Alcoholic Drinks in Germany
Euromonitor International's Alcoholic Drinks in Germany 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: 168 | 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
Demand for alcoholic drinks is stagnating or even slightly declining
In Germany in 2007 the long-term trend of slightly but steadily declining total volume sales of alcoholic drinks continued. The rather weak performance by alcoholic drinks is caused by a variety of reasons. The main factors are changes in demographics, new lifestyle choices as well as increasing health consciousness: On average the German population continues to grow older, and older people tend to drink less alcohol. Furthermore, in line with modern lifestyles, the consumption of alcohol is becoming less accepted socially. Finally, alcohol is more and more perceived as being contradictory to the growing health awareness of many Germans. The result of these combined factors is an increase in the demand for non-alcoholic drinks at the expense of alcoholic offerings.
Few products – which were in line with current trends – were able to grow
The only current trend in favour of alcoholic drinks in Germany is the recovery of the economy, with higher economic growth rates and lower unemployment rates giving consumers larger disposable incomes on average. Apart from that, certain categories are able to grow due to current trends. Examples of these are wheat beer, with its growing popularity in northern Germany, rosé wine, which brought a number of new consumers to wine in Germany, vodka, which is still able to profit from its mixability, as well as malt-based RTDs, which are still gaining popularity due to strong new brands. Manufacturers embrace these few winners and constantly launch new products and invest strongly into marketing and sales related activities for them.
A large number of domestic and multinational companies competing for share
In alcoholic drinks in Germany, a huge number of companies, both domestic ones as well as multinational ones, are competing for share. Due to a still comparatively high average consumption of alcoholic drinks in total, and together with its rather large population, Germany is still a very popular market for many producers of alcoholic drinks. Even in areas that are currently declining, for example New World wines, international companies are still trying to enter the market in considerable numbers. This means of course that the stagnating to declining “cake” has to be cut into even more “pieces”, which also explains the difficulties many rather small German producers of alcoholic drinks are currently experiencing.
Distribution channels see no significant changes in Germany recently
With regard to distribution channels of alcoholic drinks in Germany, there have been no significant changes recently. This means that the two major trends, on the one hand, the continued growth of private label products as well as of alcoholic products sold in discount stores and, on the other hand, the investments of producers of alcoholic drinks in retail store chains show no sign of abating.
Forecast for alcoholic drinks in Germany is not too bright either
Growing health awareness, increased media focus on the high alcohol consumption of teenagers and political pressure as well as demographic development will all continue to negatively influence the consumption of alcoholic drinks during the forecast period. However, these negative effects may not be too far-reaching. Germany’s per capita consumption of alcoholic drinks is still among the highest in the world and drinking alcohol is still taken for granted by the vast majority of German society, resulting in flat volume sales predicted for the forecast period instead of a decline.
Table of contents
ALCOHOLIC DRINKS IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Demand for alcoholic drinks is stagnating or even slightly declining
Few products – which were in line with current trends – were able to grow
A large number of domestic and multinational companies competing for share
Distribution channels see no significant changes in Germany recently
Forecast for alcoholic drinks in Germany is not too bright either
KEY TRENDS AND DEVELOPMENTS
Consumption of alcoholic drinks is becoming less accepted in Germany
Economic recovery could further ease the German consumers’ parsimony
Premium and economy products benefit at the expense of standard brands
Specialist Retailers
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 – Krombacher Pils
Table 4 Selling Margin of a Typical Imported Wine Brand 2007 – Gallo Sierra Valley Zinfandel Kalifornien
Table 5 Selling Margin of a Typical Domestic Wine Brand 2007 – Müller Thurgau Baden
Table 6 Selling Margin of a Typical Imported Spirits Brand 2007 – Bacardi Rum Carta Blanca
Table 7 Selling Margin of a Typical Domestically Produced Spirits Brand 2007 – Wilthener Goldkrone
OPERATING ENVIRONMENT
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
APPENDIX
DEFINITIONS
Sources
Summary 2 Research Sources
LOCAL COMPANY PROFILES - GERMANY
BITBURGER BRAUEREI TH SIMON GMBH - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Bitburger Brauerei Th Simon GmbH: Key Facts
Summary 4 Bitburger Brauerei Th Simon GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 5 Bitburger Brauerei Th Simon GmbH: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 6 Bitburger Brauerei Th Simon GmbH: Competitive Position 2006
BRAUEREI C & A VELTINS GMBH & CO KG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Brauerei C & A Veltins GmbH & Co KG: Key Facts
Summary 8 Brauerei C & A Veltins GmbH & Co KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Brauerei C & A Veltins GmbH & Co KG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 10 Brauerei C & A Veltins GmbH & Co KG: Competitive Position 2006
ECKES & STOCK GMBH - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Eckes & Stock GmbH: Key Facts
Summary 12 Eckes & Stock GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Eckes & Stock GmbH: Competitive Position 2006
INTERBREW DEUTSCHLAND VERTRIEBS GMBH & CO KG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Interbrew Deutschland Vertriebs GmbH & Co KG: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 15 Interbrew Deutschland Vertriebs GmbH & Co KG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Brauerei Beck GmbH & Co: Competitive Position 2006
Summary 17 Interbrew Deutschland Vertriebs GmbH & Co KG: Competitive Position 2006
KROMBACHER BRAUEREI BERNHARD SCHADEBERG GMBH & CO - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Key Facts
