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: 170 | Publication date: Jun 2009
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
Good growth due to rising income levels
The Austrian economy saw good growth during the review period, boosting consumers’ income levels. Growth was strongest in less-developed areas, particularly with a premium positioning. Within wine, for example, still rosé wine and champagne saw the strongest growth. Beer is fairly mature but benefited from a growing interest in niches such as dark beer and stout, along with the widening range of microbrewery beer and limited edition products on offer. Generally, consumers became more discerning but also more adventurous in their choices. In spirits, interest in premium products for example fuelled growth in blended Scotch whisky, while the growing popularity of cocktails at home and in bars drove growth in tequila, white rum, cream-based liqueurs and particularly vodka.
Domestic brands showed a good performance
Domestic products performed strongly across alcoholic drinks in 2008. Austrian consumers are typically enthusiastic about Austrian products and have faith in their quality, particularly where there is a long tradition of production. This trend was especially noticeable in wine and RTDs/high-strength premixes. Austria is a country with a long tradition in viniculture and its wine is popular in Austria as well as abroad. Growth in RTDs/high-strength premixes was meanwhile driven almost entirely by malt-based RTDs towards the end of the review period, with this comprising only radler. Radler is a blend of lemonade with beer, typically using strong local beer brands such as Brau-Union’s Puntigamer. Beer also benefited from this trend, with the growing number of microbreweries boosting interest in dark beer and stout. Cider/perry is meanwhile almost exclusively domestic with artisanal production, while domestic brands also performed well in liqueurs.
Strong brewers in lead
Beer is the least fragmented area of alcoholic drinks, with the bulk of sales controlled by Brau-Union and Stieglbrauerei. With beer also dominating overall sales of alcoholic drinks, these players thus enjoy a strong lead. The leading beer players also benefited from their presence in dynamic malt-based RTDs, which supported their shares towards the end of the review period. Wine and spirits meanwhile remains fairly fragmented, with a large number of small players. Cider/perry is meanwhile dominated by artisanal production, with no clear leaders.
Price-sensitive consumers seek out off-trade bargains
Supermarkets/hypermarkets continued to be the most significant off-trade channel for alcoholic drinks, accounting for a dominant share. After losing some share to discounters at the start of the review period, supermarkets/hypermarkets also regained share in 2008 thanks to the increasing use of price promotions. Discounters continued to be the most dynamic channel, however, appealing to increasingly price-sensitive consumers by offering a wide range at low prices.
Stronger growth ahead thanks to domestic innovation
Alcoholic drinks is expected to see stronger growth during the forecast period than that seen during the review period, with this due to strong investment in new product development and marketing by leading domestic players. The leading breweries are expected to be particularly effective in driving sales growth, with new product development and promotion set to rejuvenate sales in domestic premium lager and domestic standard lager, along with supporting strong growth in malt-based RTDs. However, microbreweries are also expected to be significant in driving growth. Domestic wine producers are also expected to focus on new product development and to explore less-developed niches such as still rosé wine.
