The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreOct 2016
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Brown spirits comprise whiskies, brandy and cognac, and dark rum, and play an important role within the spirits category, accounting for 27% of global spirits volumes and 34% of value sales in 2015. While there are undoubtedly still significant opportunities for growth, prospects have dimmed slightly as a number of key emerging growth markets have suffered. The briefing will look at both the opportunities and potential pitfalls ahead.
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Spirits continue to take an increasing share of the alcoholic drinks volume terms but not in value sales as trading down in super-premium baijiu impacted sales. A key driver of volume growth and mitigating factor in value decline has been brown spirits, thanks to a mixture of rapid volume growth and premiumisation.
Premiumisation has been a major factor in growth in brown spirits within individual categories. The question is, especially in emerging markets, whether once consumers enter the categories they will trade up to more premium brands within them.
Flavoured variants have spread to all categories, especially whiskies. This has attracted new consumers and reinvigorated categories, but does not guarantee success, as Diageo found with Bushmills.
Emerging markets offer huge potential for growth, but equally, problems can be caused if they are relied on too heavily for growth, as witnessed in China in both cognac and blended Scotch, and in the reversal of fortunes in Brazil and Russia.
In a number of whisky categories, especially less developed ones, such as Irish and bourbon/other US whiskies, mature markets such as North America and Western Europe offer growth. Dark rum also offers growth potential, driven by spiced variants, in particular.
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.