Alcoholic Drinks in Cameroon
Euromonitor International's Alcoholic Drinks in Cameroon 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: 208 | Publication date: Mar 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
Beer remained the predominant alcoholic drink
Beer remained the most popular alcoholic drink sold in the country. In 2008 the beer sector suffered from the rising international prices of barley and wheat, as well as increased energy prices which impacted production and transport costs. The sector witnessed a slowdown in growth due to higher unit prices. Nevertheless, lager remains by far the most popular type of beer consumed in Cameroon. Stout saw the fastest growth in 2008. Sales of stout are largely driven by the popularity of the Guinness brand.
Brasseries du Cameroun consolidates its position as market leader
In 2008, SABC Brasseries du Cameroun extended its leadership by taking over 60% shares of SIACK Isenbeck. SABC continued to perform strongly in 2008 thanks to aggressive marketing and effective promotional campaigns. Its best seller, Castle, is also the most popular beer in Cameroon. SABC is expected to continue its domination of the beer sector throughout the forecast period.
Intense competition among major players
Promotional campaigns intensified in alcoholic drinks in 2008. Most companies pursued their marketing campaigns, offering prizes to customers ranging from mobile phones to luxury cars and, of course, more beer. With the economic slowdown it is expected that the advertising battle could intensify further. During periods of economic difficulty, Cameroonian consumers are less loyal to specific brands. They choose promotional products hoping to increase their savings.
Alcoholic drinks are mainly marketed through on-trade channels
On-trade outlets remain the most popular channel for the majority of alcoholic drinks sold in Cameroon. Drinking is regarded in Cameroon as a social activity, and people generally consume beer in groups in bars. However, off-trade channels are the predominant outlets for wine and spirits, since they are mostly drunk on special occasions or at home. On-trade prices of wines and spirits are considered too expensive for many drinkers in Cameroon.
Positive prospects due to the strong social drinking habit in Cameroon
Cameroon remains a country with one of the highest consumption rates of alcohol in Africa. The current boom of night life in urban cities will positively impact alcoholic drinks sales over the forecast period. Men are the biggest consumers of alcoholic drinks in Cameroon, but the proportion of women drinking is growing steadily and might grow faster during the forecast period with the introduction of low alcohol drinks.
Table of contents
ALCOHOLIC DRINKS IN CAMEROON : MARKET INSIGHT
EXECUTIVE SUMMARY
Beer remained the predominant alcoholic drink
Brasseries du Cameroun consolidates its position as market leader
Intense competition among major players
Alcoholic drinks are mainly marketed through on-trade channels
Positive prospects due to the strong social drinking habit in Cameroon
MARKET BACKGROUND
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 Beer Brand 2008 – 33 Export
Table 4 Selling Margin of a Typical Wine Brand 2008 - Baron de Madrid
Table 5 Selling Margin of a Typical Spirits Brand 2008 - Wild Turkey
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private imports
MARKET DATA
Table 6 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 7 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 14 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 15 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 16 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 17 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
BEER
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Summary 2 Lager by Price Band 2008 (off-trade)
Sector Data
Table 21 Sales of Beer by Subsector: Total Volume 2003-2008
Table 22 Sales of Beer by Subsector: Total Value 2003-2008
Table 23 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 24 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 25 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 29 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 30 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 31 Beer Exports by Country of Destination: Total Value 2002-2007
Table 32 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 33 Beer Imports by Country of Origin: Total Value 2002-2007
Table 34 Company Shares of Beer by National Brand Owner 2003-2007
Table 35 Company Shares of Beer by Global Brand Owner 2003-2007
Table 36 Brand Shares of Beer 2004-2007
Table 37 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 38 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 39 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 40 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
WINE
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 41 Sales of Wine by Subsector: Total Volume 2003-2008
Table 42 Sales of Wine by Subsector: Total Value 2003-2008
Table 43 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 44 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 45 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 46 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 47 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 48 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 49 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 50 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 51 Wine Exports by Country of Destination: Total Value 2002-2007
Table 52 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 53 Wine Imports by Country of Origin: Total Value 2002-2007
Table 54 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 55 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 56 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 57 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 58 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 59 Sales of Spirits by Subsector: Total Value 2003-2008
Table 60 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 61 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 62 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 63 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 64 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 65 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 66 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 67 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 68 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 69 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 70 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 71 Company Shares of Spirits by National Brand Owner 2003-2007
Table 72 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 73 Brand Shares of Spirits 2004-2007
Table 74 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 75 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 76 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 77 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013
CIDER
RTDS/HIGH-STRENGTH PREMIXES
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 78 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 79 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 80 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 81 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 82 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 83 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 84 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 85 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 86 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 87 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 88 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 89 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 90 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 91 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 92 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
BRASSERIES DU CAMEROUN (SABC)
Strategic Direction
Key Facts
Summary 3 Brasseries du Cameroun: Key Facts
Summary 4 Brasseries du Cameroun: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 5 Brasseries du Cameroun: Competitive Position in 2007
GUINNESS CAMEROON SA
Strategic Direction
Key Facts
Summary 6 Guinness Cameroon SA: Key Facts
Summary 7 Guinness Cameroon SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 8 Guinness Cameroon SA: Competitive Position 2007
SOCCINT - SOCIÉTÉ COMMERCIALE D’IMPORTATION - NÉGOCE ET DE TRANSIT
Strategic direction
Key Facts
Summary 9 SOCCINT: Key Facts
Summary 10 SOCCINT :Operational Indicators
Company Background
Production
Competitive Positioning
FERMANCAM
Strategic Direction
Key Facts
Summary 11 Fermencam: Key Facts
Summary 12 Fermencam: Operational Indicators
Company Background
Production
Competitive Positioning
ALCOHOLIC DRINKS IN CAMEROON
EXECUTIVE SUMMARY
Beer remained the predominant alcoholic drink
Brasseries du Cameroun consolidates its position as market leader
Intense competition among major players
Alcoholic drinks are mainly marketed through on-trade channels
Positive prospects due to the strong social drinking habit in Cameroon
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 93 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 94 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 95 Selling Margin of a Typical Beer Brand 2008 – 33 Export
Table 96 Selling Margin of a Typical Wine Brand 2008 - Baron de Madrid
Table 97 Selling Margin of a Typical Spirits Brand 2008 - Wild Turkey
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private imports
MARKET DATA
Table 98 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 99 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 100 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 101 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 102 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 103 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 104 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 105 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 106 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 107 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 108 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 109 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 110 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 111 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 112 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 13 Summary - Research Sources
LOCAL COMPANY PROFILES - CAMEROON
BRASSERIES DU CAMEROUN - ALCOHOLIC DRINKS - CAMEROON
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Summary - Brasseries du Cameroun: Key Facts
Summary 15 Summary - Brasseries du Cameroun: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Summary - Brasseries du Cameroun: Competitive Position in 2007
FERMANCAM SA - ALCOHOLIC DRINKS - CAMEROON
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Summary - Fermencam: Key Facts
Summary 18 Summary - Fermencam: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
GUINNESS CAMEROON SA - ALCOHOLIC DRINKS - CAMEROON
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Summary - Guinness Cameroon SA: Key Facts
Summary 20 Summary - Guinness Cameroon SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Summary - Guinness Cameroon SA: Competitive Position 2007
SOCIéTé COMMERCIALE D'IMPORTATION - NéGOCE ET DE TRANSIT (SOCCINT) - ALCOHOLIC DRINKS - CAMEROON
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Summary - SOCCINT: Key Facts
Summary 23 Summary - SOCCINT :Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
BEER IN CAMEROON
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 24 Summary - Lager by Price Band 2008 (off-trade)
SECTOR DATA
Table 113 Sales of Beer by Subsector: Total Volume 2003-2008
Table 114 Sales of Beer by Subsector: Total Value 2003-2008
Table 115 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 116 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 117 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 118 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 119 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 120 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 121 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 122 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 123 Beer Exports by Country of Destination: Total Value 2002-2007
Table 124 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 125 Beer Imports by Country of Origin: Total Value 2002-2007
Table 126 Company Shares of Beer by National Brand Owner 2003-2007
Table 127 Company Shares of Beer by Global Brand Owner 2003-2007
Table 128 Brand Shares of Beer 2004-2007
Table 129 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 130 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 131 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 132 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN CAMEROON
RTDS/HIGH-STRENGTH PREMIXES IN CAMEROON
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 133 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 134 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 135 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 136 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 137 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 138 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 139 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 140 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 141 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 142 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 143 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 144 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 145 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 146 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 147 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN CAMEROON
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 148 Sales of Wine by Subsector: Total Volume 2003-2008
Table 149 Sales of Wine by Subsector: Total Value 2003-2008
Table 150 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 151 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 152 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 153 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 154 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 155 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 156 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 157 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 158 Wine Exports by Country of Destination: Total Value 2002-2007
Table 159 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 160 Wine Imports by Country of Origin: Total Value 2002-2007
Table 161 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 162 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 163 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 164 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN CAMEROON
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
SECTOR DATA
Table 165 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 166 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013
Table 167 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 168 Sales of Spirits by Subsector: Total Value 2003-2008
Table 169 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 170 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 171 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 172 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 173 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 174 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 175 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 176 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 177 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 178 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 179 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 180 Company Shares of Spirits by National Brand Owner 2003-2007
Table 181 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 182 Brand Shares of Spirits 2004-2007
Table 183 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 184 Forecast Sales of Spirits by Subsector: Total Value 2008-2013