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Dark Rum, Cognac and Brandy - UK - April 2009

On the face of it, dark spirits (as defined by this report ie not including whisky) is a declining market populated by old-fashioned brands with a traditional image. However, if one looks beneath the surface, there are some signs of renewal, with golden rums showing the way to the rest of the industry and giving a good pointer as to how it should be done. Currently, golden rum is the only sector of the market growing sales in the on- and off-trade channels but the inspiration it has given brand owners is starting to filter down into other sectors of the market.

More exciting is the fact that golden rums have taken dark spirits outside its traditional 45+ male customer base and are appealing to younger consumers. This is a strategy that other dark spirit products need to embrace if they are to ensure their long-term survival.

Key themes

  • How can suppliers broaden the customer base for dark spirits?

  • Has the recession impacted on the market, if so, how?

  • How is the changing pattern of distribution impacting on the different market sectors?

  • How do people perceive and consume dark spirits?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
        • Future Opportunities

          • Cultivating cocktails
            • RTD possibilities in the off-trade
              • Endorsement works
                • Something from the trolley, sir?
                  • Finding the right mix
                    • That’s not my name…
                      • Stimulating use
                        • Cognac image boost?
                          • Pushing provenance and authenticity
                          • Market in Brief

                            • Mojito momentum
                              • Sales fall in real terms
                                • Brandy/Cognac takes bulk of sales
                                  • An ageing customer base
                                    • Recent growth in off-trade sales driven by deals and duties
                                      • Price rises to hit European brandies
                                        • Major spirits players fight it out
                                          • Off-trade growth reflects general trends in market
                                            • Key to future is increasing ways that dark spirits are used
                                            • Internal market environment

                                              • Key points
                                                • Easy on the sauce
                                                  • Figure 1: Trends for alcohol consumption, by frequency and in and out of home, 2004-08
                                                • ‘Vodka fatigue’ setting in?
                                                  • Figure 2: Drinking trends, by alcohol type, 2004-08
                                                • A drop of the good stuff
                                                  • Figure 3: Trends for agreement with drink lifestyle statements, 2004-08
                                                  • Figure 4: Lifestyle statements on expensive tastes, by social grade, 2008
                                                • Consumers watching their waistlines
                                                  • Figure 5: Trends in health lifestyle statements, 2004-08
                                                • Heavy discounting in the off-trade
                                                  • Pubs going out of business
                                                    • Link between brandy, gin and vodka drinkers
                                                      • Figure 6: Cross-drinking of alcoholic drinks, November 2008
                                                    • Cocktail crowd prime target market for dark spirits
                                                      • Figure 7: Vodka attitudinal groups, by what spirits they drink, November 2008
                                                    • Shaken not stirred
                                                      • Spirit of the Caribbean
                                                        • Never show your true age
                                                          • Shrouded in mystery
                                                          • Broader Market Environment

                                                            • Key points
                                                              • Here come the boys
                                                                • Figure 8: Structure of the 18+ UK population, by age and gender, 2004-14
                                                              • ‘Haves’ and ‘have nots’ up and down
                                                                • Figure 9: Forecast 15+ adult population trends, by socio-economic group, 2004-14
                                                              • Alcohol excessively dutiful
                                                                • Figure 10: UK excise duty on spirits for every 1% of strength per 100 litres, 1998-2009
                                                              • Failing harvests squeeze producers
                                                                • Phylloxera subsidies phased out
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Dark spirits in context
                                                                      • Figure 11: UK value sales of alcoholic drinks, by sector, 2004-08
                                                                    • A fluid market
                                                                      • Cider points the way?
                                                                        • Connecting to food
                                                                          • The vodka juggernaut
                                                                            • Flavoured possibilities?
                                                                              • Cocktail base
                                                                                • Potential for premium power in rum and brandy
                                                                                • Strengths and Weaknesses in the Market

                                                                                  • Strengths
                                                                                    • Playing the heritage card
                                                                                      • Boost from gifting and special occasions
                                                                                        • Financial muscle counts
                                                                                          • Colour gives possibilities
                                                                                            • Aspirational element to products
                                                                                              • Tremendous latent potential
                                                                                                • Weaknesses
                                                                                                  • At the mercy of the elements
                                                                                                    • New money threatens low yield markets
                                                                                                      • Brandy becomes less competitive on price
                                                                                                        • Vulnerable to competition?
                                                                                                          • An old-fashioned image…
                                                                                                            • …and reliance on older consumers
                                                                                                              • Ad budgets need a boost
                                                                                                              • Who’s Innovating?

