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Country Report

Spirits in Spain

| Pages: 56

Price: US$900

About this Report

Executive Summary

TRENDS

  • Spirits is one of the categories that has been more affected by the adversity of the economic situation within alcoholic drinks. Unemployment reached almost a quarter of the Spanish active population, a fact that directly influences consumer behaviour when it comes to leisure activities and when making shopping lists. Overall expenditure on leisure activities dropped again in 2012, continuing the trend of the review period. In addition to this situation, the VAT increase and a less receptive consumer in terms of spending, caused a drop in night-time consumption, while the habit of cocooning and inviting friends to socialise at home has become increasingly common in the adult segment. In the same way, botellón and street consumption have grown among the younger generations.

COMPETITIVE LANDSCAPE

  • Pernod Ricard Larios SA led sales in 2012 with a 21% total volume share within spirits. The company again showed a good performance due to its extended brand portfolio, which includes two leading gin brands – Beefeater within the standard segment and Seagram’s Gin within the premium segment, among others – as well as its broad distribution network and its aggressive advertisement campaigns. It was followed by second-ranked Maxxium España SL and third-ranked Diageo España SA, two branded companies strongly established within alcoholic drinks. These two branded companies posted a total volume share within the spirits category 17% and 13% respectively in 2012.

PROSPECTS

  • The 2011 OECD report suggested that it would take 15 years for Spain to return to the unemployment rates of 2007. With increasingly limited budgets, the population’s fear for a worsening of the situation is causing frugal purchasing behaviour, which, added to an environment of decreasing unit prices, anticipates a pessimistic forecast period. Consumption levels will remain low, and economy brands and private label products will continue to gain share. The degree of substitution of spirits with other beverages is also a threat which will be accentuated by the overall pessimistic environment.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Spain with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spirits industry in Spain, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Spain market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in Spain?
  • What are the major brands in Spain?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Spirits in Spain - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

  • Summary 1 Benchmark Brands 2012

CATEGORY DATA

  • Table 1 Sales of Spirits by Category: Total Volume 2007-2012
  • Table 2 Sales of Spirits by Category: Total Value 2007-2012
  • Table 3 Sales of Spirits by Category: % Total Volume Growth 2007-2012
  • Table 4 Sales of Spirits by Category: % Total Value Growth 2007-2012
  • Table 5 Sales of Spirits by On-trade vs Off-trade: Volume 2007-2012
  • Table 6 Sales of Spirits by On-trade vs Off-trade: Value 2007-2012
  • Table 7 Sales of Spirits by On-trade vs Off-trade: % Volume Growth 2007-2012
  • Table 8 Sales of Spirits by On-trade vs Off-trade: % Value Growth 2007-2012
  • Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2007-2012
  • Table 10 Sales of White Rum by Price Platform: % Total Volume 2007-2012
  • Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2007-2012
  • Table 12 Sales of Gin by Price Platform: % Total Volume 2007-2012
  • Table 13 Sales of Vodka by Price Platform: % Total Volume 2007-2012
  • Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2007-2012
  • Table 15 GBO Company Shares of Spirits: % Total Volume 2008-2012
  • Table 16 NBO Company Shares of Spirits: % Total Volume 2008-2012
  • Table 17 LBN Brand Shares of Spirits: % Total Volume 2009-2012
  • Table 18 Production, Imports and Exports of Spirits: Total Volume 2006-2011
  • Table 19 Imports of Spirits by Country of Origin: Total Volume 2006-2011
  • Table 20 Imports of Spirits by Country of Origin: Total Value 2006-2011
  • Table 21 Exports of Spirits by Country of Destination: Total Volume 2006-2011
  • Table 22 Exports of Spirits by Country of Destination: Total Value 2006-2011
  • Table 23 Production, Imports and Exports of Brandy & Cognac: Total Volume 2006-2011
  • Table 24 Production, Imports and Exports of Liqueurs: Total Volume 2006-2011
  • Table 25 Production, Imports and Exports of Rum: Total Volume 2006-2011
  • Table 26 Production, Imports and Exports of Tequila: Total Volume 2006-2011
  • Table 27 Production, Imports and Exports of Whiskies: Total Volume 2006-2011
  • Table 28 Production, Imports and Exports of Gin: Total Volume 2006-2011
  • Table 29 Production, Imports and Exports of Vodka: Total Volume 2006-2011
  • Table 30 Forecast Sales of Spirits by Category: Total Volume 2012-2017
  • Table 31 Forecast Sales of Spirits by Category: Total Value 2012-2017
  • Table 32 Forecast Sales of Spirits by Category: % Total Volume Growth 2012-2017
  • Table 33 Forecast Sales of Spirits by Category: % Total Value Growth 2012-2017

