Executive Summary

Jul 2019
PROSPECTS
Volume sales set to decline

The outlook for spirits remains pessimistic in total volume terms. The trends which are expected to continue to negatively impact the category over the forecast period, are mainly rising consumer awareness of health and wellbeing, resulting in lower alcohol consumption, the high level of maturity of many traditional spirits, and the struggle of traditional bars and pubs.

Premiumisation and craft effect in spirits

In light of changing consumer behaviour and the increasing mindful drinking trend, spirits is experiencing a transformation. Consumers are not finding as many reasons as they once did to frequently indulge in strong spirits.

Gin and whiskies to record strongest total volume growth

Gin and whiskies are expected to be amongst the best performers over the forecast period. The growing popularity of these spirits, especially amongst the young adult population, combined with strong promotions and effective marketing campaigns, are key factors for the positive outlook.

COMPETITIVE LANDSCAPE
Campari closes the gap with Pernod Ricard

Pernod Ricard remained the overall leader of spirits in Germany in 2018. However, Campari is steadily closing the gap, as it posted the strongest total volume growth.

Brands of whiskies amongst the fastest growing

Jim Beam and Jack Daniel’s, ranked fifth and seventh within overall spirits in Germany, continued to benefit from the growing popularity of bourbon/other US whiskey, Scotch whisky and Irish whiskey, experiencing strong development. Consumers continued to be attracted by whiskies due to the successful and emotional store-telling, the vast variety of flavours and the developing bar scene in Germany.

Number of local micro-distilleries increases as craft spirits gain traction

The growth of micro-distilleries and the premiumisation trend within alcoholic drinks encouraged the growth of local craft spirits. This was particularly evident within gin and whiskies but also within rum, korn and vodka.

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Spirits in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Germany 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 Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Germany 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 Germany?
  • What are the major brands in Germany?
  • 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 Germany - Category analysis

HEADLINES

PROSPECTS

Volume sales set to decline
Premiumisation and craft effect in spirits
Gin and whiskies to record strongest total volume growth

COMPETITIVE LANDSCAPE

Campari closes the gap with Pernod Ricard
Brands of whiskies amongst the fastest growing
Number of local micro-distilleries increases as craft spirits gain traction

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 Germany - Industry Overview

EXECUTIVE SUMMARY

Successful year for alcoholic drinks, an exception in light of growing health awareness
Mindful drinking trend continues to grow as consumers prefer quality over quantity
Increasing focus on craft and provenance impacts competitive environment
Supermarkets and internet retailing continue to increase share of distribution
Changing lifestyle trends will impact market growth

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