Alcoholic Drinks in Denmark
Euromonitor International's Alcoholic Drinks in Denmark 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.
Get immediate access to strategic market analysis when you buy reports online
Tables: 165 | Publication date: Feb 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
High disposables incomes driving premium growth
The Danish economy performed strongly in the latter years of the review period. This is helping to facilitate significant growth in disposable incomes. The growth is changing consumer purchasing patterns and a noticeable trend on the market is Danish consumers’ appetite for high-priced, premium-positioned alcoholic drinks. Market players are responding to this trend, not least via new product launches. V&S Danmark’s launch of Frisk Aalborg and Aalborg Nordguld aquavit are clear examples of market players’ attempts to address the growing consumer demand for premium alcoholic drinks.
Premium beer revolution in full swing
The continued strong growth of premium-positioned beers was the defining trend of 2007 Danish alcoholic drinks developments. The popularity of Danish microbreweries knows no end, with the number of Danish breweries increasing dramatically in recent years. For example, in 2002 there were 21 Danish breweries. By 2006, this number had increased fourfold to 85 breweries. This growth led to some trade commentators jovially referring to the Danish beer market as “Beercon Valley”.
Both domestic players and multinationals have strong market positions
Danish beer sales are dominated by domestic players. The three main breweries; Carlsberg, Royal Unibrew and Harboes Bryggeri, control the lion’s share of volume sales. Danish spirits sales are controlled by multinational players such as V&S, Pernod Ricard, Bacardi-Martini and Diageo. Hans Just A/S is the only domestic player that has a significant presence in Danish spirits sales. Danish wine sales remain very fragmented with a large number of domestic players present. The main players of note are the domestic players Amka, Chris Wine and Taster Wine, and the multinational V&S.
Grocery retailers dominate off-trade sales
Grocery retailers are the most important off-trade distribution channel in Denmark. Unlike the other Scandinavian markets, there is no state-controlled monopoly on alcoholic drinks sales in the off-trade. Grocery retailers’ strongest position is within wine sales, where they control approximately 80% of off-trade sales. Specialist retailers have a stable share within Danish alcoholic drinks sales. Specialist retailers have a strong focus on distributing drinks that are not available in grocery retailers, especially wines. This has helped to increase their share as consumers seek more exclusive, premium drinks.
Total volume sales expected to continue declining
Total alcoholic drinks sales are expected to continue to decrease in the forecast period. This reflects a consumer movement towards premium products and a growing preference for quality over quantity. Potential threats to the forecast performance are cross-border trade and the imminent introduction of a smoking ban in public places. Cross-border trade with Germany has traditionally heavily impacted on Danish alcoholic drinks sales. Any movement in the prevalent Danish and German alcohol duties will negatively/positively impact on Danish sales. A ban on smoking in public places will be introduced in Denmark during August 2007. The magnitude of the impact this will have on-trade sales is, as yet, unclear.