Table of contents
ALCOHOLIC DRINKS IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Good growth due to rising income levels
Domestic brands showed a good performance
Strong brewers in lead
Price-sensitive consumers seek out off-trade bargains
Stronger growth ahead thanks to domestic innovation
KEY TRENDS AND DEVELOPMENTS
Players appeal to new tourist groups
Growing interest in socialising at home
Discounters continue to gain share
Austrian products appeal to patriotic consumers
Specialist retailers
Summary 1 Leading Specialist Retailers 2007
Market merger and acquisition activity
LEGISLATION
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008
Table 5 Selling Margin of a Typical Imported Wine Brand 2008
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2008
Table 7 Selling Margin of a Typical Imported Spirits Brand 2008
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
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 2008
COMPETITIVE POSITIONING
Summary 6 Brau-Union Österreich AG: Competitive Position 2007
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
Summary 9 Ottakringer Brauerei AG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 Ottakringer Brauerei AG: Competitive Position 2007
SPITZ GESMBH, S - ALCOHOLIC DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Spitz GesmbH KG: Key Facts
Summary 12 Spitz GesmbH KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Spitz GesmbH KG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Spitz GesmbH KG: Competitive Position 2007
STIEGLBRAUEREI SALZBURG - ALCOHOLIC DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Stieglbrauerei zu Salzburg GmbH: Key Facts
Summary 16 Stieglbrauerei zu Salzburg GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Stieglbrauerei zu Salzburg GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 18 Stieglbrauerei zu Salzburg GmbH: Competitive Position 2007
WEINKELLEREI LENZ MOSER AG - ALCOHOLIC DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Weinkellerei Lenz Moser AG: Key Facts
Summary 20 Weinkellerei Lenz Moser AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 Weinkellerei Lenz Moser AG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 22 Weinkellerei Lenz Moser AG: Competitive Position 2007
BEER IN AUSTRIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 23 Lager by Price Band 2008
Published data comparisons
Table 24 Number of Breweries 2002-2007
SECTOR DATA
Table 25 Sales of Beer by Subsector: Total Volume 2003-2008
Table 26 Sales of Beer by Subsector: Total Value 2003-2008
Table 27 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 28 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 32 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 33 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 34 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 35 Beer Exports by Country of Destination: Total Value 2002-2007
Table 36 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 37 Beer Imports by Country of Origin: Total Value 2002-2007
Table 38 Company Shares of Beer by National Brand Owner 2003-2007
Table 39 Company Shares of Beer by Global Brand Owner 2003-2007
Table 40 Brand Shares of Beer 2004-2007
Table 41 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 42 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 43 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 44 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN AUSTRIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 45 Sales of Cider/Perry: Total Volume 2003-2008
Table 46 Sales of Cider/Perry: Total Value 2003-2008
Table 47 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 48 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 50 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 52 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 53 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
Table 54 Cider/Perry Exports by Country of Destination: Total Volume 2002-2007
Table 55 Cider/Perry Exports by Country of Destination: Total Value 2002-2007
Table 56 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007
Table 57 Cider/Perry Imports by Country of Origin: Total Value 2002-2007
Table 58 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 59 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 60 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 61 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 62 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN AUSTRIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 64 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 66 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 70 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 71 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 72 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 73 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 77 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN AUSTRIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 78 Sales of Wine by Subsector: Total Volume 2003-2008
Table 79 Sales of Wine by Subsector: Total Value 2003-2008
Table 80 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 81 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 82 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 83 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 84 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 85 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 86 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 87 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 88 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 89 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 90 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 91 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 92 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 93 Sales of Still Red Wine by Quality Classification 2003-2008
Table 94 Sales of Still White Wine by Quality Classification 2003-2008
Table 95 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 96 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 97 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 98 Wine Exports by Country of Destination: Total Value 2002-2007
Table 99 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 100 Wine Imports by Country of Origin: Total Value 2002-2007
Table 101 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 102 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 103 Brand Shares of Still Light Grape Wine 2004-2007
Table 104 Company Shares of Champagne by National Brand Owner 2004-2007
Table 105 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 106 Brand Shares of Champagne 2004-2007
Table 107 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 108 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 109 Brand Shares of Other Sparkling Wine 2004-2007
Table 110 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 111 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 112 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 113 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 114 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 115 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 116 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN AUSTRIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky Price band methodology
Published data comparisons
SECTOR DATA
Table 117 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 118 Sales of Spirits by Subsector: Total Value 2003-2008
Table 119 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 120 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 121 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 122 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 123 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 124 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 125 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 126 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 127 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 128 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 129 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 130 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 131 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 132 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 133 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 134 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 135 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 136 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 137 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 138 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 139 Liqueurs Production: Total Volume 2002-2007
Table 140 Other Spirits Production: Total Volume 2002-2007
Table 141 Company Shares of Spirits by National Brand Owner 2003-2007
Table 142 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 143 Brand Shares of Spirits 2004-2007
Table 144 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 145 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 146 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 147 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013