Spirits is four AI markets, not one
At umbrella level, Spirits looks fragmented. Jose Cuervo, Baileys, Hennessy, Bacardi and Smirnoff each hold only around 4–5% AI recommendation share. The top three hold 14%, the top five 23%.
But broken down by spirit type, the structure sharpens. Tequila, Vodka, Whiskey and Gin behave like four separate AI markets — different leaders, different challenger dynamics, different platform risks and different proof requirements.
AI recommends a brand for a specific category and occasion
AI does not recommend 'spirits'. It recommends a specific brand for a specific category, occasion, taste profile, price tier or use case. Visibility is won category by category, not across the umbrella.