hawkins senior vice president of public affairs at distilled spirits council consumers were not going on luxury vacations or out to expensive restaurants so they had more disposable income to spend on a special bottle of spirits hawkins says with the reopening of restaurants and bars demand for these superpremium spirits brands has continued she says “even during this economic downturn consumers are willing to spend a little extra on a fine spirit because they are choosing to drink better not more” she says american whiskey including such brands as jack daniels and westland was the strongest performer during the third quarter with its sales increasing 33 from the third quarter of last year tequila consumption rose 29 year over year in the third quarter followed by japanese whisky with a 20 annual growth rate according to the report on the other hand sales of cognac remained stagnant while scotch whisky and irish whiskey increased 10 and 17 respectively although the association first launched its luxury brand index in october 2021 it also retrieved historic data back to 2017 compared to five years ago luxury spirits volume sold in the us has nearly tripled over the fiveyear period tequila with an annual growth rate of 44 outperformed american whiskey which increased 43 annually according to the report looking forward hawkins expects luxury spirits will continue to be in strong demand especially during the holiday season “growth in luxury spirits heading into the holidays has remained strong despite the challenging economic conditions and december is the top month for liquor store sales with consumers buying spirits for holiday parties and special gifts” she says the overall distilled spirits sector in the us totaled at us358 billion in 2021 according to the trade group