Executive Summary

Jul 2019
PROSPECTS
Consumer lifestyle trends driving demand in Spain

Whereas gin consumption is still evolving and is extremely fashionable in Spain and whiskey performance is increasingly reliant on premium and super-premium references, lifestyle trends and the change in spirits consumption occasions continue to be major factors for this category. The return of the aperitif and the trend towards consumption spirits after lunch, in late afternoon and after work and away from consumption at night is driving demand and boosting sales of liqueurs and other spirits like orujo, pacharán or aniseed-flavoured spirits to the detriment of other categories such as rum or vodka.

Pink gin moves into the mainstream

Until a few years ago, pink gin was a niche spirit in Spain. This all changed when the Spanish brand Puerto de Indias launched its first pink gin in 2013 and became a major success.

Premium spirits expected to continue to drive value growth

There is a general trend in alcoholic drinks towards drinking less but buying better-quality products. This is certainly the case in spirits and the shift towards more premium variants is expected to continue as Spanish drinking habits change.

COMPETITIVE LANDSCAPE
Pernod Ricard Larios remains leader

Despite facing declining volume sales for key categories such as whiskey and vodka in 2018, Pernod Ricard Larios maintains its leadership within the spirits category in Spain. New consumption occasions such as aperitifs, after work and after lunch boosted sales of its liqueur brand Ruavieja.

Key players committed to innovation and targeting new consumption occasions

In 2018, major manufacturers of spirits renewed their commitment to innovation as a strategy to promote consumption and adapt to new consumer segments and new spirit consumption occasions. For instance, Diageo España launched an almond dairy-free version of Baileys’ Irish Cream liqueur suitable for vegans.

Branded players perform better whilst private label struggles

In comparison to other fast-moving consumer goods in Spain, the presence of private label in spirits is relatively low and its share continued to decline in favour of manufacturers’ branded products in 2018. As an increasing number of consumers prioritise quality over price, private label spirits struggled to compete and this declining trend is not expected to be reversed over the forecast period.

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Spirits in Spain

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Overview

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

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

HEADLINES

PROSPECTS

Consumer lifestyle trends driving demand in Spain
Pink gin moves into the mainstream
Premium spirits expected to continue to drive value growth

COMPETITIVE LANDSCAPE

Pernod Ricard Larios remains leader
Key players committed to innovation and targeting new consumption occasions
Branded players perform better whilst private label struggles

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 Spain - Industry Overview

EXECUTIVE SUMMARY

Slower economic growth and consumer lifestyle trends shape demand in Spain
Consumption polarisation with premium drinks leading sales growth
NPDs, new packaging and investments in brand premiumisation pay back
Catering, e-commerce and direct sales from wineries gain ground
Alcoholic drinks are forecast to continue growing whilst wine is set to decline

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 (EUR per litre of pure alcohol)

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