Summary 19 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 21 Krombacher Brauerei Bernhard Schadeberg GmbH & Co: Competitive Position 2006
MAST-JäGERMEISTER AG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Mast-Jägermeister AG: Key Facts
Summary 23 Mast-Jägermeister AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 24 Mast-Jägermeister AG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 25 Mast-Jägermeister AG: Competitive Position 2006
OETKER-GRUPPE - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Oetker-Gruppe: Key Facts
Summary 27 Radeberger Gruppe GmbH: Operational Indicators
Summary 28 Henkell & Söhnlein Sektkellereien KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 29 Radeberger Gruppe KG: Production Statistics 2006
Summary 30 Henkell & Söhnlein Sektkellereien KG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 31 Radeberger Gruppe KG: Competitive Position 2006
Summary 32 Henkell & Söhnlein Sektkellereien KG: Competitive Position 2006
OETTINGER BRAUEREI GMBH - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 33 Oettinger Brauerei GmbH: Key Facts
Summary 34 Oettinger Brauerei GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 35 Oettinger Brauerei GmbH: Competitive Position 2006
RACKE GMBH & CO, A - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 36 Racke GmbH & Co, A: Key Facts
Summary 37 Racke GmbH & Co, A: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 38 Racke GmbH & Co, A: Competitive Position 2006
WARSTEINER BRAUEREI HAUS CRAMER GMBH & CO KG - ALCOHOLIC DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 39 Warsteiner Brauerei Haus Cramer GmbH & Co KG: Key Facts
Summary 40 Warsteiner Brauerei Haus Cramer GmbH & Co KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 41 Warsteiner Brauerei Haus Cramer KG: Competitive Position 2006
BEER IN GERMANY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price band methodology
Summary 42 Lager by Price Band 2007
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 GERMANY
OVERVIEW
SECTOR DATA
Table 44 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
RTDS/HIGH-STRENGTH PREMIXES IN GERMANY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 46 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 48 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 52 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 53 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 54 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 55 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 59 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 60 Sales of Wine by Subsector: Total Volume 2002-2007
Table 61 Sales of Wine by Subsector: Total Value 2002-2007
Table 62 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 63 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 64 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 65 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 66 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 67 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 68 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 69 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 70 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 71 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 72 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 73 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 74 Sales of Still Red Wine by Quality Classification 2002-2007
Table 75 Sales of Still White Wine by Quality Classification 2002-2007
Table 76 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 77 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 78 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 79 Wine Exports by Country of Destination: Total Value 2001-2006
Table 80 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 81 Wine Imports by Country of Origin: Total Value 2001-2006
Table 82 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 83 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 84 Brand Shares of Still Light Grape Wine 2003-2006
Table 85 Company Shares of Champagne by National Brand Owner 2003-2006
Table 86 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 87 Brand Shares of Champagne 2003-2006
Table 88 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 89 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 90 Brand Shares of Other Sparkling Wine 2003-2006
Table 91 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 92 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 93 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 94 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 95 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 96 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 97 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN GERMANY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Summary 43 Benchmark brands – Germany
Published data comparisons
SECTOR DATA
Table 98 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 99 Sales of Spirits by Subsector: Total Value 2002-2007
Table 100 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 101 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 102 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 103 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 104 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 105 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 106 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 107 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 108 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 109 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 110 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 111 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 112 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 113 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 114 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 115 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 116 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 117 Liqueurs Production: Total Volume 2001-2006
Table 118 Other Spirits Production: Total Volume 2001-2006
Table 119 Company Shares of Spirits by National Brand Owner 2002-2006
Table 120 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 121 Brand Shares of Spirits 2003-2006
Table 122 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 123 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 124 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 125 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012