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Strategy Briefing

Assessing the Value of Alcoholic Drinks: Part 2 – Spirits & RTDs/High Strength Premixes

42 pages, Aug 2015

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Looking at companies’ and brands’ performances in retail sales value terms rather than volumes offers a very different perspective on alcoholic drinks. In the first of two briefings, Euromonitor International looks at the overall alcoholic drinks market in value terms, before focusing on the beer and cider/perry categories, emphasising that it is not all about the volumes.

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Overview

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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.

Distillers get a look in among leading alcoholic drinks companies by value

While the top 10 ranking of alcoholic drinks companies by volume is dominated by brewers, this not the case in value terms, with the leading international spirits companies Diageo and Pernod Ricard within the top five.

Spirits and RTDs possibly offer better returns than other alcoholic drinks

As can be seen when examining the value sales split of alcoholic drinks companies which are present in different alcoholic drink categories, most notably Diageo, RTDs/high-strength premixes and spirits potentially offer better returns.

International distillers dominate the global rankings in value terms

Unlike in volume terms, in value, international distillers dominate the top 10 rankings at both company and brand level due to their brands being in more premium categories and being focused on the premium and above segments. The major exception to this are super-premium Chinese baijiu brands, one of which, Moutai, is the world’s third biggest brand by value.

Premium positioning within spirits categories vital

Within international spirits categories, positioning within the category is vital for value performance. This is apparent not just in international spirits categories, such as bourbon/other US whiskies, but also in local products, such as “other” whiskies in India.

Where RTDs/High-strength premixes are sold has an impact on rankings

In RTDs/high-strength premixes, where a company’s volumes are sold makes a difference to the rankings. Those companies, such as Diageo, which have volumes in markets with high excise duties for the category, perform better.

Private label is less relevant in value terms

Private label sales only occur in the off-trade, and only in certain categories. In addition, private label is strongly focused on the economy segment, thus its value share of alcoholic drinks is smaller than its volume share.

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Introduction

Scope

Overview

Key findings

Brewers not as dominant value sales rankings as volume

Spirits companies get greater return per litre

Top five remain a minority

Beer dominates even more in brand terms

Private label small in value bigger in volume

Diageo across category

Spirits

International companies dominate global spirits

International companies leading the way

International brands lead the way

Asia Pacific the region of extremes

Johnnie Walker leads the way in whiskies

Whiskies shows the contrast of volume versus value

Jack Daniel’s more dominant in value terms

Not enough to be mid-priced in blended Scotch globally

Polarisation in blended Scotch in Asia Pacific

Pernod Ricard has a pricing advantage in South Korea

Price differentiating even in emerging markets

International brands offer a premium

Premium key in highly competitive US vodka

US premiumisation shows itself in leading US spirits brands

Polarisation in China

China total spirits

The value of China to leading cognac brands

Rémy Cointreau’s reliance on cognac

International categories the place to be in Russia

Local spirits companies suffer in Germany

RTDs/High Strength Premixes

Excise duty plays role in leading rankings

Brand rankings emphasise impact of excise duties

Conclusion

Appendix

Definitions

Methodology: Basics of the Value Shares Model

Building value shares for spirits & RTDs/high-strength premixes

Spirits-specific methodology explained

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Megatrends

Strategy Briefing

Assessing the Value of Alcoholic Drinks: Part 2 – Spirits & RTDs/High Strength Premixes

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Distillers get a look in among leading alcoholic drinks companies by value

Spirits and RTDs possibly offer better returns than other alcoholic drinks

International distillers dominate the global rankings in value terms

Premium positioning within spirits categories vital

Where RTDs/High-strength premixes are sold has an impact on rankings

Private label is less relevant in value terms

Want to find out more about this report?

Table of Contents

Introduction

Scope

Overview

Key findings

Brewers not as dominant value sales rankings as volume

Spirits companies get greater return per litre

Top five remain a minority

Beer dominates even more in brand terms

Private label small in value bigger in volume

Diageo across category

Spirits

International companies dominate global spirits

International companies leading the way

International brands lead the way

Asia Pacific the region of extremes

Johnnie Walker leads the way in whiskies

Whiskies shows the contrast of volume versus value

Jack Daniel’s more dominant in value terms

Not enough to be mid-priced in blended Scotch globally

Polarisation in blended Scotch in Asia Pacific

Pernod Ricard has a pricing advantage in South Korea

Price differentiating even in emerging markets

International brands offer a premium

Premium key in highly competitive US vodka

US premiumisation shows itself in leading US spirits brands

Polarisation in China

China total spirits

The value of China to leading cognac brands

Rémy Cointreau’s reliance on cognac

International categories the place to be in Russia

Local spirits companies suffer in Germany

RTDs/High Strength Premixes

Excise duty plays role in leading rankings

Brand rankings emphasise impact of excise duties

Conclusion

Conclusion

Appendix

Definitions

Methodology: Basics of the Value Shares Model

Building value shares for spirits & RTDs/high-strength premixes

Spirits-specific methodology explained

Why buy this report?

Want to find out more about this report?

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