Alcoholic Drinks in Norway

Euromonitor International's Alcoholic Drinks in Norway 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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.

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• Get insight into trends in market performance
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• Identify market and brand leaders and understand the competitive environment

Product coverage

Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine

Executive summary

Steady increase supported by economic growth

Alcoholic drinks saw a good growth in sales in Norway during the review period. Good economic growth resulted in rising disposable income levels for consumers and encouraged more socialising. Consumers began to socialise at bars and restaurants more, encouraged by a growing number of these outlets, particularly in the Oslo region. In addition, consumers began to drink more beer and wine with meals or while relaxing at home. Beer and wine thus moved to a more everyday positioning, with this shift boosting overall sales.

Economy lager benefits from threat of recession

Economy lager saw a striking growth in volume sales in the last two years of the review period. Many consumers became more concerned about the threat of an economic downturn and thus sought to economise. In addition, consumers became more confident in the quality of economy lager. Growth was also boosted by supermarkets/hypermarkets and discounters focusing on their economy lager ranges, with the launch of new private label products.

Ringnes loses share but retains lead

Ringnes AS continued to be the leading player in alcoholic drinks in 2007 in total volume terms. The company benefits from a wide range and from strong financial support from its owner Carlsberg A/S. However, Ringnes lost share in 2007 over the previous year due to Norwegian consumers becoming more sophisticated in their choice of alcoholic drinks. This resulted in growing interest in limited edition and microbrewery brands in beer, where Ringnes consequently lost share. Arcus AS, the leader in spirits, similarly lost share due to a growing interest in niche brands and products.

Vinmonopolet encourages interest in niches

All alcoholic drinks stronger than 4.75% abv may only be sold via the state-owned Vinmonopolet retail chain. However, Vinmonopolet broadened its range towards the end of the review period and also improved ease of access for consumers, introducing internet retailing and free ordering. This encouraged consumers to try new products across alcoholic drinks. Beyond Vinmonopolet, supermarkets/hypermarkets and discounters jointly dominated off-trade volume sales of beer, cider/perry and RTDs/high-strength premixes. Within these product areas, discounters continued to gain share from supermarkets/hypermarkets, benefiting from lower prices and a widening range.

Stronger growth with polarisation

The forecast period is expected to see stronger total volume growth for overall alcoholic drinks than that seen during the review period. Sales will benefit from a more everyday positioning for beer and wine and from a continued rise in socialising with friends, at home and in bars and consumer foodservice outlets. There is also expected to be polarisation. There will be continued growth for premium and niche brands, encouraged by easier access to Vinmonopolet’s full range. However, the economic downturn is also expected to boost interest in more affordable products. Economy lager is for example expected to see dynamic total volume growth during the forecast period, far outpacing overall growth for alcoholic drinks.

Table of contents

ALCOHOLIC DRINKS IN NORWAY : MARKET INSIGHT

EXECUTIVE SUMMARY

Steady increase supported by economic growth

Economy lager benefits from threat of recession

Ringnes loses share but retains lead

Vinmonopolet encourages interest in niches

Stronger growth with polarisation

KEY TRENDS AND DEVELOPMENTS

Recession to impact sales

Urbanisation creating new trends in drinking

Established leaders lose share as Vinmonopolet and consumers diversify

Burgeoning bar and restaurant culture boosts on-trade sales

Specialist retailers

Summary 1 Leading Specialist Retailers 2008

Market merger and acquisition activity

Summary 2 Speculated Merger and Acquisition Activity 2007-2008

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 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 3 Research Sources

LOCAL COMPANY PROFILES - NORWAY

ARCUS AS - ALCOHOLIC DRINKS - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Arcus AS: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 Arcus AS: Competitive Position 2007

GRANS BRYGGERI AS - ALCOHOLIC DRINKS - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Grans Bryggeri AS: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Grans Bryggeri AS: Competitive Position 2007

HANSA BORG BRYGGERIER ASA - ALCOHOLIC DRINKS - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Hansa Borg Bryggerier ASA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 9 Hansa Borg Bryggerier ASA: Competitive Position 2007

MACKS ØLBRYGGERI AS - ALCOHOLIC DRINKS - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Macks Ølbryggeri AS: Key Facts

Summary 11 Macks Ølbryggeri AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 12 Macks Ølbryggeri AS: Competitive Position 2007

RINGNES AS - ALCOHOLIC DRINKS - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Ringnes AS: Key Facts

Summary 14 Ringnes AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 15 Ringnes AS: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 16 Ringnes AS: Competitive Position 2007

BEER IN NORWAY

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager price band methodology

Summary 17 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 NORWAY

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 Company Shares of Cider/Perry by National Brand Owner 2003-2007

