2025-11-20
15 分钟There's nothing that brings out my inner bargain hunter quite like a trip to the liquor store.
I'm always tempted to buy those big bottles of liquor, less money per ounce, right?
In some ways, it's the thrifty choice.
But even so, I usually don't get them because I get sticker shock.
60 bucks for a bottle of gin.
Why not get the same gin in a smaller bottle for less money?
Turns out, I'm not alone in thinking this.
Some of the biggest liquor companies in the world are reporting a rise in the sales of their smallest bottles.
Here's the CEO of Diageo, the company behind brands like Johnny Walker, Smirnoff,
and Don Julio Tequila on the company's fiscal 2025 earnings call in August.
I think the small format that we have of the 50 CL in the Don Julio 1942 has been doing amazingly well.
because you might not see that in the volume numbers, but you see that in the transactions,
because people really are able to use that from an affordability play or a cash outlay play,
but still will be able to enjoy what is great, great liquid.
And the CEO of Jack Daniels' parent, Brown Foreman,
on the company's third quarter and year-to-date earnings call back in March.
I do think something that is new at least, or at least new to me.
But what we have noticed recently is how much the small sizes are driving momentum and share in the U.S.
market.
The rise of small liquor bottles is particularly notable because U.S.