Innovations in Spirits: Key product trends, growth strategies and forecasts to 2012

Date: April 22, 2010
Pages: 103
Price:
US$ 2,875.00
Publisher: Business Insights
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: I2CB65C2684EN
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Innovations in Spirits: Key product trends, growth strategies and forecasts to 2012
Innovations in Spirits is a report published by Business Insights that focuses on the future, and includes an in-depth analysis of NPD together with information on key brands and markets. The report analyzes activity by sub-category (brandy, gin, liqueurs, rum, specialty spirits, tequila, vodka and whiskey) and region (Asia-Pacific, Europe, Latin America, Middle East & Africa.).

Key features of this report
  • Analysis of sales values and volumes for individual spirits categories as well as the overall market in France, Germany, Italy, Netherlands, Sweden, Spain, UK, Rest of Europe, Europe overall, US and Japan.
  • Evaluation of the drivers behind the changing share of throat held by beer, wine and spirits and their key segments. The influence of the other alcoholic drinks sectors is discussed on a regional basis, as well as from the perspective of share of NPD.
  • Draws on thousands of spirits product launches that took place globally between 2006 and 2009.
  • Illustrated overviews of the key product introductions and innovations, drawing on data from the ProductScan Online NPD tracking service.
Scope of this report
  • Understand each regional market in terms of absolute size as well as the future potential of each category.
  • Inform your sales team and/or export department by prioritising the geographical markets best suited to your current range of products.
  • Understand the response of leading spirits producers to the recession, the impact on NPD and its effect on premiumization.
  • Evaluate whether you should be looking beyond your current product portfolio for future opportunities – whether the time is right, which categories perform well in which countries (there’s a huge disparity between sales in countries, regions and categories).
Key Market Issues
  • Beer and wine threaten spirits’ share of throat in many regions around the world – brands are not just competing with other spirits products but with the overall alcoholic drinks market.
  • The recession has had a negative impact on the on-trade and spirits sales in bars/clubs/pubs. This has had a knock-on effect on retail sales and brand strategies.
  • Provenance, the production process and the quality/sourcing of ingredients are all more important for spirits than ever before – consumers are interested in the entire process and showing greater interest in the differences between products i.e. The smoothness of expensive versus cheap vodkas.
  • First Fairtrade vodka and then liqueur have been launched – this is likely to prompt further ethical NPD as manufacturers aim to enhance CSR and ethical appeal.
Key findings from this report
  • The US is by far the largest spirits market by value at a forecast US$48,147.0mn by 2012 following growth of 8.1% from 2008. This is a significantly higher forecast value and growth rate than the majority of the European countries analyzed and starkly contrasts against the Japanese market, which is set for a decline in value.
  • In Europe and the US, the majority of spirits categories are predicted to experience higher value than volume growth.
  • Beer has posed the biggest threat to spirits in Europe, Japan and the US for many years - and will continue to do so over the forecast period. Only France and Italy, known for their production and passion for wine and viniculture, have wine taking the largest share of throat rather than beer.
  • Premiumization is the number one product tag (upscale) at 45.7% of spirits NPD in 2009 and its share of NPD has grown over the years from 36.1% in 2006.
  • The first Fairtrade vodka was launched in the UK in 2009 imported by Ehrmanns.
Key questions answered
  • Which country will have the most successful spirits market by 2012? The US is by far the largest spirits market by value at a forecast US$48,147.0mn by 2012 following growth of 8.1% from 2008.
  • Which European country will have the most successful spirits market by 2012? The overall European market value for spirits is expected to increase at a compound annual growth rate of 1.5% between 2008 and 2012. The UK is no longer the most successful spirits market in Europe - Germany has taken over and is set to reach US$23,962.4mn by 2012.
  • Does beer or wine pose a threat to spirits’ share of throat globally? Yes! Beer has posed the biggest threat to spirits in Europe, Japan and the US for many years - and will continue to do so over the forecast period. Only France and Italy, known for their production and passion for wine and viniculture, have wine taking the largest share of throat rather than beer.
  • Is there a surprising rise in sales of one particular type of spirit? Yes – in Japan whiskey is set for huge growth after 2011/12 – there is a growing ‘underground’ whiskey market in the on-trade which will have an impact on retail sales. Also, Germany is the third biggest market for tequila (after the US and Mexico)!
Innovations in Spirits
Executive summary
Introduction
Growth opportunities in the spirits market
Innovative global trends in NPD
NPD by region, flavor and sub-category
Leading players in spirits

CHAPTER 1 INTRODUCTION

Summary
What is this report about?
Research methodology
Report structure
Global spirits market overview
Market value to 2012
Market volume to 2012

CHAPTER 2 GROWTH OPPORTUNITIES IN THE SPIRITS MARKET

Summary
Introduction
Spirits market value to 2012
Europe
US
Japan
Spirits market volume to 2012
Europe
Volume versus value growth in Europe
US
Volume versus value growth in the US
Japan
Volume versus value growth in Japan
Spirits share of throat versus beer and wine
Introduction
Europe: share of throat in alcoholic drinks
Japan: share of throat in alcoholic drinks
US: share of throat in alcoholic drinks