Table of contents
ALCOHOLIC DRINKS IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
High disposables incomes driving premium growth
Premium beer revolution in full swing
Both domestic players and multinationals have strong market positions
Grocery retailers dominate off-trade sales
Total volume sales expected to continue declining
KEY TRENDS AND DEVELOPMENTS
Increases in disposable incomes impacting positively on sales
An ageing population presents challenges
Current status of cross-border trade
Beer revolution in full swing
Removing the “middle-men”
Specialist Retailer trends
Summary 1 Leading Specialist Retailers 2006
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- Tuborg Grøn Pilsner
Table 4 Selling Margin of a Typical Imported Wine Brand 2007- Hardys
Table 5 Selling Margin of a Typical Domestically Produced Spirits Brand 2007 - Aalborg
Table 6 Selling Margin of a Typical Imported Spirits Brand 2007 - Smirnoff
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 2 Research Sources
LOCAL COMPANY PROFILES - DENMARK
CHRIS WINE A/S, CPH - ALCOHOLIC DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Chris Wine A/S: Key Facts
Summary 4 Chris Wine A/S: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 5 Chris Wine A/S: Competitive Position 2006
GOURMETBRYGGERIET A/S - ALCOHOLIC DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 6 GourmetBryggeriet A/S: Key Facts
Summary 7 GourmetBryggeriet A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 GourmetBryggeriet: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 GourmetBryggeriet: Competitive Position 2006
HARBOES BRYGGERI A/S - ALCOHOLIC DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Harboes Bryggeri A/S: Key Facts
Summary 11 Harboes Bryggeri A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Harboes Bryggeri A/S: Competitive Position 2006
JUST A/S, HANS - ALCOHOLIC DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Hans Just A/S: Key Facts
Summary 14 Hans Just A/S: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 15 Hans Just A/S: Competitive Position 2006
ROYAL UNIBREW A/S - ALCOHOLIC DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Royal Unibrew A/S: Key Facts
Summary 17 Royal Unibrew: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Royal Unibrew A/S: Competitive Position 2006
TASTER WINE A/S - ALCOHOLIC DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Taster Wine A/S: Key Facts
Summary 20 Taster Wine A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Taster Wine A/S: Competitive Position 2006
BEER IN DENMARK
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 22 Lager by Price Band 2007
Published data comparisons
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2002-2007
Table 24 Sales of Beer by Subsector: Total Value 2002-2007
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 26 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 27 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 31 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 32 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Value 2001-2006
Table 34 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 35 Beer Imports by Country of Origin: Total Value 2001-2006
Table 36 Company Shares of Beer by National Brand Owner 2002-2006
Table 37 Company Shares of Beer by Global Brand Owner 2002-2006
Table 38 Brand Shares of Beer 2003-2006
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 40 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN DENMARK
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 43 Sales of Cider/Perry: Total Volume 2002-2007
Table 44 Sales of Cider/Perry: Total Value 2002-2007
Table 45 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 46 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 51 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 52 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 53 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 54 Brand Shares of Cider/Perry 2003-2006
Table 55 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 56 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 57 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 58 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 59 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 61 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 67 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 68 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 69 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 74 Sales of Wine by Subsector: Total Volume 2002-2007
Table 75 Sales of Wine by Subsector: Total Value 2002-2007
Table 76 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 77 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 78 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 79 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 80 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 81 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 82 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 83 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 84 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 85 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 86 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 87 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 88 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 89 Sales of Still Red Wine by Quality Classification 2002-2007
Table 90 Sales of Still White Wine by Quality Classification 2002-2007
Table 91 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 92 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 93 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 94 Wine Exports by Country of Destination: Total Value 2001-2006
Table 95 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 96 Wine Imports by Country of Origin: Total Value 2001-2006
Table 97 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 98 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 99 Brand Shares of Still Light Grape Wine 2003-2006
Table 100 Company Shares of Champagne by National Brand Owner 2003-2006
Table 101 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 102 Brand Shares of Champagne 2003-2006
Table 103 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 104 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 105 Brand Shares of Other Sparkling Wine 2003-2006
Table 106 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 107 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 108 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 109 Company Shares of Non-grape Wine by National Brand Owner 2003-2006
Table 110 Company Shares of Non-grape Wine by Global Brand Owner 2003-2006
Table 111 Brand Shares of Non-grape Wine 2003-2006
Table 112 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 113 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 114 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 115 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN DENMARK
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Summary 23 Benchmark brands –Denmark
Published data comparisons
SECTOR DATA
Table 116 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 117 Sales of Spirits by Subsector: Total Value 2002-2007
Table 118 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 119 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 120 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 121 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 122 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 123 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 124 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 125 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 126 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 127 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 128 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 129 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 130 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 131 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 132 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 133 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 134 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 135 Liqueurs Production: Total Volume 2001-2006
Table 136 Company Shares of Spirits by National Brand Owner 2002-2006
Table 137 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 138 Brand Shares of Spirits 2003-2006
Table 139 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 140 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 141 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 142 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012