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Strategy Briefing

Spirits: Onwards and Upwards

46 pages, Sep 2013

US$1,200

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

The prospects for spirits globally are on the upward curve, with the category increasing its share of throat and spend in the alcoholic drinks sphere over the 2007-2017 period. The briefing looks at why this is happening, and examines the key dynamics globally and the opportunities for growth in both mature and emerging markets.

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Overview

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.

Spirits takes greater share of alcoholic drinks consumption

Between 2007-2017, spirits? share of alcoholic drinks consumption measured in Litres of Pure Alcohol will increase by 1.5 percentage points to nearly 39% of all alcoholic drinks consumed globally, and share of spend by 2 percentage points. This continuous shift is driven primarily by mature markets, as consumers move away from traditional alcohol products, particularly beer.

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. However, in Western Europe, due to the economic difficulties in some markets, trading down is also apparent.

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.

Consolidation on hold

Following Diageo?s acquisition spree to rebalance its geographic presence, further consolidation is likely to be on a smaller scale, as international companies all wait for the breaking up of Beam. Acquisition activity is likely to be led by Pernod Ricard, although its debt level prevents action before 2015.

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.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Key findings

Overview

Spirits increases its share of total alcoholic drinks consumption

Asia Pacific drives healthy growth

Consumers still heading to the off-trade

Premiumisation drives spirits growth

Geographic Review

Asia Pacific the driving force in spirits

Emerging markets key growth driver

Changing consumption habits in mature emerging markets

Middle East and Africa the underdeveloped spirits region

Most dynamic markets in emerging countries for international spirits

Dangers remain in emerging markets for international spirits

Most dynamic markets in developed markets

US vodka, a paradigm for mature market growth

Growth in sluggish mature categories

Western European woes cause trading down

Corporate Overview

Diageo stretches lead

Growing consolidation in spirits

Limited portfolio and public listing leaves Beam vulnerable

Pernod Ricard the most likely to benefit from any Beam break-up

Local and regional M&A focus for near future

Category Focus

Other spirits drive volume but not value growth

Other whisky: Mixed prospects

Booming Scotch

Supply struggling to keep up with demand for Scotch

Bourbon/other US whiskey becoming more global

First mover advantage key to growth prospects in Irish whiskey

Revitalised stagnant whisky categories

Cognac’s reliance on China

Local products rule in brandy

Vodka’s global appeal

Premiumisation drives key gin markets

Dark rum the universal growth driver

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

Brands the key in liqueurs

Cream-based liqueurs struggling for growth

Eclectic mix in other spirits still offers growth

Future Prospects

Spirits’ upward trend expected to continue

Emerging markets lead the way

Report Definitions

Definitions

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Megatrends

Strategy Briefing

Spirits: Onwards and Upwards

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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

What this report includes

Why buy this report

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

Asia Pacific drives healthy growth

Consumers still heading to the off-trade

Premiumisation drives spirits growth

Geographic Review

Asia Pacific the driving force in spirits

Emerging markets key growth driver

Changing consumption habits in mature emerging markets

Middle East and Africa the underdeveloped spirits region

Most dynamic markets in emerging countries for international spirits

Dangers remain in emerging markets for international spirits

Most dynamic markets in developed markets

US vodka, a paradigm for mature market growth

Growth in sluggish mature categories

Western European woes cause trading down

Corporate Overview

Diageo stretches lead

Growing consolidation in spirits

Limited portfolio and public listing leaves Beam vulnerable

Pernod Ricard the most likely to benefit from any Beam break-up

Local and regional M&A focus for near future

Category Focus

Other spirits drive volume but not value growth

Other whisky: Mixed prospects

Booming Scotch

Supply struggling to keep up with demand for Scotch

Bourbon/other US whiskey becoming more global

First mover advantage key to growth prospects in Irish whiskey

Revitalised stagnant whisky categories

Cognac’s reliance on China

Local products rule in brandy

Vodka’s global appeal

Premiumisation drives key gin markets

Dark rum the universal growth driver

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

Brands the key in liqueurs

Cream-based liqueurs struggling for growth

Eclectic mix in other spirits still offers growth

Future Prospects

Spirits’ upward trend expected to continue

Emerging markets lead the way

Report Definitions

Definitions

Why buy this report?

Want to find out more about this report?

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