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Strategy Briefing

Global Prospects for Brown Spirits

44 pages, Aug 2014

US$1,325

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About This Report

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Accounting for 27% of global volumes and 37% of global value sales in spirits in 2013, brown spirits are an important part of the spirits category. These categories offer a broad range of products from cheap local products in emerging markets to very high end cognacs and Scotches, and thus offer great potential but also challenges

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Overview

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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.

Spirits taking greater share of alcoholic drinks throat and pocket

Spirits continue to take an increasing share of the alcoholic drinks share of throat and pocket, a key driver of which has been brown spirits, thanks to a mixture of rapid volume growth and premiumisation.

Crossing boundaries boosts growth if done well

Innovation within these categories has been vital for expanding consumption, especially in developed markets, but not all innovation has been good.

Premiumisation

Premiumisation has been a major factor in growth in brown spirits within individual categories. The test will be, especially in emerging markets, is whether once consumers enter the categories will they trade up to more premium brands within them?

Flavour Innovation

Flavoured variants have spread to all categories, especially whiskies. This has attracted new consumers and reinvigorated categories, but, as in cognac, it can go too far.

Emerging market promise and pitfall

Emerging markets offer huge potential for growth, but equally, as witnessed in China in both cognac and blended Scotch, problems can be caused if they are relied on too heavily for growth.

Mature markets offer potential

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, while dark rum, driven by spiced variants also offers growth potential.

Shortages lead to a boost incapacity and marketing creativity

The rapid growth in certain categories, notably whiskies, has meant significant investment in production facilities and marketing innovation, but also the selling of whiskies with no age statements, due to the long lead times.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Definitions

Key findings

Overview

Spirits taking greater share of alcohol consumption and spend

Vital role of brown spirits

Themes

BROADENING THE PROFILE

Premiumisation continues

Flavours: Innovation out of need

Flavours spreading across whiskies

Flavoured cognac: A flavour too far

Emerging markets key to brown spirits growth

Struggling Asia: Not everywhere offers potential

Volume shortages, production boosts

Brandy and Cognac

Brandy and cognac, contrasting fortunes

Changing fortunes of Chinese cognac

Global impact of falling Chinese cognac

Broadening appeal of cognac

Asian giants increasingly dominate brandy

Brandy: Fragmented category based on local strength

Dark Rum

Dark rum: Emerging economy vs mature premium

Rum being spiced up

Premiumising dark rum via age and heritage, craft

Whiskies

Whiskies galore

Whiskies sees significant consolidation in 2014

Leading players in Whiskies

Other whisky: Mixed prospects

Emerging markets lead the way in blended Scotch

Economising in blended Scotch

Single malts: The rise of the big brands

Blended malts

Scotch with a difference

Bourbon/other US whiskies benefit from premiumisation

First mover advantage in smaller international categories

Canadian/North American whisky

Whisky cross-overs

Challenges

Challenges for the future

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Megatrends

Strategy Briefing

Global Prospects for Brown Spirits

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About This Report

New Report Guarantee

Overview

Why buy this report?

Spirits taking greater share of alcoholic drinks throat and pocket

Crossing boundaries boosts growth if done well

Premiumisation

Flavour Innovation

Emerging market promise and pitfall

Mature markets offer potential

Shortages lead to a boost incapacity and marketing creativity

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Definitions

Key findings

Overview

Spirits taking greater share of alcohol consumption and spend

Vital role of brown spirits

Themes

BROADENING THE PROFILE

Premiumisation continues

Flavours: Innovation out of need

Flavours spreading across whiskies

Flavoured cognac: A flavour too far

Emerging markets key to brown spirits growth

Struggling Asia: Not everywhere offers potential

Volume shortages, production boosts

Brandy and Cognac

Brandy and cognac, contrasting fortunes

Changing fortunes of Chinese cognac

Global impact of falling Chinese cognac

Broadening appeal of cognac

Asian giants increasingly dominate brandy

Brandy: Fragmented category based on local strength

Dark Rum

Dark rum: Emerging economy vs mature premium

Rum being spiced up

Premiumising dark rum via age and heritage, craft

Whiskies

Whiskies galore

Whiskies sees significant consolidation in 2014

Leading players in Whiskies

Other whisky: Mixed prospects

Emerging markets lead the way in blended Scotch

Economising in blended Scotch

Single malts: The rise of the big brands

Blended malts

Scotch with a difference

Bourbon/other US whiskies benefit from premiumisation

First mover advantage in smaller international categories

Canadian/North American whisky

Whisky cross-overs

Challenges

Challenges for the future

Why buy this report?

Want to find out more about this report?

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