Alcoholic Drinks in Austria
Euromonitor International's Alcoholic Drinks in Austria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 159 | Publication date: Mar 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Beer and spirits volumes up slightly, wine declining
Volume sales of alcoholic drinks are expected to see a small decline in 2007 as a result of a downward adjustment in the wine sector after strong growth in 2006. By contrast, beer volumes are expected to increase marginally, while spirits and RTDs volumes are expected to see low single-digit percentage growth. Growth in RTDs will be mainly driven by malt-based RTDs, while spirit-based RTDs will decline further, albeit at a slower rate compared to previous years.
Value sales growth slightly ahead of the volume sales increase
Value sales grew faster than volume sales in all sectors except RTDs in 2007. The main reason was price increases, especially for beer, but also for some spirits categories. In addition, there was a continuing trend towards premium products, especially in spirits, although in the spirits sector this was partly offset by share gains by private label and strong retailer promotions on leading brands. Faster volume than value growth in RTDs was not because of declining unit prices at a subsector level, but because of share gains by lower-priced malt-based RTDs at the expense of higher-priced spirit-based RTDs.
Innovations reflect diversification of tastes and trend towards specialities
Innovations in 2007 were mainly in niche and speciality segments as, in a saturated market, manufacturers tried to generate growth by diversification and adding value. In the beer sector, one of the key new product launches was the introduction of Zipfer Lemon by Brau-Union, the first major domestic flavoured full-alcohol beer, while activities in the area of packaging and product formats included further developments in the BeerTender home draught line, a 5-litre keg by Heineken and, from Ottakringer, 16er Blech, a new brand sold in cans. In wine, particularly fast growth came from the small rosé product area, with manufacturers tapping into this trend with new product launches, especially in sparkling wine and champagne. Many new product launches in spirits were line additions of premium specialities.
Domestic producers dominate beer and wine, but lose share in spirits
Domestic producers remained the dominant force in the Austrian alcoholic drinks market. The dominance is particularly strong in beer where imports account for only some 5% of total volumes. From this low level, imported beers grew slightly ahead of domestic beer, mainly because of widening distribution in the on-trade. In spirits, brands owned by multinationals continued to gain share at the expense of domestic spirits (mainly brown spirits such as domestic rum or brandy) as a result of an ongoing shift towards international premium spirits with vodka and whisk(e)y among the winners. In RTDs, domestic players gained share because of the share gains made by malt-based RTDs (dominated by domestic companies) over spirit-based RTDs (dominated by multinationals). In the wine sector, Austrian wines managed to slightly increase their already large share of some 70% as national retailers increase their ranges of Austrian wines rather than just relying on (mainly Italian) imports. However, better availability of Austrian wines in the retail channel meant a further reduction in the share held by direct sales from Austrian vineyards.
Volumes to stagnate over the forecast period, unit prices to increase
Volume sales of alcoholic drinks are expected to stagnate over the forecast period, because of expected stagnant volumes in the beer sector. With a per capita consumption of some 105 litres, Austria ranks fourth in the world in terms of consumption per head in beer, while per capita consumption of wine is also regarded as high, with little potential for sustainable long-term growth. Spirits and RTDs are expected to see small increases in volumes, but these sectors are too small to offset the expected stagnant performance from beer and declines in wine volumes. Value sales are expected to outperform volumes, underpinned by a trend towards premium products and/or smaller packaging sizes, especially in beer, spirits and wine.
