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.
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Tables: 170 | Publication date: Feb 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
Small decrease in total volume sales
Overall sales of alcoholic drinks in Denmark recorded a slight volume decrease in 2008 compared with the previous year. This represents a continuation of the trend established during the review period, throughout which year-on-year volume decreases were recorded. The strongest growth was, by some way, seen in cider, driven by the launch of the brand Somersby by Carlsberg, however growth was from a very low base, so the importance of cider should not be exaggerated. Minor increases also benefited RTDs and wine, where new product developments and packaging innovations helped to drive volume growth in 2008. However, beer and spirits came under pressure both from changing drinking patterns and the continued cross-border trade from Germany, with the Danes taking advantage of the lower duty levels there.
Increased product segmentation
Product segmentation is emerging as an important driver of Danish alcoholic drinks sales. The most prominent development in this regard was the launch of “light” (low-calorie) beers aimed at health conscious consumers. These light brands appeal in particular to women. Carlsberg launched two “light” beers on the market in 2008 under the Carlsberg and Tuborg brands, respectively, reporting that after three months on the market these products had performed well. Another trend has been increased interest in niche products, with a growing number of microbreweries offering specialist local beer brands, however these still only form a small part of alcoholic drinks sales.
Carlsberg dominates beer and leads alcoholic drinks sales as a whole
Carlsberg remains the undisputed leader of Danish beer sales. The company’s flagship beer brands Carlsberg and Tuborg are widely recognised and command loyal consumer bases. Danish spirits sales are controlled by multinational players such as V&S, Pernod Ricard, Bacardi and Diageo. Hans Just A/S is the only domestic player that has a significant market presence in Danish spirits sales. Danish wine sales remain highly fragmented among a large number of domestic importers. The main players of note are the domestic companies Amka, Chris-Wine and Taster Wine as well as the multinational V&S.
Grocery retailers – the distribution channel of choice
The on-trade accounted for around a quarter of total alcoholic drinks volume sales in 2008, a share which was broadly stable over the review period. The on-trade had its highest share in RTDs/high-strength premixes, where the majority of sales were in the on-trade channel, reflecting the popularity of these products among clubbers. Among the larger sectors, beer had the biggest on-trade share.
Within the off-trade channel, grocery retailers dominated sales, with supermarkets accounting for more than half of distribution across all sectors in alcoholic drinks. Specialist outlets had their most significant presence in wine. On the back of an increased interest in premium products, specialist outlets gradually increased their share over the review period.
Continued volume decreases forecast
Overall alcoholic drinks sales are expected to decrease in the forecast period. This reflects a consumer movement towards premium products, increased health awareness and a growing preference for quality over quantity. Potential threats to this forecast are cross-border trade and tax duty movements. Cross-border trade from Germany has traditionally heavily impacted on Danish alcoholic drinks sales. Any movement in the prevalent Danish and German alcohol duties will negatively/positively impact Danish sales. Growth will be strongest in cider and RTDs, not least because these are less-established products and are less affected by the cross-border trade.
Table of contents
ALCOHOLIC DRINKS IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Small decrease in total volume sales
Increased product segmentation
Carlsberg dominates beer and leads alcoholic drinks sales as a whole
Grocery retailers – the distribution channel of choice
Continued volume decreases forecast
KEY TRENDS AND DEVELOPMENTS
Light offerings widen the beer demographic
Beer revolution in full swing – but for how long?
Denmark introduces smoking ban
New World wines making inroads
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
Table 1 Number of On-trade Establishments by Type 2003-2007
TAXATION AND DUTY LEVIES
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 4 Selling Margin of a Typical Domestically Produced Beer Brand 2008
Table 5 Selling Margin of a Typical Imported Wine Brand 2008
Table 6 Selling Margin of a Typical Imported Spirits Brand 2008
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
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 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
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
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Chris Wine A/S: Competitive Position 2007
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 A/S: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 GourmetBryggeriet A/S: Competitive Position 2007
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 2007
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: Competitive Position 2007
ROYAL UNIBREW A/S - ALCOHOLIC DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Royal Unibrew A/S: Key Facts
Summary 17 Royal Unibrew A/S: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 18 Royal Unibrew: Competitive Position 2007
BEER IN DENMARK
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
Table 23 Number of Breweries 2002-2007
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 19 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2003-2008
Table 25 Sales of Beer by Subsector: Total Value 2003-2008
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 34 Beer Exports by Country of Destination: Total Value 2002-2007
Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 36 Beer Imports by Country of Origin: Total Value 2002-2007
Table 37 Company Shares of Beer by National Brand Owner 2003-2007
Table 38 Company Shares of Beer by Global Brand Owner 2003-2007
Table 39 Brand Shares of Beer 2004-2007
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN DENMARK
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2003-2008
Table 45 Sales of Cider/Perry: Total Value 2003-2008
Table 46 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 47 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 52 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
Table 53 Cider/Perry Exports by Country of Destination: Total Volume 2002-2007
Table 54 Cider/Perry Exports by Country of Destination: Total Value 2002-2007
Table 55 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007
Table 56 Cider/Perry Imports by Country of Origin: Total Value 2002-2007
Table 57 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 58 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 59 Brand Shares of Cider/Perry 2004-2007
Table 60 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 61 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 62 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 63 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 64 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 65 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 66 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 67 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 70 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 71 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 72 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 73 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 74 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 77 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 78 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN DENMARK
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 79 Sales of Wine by Subsector: Total Volume 2003-2008
Table 80 Sales of Wine by Subsector: Total Value 2003-2008
Table 81 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 82 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 83 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 84 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 85 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 86 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 87 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 88 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 89 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 90 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 91 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 92 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 93 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 94 Sales of Still Red Wine by Quality Classification 2003-2008
Table 95 Sales of Still White Wine by Quality Classification 2003-2008
Table 96 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 97 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 98 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 99 Wine Exports by Country of Destination: Total Value 2002-2007
Table 100 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 101 Wine Imports by Country of Origin: Total Value 2002-2007
Table 102 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 103 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 104 Brand Shares of Still Light Grape Wine 2004-2007
Table 105 Company Shares of Champagne by National Brand Owner 2004-2007
Table 106 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 107 Brand Shares of Champagne 2004-2007
Table 108 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 109 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 110 Brand Shares of Other Sparkling Wine 2004-2007
Table 111 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 112 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 113 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 114 Company Shares of Non-grape Wine by National Brand Owner 2004-2007
Table 115 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007
Table 116 Brand Shares of Non-grape Wine 2004-2007
Table 117 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 118 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 119 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 120 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN DENMARK
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 121 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 122 Sales of Spirits by Subsector: Total Value 2003-2008
Table 123 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 124 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 125 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 126 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 127 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 128 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 129 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 130 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 131 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 132 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 133 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 134 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 135 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 136 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 137 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 138 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 139 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 140 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 141 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 142 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 143 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 144 Liqueurs Production: Total Volume 2002-2007
Table 145 Company Shares of Spirits by National Brand Owner 2003-2007
Table 146 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 147 Brand Shares of Spirits 2004-2007
Table 148 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 149 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 150 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 151 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013