# US Luxury Wines Spirits Market > US Luxury Wines and Spirits Market Size, Share, Industry Trend & Analysis Research Report: By Type (Wine, Whisky, Rum, Brandy, Vodka, Gin, Tequila, Others) andBy Distribution Channel (Food Retail, Food Service)- Forecast to 2035 - **Forecast Period:** 2025 - 2035 - **CAGR:** 5.66% - **2024:** $ 182.26 Billion - **2025:** $ 192.57 Billion - **2035:** $ 333.99 Billion - **Key Players:** LVMH (FR), Pernod Ricard (FR), Diageo (GB), Remy Cointreau (FR), Moet Hennessy (FR), Chivas Brothers (GB), Bacardi (BM), Treasury Wine Estates (AU), E&J Gallo Winery (US) **Report ID:** MRFR/FnB/11572-HCR · **Pages:** 100 · **Author:** Garvit Vyas · **Last Updated:** April 06, 2026 **URL:** https://www.marketresearchfuture.com/reports/us-luxury-wines-spirits-market-13097 --- ## Market Summary ## **US Luxury Wines and Spirits Market Overview** US Luxury Wines and Spirits Market Size was estimated at 182.26 (USD Billion) in 2023. The US Luxury Wines and Spirits Market Industry is expected to grow from 182.26(USD Billion) in 2024 to 349.79 (USD Billion) by 2035. The US Luxury Wines and Spirits Market CAGR (growth rate) is expected to be around 6.106% during the forecast period (2025 - 2035). Source: Primary Research, Secondary Research, _Market Research Future_ Database and Analyst Review ### **Key US Luxury Wines and Spirits Market Trends Highlighted** In the US Luxury Wines and Spirits Market, there has been a significant shift in consumer preferences towards premium products, driven by an increase in disposable income and a growing appreciation for quality over quantity. Consumers, particularly millennials and Gen Z, are now more interested in unique and craft beverages, which has led to the rise of artisanal and small-batch producers. The trend of sustainability is also gaining traction, with an increasing number of consumers preferring eco-friendly products and brands that prioritize sustainable farming and production practices. Opportunities in this market are expanding, especially for brands that focus on storytelling and local heritage, which resonate well with consumers looking for authenticity.This focus on local and premium offerings is supported by the rise in wine tourism and the popularity of wine and spirits tasting events across the country, enhancing consumer engagement with luxury beverages. Moreover, e-commerce is becoming an essential channel for luxury wine and spirits, providing consumers convenient access to niche products. In recent times, the trend of personalization has emerged, with brands offering customized tasting experiences and limited-edition releases. The US market is seeing a blend of traditional and modern branding strategies, allowing for experimentation with flavor profiles and packaging to attract a diverse audience.Furthermore, the demand for luxury wines and spirits is being influenced by social media and influencer marketing, which play significant roles in shaping consumer perceptions and driving purchases. These trends underscore the dynamic nature of the US Luxury Wines and Spirits Market, reflecting evolving consumer behaviors and preferences. ## **US Luxury Wines and Spirits Market Drivers** ### **Increasing Disposable Income and Changing Consumer Preferences** In the US, an increase in disposable income has been a significant driver for the US Luxury Wines and Spirits Market Industry. According to the Bureau of Economic Analysis, the personal disposable income in the United States rose by approximately 5.7% year-over-year as of 2023. This increase allows consumers to spend more on premium products, including luxury wines and spirits. Furthermore, Millennials and Generation Z are displaying a growing interest in sophisticated alcohol beverages, which is shifting the market dynamics.The Distilled Spirits Council of the United States has reported that premium spirits sales increased by 7% from 2021 to 2022, showcasing the evolving preferences toward higher-end products. With the population being more willing to invest in luxury beverages, the market's potential for growth is substantial, which is indicative of the broader trend in consumer behavior in the U.S. ### **Growing Popularity of Online Retail and E-commerce** The shift toward online shopping has considerably impacted the US Luxury Wines and Spirits Market Industry. According to the US Census Bureau, e-commerce sales grew by nearly 16.0% in 2021 compared to the previous year. With restrictions on in-person shopping during the pandemic, many consumers have developed a propensity for purchasing premium wines and spirits online, leading to an increase in convenience and accessibility. Major players in the industry, such as Wine.com and Total Wine & More, have expanded their online platforms, offering curated selections of luxury products.This digital transformation is expected to continue to drive market growth as consumers increasingly prefer the convenience of home delivery for their luxury beverages. ### **Increasing Interest in Sustainable and Organic Products** Sustainability is becoming an important factor for consumers in the US Luxury Wines