Spirits in Spain - Company Profiles

Codorníu SA in Alcoholic Drinks (Spain)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Codorníu SA: Key Facts
  • Summary 3 Codorníu SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Codorníu SA: Competitive Position 2012

González Byass SA in Alcoholic Drinks (Spain)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 González Byass SA: Key Facts
  • Summary 6 González Byass SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Gonzalez Byass SA: Competitive Position 2012

Grupo Osborne SA in Alcoholic Drinks (Spain)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Grupo Osborne SA: Key Facts
  • Summary 9 Grupo Osborne SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 10 Grupo Osborne SA: Competitive Position 2012

Alcoholic Drinks in Spain - Industry Context

EXECUTIVE SUMMARY

Crisis and pessimism smothers Spaniards

The shift from foodservice to retail continues

Internationalisation as a viable opportunity for growth

Demand polarisation

Craft consumption

Recovery remains some way off

KEY TRENDS AND DEVELOPMENTS

No light at the end of the tunnel

Polarisation in demand divides alcoholic drinks

Localism and craft manufacturers

Cocooning and botellón prevail to face the crisis

New product development adjusted to account for demand polarisation

  • Summary 11 Key New Product Developments 2011-2012

Specialist retailer

  • Summary 12 Leading Specialist Retailers 2012

Market merger and acquisition activity

  • Summary 13 Merger and Acquisition Activity 2011-2012

MARKET BACKGROUND

Legislation

  • Table 34 Number of On-trade Establishments by Type 2007-2012

TAXATION AND DUTY LEVIES

  • Table 35 Taxation and Duty Levies on Alcoholic Drinks 2012
  • Table 36 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2012
  • Table 37 Selling Margin of a Typical Beer Brand in Retail Channel that uses Wholesalers 2012
  • Table 38 Selling Margin of a Typical Beer Brand in Retail Channel that does not use Wholesalers 2012
  • Table 39 Selling Margin of a Typical Wine Brand in Retail Channel that uses Wholesalers 2012
  • Table 40 Selling Margin of a Typical Wine Brand in Retail Channel that Does Not Use Wholesalers 2012
  • Table 41 Selling Margin of a Typical Spirits Brand in Retail Channel that uses Wholesalers 2012
  • Table 42 Selling Margin of a Typical Spirits Brand in Retail Channel that does not use Wholesalers 2012

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

MARKET INDICATORS

  • Table 43 Retail Consumer Expenditure on Alcoholic Drinks 2007-2012

MARKET DATA

  • Table 44 Sales of Alcoholic Drinks by Category: Total Volume 2007-2012
  • Table 45 Sales of Alcoholic Drinks by Category: Total Value 2007-2012
  • Table 46 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2007-2012
  • Table 47 Sales of Alcoholic Drinks by Category: % Total Value Growth 2007-2012
  • Table 48 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Volume 2012
  • Table 49 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Value 2012
  • Table 50 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Volume 2012
  • Table 51 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Value 2012
  • Table 52 GBO Company Shares of Alcoholic Drinks: % Total Volume 2008-2012
  • Table 53 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2007-2012
  • Table 54 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2012
  • Table 55 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
  • Table 56 Forecast Sales of Alcoholic Drinks by Category: Total Value 2012-2017
  • Table 57 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
  • Table 58 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 14 Research Sources

Segmentation

This market research report includes the following:

  • Spirits
    • Brandy and Cognac
      • Brandy
      • Cognac
    • Liqueurs
      • Bitters
      • Cream-Based Liqueurs
      • Other Liqueurs
    • Rum
      • Dark Rum
      • White Rum
    • Tequila (and Mezcal)
    • Whiskies
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
      • Blended Scotch Whisky
        • Blended Malt Scotch Whisky
        • Other Blended Scotch Whisky
      • Single Malt Scotch Whisky
      • Other Whiskies
    • White Spirits
      • Gin
        • English Gin
        • Dutch Gin
      • Vodka
    • Other Spirits
      • Aguardente/Aguardiente
      • Aniseed-Flavoured Spirits
      • Pacharán
      • Other Distilled Beverages

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Exports by Country - Value
  • Exports by Country - Volume
  • Flavoured vs Non-flavoured Vodka
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Premium Sales Analysis
  • Products by Ingredient
  • Trade Statistics - Value
  • Trade Statistics - Volume

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade rtd volume
  • Off-trade rtd volume % growth
  • Off-trade rtd volume per capita
  • On-trade rtd volume
  • On-trade rtd volume % growth
  • On-trade rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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