Alcoholic Drinks in Spain
Euromonitor International's Alcoholic Drinks in Spain 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: 187 | Publication date: Jan 2009
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- 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
Market growth continues in 2008
The alcoholic drinks market increased in 2008 in both volume and value, with growth broadly in line with the review period average. Despite the economic downturn and a poorer performance by the on-trade channel, the good performance of the premium and super-premium segments, with higher than average unit prices, supported growth in value terms. This was very much in line with review period trends, with the continued appeal of top quality products and premium positioned brands. Beer and RTDs recorded the best performances within the market, supporting volume growth and offsetting the volume declines within spirits and wine.
Premiumisation
The whole alcoholic drinks market is experiencing the same pattern of premiumisation among all the categories. The wine sector recorded a good performance in value terms, despite volume sales declining, thanks to a rising average unit price within the sector, with consumers being willing to pay extra for higher quality products. The maturity of the spirits sector has also led to a large number of launches and the rebranding of products with a higher quality positioning.
Brand oriented Spaniards
The average Spaniard is typically very brand oriented when considering alcohol consumption. Regardless of category, consumers have well defined preferences regarding alcoholic drinks brands. Therefore, the share of private label is small compared with other European countries, and its position is largely sustained by the immigrant population, low-income consumers and young people looking for cheap options to mix.
A regional market
Despite the importance of companies such as Diageo and Pernod Ricard, the alcoholic drinks market in Spain has a strong presence of small companies, many of which have a regional focus. Wine and beer are the most fragmented sectors, especially wine. Consumers tend to buy products with a well-established history and respected reputation in their own regions, and they are not likely to switch easily. The strongly regional nature of distribution for beer, cider and wine contributes to this trend.
Legislation and its impact
During the review period, the Spanish government responded to growing concern about Spaniards’ health, and passed a series of new laws related to this issue. In 2006 and 2007, a smoking ban was introduced and drink-driving legislation saw new and tougher measures, which included imprisonment, in order to cut down the number of casualties linked to drinking and driving in Spain. While the initial impact of these measures was starting to wear off in 2008, the off-trade continued to outperform the on-trade.
Positive forecast, but slower growth
The outlook for the alcoholic drinks market is cautiously optimistic. The economic downturn, which became more and more evident during 2008, is likely to continue in 2009 and beyond, and is likely to constrain consumer spending. Therefore, the off-trade is expected to continue driving volume growth, with stagnating sales predicted for the on-trade. The premiumisation trend is also likely to slow down, while private label will experience more interest. Nevertheless, alcoholic drinks remain an important part of social celebrations and entertainment activities in Spain, and will see continued growth over the forecast period, led by RTDs and beer.
Table of contents
ALCOHOLIC DRINKS IN SPAIN : MARKET INSIGHT
EXECUTIVE SUMMARY
Market growth continues in 2008
Premiumisation
Brand oriented Spaniards
A regional market
Legislation and its impact
Positive forecast, but slower growth
KEY TRENDS AND DEVELOPMENTS
Economic slowdown
Ageing population
Hedonistic population
Health and wellbeing
Specialist Retailers
Summary 1 Leading Specialist Retailers
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity
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
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008
Table 5 Selling Margin of a Typical Spirits Brand 2008
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty-Free
Cross-border/Private imports
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 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 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - SPAIN
CíA CERVECERA DE CANARIAS SA (CERCASA) - ALCOHOLIC DRINKS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Cia Cervecera de Canarias: Key Facts
Summary 5 Cia Cervecera de Canarias: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Cia Cervecera de Canarias: Competitive Position 2007
CODORNíU SA - ALCOHOLIC DRINKS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Codorníu SA (Grupo): Key Facts
Summary 8 Codorníu SA (Grupo): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Codorníu SA (Grupo): Production Statistics
COMPETITIVE POSITIONING
Summary 10 Codorníu SA (Grupo): Competitive Position 2008
DAMM SA - ALCOHOLIC DRINKS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Damm SA: Key Facts
Summary 12 Damm SA: Operational Indicators
COMPANY BACKGROUND
Summary 13 Damm SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Damm SA: Competitive Position 2007
FREIXENET SA - ALCOHOLIC DRINKS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Freixenet SA (Grupo): Key Facts
Summary 16 Freixenet SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Freixenet SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 18 Freixenet SA: Competitive Position 2005
GARCíA CARRIóN SA, J - ALCOHOLIC DRINKS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 19 J García Carrión SA: Key Facts
Summary 20 J García Carrión SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 J García Carrión: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 22 J García Carrión SA: Competitive Position 2007
GONZáLEZ BYASS SA - ALCOHOLIC DRINKS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 23 González Byass SA: Key Facts
Summary 24 González Byass SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 25 González Byass SA: Competitive Position 2007
GRUPO OSBORNE SA - ALCOHOLIC DRINKS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Grupo Osborne SA: Key Facts
Summary 27 Grupo Osborne SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 28 Grupo Osborne SA: Competitive Position 2007
HEINEKEN ESPAñA SA - ALCOHOLIC DRINKS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 29 Heineken España SA: Key Facts
Summary 30 Heineken España SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 31 Heineken España SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 32 Heineken España SA: Competitive Position 2007
MAHOU SA - ALCOHOLIC DRINKS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 33 Mahou SA (Grupo Mahou-San Miguel): Key Facts
