Craft Spirits Tourism Index

Craft Spirits Tourism Index logo

ADI and Travelocity worked together to develop the first ever Craft Spirits Tourism Index. The purpose of the index is to help draw consumer attention to the great spirits that craft distilleries are producing and support the growing interest in craft distillery tourism.

 

Why Craft Spirits Tourism?

Following up on its 2016 Beer Tourism Index, Travelocity® is looking at another artisanal beverage trend – craft spirits. While the number of craft distilleries trails the number of craft breweries today (roughly 1000 craft distilleries at the end of 2016 compared to over 4000 craft breweries), the growth of craft distilleries is even more dramatic, with the number of new entrants to the craft distilling market doubling approximately every 3-5 years.

This growth in handcrafted, small-batch spirits reflects increased interest in all things artisanal and local in general. A recent Travelocity poll showed that over 80% of Americans prefer to shop and buy local, all other things being equal. Additionally, 2016 Travelocity data shows that experiences booked on site related to beer, wine, spirits and cooking were up 150% year over year, demonstrating interest in learning about local culinary and beverage offerings.

Methodology

To find the top metropolitan areas (Large metro areas defined as those with a population greater than 1 million, small metro areas, fewer than 1 million) for craft spirits tourism, Travelocity scored the more than 300 US MSA’s (Metropolitan Statistical Areas) on the following factors:

  • Distillery Score: Generated by determining the number of craft distilleries (as identified by the American Distilling Institute (ADI)) per 1 million residents. – Derivation: (Number of distilleries/Metro population)*1000000)
  • Quality Bonus: Recognizes prevalence of award-winning spirits (defined as spirits named as “Best of Category” in the ADI Spirit Competition for 2015 and 2016). – Derivation: Number of “Best of Category” winning spirits in the metro area
  • Density Bonus: Rewards areas with distilleries in close proximity to one another. – Derivation: Number of metro area distilleries co-located in the same Zip Code
  • State Favorability Score: Based on how “friendly” state laws are for craft distillers and their customers as scored by the ADI  – Derivation: The state in which the metro area is scored on a scale from 1 (Least Favorable) to 4 (Most Favorable). For metro areas spanning one or more states, the average across the states is used.
  • Air Score: Reflects that metro areas with more air options are more accessible to visitors. – Derivation: Number of non stop air destinations from metro area (Maximum score = 100)
  • Lodging Score: The lower the average price for lodging throughout the year, the higher the score. – Derivation: (200-(Average 2016 room night price in dollars))
  • Scoring: Total Score = (.85*(Distillery Score+Quality Bonus+Density Bonus+State Favorability Score)) + (.075*Air Score) + (.075*Lodging Score)

Results

*Tourability Index = Distillery Score + Quality Bonus + Density Bonus + State Favorability Score.

Top 1o Large Metro Areas for Craft Spirits Tourism

Rank MSATourability Index*Air ScoreHotel ScoreTotal Score
1Seattle 58.8
992859.505
2Portland, OR
24.9
76
48
30.465
3Denver
10.9
100
57
21.04
4Washington, DC
13.3
100
28
20.905
5San Diego, CA
16
55
37
20.5
6Philadelphia, PA
11.6
100
38
20.21
7Austin, TX
16
48
39
20.125
8Minneapolis-St. Paul, MN
8.8100
66
19.93
9St. Louis, MO-IL
11.2
65
64
19.195
10Grand Rapids, MI
12.8
23
64
17.405

Top 10 Small Metro Areas for Craft Spirit Tourism

Rank
MSA
Tourability Index*
Air Score
Hotel Score
Total Score
1
Corvallis, OR
62.1
0
67
57.81
2
Wenatchee, WA
41.4
1
36
37.965
3
Kingston, NY
31.8
058
31.38
4Boulder, CO
32.9
021
29.54
5San Luis Obispo, CA
31.9
314
28.39
6Mt. Vernon/Anacortes, WA
26.6
075
28.235
7Ft. Collins, CO
26.9
149
26.615
8Bend, OR
24.1
757
25.285
9Glens Falls, NY
25.6
042
24.91
10Santa Rosa-Petaluma, CA
23.9
712
21.74

Craft Spirits Tourism

Recognizing local craft distilleries as a driver of tourism, Travelocity has created a page focused on spirits-related activities that can be booked directly from the Travelocity website – either as a stand alone local activity or part of a whole vacation: http://www.travelocity.us/SpiritsActivities. For distillers interested in listing your events or tours with Travelocity, you can do so here.

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