Global Spirits: Recovering and Plenty of Opportunities

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

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