and Spirits Market Industry. The 2021 Harris Poll indicated that approximately 70% of consumers would pay more for products from companies committed to sustainable practices. As concerns over climate change and health-related issues grow, consumers are looking for organic and sustainably produced luxury wines and spirits. According to the Organic Trade Association, the organic wine market in the United States has grown by nearly 20% since 2018.Brands that leverage sustainable practices are not only appealing to environmentally conscious consumers but are also setting trends within the industry that can foster greater loyalty and increase market shares. ### **Rising Demand for Premium and Craft Beverages** There is an observable trend toward premiumization in the US Luxury Wines and Spirits Market Industry as consumers increasingly choose craft and artisanal products over mass-produced brands. A report from the American Craft Spirits Association noted that craft distilleries have seen an impressive growth rate of 20% over the past decade, with more than 2,000 distilleries operating across the country in 2020. This growth indicates a shift in consumer preferences towards unique, high-quality beverages.As craft producers focus on distinct flavors and limited-edition releases, there is mounting excitement within the luxury segment. Consumers are driven by the desire for unique experiences and flavors, thereby creating a promising future for the luxury wines and spirits market. ## **US Luxury Wines and Spirits Market Segment Insights** ### **Luxury Wines and Spirits Market Type Insights** The US Luxury Wines and Spirits Market has a diverse Type segmentation that plays a vital role in shaping its overall landscape. Within this market, categories such as Wine, Whisky, Rum, Brandy, Vodka, Gin, Tequila, and Others exhibit vast opportunities for growth driven by changing consumer preferences and evolving lifestyles. The Wine segment continues to flourish, capturing attention due to the American consumers' growing appreciation for premium wines, especially those from renowned regions which enhance the overall experience of social gatherings. Whisky, on the other hand, is finding its way into the hearts of consumers through craft distilleries that emphasize quality, adding a touch of authenticity and a unique story behind each bottle, thereby attracting a distinctive audience. Rum has also gained momentum, particularly with the rise of mixology trends, as consumers increasingly seek versatile spirits for high-end cocktails. The Brandy segment is recognized for its rich flavors and complex profiles, which appeal to a more mature audience, while Vodka maintains its status as a favorite for many because of its smoothness and ability to blend with various mixers. Gin has seen a renaissance, largely driven by artisanal brands that emphasize botanicals and unique flavor infusions, catering to a growing demand for sophisticated spirits. Tequila, recognized for its cultural significance, is elevating in status as more high-quality artisanal options enter the market, captivating both casual drinkers and connoisseurs alike. The Others category comprises innovative spirits that are challenging traditional norms, bringing forth new tastes and formats that entice adventurous consumers who are eager to explore beyond the established categories. Each type within the US Luxury Wines and Spirits Market actively contributes to the sector's performance and is influenced by trends such as health consciousness, sustainability, and premiumization reflecting consumers’ desires for quality over quantity. This segmentation demonstrates the varied preferences that exist in the market, presenting both challenges and opportunities as brands navigate through these dynamic consumer shifts while driving demand through unique branding and storytelling. Overall, the engagement and enthusiasm surrounding each type showcase a vibrant market landscape that is continually evolving. Source: Primary Research, Secondary Research, _Market Research Future_ Database and Analyst Review ### **Luxury Wines and Spirits Market Distribution Channel Insights** The US Luxury Wines and Spirits Market is notably shaped by its Distribution Channel, which plays a crucial role in how products reach consumers. With a significant portion of the market driven by Food Retail, which includes upscale grocery stores and wine shops, the convenience and curated selection offered in these venues cater well to discerning customers. The Food Service segment, encompassing high-end restaurants and bars, also holds significant importance, as it provides an immersive dining experience where luxury beverages complement gourmet meals, thereby enhancing customer satisfaction.The evolving preferences of consumers towards premium offerings and unique experiences are driving growth within these channels. Additionally, direct-to-consumer sales have gained traction, allowing brands to engage directly with their clientele, which aligns with the trend of personalization in the luxury sector. This dynamic landscape of the Distribution Channel within