Chapter III — Retention & Legacy
07
The Ritual Outlasts the Rush
Five-year patron retention by spirit category, 2019–2024
Patron Retention Rate
80%
60%
40%
20%
0%
89%
82%
74%
61%
38%
Heritage
Absinthe
Aged
Cognac
Craft
Whisky
Artisan
Gin
Mass
Market