CHAPTER 3 INNOVATIVE GLOBAL TRENDS IN NPD

Summary
Introduction
The evolution of premiumization
Super-premium
Customization and personalization
Provenance
Self-indulgence
Health
Natural and organic
Functional and mood enhancing
Ethical
Packaging
Private label

CHAPTER 4 NPD BY REGION, FLAVOR AND SUBCATEGORY

Summary
Introduction
Category analysis
Vodka
Whisky
Brandy
Gin
Liqueurs
Rum
Specialty spirits
Tequila
Regional analysis
Asia Pacific
Americas
Europe
Rest of the world
Flavors and ingredients analysis
Future flavors

CHAPTER 5 LEADING SPIRITS PLAYERS

Summary
Introduction
Top five companies in spirits
Asia Pacific
Europe
Middle East & Africa
North America
South America
Bacardi
Overview
Brands and markets
Recent new product highlights
Mergers and acquisitions
Future plans
Brown Forman
Overview
Brands and markets
Recent new product highlights
Mergers and acquisitions
Future plans
Diageo
Overview
Brands and markets
Recent new product highlights
Mergers and acquisitions
Future plans
Pernod Ricard
Overview
Brands and markets
Recent new product highlights
Mergers and acquisitions
Future plans

CHAPTER 6 CONCLUSIONS

Introduction
The impact of the recession
Future NPD trends
Index

LIST OF FIGURES

Figure 1.1: Spirits drinks market value in Europe, US & Japan ($), 2012, versus overall growth 2008-2012 (%)
Figure 2.2: Spirits market volume in Europe, US & Japan ($m), 2012, versus overall growth (%), 2008-2012
Figure 2.3: Spirits drinks market volume growth in Europe (%), 08-12, versus value growth in Europe (%), 08-12
Figure 2.4: A ‘mild’ vodka at 40% a.b.v contains ‘alcosoft’ to reduce harmful impact of ethanol: Sretenka
Figure 2.5: Spirits drinks market volume growth in the US (%), 08-12, versus value growth in the US (%), 08-12
Figure 2.6: Spirits drinks market volume growth in Japan (%), 08-12, versus value growth in Japan (%), 08-12
Figure 3.7: Support Her Ultra-Premium Vodka – donations made to breast cancer foundations from each sale
Figure 3.8: A range of new products launched by producers in the ‘vodka belt’ between 2008 and 2009
Figure 3.9: FAIR. The first Fairtrade spirits brand in the world
Figure 3.10: Pure Green vodka and Square One Botanical 100% Organic Rye Spirit both feature ‘eco-friendly labeling’
Figure 4.11: Growth of spirits NPD by category, weighted against the overall food and drink industry
Figure 4.12: Percentage share of innovative products by category, 2006 & 2009
Figure 4.13: Isle of Skye Blended Whisky
Figure 4.14: Limited editions - Macallan Masters of Photography Collection
Figure 4.15: Starbucks coffee liqueur
Figure 4.16: Castries Peanut Rum Cr?me
Figure 4.17: Red Barlett Williams - Fruit flavored specialty spirits with premium packaging
Figure 4.18: Super-premium tequilas such as the 250th anniversary edition of Jose Cuervo Tequila
Figure 4.19: Percentage share of products launched by region, 2006-2009
Figure 4.20: Flavored tequila: almond, cherry, lemon and pineapple

LIST OF TABLES

Table 1.1: Spirits market value by main country market ($m), 2008 -2012
Table 1.2: Spirits drinks market volume by (liters m) Europe, Japan and the US, 2008-2012
Table 2.3: Spirits drinks market value by category in Europe ($m), 2008-2012
Table 2.4: Spirits drinks market value by category in the US ($m), 2008-2012
Table 2.5: Spirits drinks market value by category in Japan ($m), 2008-2012
Table 2.6: Spirits drinks market volume by category in Europe, liters (m), 2008 -2012
Table 2.7: Spirits drinks market volume by category in the US (liters (m)), 2008-2012
Table 2.8: Spirits drinks market volume by category in Japan (liters m), 2008-2012
Table 2.9: Share of throat comparison by category in Europe, US and Japan (%), 2008-2012
Table 3.10: Top 10 product tags for spirits launched 2006-2009
Table 3.11: European and US private label alcoholic drinks market value ($m) 2008-2011
Table 4.12: Percentage share of global spirits NPD by category, 2006 & 2009
Table 4.13: Top 10 flavors of spirits launched 2006-2009
Table 5.14: Leading spirits companies in Asia by market share, 2008
Table 5.15: Leading spirits companies in Europe by market share, 2008
Table 5.16: Leading spirits companies in Middle East & Africa by market share, 2008
Table 5.17: Leading spirits companies in North America by market share, 2008
Table 5.18: Leading spirits companies in South America by market share, 2008
Table 6.19: Innovation opportunities and potential barriers in spirits NPD
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