the US Luxury Wines and Spirits Market underscores the blend of traditional retailing with modern consumer engagement strategies, reflecting an adaptive response to changing market demands.The market statistics reflect a solid performance, driven by consumer affinity for premium quality and exclusive products, showcasing the robustness of both Food Retail and Food Service as vital legs of the overall industry. ## **US Luxury Wines and Spirits Market Key Players and Competitive Insights** The US Luxury Wines and Spirits Market is characterized by a dynamic landscape that reflects shifting consumer preferences, premiumization trends, and increasing interest in artisanal and craft products. Competition within this market is intense, driven by a plethora of brands vying for market share. The demand for high-quality and exclusive offerings creates a fertile ground for both established players and new entrants, each aiming to differentiate themselves through unique branding, innovative marketing strategies, and exceptional product quality. Consumer sophistication is on the rise, with buyers being not only knowledgeable about the products but also discerning about their choices, which encourages brands to refine their portfolios continuously and invest in storytelling that resonates with their target audiences.In the context of the US Luxury Wines and Spirits Market, Bacardi stands out with its significant presence and reputation as a premium brand. The company has successfully established itself as a leader in the luxury segment, thanks to its robust portfolio that features a range of high-end spirits including premium rums and flavored offerings. Bacardi capitalizes on its heritage and expertise, fostering strong brand loyalty among consumers who appreciate quality. Its strategic marketing initiatives aim to engage affluent consumers through unique experiences, which further solidifies its position in the luxury market. The company also invests in innovation and product diversification, ensuring that it remains relevant in a competitive environment while addressing evolving consumer tastes that favor luxury and premium offerings.Ste. Michelle Wine Estates is another prominent player in the US Luxury Wines and Spirits Market, recognized for its diverse array of high-quality wines. The company boasts a strong market presence, supported by its ability to navigate the complexities of the luxury segment effectively. Ste. Michelle Wine Estates offers various key products, including premium and ultra-premium wines that cater to discerning customers. The company focuses on high-quality winemaking, sustainability, and brand heritage, which enhance its appeal in the luxury market. Strategic partnerships, mergers, and acquisitions have also played a crucial role in expanding its reach and capabilities. By aligning itself with prestigious wineries and focusing on consumer education and engagement, Ste. Michelle Wine Estates strengthens its foothold in the market, offering consumers a blend of tradition and contemporary craftsmanship that appeals to a broad demographic within the luxury segment in the US. ### **Key Companies in the US Luxury Wines and Spirits Market Include** - [Bacardi](https://www.bacardi.com/rum-cocktails/) - Ste. Michelle Wine Estates - BrownForman - Jackson Family Wines - E and J Gallo Winery - Pernod Ricard - LVMH - Groupe Campari - The Wine Group - Diageo - Treasury Wine Estates - Ascentia Wine Estates - William Grant and Sons - Constellation Brands **US Luxury Wines and Spirits Market Industry Developments** Recent developments in the US Luxury Wines and Spirits Market have shown resilience and growth, particularly with Bacardi, Ste. Michelle Wine Estates, and Brown-Forman continuing to innovate and capture consumer interest. Diageo's increased focus on premium offerings is reflected in its strategic marketing efforts, which have yielded positive results amid evolving consumer tastes. In October 2022, Treasury Wine Estates completed its acquisition of an Australian winery to expand its luxury portfolio, indicating a trend towards consolidation in the high-end segment. Meanwhile, Constellation Brands is reportedly exploring opportunities for partnerships to enhance its market presence. The pandemic's impact has led to a rise in online wine sales, further driving growth in luxury segments, with Jackson Family Wines capitalizing on this trend through enhanced digital platforms. As of September 2023, LVMH announced plans to expand its luxury wine range, reflecting confidence in the market's potential. This evolving landscape highlights a notable shift towards premiumization, where consumers are willing to invest in higher-quality products, driving overall market valuation and competitiveness. The recent trajectory suggests robust performance as companies adapt to market demands and consumer preferences in the luxury sector. ## **US Luxury Wines and Spirits Market Segmentation Insights** - **Luxury Wines and Spirits Market Type****Outlook** - Wine - Whisky - Rum - Brandy - Vodka - Gin - Tequila - Others - **Luxury Wines and Spirits Market Distribution