Table of contents
ALCOHOLIC DRINKS IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Beer and spirits volumes up slightly, wine declining
Value sales growth slightly ahead of the volume sales increase
Innovations reflect diversification of tastes and trend towards specialities
Domestic producers dominate beer and wine, but lose share in spirits
Volumes to stagnate over the forecast period, unit prices to increase
KEY TRENDS AND DEVELOPMENTS
Incoming tourism fails to boost industry, but EURO 2008 will change this
Discounters become ever more important in distribution strategies
Spar and Rewe increasing grip on retail market with acquisitions
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007 – Stiegl Goldbräu
Table 4 Selling Margin of a Typical Imported Wine Brand 2007 – Ernest & Julio Gallo Sierra Valley Zinfandel
Table 5 Selling Margin of a Typical Domestically Produced Wine Brand 2007 – Wegenstein Blauer Zweigelt
Table 6 Selling Margin of a Typical Imported Spirits Brand 2007 – Bacardi Carta Blanca Superior
Table 7 Selling Margin of a Typical Domestically Produced Spirits Brand 2007 – Amadé Chocolate-Orange Likör
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private imports
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 2 Research Sources
LOCAL COMPANY PROFILES - AUSTRIA
BRAU-UNION ÖSTERREICH AG - ALCOHOLIC DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Brau-Union Österreich AG: Key Facts
Summary 4 Brau-Union Österreich AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 5 Brau-Union Österreich AG: Production Sites 2007
COMPETITIVE POSITIONING
Summary 6 Brau-Union Österreich AG: Competitive Position 2006
OTTAKRINGER BRAUEREI AG - ALCOHOLIC DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Ottakringer Brauerei AG: Key Facts
Summary 8 Ottakringer Brauerei AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Ottakringer Brauerei AG: Competitive Position 2006
SPITZ GESMBH, S - ALCOHOLIC DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Spitz GesmbH KG: Key Facts
Summary 11 Spitz GesmbH KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Spitz GesmbH KG: Competitive Position 2006
STIEGLBRAUEREI ZU RIEDENBURG, FRANZ HUEMER & CO - ALCOHOLIC DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Stieglbrauerei zu Riedenburg, Franz Huemer & Co: Key Facts
Summary 14 Stieglbrauerei zu Riedenburg, Franz Huemer & Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Stieglbrauerei zu Riedenburg, Franz Huemer & Co: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Stieglbrauerei zu Riedenburg, Franz Huemer & Co: Competitive Position 2006
WEINKELLEREI LENZ MOSER AG - ALCOHOLIC DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Lenz Moser GmbH: Key Facts
Summary 18 Lenz Moser GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Lenz Moser GmbH: Competitive Position 2006
BEER IN AUSTRIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 20 Lager by Price Band 2007
Published data comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN AUSTRIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2002-2007
Table 45 Sales of Cider/Perry: Total Value 2002-2007
Table 46 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 47 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 52 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 53 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 54 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 55 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 56 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN AUSTRIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 57 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 58 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 59 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 60 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 61 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 62 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 65 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 66 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 67 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 68 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 69 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 72 Sales of Wine by Subsector: Total Volume 2002-2007
Table 73 Sales of Wine by Subsector: Total Value 2002-2007
Table 74 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 75 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 76 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 77 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 78 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 79 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 80 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 81 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 82 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 83 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 84 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 85 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 86 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 87 Sales of Still Red Wine by Quality Classification 2002-2007
Table 88 Sales of Still White Wine by Quality Classification 2002-2007
Table 89 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 90 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 91 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 92 Wine Exports by Country of Destination: Total Value 2001-2006
Table 93 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 94 Wine Imports by Country of Origin: Total Value 2001-2006
Table 95 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 96 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 97 Brand Shares of Still Light Grape Wine 2003-2006
Table 98 Company Shares of Champagne by National Brand Owner 2003-2006
Table 99 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 100 Brand Shares of Champagne 2003-2006
Table 101 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 102 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 103 Brand Shares of Other Sparkling Wine 2003-2006
Table 104 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 105 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 106 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 107 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 108 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 109 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 110 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN AUSTRIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Summary 21 Benchmark Brands – Austria
Published data comparisons
SECTOR DATA
Table 111 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 112 Sales of Spirits by Subsector: Total Value 2002-2007
Table 113 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 114 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 115 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 116 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 117 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 118 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 119 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 120 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 121 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 122 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 123 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 124 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 125 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 126 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 127 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 128 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 129 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 130 Liqueurs Production: Total Volume 2001-2006
Table 131 Other Spirits Production: Total Volume 2001-2006
Table 132 Company Shares of Spirits by National Brand Owner 2002-2006
Table 133 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 134 Brand Shares of Spirits 2003-2006
Table 135 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 136 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 137 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 138 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012