Summary 34 Mahou SA (Grupo Mahou-San Miguel): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 35 Mahou SA (Grupo Mahou-San Miguel): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 36 Mahou SA: Competitive Position 2007
MIGUEL TORRES SA - ALCOHOLIC DRINKS - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 37 Miguel Torres SA: Key Facts
Summary 38 Miguel Torres SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 39 Miguel Torres SA (Grupo): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 40 Miguel Torres SA: Competitive Position 2007
BEER IN SPAIN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 41 Lager by Price Band 2008
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2003-2008
Table 23 Sales of Beer by Subsector: Total Value 2003-2008
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 31 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Value 2002-2007
Table 33 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 34 Beer Imports by Country of Origin: Total Value 2002-2007
Table 35 Company Shares of Beer by National Brand Owner 2003-2007
Table 36 Company Shares of Beer by Global Brand Owner 2003-2007
Table 37 Brand Shares of Beer 2004-2007
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 39 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN SPAIN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published Data Comparisons
SECTOR DATA
Table 42 Sales of Cider/Perry: Total Volume 2003-2008
Table 43 Sales of Cider/Perry: Total Value 2003-2008
Table 44 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 45 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 50 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
Table 51 Cider/Perry Exports by Country of Destination: Total Volume 2002-2007
Table 52 Cider/Perry Exports by Country of Destination: Total Value 2002-2007
Table 53 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007
Table 54 Cider/Perry Imports by Country of Origin: Total Value 2002-2007
Table 55 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 56 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 57 Brand Shares of Cider/Perry 2004-2007
Table 58 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 59 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 60 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 61 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN SPAIN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 64 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 70 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 71 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 72 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN SPAIN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 77 Sales of Wine by Subsector: Total Volume 2003-2008
Table 78 Sales of Wine by Subsector: Total Value 2003-2008
Table 79 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 80 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 81 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 82 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 83 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 84 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 85 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 86 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 87 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 88 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 89 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 90 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 91 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 92 Sales of Still Red Wine by Quality Classification 2003-2008
Table 93 Sales of Still White Wine by Quality Classification 2003-2008
Table 94 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 95 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 96 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 97 Wine Exports by Country of Destination: Total Value 2002-2007
Table 98 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 99 Wine Imports by Country of Origin: Total Value 2002-2007
Table 100 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 101 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 102 Brand Shares of Still Light Grape Wine 2004-2007
Table 103 Company Shares of Champagne by National Brand Owner 2004-2007
Table 104 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 105 Brand Shares of Champagne 2004-2007
Table 106 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 107 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 108 Brand Shares of Other Sparkling Wine 2004-2007
Table 109 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 110 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 111 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 112 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 113 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 114 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 115 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN SPAIN
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 116 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 117 Sales of Spirits by Subsector: Total Value 2003-2008
Table 118 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 119 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 120 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 121 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 122 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 123 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 124 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 125 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 126 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 127 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 128 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 129 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 130 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 131 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 132 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 133 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 134 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 135 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 136 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 137 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 138 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 139 Liqueurs Production: Total Volume 2002-2007
Table 140 Company Shares of Spirits by National Brand Owner 2003-2007
Table 141 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 142 Brand Shares of Spirits 2004-2007
Table 143 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 144 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 145 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 146 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013