Channel****Outlook** - Food Retail - Food Service ## Market Drivers ### Health and Wellness Trends The luxury wines-spirits market is also influenced by the growing health and wellness movement among consumers. There is an increasing demand for organic, low-calorie, and low-sugar options within the luxury segment. Consumers are becoming more health-conscious, leading to a rise in the popularity of premium wines and spirits that align with these values. For instance, organic wines have seen a 25% increase in sales over the past year, reflecting a shift towards healthier consumption patterns. This trend indicates that luxury brands must innovate and adapt their offerings to meet the evolving preferences of health-conscious consumers, thereby ensuring their relevance in the competitive landscape of the luxury wines-spirits market. ### Cultural and Culinary Pairing The luxury wines-spirits market is increasingly influenced by the trend of culinary pairing, where consumers seek to enhance their dining experiences with premium beverages. As the culinary scene in the US evolves, there is a growing interest in pairing luxury wines and spirits with gourmet food. This trend is supported by the rise of food and wine festivals, which have become platforms for showcasing the synergy between high-quality food and luxury beverages. Data indicates that 70% of consumers are more likely to purchase a luxury wine or spirit if they have experienced it in a culinary context. This suggests that the luxury wines-spirits market must continue to engage with the culinary community to create unique pairing experiences that resonate with consumers. ### Experiential Consumption Trends In the luxury wines-spirits market, there is a marked shift towards experiential consumption. Consumers are increasingly seeking unique experiences associated with luxury products, such as vineyard tours, tastings, and exclusive events. This trend is particularly pronounced among younger consumers, who prioritize experiences over material possessions. Data suggests that 60% of millennials prefer spending on experiences rather than physical goods, which has led to a rise in demand for luxury wines and spirits that offer immersive experiences. As a result, brands are adapting their marketing strategies to focus on storytelling and creating memorable moments, thereby enhancing the overall value proposition of their products in the luxury wines-spirits market. ### Growing Affluence and Wealth Distribution The luxury wines-spirits market is experiencing a notable surge due to the increasing affluence among consumers in the US. As disposable incomes rise, particularly among millennials and affluent individuals, there is a growing willingness to spend on premium products. According to recent data, households with an income exceeding $100,000 have shown a 15% increase in spending on luxury wines and spirits over the past year. This trend indicates a shift in consumer behavior, where luxury items are perceived not just as indulgences but as essential components of lifestyle and social status. The luxury wines-spirits market is thus benefiting from this demographic shift, as more consumers seek high-quality, exclusive products that reflect their elevated social standing. ### Digital Marketing and Social Media Influence The luxury wines-spirits market is significantly impacted by the rise of digital marketing and social media platforms. Brands are increasingly leveraging these channels to reach a broader audience and engage with consumers in innovative ways. Social media influencers play a crucial role in shaping consumer perceptions and preferences, particularly among younger demographics. Recent studies indicate that 40% of luxury wine and spirit purchases are influenced by social media recommendations. This trend underscores the importance of a robust online presence and targeted marketing strategies in the luxury wines-spirits market, as brands strive to connect with consumers in a digital-first world. ## Future Outlook The [Luxury Wines Spirits Market](https://www.marketresearchfuture.com/reports/luxury-wines-spirits-market-7236) is projected to grow at a 5.66% CAGR from 2025 to 2035, driven by premiumization, evolving consumer preferences, and innovative marketing strategies. **New opportunities:** - Expansion of e-commerce platforms for luxury wines-spirits sales. - Development of exclusive tasting experiences in urban centers. - Investment in sustainable packaging solutions to attract eco-conscious consumers. By 2035, the luxury wines-spirits market is expected to solidify its position as a leader in premium beverage offerings. ## Segment Insights ### By Type: Wine (Largest) vs. Whisky (Fastest-Growing) In the US luxury wines-spirits market, Wine dominates with a significant market share, appealing to a large consumer base that values quality and heritage. Followed closely by Whisky, the segment has gained immense attention due to its rich flavors and premium branding, making it a favorable choice among connoisseurs and casual drinkers alike. The growth trends indicate that Whisky is rapidly emerging as the