Competitor Strategies in Alcoholic Drinks

Introduction

Scope

Key findings

Overview

Five trends shaping alcoholic drinks

AB InBev leads the way

Brewers dominate the global top 10 companies by volume

Low levels of consolidation in wine

Different categories require different expansion strategies

Weakness of brands supports private label strength in wine

Heavy reliance on one core market for many top players

Craft drinks seen as most important product launches

Alcoholic drinks players seek opportunities in cannabis

Beer

Chinese brewers suffer from domestic market decline

Despite lower prices, emerging markets hold value for brewers

Top brands each rely on one or two core markets

Diversification prompts change in US craft definition

First beer growth in a decade in Russia

US demonstrates importance of premiumisation efforts

Premium competition intensifies in China with upmarket shift

Craft brewers see the appeal of alcohol-free

Cider/Perry

Heineken strengthens its lead in cider

Cider provides an expansion opportunity for brewers

Micro-producers gain relevance

Fruit cider continues to thrive in the UK

RTDs

Beer and spirits players dominate RTDs

Suntory leads the way due to the success of RTDs in Japan

RTDs offer diversification potential for US brewers

Healthy growth for hard seltzers

Spirits

Narrow geographic range for many top distillers

Diageo and Pernod Ricard reflect the race to premiumisation

Growing need for differentiation in crowded super-premium gin

Black & White: the importance of an economy offer

Single malt whisky seeks to broaden its appeal

Single grain whisky struggles to go mainstream

Wine

North American focus for two leading wine players

Limited brand consciousness in wine as “local” remains key

E&J Gallo expands its range as US demand shifts upmarket

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