Table 54 Company Shares of Cider/Perry by Global Brand Owner 2003-2007

Table 55 Brand Shares of Cider/Perry 2004-2007

Table 56 Forecast Sales of Cider/Perry: Total Volume 2008-2013

Table 57 Forecast Sales of Cider/Perry: Total Value 2008-2013

Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013

Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013

RTDS/HIGH-STRENGTH PREMIXES IN NORWAY

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Published data comparisons

SECTOR DATA

Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008

Table 61 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008

Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008

Table 63 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008

Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008

Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008

Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008

Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008

Table 68 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2002-2007

Table 69 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007

Table 70 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007

Table 71 Brand Shares of RTDS/High-strength Premixes 2004-2007

Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013

Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013

Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013

Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013

WINE IN NORWAY

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

Published data comparisons

SECTOR DATA

Table 76 Sales of Wine by Subsector: Total Volume 2003-2008

Table 77 Sales of Wine by Subsector: Total Value 2003-2008

Table 78 Sales of Wine by Subsector: % Total Volume Growth 2003-2008

Table 79 Sales of Wine by Subsector: % Total Value Growth 2003-2008

Table 80 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008

Table 81 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008

Table 82 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 83 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 84 Volume Sales of Still Red Wine by Price Segment 2003-2008

Table 85 Volume Sales of Still White Wine by Price Segment 2003-2008

Table 86 Volume Sales of Still Rosé Wine by Price Segment 2003-2008

Table 87 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008

Table 88 Sales of Still Red Wine by Grape/Varietal Type 2003-2008

Table 89 Sales of Still White Wine by Grape/Varietal Type 2003-2008

Table 90 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008

Table 91 Sales of Still Red Wine by Quality Classification 2003-2008

Table 92 Sales of Still White Wine by Quality Classification 2003-2008

Table 93 Sales of Still Rosé Wine by Quality Classification 2003-2008

Table 94 Wine Production, Imports and Exports: Total Volume 2002-2007

Table 95 Wine Exports by Country of Destination: Total Volume 2002-2007

Table 96 Wine Exports by Country of Destination: Total Value 2002-2007

Table 97 Wine Imports by Country of Origin: Total Volume 2002-2007

Table 98 Wine Imports by Country of Origin: Total Value 2002-2007

Table 99 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007

Table 100 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007

Table 101 Brand Shares of Still Light Grape Wine 2004-2007

Table 102 Company Shares of Champagne by National Brand Owner 2004-2007

Table 103 Company Shares of Champagne by Global Brand Owner 2004-2007

Table 104 Brand Shares of Champagne 2004-2007

Table 105 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007

Table 106 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007

Table 107 Brand Shares of Other Sparkling Wine 2004-2007

Table 108 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007

Table 109 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007

Table 110 Brand Shares of Fortified Wine and Vermouth 2004-2007

Table 111 Company Shares of Non-grape Wine by National Brand Owner 2004-2007

Table 112 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007

Table 113 Brand Shares of Non-grape Wine 2004-2007

Table 114 Forecast Sales of Wine by Subsector: Total Volume 2008-2013

Table 115 Forecast Sales of Wine by Subsector: Total Value 2008-2013

Table 116 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013

Table 117 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013

SPIRITS IN NORWAY

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 118 Sales of Spirits by Subsector: Total Volume 2003-2008

Table 119 Sales of Spirits by Subsector: Total Value 2003-2008

Table 120 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008

Table 121 Sales of Spirits by Subsector: % Total Value Growth 2003-2008

Table 122 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008

Table 123 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008

Table 124 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 125 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 126 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008

Table 127 Sales of Gin by Premium/Super-premium Split 2003-2008

Table 128 Sales of Vodka by Premium/Super-premium Split 2003-2008

Table 129 Sales of Flavoured vs Non-flavoured Vodka 2003-2008

Table 130 Spirits Production, Imports and Exports: Total Volume 2002-2007

Table 131 Spirits Exports by Country of Destination: Total Volume 2002-2007

Table 132 Spirits Exports by Country of Destination: Total Value 2002-2007

Table 133 Spirits Imports by Country of Origin: Total Volume 2002-2007

Table 134 Spirits Imports by Country of Origin: Total Value 2002-2007

Table 135 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007

Table 136 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007

Table 137 Vodka Production, Imports and Exports: Total Volume 2002-2007

Table 138 Gin Production, Imports and Exports: Total Volume 2002-2007

Table 139 Rum Production, Imports and Exports: Total Volume 2002-2007

Table 140 Liqueurs Production: Total Volume 2002-2007

Table 141 Other Spirits Production: Total Volume 2002-2007

Table 142 Company Shares of Spirits by National Brand Owner 2003-2007

Table 143 Company Shares of Spirits by Global Brand Owner 2003-2007

Table 144 Brand Shares of Spirits 2004-2007

Table 145 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013

Table 146 Forecast Sales of Spirits by Subsector: Total Value 2008-2013

Table 147 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013

Table 148 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013