fastest-growing segment, fueled by increasing interest in craft spirits and unique whiskey blends. The trend is driven by consumer preferences leaning towards authenticity and premium experiences, while Wine continues to maintain a solid position with a loyal customer base. Both segments are benefitting from trends such as online sales and experiential marketing. Wine (Dominant) vs. Whisky (Emerging) Wine is characterized by its rich varietals and a long history of cultivation, making it a staple in the luxury sector, signified by its robust presence in high-end restaurants and events. The segment thrives on cultural significance, often associated with celebrations and fine dining. On the other hand, Whisky is witnessing a surge in popularity, particularly with younger consumers seeking innovative flavors and artisanal production methods. This emerging segment is increasingly featured in premium tasting events and craft distilleries, highlighting the importance of brand storytelling and heritage, positioning Whisky as a key player in the evolving luxury landscape. ### By Distribution Channel: Food Retail (Largest) vs. Food Service (Fastest-Growing) In the US luxury wines-spirits market, Food Retail commands the largest market share, dominating with established sales channels and strong consumer preference. On the other hand, Food Service, while smaller, has rapidly been gaining traction due to a shift in consumer behavior towards dining experiences and curated wine pairings. This dynamic creates a competitive landscape where both channels play significant roles in distribution. Recent trends indicate that the Food Service segment is the fastest-growing due to increasing interest in luxury dining and premium drink pairings. Factors such as the rise of niche restaurants focused on high-quality offerings and consumer willingness to spend on premium experiences are driving this growth. Both segments are responding to evolving market demands, making them crucial to the overall market performance. Food Retail: Dominant vs. Food Service: Emerging Food Retail serves as the dominant distribution channel in the luxury wines-spirits market, characterized by well-established retail outlets, supermarkets, and specialized wine shops that offer a curated selection of luxury products. This channel benefits from strong brand loyalty, promotional strategies, and expansive reach. In contrast, Food Service is emerging as a significant player, with its focus on delivering premium experiences through hospitality venues. This segment is seeing a rise in upscale restaurants and bars that curate exclusive selections, thus generating interest among discerning consumers seeking unique offerings. The interplay between these two channels shapes the competitive dynamics of the market, catering to a wide spectrum of consumer preferences. ## Competitive Benchmarking The luxury wines-spirits market in the US is characterized by a dynamic competitive landscape, driven by evolving consumer preferences and a growing demand for premium products. Key players such as LVMH (FR), Diageo (GB), and Pernod Ricard (FR) are strategically positioned to leverage innovation and brand heritage. LVMH (FR) continues to enhance its portfolio through targeted acquisitions and a focus on sustainability, while Diageo (GB) emphasizes digital transformation and consumer engagement. Pernod Ricard (FR) is actively pursuing regional expansion and partnerships to strengthen its market presence, collectively shaping a competitive environment that prioritizes quality and brand loyalty.In terms of business tactics, companies are increasingly localizing manufacturing and optimizing supply chains to enhance efficiency and responsiveness to market demands. The market structure appears moderately fragmented, with a mix of established brands and emerging players. The collective influence of key players fosters a competitive atmosphere where innovation and brand differentiation are paramount. In October Diageo (GB) announced a significant investment in a new distillery in Kentucky, aimed at expanding its bourbon production capacity. This strategic move not only enhances Diageo's operational capabilities but also aligns with the growing consumer interest in American whiskey, positioning the company to capture a larger share of this lucrative segment. The investment underscores Diageo's commitment to meeting rising demand while reinforcing its brand presence in the US market. In September Pernod Ricard (FR) launched a new line of organic wines under its flagship brand, reflecting a growing consumer trend towards sustainability and health-conscious choices. This initiative not only diversifies Pernod Ricard's product offerings but also aligns with the increasing demand for organic and environmentally friendly products. The launch is indicative of the company's strategic focus on innovation and responsiveness to consumer preferences, potentially enhancing its competitive edge. In August LVMH (FR) unveiled a partnership with a tech startup to integrate AI-driven analytics into its marketing strategies. This collaboration aims to