Executive Summary

Jul 2019
PROSPECTS
Shift towards premium brands gives hope to beleaguered spirits players

Total volume sales of spirits continued to decline in 2018, as was the case throughout the review period. These sales drop can be seen as inevitable as Finns continue to move towards lighter alcoholic drinks.

Rising appreciation for craft and flavour experiences

2018 saw craft spirits and new and unique flavour experiences become even more appealing to Finns. For example, the new Helsinki -Tallinn Tunnel Vodka by the Helsinki Distilling Company caters to the craft spirit trend and the marketing that accompanied the launch emphasised that the product is handmade with local and domestic ingredients.

Keeping an eye on emerging cocktail trends

While most spirits categories already suffer from some form of maturity, some of them such as gin, continue to enjoy success due to their status as a trendy cocktail ingredient. One interesting launch in 2018 was the non-alcoholic spirit Seedlip Garden 108, which promises to deliver plenty of flavour despite not containing any alcohol and which can be used as a non-alcoholic alternative to gin or vodka in mixed drinks and cocktails.

COMPETITIVE LANDSCAPE
Small distilleries are set to challenge the category leaders

The state-owned alcoholic drinks player Altia Oyj continues to hold the leading position in spirits with its extensive selection of products. However, smaller, domestic artisanal distilleries are managing to capture more attention by offering super premium quality and well thought-through new takes on flavour.

Players create growth opportunities with new launches

Plenty of new products were seen in spirits in 2018. For example, domestic award-winning craft distillery Kyrö Distillery continued to expand its selection and ventured into cream liqueurs for the first time with the launch of its Kyrö Dairy Cream, which is free from lactose.

Renewable energy among the emerging sites of innovation for spirits producers

The domestic craft distillery Teerenpeli Panimo & Tislaamo Oy focuses on using renewable wood pellet energy in its production processes. In fact, this company is by no means alone in this as the state-owned Altia is also using biofuel in its Koskenkorva brand distillery, thus minimising its carbon dioxide emissions.

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Spirits in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spirits industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in Finland?
  • What are the major brands in Finland?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

Why buy this report?

  • 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

This industry report originates from Passport, our Alcoholic Drinks market research database.

Spirits in Finland - Category analysis

HEADLINES

PROSPECTS

Shift towards premium brands gives hope to beleaguered spirits players
Rising appreciation for craft and flavour experiences
Keeping an eye on emerging cocktail trends

COMPETITIVE LANDSCAPE

Small distilleries are set to challenge the category leaders
Players create growth opportunities with new launches
Renewable energy among the emerging sites of innovation for spirits producers

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2018

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 10 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 12 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 13 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 15 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 16 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 17 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 18 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 19 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Finland - Industry Overview

EXECUTIVE SUMMARY

Sales declines finally slow down
A year packed with new trends
Big players vs craft breweries and distilleries
Distribution shifts after liberalisation
Future hope lies in premium brands

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources