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Strategy Briefing

Competitive Strategies in Alcoholic Drinks

Nov 2018

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!

Company strategies in alcoholic drinks vary significantly across categories, especially the main three – beer, wine and spirits. In many cases, there is limited scope for further large-scale acquisitions. However, in addition to organic growth, takeovers continue to play a key role in expansion strategies. At the same time, alcoholic drinks players are having to navigate a shifting landscape as a result of digital advances, changing consumer priorities and wider legislative developments.

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Overview

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.

Key Findings

No “one size fits all” path to growth

The three major alcoholic drinks categories – beer, wine and spirits – each require different development strategies, largely due to variations in methods of production and operation. There are, however, unifying trends – premiumisation, for example.

Beer: consolidation and the continuation of craft

Beer is by far the most consolidated of the three main categories, with significant acquisitions taking place in key markets China and Brazil in 2017. The craft, or “independent” segment continues to play a key role, and niche categories such as non-alcoholic beer offer potential for both major players and microbrewers.

Cider and RTDs: opportunities to broaden appeal

Cider is a logical choice for brewers looking to expand outside of beer, as the two categories share similar distribution models. RTDs appeal to brewers and spirits producers as the category broadens its appeal among different demographic groups.

Spirits: category and geographic expansion

Leading international distillers continue to premiumise, as well as acquiring craft brands in 2017 and 2018, such as Pernod Ricard’s acquisition of Del Maguey Single Village Mezcal. Major players are focused on expanding geographic and category spread, as the focus has historically been narrow, especially for Bacardi.

Wine: embracing democratisation?

Globally, wine remains highly fragmented. The leading players – E&J Gallo Winery and Constellation Brands – are focused on North America, which is supported by higher levels of brand-consciousness than in other regions. Many companies are exploring non-traditional marketing strategies to engage with a wider audience.

A changing landscape

The potential for future mergers and acquisitions activity varies significantly across categories. At the same time, alcoholic drinks players will have to navigate a shifting landscape as a result of digital advances, environmental concerns, cross-category diversification and cannabis legalisation plans.

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Introduction

Scope

Objectives

introduction

Key findings

Overview

Brewers dominate the global top 10 companies

Different categories require different strategies

Beer leads in terms of global consolidation

Private label benefits from the weakness of wine brands

The impact of global megatrends

Five key trends shape alcoholic drinks

Beer

Heineken boosted by acquisition in Brazil

Leading brewers work to improve their geographic balance

“Craft” vs “independent”

Brewpubs tap into the on-trade opportunity

Non-stop growth for non-alcoholic beer?

Michelob Ultra: a case study of healthy growth

Flagship brands lead the way in high-end beer in Brazil

Premiumisation remains the priority in China

Opportunities in Asia…and abroad

Cider/Perry

Growing premium emphasis drives acquisitions in key markets

Cider presents an expansion opportunity for brewers

Aiming for authenticity in the UK

Rtds/High-Strength Premixes

RTDs: a profitable add-on for major alcoholic drinks players

Lovely Rita? Targeting women with RTD expansion

Wine

Brand weakness limits the global shares of wine companies

Treasury Wine gains strength and scale from Diageo’s assets

Growing the Concha y Toro way

The democratisation of wine?

Spirits

Narrow geographic focus for many leading spirits companies

Paying a high price for spirits

Players divest in order to sharpen their focus on spirits

Leading players need to continue to diversify geographically

Premium focus: dark rum

Going super premium: bourbon/other US whiskey

Economy brands play their part

Volume versus value: blended scotch whisky in Russia

Using cheap local spirits as a base

Distillers to remain vigilant to emerging trends

Looking Forward

Limited future M&A potential: at least in-category

Spirited growth for microbrewers

Green issues are increasingly in the limelight

Digital advances through acquisitions

Opportunities in a budding industry

Looking forward...

Why buy this report?

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Megatrends

Strategy Briefing

Competitive Strategies in Alcoholic Drinks

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

No “one size fits all” path to growth

Beer: consolidation and the continuation of craft

Cider and RTDs: opportunities to broaden appeal

Spirits: category and geographic expansion

Wine: embracing democratisation?

A changing landscape

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives

introduction

Key findings

Overview

Brewers dominate the global top 10 companies

Different categories require different strategies

Beer leads in terms of global consolidation

Private label benefits from the weakness of wine brands

The impact of global megatrends

Five key trends shape alcoholic drinks

Beer

Heineken boosted by acquisition in Brazil

Leading brewers work to improve their geographic balance

“Craft” vs “independent”

Brewpubs tap into the on-trade opportunity

Non-stop growth for non-alcoholic beer?

Michelob Ultra: a case study of healthy growth

Flagship brands lead the way in high-end beer in Brazil

Premiumisation remains the priority in China

Opportunities in Asia…and abroad

Cider/Perry

Growing premium emphasis drives acquisitions in key markets

Cider presents an expansion opportunity for brewers

Aiming for authenticity in the UK

Rtds/High-Strength Premixes

RTDs: a profitable add-on for major alcoholic drinks players

Lovely Rita? Targeting women with RTD expansion

Wine

Brand weakness limits the global shares of wine companies

Treasury Wine gains strength and scale from Diageo’s assets

Growing the Concha y Toro way

The democratisation of wine?

Spirits

Narrow geographic focus for many leading spirits companies

Paying a high price for spirits

Players divest in order to sharpen their focus on spirits

Leading players need to continue to diversify geographically

Premium focus: dark rum

Going super premium: bourbon/other US whiskey

Economy brands play their part

Volume versus value: blended scotch whisky in Russia

Using cheap local spirits as a base

Distillers to remain vigilant to emerging trends

Looking Forward

Limited future M&A potential: at least in-category

Spirited growth for microbrewers

Green issues are increasingly in the limelight

Digital advances through acquisitions

Opportunities in a budding industry

Looking forward...

Why buy this report?

Want to find out more about this report?

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