enhance consumer insights and optimize product offerings based on real-time data. By leveraging technology, LVMH is likely to improve its customer engagement and brand loyalty, positioning itself as a leader in the digital transformation of the luxury wines-spirits market. As of November current competitive trends indicate a strong emphasis on digitalization, sustainability, and technological integration within the luxury wines-spirits market. Strategic alliances are increasingly shaping the landscape, enabling companies to pool resources and expertise. The shift from price-based competition to a focus on innovation, technology, and supply chain reliability is evident, suggesting that future competitive differentiation will hinge on the ability to adapt to changing consumer demands and leverage technological advancements. ## Recent News & Developments Recent developments in the US Luxury Wines and Spirits Market have shown resilience and growth, particularly with Bacardi, Ste. Michelle Wine Estates, and Brown-Forman continuing to innovate and capture consumer interest. Diageo's increased focus on premium offerings is reflected in its strategic marketing efforts, which have yielded positive results amid evolving consumer tastes. In October 2022, Treasury Wine Estates completed its acquisition of an Australian winery to expand its luxury portfolio, indicating a trend towards consolidation in the high-end segment. Meanwhile, Constellation Brands is reportedly exploring opportunities for partnerships to enhance its market presence. The pandemic's impact has led to a rise in online wine sales, further driving growth in luxury segments, with Jackson Family Wines capitalizing on this trend through enhanced digital platforms. As of September 2023, LVMH announced plans to expand its luxury wine range, reflecting confidence in the market's potential. This evolving landscape highlights a notable shift towards premiumization, where consumers are willing to invest in higher-quality products, driving overall market valuation and competitiveness. The recent trajectory suggests robust performance as companies adapt to market demands and consumer preferences in the luxury sector. ## Report Scope | MARKET SIZE 2024 | 182.26(USD Billion) | | --- | --- | | MARKET SIZE 2025 | 192.57(USD Billion) | | MARKET SIZE 2035 | 333.99(USD Billion) | | COMPOUND ANNUAL GROWTH RATE (CAGR) | 5.66% (2025 - 2035) | | REPORT COVERAGE | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends | | BASE YEAR | 2024 | | Market Forecast Period | 2025 - 2035 | | Historical Data | 2019 - 2024 | | Market Forecast Units | USD Billion | | Key Companies Profiled | LVMH (FR), Pernod Ricard (FR), Diageo (GB), Remy Cointreau (FR), Moet Hennessy (FR), Chivas Brothers (GB), Bacardi (BM), Treasury Wine Estates (AU), E&J Gallo Winery (US) | | Segments Covered | Type, Distribution Channel | | Key Market Opportunities | Growing consumer interest in sustainable and organic luxury wines-spirits presents a unique market opportunity. | | Key Market Dynamics | Shifting consumer preferences towards premium products drive innovation and competition in the luxury wines-spirits market. | | Countries Covered | US | ## Frequently Asked Questions **Q: What is the current valuation of the US luxury wines-spirits market as of 2024?** A: The market valuation was $182.26 Billion in 2024. **Q: What is the projected market size for the US luxury wines-spirits market by 2035?** A: The market is projected to reach $333.99 Billion by 2035. **Q: What is the expected CAGR for the US luxury wines-spirits market during the forecast period 2025 - 2035?** A: The expected CAGR is 5.66% during the forecast period 2025 - 2035. **Q: Which segment of the US luxury wines-spirits market had the highest valuation in 2024?** A: In 2024, the Whisky segment had the highest valuation at $50.0 Billion. **Q: What is the valuation range for the Wine segment in the US luxury wines-spirits market?** A: The valuation range for the Wine segment is between $40.0 Billion and $75.0 Billion. **Q: How does the Food Retail distribution channel compare to Food Service in terms of market valuation?** A: The Food Retail distribution channel had a valuation of $109.36 Billion, surpassing the Food Service channel at $72.9 Billion in 2024. **Q: Who are the key players in the US luxury wines-spirits market?** A: Key players include LVMH, Pernod Ricard, Diageo, and Remy Cointreau, among others. **Q: What is the valuation range for the Rum segment in the US luxury wines-spirits market?** A: The valuation range for the Rum segment is between $20.0 Billion and $35.0 Billion. **Q: What is the projected growth trend for the Gin segment in the US luxury wines-spirits market?** A: The Gin segment is projected to grow, with a valuation range of $10.0 Billion to $20.0 Billion. **Q: What is the valuation range for the Tequila segment in the US luxury wines-spirits market?** A: The valuation range for the Tequila segment is between $5.0 Billion and $15.0 Billion. --- *This Markdown endpoint is provided for AI systems and LLM crawlers. 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