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Analyzing the Global Premium Alcohol Market 2016

February 2016 | 205 pages | ID: A7BB52B6334EN
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The term premiumization of alcohol means having consumers pay more money for the same volume of alcohol. The key consumer-level factors that drive premiumization in alcohol are the desire to improve social status, the desire to improve taste experience, and the desire to have a better understanding of the products that are being consumed.

On the supply side, while production of various forms of alcohol for domestic consumption is widespread, production for export is concentrated in few of the mostly developed countries, and in the case of beer and distilled spirits, in the hands of a shrinking number of large global corporations. These corporations spend heavily on marketing designed to stimulate demand for alcoholic beverages, employing sophisticated technologies to integrate their products into new markets. Vodka remains the highest selling and marketed drink in the alcohol market across the globe due to its unfaltering demand.

Alcohol premiumization is driven by economic, social and psychological factors: consumers need to be able to afford the products they want, they are motivated by the consumption patterns of their peers, and as basic needs are met, they desire products that offer status, reward, and indulgence. The global alcohol industry is seeing a major move towards premium alcohol. With consumers less willing to spend money on alcohol outside of the home, alcohol manufacturers are increasingly looking at ways to add value to their products. Manufacturers have been looking at ways to enhance the premium aspects of their brand as well to help attract recession-affected consumers.

Aruvian Research analyzes the global premium alcohol market in its research offering Analyzing the Global Premium Alcohol Market. The report is a comprehensive coverage of the trend of premiumization in the global alcohol industry and analyzes the industry through factors such as growth drivers, value of the brand name, etc.

We begin the report by analyzing what is premium alcohol and the transformation of the global alcohol industry to include premium alcohol. We look at the evolution of premium alcohol and the role of new product launches in this industry. The impact of the economic recession on the premium alcohol market is analyzed, along with the trends in new product launches.

We analyze industry trends and factors that are driving premiumization of alcohol, such as economic growth, the rise of the 'middle class' the concept of new consumerism, etc. The key areas of alcohol premiumization are also analyzed, along with a look at the role technology has to play in making a brand premium.

Since branding and marketing plays an important role in the global alcohol industry, we understand how manufacturers can use branding as a means of achieving premiumization of alcohol brands. We also include a section on how to establish a successful strategy for premium alcohol.

What the future holds for the premium alcohol market is analyzed through an in-depth future perspective of the industry, followed by an analysis of the major industry players. The major players in the industry are analyzed through a corporate profile, an analysis of their business segments, a financial analysis, and a SWOT analysis.

This research compilation from Aruvian Research is a one-of-a-kind analysis, complete with case studies, of a niche market segment that has been hit by the economic recession, but is likely to bounce back in the coming years.
A. EXECUTIVE SUMMARY

B. WHAT IS PREMIUM ALCOHOL?

B.1 Overview
B.2 Transformation of Premium Alcohol

C. NEW PRODUCTS IN THE INDUSTRY

C.1 Introduction
C.2 Fall in Premium Alcohol Development Due to Economic Recession
C.3 Premium New Products Focus on Spirits and Ready-to-Drink Segment
C.4 Trends in New Product Launches

D. INDUSTRY TRENDS

D.1 Rising Volume & Value
D.2 Growth within Premium Segments
D.3 Premiumization of Alcohol and On-premise Activities

E. FACTORS DRIVING PREMIUMIZATION OF ALCOHOL

E.1 Overview
E.2 Economic Growth
E.3 Growing Budget of the ‘Middle Class’ in Emerging Economies
E.4 Availability of Luxury Products to Mass Consumers
E.5 ‘New Consumerism’ Driving Sales of Premium Alcohol
E.6 Rising Affordability of Premium Products
E.7 Conclusion

F. KEY AREAS OF ALCOHOL PREMIUMIZATION

F.1 Overview
F.2 Importance of Customer Experience
F.3 Role of Technology
F.4 Product Knowledge

G. ACHIEVING PREMIUMIZATION THROUGH BRANDING

G.1 Overview
G.2 Brand Exclusivity
G.3 Importance of Brand Names
G.4 Adding to a Brand through Endorsements
G.5 Personal Communication with a Brand
G.6 Informing the Customer about a Brand
G.7 Value of Private Labels

H. ESTABLISHING A SUCCESSFUL STRATEGY FOR PREMIUM ALCOHOL

I. GLOBAL PREMIUM ALCOHOL MARKET: FUTURE PERSPECTIVE

I.1 Industry Outlook
I.2 Volume & Value Growth
I.3 On-premise versus Off-premise Sales
I.4 Opportunities in China & India
I.5 Focus on Value for Money
I.6 Impact of the Masstige Trend
I.7 Establishing Premium Brands

