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Learn moreAug 2015
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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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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.
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.
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.
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.
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 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.
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.