Alcoholic Drinks in Germany

Alcoholic Drinks in Germany

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

A rise in health-conscious consumers challenges the sales of alcoholic drinks in 2019; however, popular spirits, RTDs and cider/perry drive growth

Radeberger Gruppe KG retains its leading position in 2019, as players Campari and Pernod-Ricard battle for the top spot in spirits

On-trade volume growth is set to recover across the forecast period, whereas off-trade volume growth is challenged by price and health-conscious behaviour

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2014-2019

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 2 Research Sources

Wine in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

The mature landscape, the shifting demographic and changing consumer behaviour leads to a decline in wine sales for 2019

Non-grape wines increase in popularity, as white wine benefits from being considered healthier than red wine in 2019

Aldi retains its lead in 2019, as local players benefit from the demand for domestic products, and e-commerce sales continue to rise

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 18 Sales of Wine by Category: Total Volume 2014-2019
Table 19 Sales of Wine by Category: Total Value 2014-2019
Table 20 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 21 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 22 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 23 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 24 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 25 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 26 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 27 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019
Table 28 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 29 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 30 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 31 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 32 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 33 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 34 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 35 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 36 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 37 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 38 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 39 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 40 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 41 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 42 GBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 43 NBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 44 LBN Brand Shares of Non-grape Wine: % Total Volume 2016-2019
Table 45 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 46 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 47 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 48 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Volume sales only marginally increase in 2019, as spirits face the threat of healthy living and consumers changing lifestyles

Campari Deutschland GmbH takes the lead in volume sales for 2019, as the whiskey trend supports growth for Jim Bean and Jack Daniel’s, while private label struggles

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 3 Benchmark Brands 2019

CATEGORY DATA

Table 49 Sales of Spirits by Category: Total Volume 2014-2019
Table 50 Sales of Spirits by Category: Total Value 2014-2019
Table 51 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 52 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 53 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 54 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 55 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 56 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 57 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 58 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 59 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 60 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 61 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 62 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 63 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 64 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 65 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 66 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 67 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 68 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 69 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Cider/perry records strong growth in 2019, having the potential to become a fashionable, on-trend drink

In 2019, off-trade sales outperform on-trade sales as large German grocery retailers support products

 Somersby continues to dominate cider in 2019, and Kelterei Heil challenges leading international players

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 70 Sales of Cider/Perry: Total Volume 2014-2019
Table 71 Sales of Cider/Perry: Total Value 2014-2019
Table 72 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 73 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 74 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 75 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 76 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 77 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 78 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 79 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 80 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 81 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 82 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 83 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 84 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024

Rtds in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Spirit-based RTDs drives the highest levels of volume growth in 2019, offering innovation and the most significant potential

Wine-based RTDs face tough competition in 2019, as innovation is limited, and the target audience is often restricted to females

Brown-Forman increases its share as innovative spirit-based RTDs drives growth for players in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 85 Sales of RTDs by Category: Total Volume 2014-2019
Table 86 Sales of RTDs by Category: Total Value 2014-2019
Table 87 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 88 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 89 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 90 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 91 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 92 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 93 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 94 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 95 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 96 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 97 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 98 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 99 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

Beer in Germany

HEADLINES

PRE-COVID-19 PERFORMANCE

Changing consumer habits and the weak summer of 2019 contributes to the decline of beer consumption in Germany

Trends including non/low alcohol beer, domestic ingredients and regional heritage support sales in 2019

Radeberger Gruppe retains its lead as Krombacher remains the best selling beer in Germany during 2019

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

Lager price band methodology

Summary 4 Lager by Price Band 2019
Table 100 Number of Breweries 2014-2019

CATEGORY DATA

Table 101 Sales of Beer by Category: Total Volume 2014-2019
Table 102 Sales of Beer by Category: Total Value 2014-2019
Table 103 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 104 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 105 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 106 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 107 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 108 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 109 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 110 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 111 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 112 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 113 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 114 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 115 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

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