J. MAJOR INDUSTRY PLAYERS

J.1 Anheuser-Busch InBev NV
J.1.1 Corporate Profile
J.1.2 Business Segment Analysis
J.1.3 Financial Analysis
J.1.4 SWOT Analysis
J.2 Asahi Group Holdings Ltd
J.2.1 Corporate Profile
J.2.2 Business Segment Analysis
J.2.3 Financial Analysis
J.2.4 SWOT Analysis
J.3 Carlsberg A/S
J.3.1 Corporate Profile
J.3.2 Business Segment Analysis
J.3.3 Financial Analysis
J.3.4 SWOT Analysis
J.4 Grupo Modelo SAB de CV
J.4.1 Corporate Profile
J.4.2 Business Segment Analysis
J.4.3 Financial Analysis
J.4.4 SWOT Analysis
J.5 Heineken N.V.
J.5.1 Corporate Profile
J.5.2 Business Segment Analysis
J.5.3 Financial Analysis
J.5.4 SWOT Analysis
J.6 Molson Coors Brewing Company
J.6.1 Corporate Profile
J.6.2 Business Segment Analysis
J.6.3 Financial Analysis
J.6.4 SWOT Analysis
J.7 Pernod Ricard SA
J.7.1 Corporate Profile
J.7.2 Business Segment Analysis
J.7.3 Financial Analysis
J.7.4 SWOT Analysis
J.8 Diageo Plc
J.8.1 Corporate Profile
J.8.2 Business Segment Analysis
J.8.3 Financial Analysis
J.8.4 SWOT Analysis
J.9 Bacardi Limited
J.9.1 Corporate Profile
J.9.2 Business Segment Analysis
J.9.3 Financial Analysis
J.9.4 SWOT Analysis
J.10 Constellation Brands, Inc.
J.10.1 Corporate Profile
J.10.2 Business Segment Analysis
J.10.3 Financial Analysis
J.10.4 SWOT Analysis
J.11 SABMiller Plc
J.11.1 Corporate Profile
J.11.2 Business Segment Analysis
J.11.3 Financial Analysis
J.11.4 SWOT Analysis

K. GLOSSARY OF TERMS

LIST OF FIGURES

Figure 1: Defining Premium Alcohol
Figure 2: Drop in Upscale Alcohol Launches as a Percentage of Total Alcoholic Drink Launches (2010-2014)
Figure 3: Segment-wise Share of Upscale Alcohol Product Launches (%), 2010-2014
Figure 4: Key Trends in Launches of Premium Alcohol Drinks, 2010-2014
Figure 5: Growth in Value & Volume of the Global Alcohol Industry, 2010-2014
Figure 6: Price Growth by Category in the Global Alcohol Industry, 2010-2019
Figure 7: Volume Growth vs. Price Growth in the Global Alcohol Industry, 2010-2014
Figure 8: Trends in On-premise and Off-premise Categories, 2010-2019
Figure 9: Factors Driving Premiumization of Alcohol
Figure 10: Consumer Confidence in US, UK, Japan & South Korea (2010-2014)
Figure 11: GDP at PPP (Purchasing Power Parity) in USD per Capita of Select Countries, 2010-2019
Figure 12: Spending on Alcohol in the US by Household Economic Status, 2014
Figure 13: Growth of the Middle Class
Figure 14: Maslow’s Hierarchy of Needs
Figure 15: Hierarchy of Needs Determining Consumption Behavior
Figure 16: Individualism Driving Consumption of Premium Products
Figure 17: Alcohol Premiumization at the Product Level
Figure 18: Achieving Premiumization through Branding
Figure 19: Value & Volume Growth Forecast for the Global Premium Alcohol Market, 2014-2019
Figure 20: Volume & Price Growth Forecast for the Global Premium Alcohol Market, 2014-2019
Figure 21: On-trade Volume Sales Forecast for Global Alcohol Market (in Liters of Pure Alcohol m) 2014-2019

LIST OF TABLES

Table 1: Segment-wise Share of Upscale Alcohol Product Launches (%), 2010-2014
Table 2: Descriptors for Premium Alcoholic Drink Launches (%) 2010-2014
Table 3: Fastest Growing Descriptors for Premium Alcoholic Drink Launches (%), 2010-2014
Table 4: Global Alcohol Market Value by Country (USD Billion) 2010-2019
Table 5: Global Alcohol Market Volume (Liters Pure Alcohol) (m) 2010-2019
Table 6: Average Pricing & Weighted Pricing Growth of Global Alcoholic Drinks (USD/Liter Alcohol) 2010-2019
Table 7: Market Premiumization and Growth in the US Spirits Market (%), 2013-2014
Table 8: Segment Share of the Global Beer Industry (% by Volume), 2010-2019
Table 9: Spending on Alcohol as Percentage of GDP, by Country (%) 2010-2019
Table 10: Examples of Manufacturing Process Claims in Premium Alcohol
Table 11: Select Examples of Celebrity Endorsed Alcoholic Brands
Table 12: Selected Premium Brand Stories


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