Global Prospects for Brown Spirits

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