Strategy Briefing

Global Spirits: Recovering and Plenty of Opportunities

Sep 2017

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About This Report

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After three years of weak volume and value growth, global spirits saw an improved volume and value performance in 2016. This overview looks at the why this has happened and the outlook for the future, including the opportunities as well as the challenges ahead.

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Overview

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Spirits takes greater share of alcoholic drinks consumption

Over 2016-2021, spirits’ share of alcoholic drinks will increase marginally. Its struggle to increase previously came from a weak performance in both volume and value terms in the early part of the decade, thanks to weak growth across the globe.

Premiumisation goes on

Across the globe, consumers are trading up to more premium products, which in emerging markets includes a shift from domestic products to more premium international spirits brands. Within mature markets, this is showing itself in the rise of “craft” spirits.

Asia Pacific and its local products drive growth

Emerging markets, led by Asia Pacific, are the key growth drivers in many categories. This includes local spirits, such as baijiu, as well as locally-produced products in categories such as rum and whiskies. Improving Eurozone economies have, however, helped boost the performance in more mature regions.

Consolidation on hold

Following Diageo’s acquisition spree to rebalance its geographic presence, and Suntory’s acquisition of Beam, future M&A activity will slow and is now focused on buying and in many cases overpaying for premium “craft” brands with potential.

Significant opportunities for international spirits brands

There are huge opportunities for expansion for international companies in emerging markets, as growing wealth in these markets makes their products more affordable. There are also opportunities in mature markets in untapped markets or new niches, such as super-premium gin.

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Introduction

Scope

Key findings

Overview

Spirits increases its share of total alcoholic drinks consumption

Emerging markets slow global growth

Consumers still heading to the off-trade

Premiumisation drives global spirits growth

Premiumisation : The rise of craft

Geographic Review

Asia Pacific the driving force in spirits

Emerging markets key growth driver

Middle East and Africa the underdeveloped spirits region

Key dynamic emerging markets for international spirits

Emerging markets offer premium opportunities: Brazilian vodka

Dangers remain in emerging markets for international spirits

Most dynamic markets in developed markets

US spirits manufacturers by value and volume

Growth in sluggish mature categories

Corporate Overview

Diageo the undisputed global leader

Growing consolidation in spirits

Paying a high price for spirits

Fear of missing out: Tito’s vodka

Category Focus

Other spirits drive volume but not value growth

Price differentiation important even in other whiskies

Booming Scotch

The focus on economy blended Scotch in Russia

Changing shape of blended malt Scotch

Bourbon/other US whiskey becoming more global

Jameson dominance poses challenge in Irish whiskey

Limited opportunities in Canadian and Japanese whiskies

Changing dynamics in cognac

Local products rule in brandy

Vodka’s global appeal

Premiumisation drives key gin markets

English gin shows premium shift in Germany

Dark rum the bright spot

Tequila (and mezcal) still too local for its own good

Brands the key in liqueurs

Whisky cross-overs driving liqueurs

Eclectic mix in other spirits still offers growth

Chinese spirits offer major volume and value contrasts

Future Prospects

Other spirits drive volume and value growth

Spirits increases value but not volume share of alcoholic drinks

Report Definitions

Definitions

Appendix

Methodology: basics of the Euromonitor International value shares model

Building value shares for spirits and RTDs/high-strength premixes

Spirits-specific methodology explained

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Global Spirits: Recovering and Plenty of Opportunities

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Spirits takes greater share of alcoholic drinks consumption

Premiumisation goes on

Asia Pacific and its local products drive growth

Consolidation on hold

Significant opportunities for international spirits brands

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Overview

Spirits increases its share of total alcoholic drinks consumption

Emerging markets slow global growth

Consumers still heading to the off-trade

Premiumisation drives global spirits growth

Premiumisation : The rise of craft

Geographic Review

Asia Pacific the driving force in spirits

Emerging markets key growth driver

Middle East and Africa the underdeveloped spirits region

Key dynamic emerging markets for international spirits

Emerging markets offer premium opportunities: Brazilian vodka

Dangers remain in emerging markets for international spirits

Most dynamic markets in developed markets

US spirits manufacturers by value and volume

Growth in sluggish mature categories

Corporate Overview

Diageo the undisputed global leader

Growing consolidation in spirits

Paying a high price for spirits

Fear of missing out: Tito’s vodka

Category Focus

Other spirits drive volume but not value growth

Price differentiation important even in other whiskies

Booming Scotch

The focus on economy blended Scotch in Russia

Changing shape of blended malt Scotch

Bourbon/other US whiskey becoming more global

Jameson dominance poses challenge in Irish whiskey

Limited opportunities in Canadian and Japanese whiskies

Changing dynamics in cognac

Local products rule in brandy

Vodka’s global appeal

Premiumisation drives key gin markets

English gin shows premium shift in Germany

Dark rum the bright spot

Tequila (and mezcal) still too local for its own good

Brands the key in liqueurs

Whisky cross-overs driving liqueurs

Eclectic mix in other spirits still offers growth

Chinese spirits offer major volume and value contrasts

Future Prospects

Other spirits drive volume and value growth

Spirits increases value but not volume share of alcoholic drinks

Report Definitions

Definitions

Appendix

Methodology: basics of the Euromonitor International value shares model

Building value shares for spirits and RTDs/high-strength premixes

Spirits-specific methodology explained

Why buy this report?

Want to find out more about this report?

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