Craft distilleries in the US

As craft distilleries have multiplied, pizza restaurant spending has grown, a correlation of 0.978 that captures the essential American evening: artisanal bourbon followed by pepperoni pizza, both consumed by someone who considers themselves a person of refined taste. The distillery opens, the pizza arrives, and both trends serve the same consumer who believes that spending more on food and drink is a form of self-improvement.

Craft distilleries grew from about 200 to over 2,500 between 2005 and 2023. Pizza spending grew from about 36 billion to over 65 billion. Both nineteen-year growth curves driven by the same premiumization economy: consumers who want distinctive spirits also want distinctive pizza (artisanal, wood-fired, Neapolitan), and both industries serve the same food-literate demographic.

Nineteen years of distilleries and pizza is the premiumization duo: both measure a consumer who has upgraded from well whiskey and frozen pizza to small-batch bourbon and wood-fired margherita, and is paying accordingly. The pour is measured, the crust is crispy, and the correlation is served at the same table.