Trends
Trends counts the words in the names of every label TTB has approved since January 2016 (flavors like passion fruit, styles like hazy IPA, cocktails like espresso martini) and shows which are taking a bigger or smaller share of each category’s brands.
How to read it
- 1.
The category: spirits, beer or wine.
- 2.
The kind of term: Flavors, Styles or Cocktails & RTD, or all of them.
- 3.
What to compare with, a year ago or three years ago; and, beside it, whether to count the share of brands or of labels.
- 4.
Rising: terms whose share grew clearly, each with its line from 2016 to now and the change.
- 5.
Falling: the same, for terms losing share.
What to do here
Follow a flavor
Open a term for its own page: its history, where it’s found, its top brands and filers, its latest labels and every spelling it counts.
Find a term
Type it in Search: terms come first in the results.
Good to know
- Further down: the biggest terms of the last 12 months, and each product type’s share over time.
- Rising or falling means the share moved more than chance would explain (a significance test) and at least 10 brands carry the term. How we count, at the foot of the page, has the rules.
- Shares are counted 12 months at a time, so seasons like Oktoberfest even out.