The latest update from Jefferies regarding US spirits price trends for the four weeks ending April 18 shows that the industry continues to undergo a correction.
According to Jefferies, distilled spirits are currently performing below their long-term trend, with industry value dropping approximately 6% based on Nielsen data.
However, ready-to-drink (RTD) products remain a significant bright spot. These products increased their market share by 420 basis points over the previous year. While this shift weighs on the overall price/mix, brands like ABI’s Cutwater continue to drive massive growth, soaring 112.3% this month.
Highlight: Rum Growth and Stability While many major categories face volatility, Rum Growth remains a point of quiet resilience in the current market. Jefferies reports that Rum Growth in price/mix held steady at +0.1%.
While this appears modest compared to the 20.0% gains seen in previous years, it represents significant stability when contrasted with the broader industry decline.
In a climate where consumers are cutting back, rum’s ability to maintain a positive price/mix suggests that the category continues to offer a value proposition that resonates with the American palate. This steadiness helps anchor the broader US spirits price trends during a turbulent month.
Tequila is currently witnessing a notable shift in how consumers allocate their dollars. Jefferies points out that while the category declined 4.1%, there is no clear move toward “economy” brands. Instead, consumers are “downtrading” from prestige bottles (priced over $45) to premium options (priced under $35). This specific behavior significantly impacts US spirits price trends, as “affordable premium” brands like Lalo and Lunazul saw their values skyrocket by 98.7% and 38.4%, respectively.
Conversely, prestige giants like Casamigos and Altos faced double-digit declines as drinkers sought out better value within the premium tier.
American whiskey continues to defy the general downtrading trend seen elsewhere. Jefferies observes that premiumization remains visible in this category, with Bourbon sales showing an improved price/mix of +2.0%. High-end labels like Buffalo Trace, Colonel Taylor, and Blanton’s continue to lead the charge, while mainstream brands like Jack Daniel’s and Jim Beam saw softer performance.
This contrast highlights a divergence in US spirits price trends: while tequila drinkers seek affordability, whiskey enthusiasts still prioritize “top-shelf” allocations.
That +0.1% for rum is actually a “hero stat” when you look at the -6.0% industry average—it shows rum is holding its ground while others slip.
In conclusion, the April 2026 data indicate a market that is searching for its new equilibrium. Jefferies suggests that while the industry hasn’t reached a positive turn yet, the latest figures are “less bad” than earlier in the year.
Jefferies’ Article — US Spirits – De-premiumisation Tracker April 2026, written by staff
The image of the article is courtesy of ©TrueCreatives via Canva.com
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