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The new alcoholic drinks value shares model now available on Passport offers a new perspective on how companies are performing as well as positioned. This briefing looks at six key markets – the US, China, India, Russia, Brazil and Germany – and examines how the volume and value picture differs for leading companies and which of them are best positioned and have performed best in value terms.
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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.
Viewing alcoholic drinks companies through the prism of their RSP value sales offers a completely new perspective on their performance and the shape of their respective markets. This can most clearly be seen in the US spirits market, where companies and brands that do not appear in the top 10 in volume terms are leading players in value terms offering greater profitability.
In a number of declining or struggling categories, notably beer in Russia and Brazil, gaining volume sales or share is not always possible. However, as a number of leading companies have done – Carlsberg in Russia and A-B InBev in Brazil – these companies have managed mitigate their losses through value gain.
Despite the crackdown on opulence, Chinese spirits is still the largest place in the world for consumption of high-end spirits, primarily baijiu, but also cognac, and shows that despite the massive volume advantage of beer in China, spirits producers are major value contributors.
In many of the key spirits markets, such as the US, India, China, Russia and Germany, while Diageo is larger in volume terms, in value Pernod Ricard gets a better value return with a higher rsp unit price per litre sold.
The lower unit prices of beer compared with other categories means that at alcoholic drinks levels their volume share far exceeds their value share. In contrast, spirits is the opposite, and means spirits companies are amongst the leading players by value in most markets.
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.