The industry’s best selling liquors are platinum and gold, according to a new study from the National Beverage Association.
The association surveyed 10,000 American adults and found that nearly 70% of drinkers ages 21 to 29 bought alcohol with platinum or gold as their main ingredient.
The average cost per ounce of platinum or silver in 2018 was $4.55, according the association’s annual report.
The gold-selling category included vodka, rum, gin, and whiskey.
Platinum-selling spirits were $2.80 per ounce, while gold-sapping spirits were up to $2,000 per ounce.
The lowest-priced spirits were bourbon, rum and whiskey, which were all $1.80.
The highest-priced alcohol was rum, at $7.40 per ounce; gold-containing spirits were about $10.00 per ounce more expensive.
“While gold is the most popular brand, platinum has been the most expensive over the past 10 years, and its price continues to fall,” the association said in a statement.
The study also found that American men ages 18 to 34 were the most likely to use gold in the past year.
Men ages 35 to 54 were more likely to buy platinum, the association noted.
The industry continues to embrace the use of gold, with the Association of Beverage Manufacturers predicting that gold-filled bottles and cans will be the primary ingredient in 50% of U.S. bottles in 2020.