                                                                                                                • Key points
                                                                                                                  • Short measures in product launches
                                                                                                                    • Figure 12: Rum and brandy in context of other alcoholic drinks launches, 2003-08
                                                                                                                  • In pursuit of the premium dream
                                                                                                                    • Figure 13: Top ten UK claims, by category, 2007-08
                                                                                                                  • Techniques of the Caribbean
                                                                                                                    • Premium from the inside out
                                                                                                                      • Showing your age
                                                                                                                        • Make me look younger
                                                                                                                          • The golden age of colour
                                                                                                                            • Own label delivers value
                                                                                                                              • Global trends
                                                                                                                                • Sweet and clear
                                                                                                                                  • Some like it hot
                                                                                                                                    • For ladies that latte
                                                                                                                                    • Market Size and Forecast

                                                                                                                                      • Key points
                                                                                                                                        • Engine of growth loses momentum
                                                                                                                                            • Figure 14: UK volume and value sales of brandy, Cognac and dark/golden rum market, 2004-14
                                                                                                                                            • Figure 15: Value of dark spirits market, by sector, 2004-14
                                                                                                                                          • Future of the market
                                                                                                                                            • Factors used in the forecast
                                                                                                                                            • Segment Performance

                                                                                                                                              • Key points
                                                                                                                                                • Rum stars as Cognac misses out on seasonal boost
                                                                                                                                                  • Figure 16: UK volume sales of dark spirits, by type, 2006-08
                                                                                                                                                  • Figure 17: UK value sales of dark spirits, by type, 2006-08
                                                                                                                                                • Brandy (excluding Cognac and Armagnac)
                                                                                                                                                  • Figure 18: UK retail sales of brandy, by volume and value, 2004-14
                                                                                                                                                • Subsidies withdrawal to push up prices
                                                                                                                                                  • Recession prompts launch of budget products and downtrading
                                                                                                                                                    • Cognac and Armagnac
                                                                                                                                                      • Figure 19: UK retail sales of Cognac and Armagnac, by volume and value, 2004-14
                                                                                                                                                    • Cognac misses out on traditional festive bonanza
                                                                                                                                                      • Discounting prevalent
                                                                                                                                                        • Own label gets in on the act
                                                                                                                                                          • VS Cognacs dominate
                                                                                                                                                            • Figure 20: UK volume and value share of Cognac/armagnac sales, by type, 2007-08
                                                                                                                                                          • Brand owners try to encourage wider use
                                                                                                                                                            • Manufacturers try to build pub business
                                                                                                                                                              • Dark rum (excluding golden rum)
                                                                                                                                                                • Figure 21: UK retail sales of dark rum, by volume and value, 2004-14
                                                                                                                                                              • A shift in attitudes
                                                                                                                                                                • Still plenty of scope for growth
                                                                                                                                                                  • Golden rum
                                                                                                                                                                    • Figure 22: UK retail sales of golden rum, by volume and value, 2004-14
                                                                                                                                                                  • Cocktail culture and provenance driving sales
                                                                                                                                                                    • Own-label penetration to grow?
                                                                                                                                                                    • Channels to market

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Off-trade grows as on-trade fades
                                                                                                                                                                          • Figure 23: UK volume and value distribution of dark spirits, by trade sector and outlet type, 2004-08
                                                                                                                                                                        • Brandy
                                                                                                                                                                          • Figure 24: UK volume and value distribution of brandy, by trade sector, 2004-08
                                                                                                                                                                        • Cognac/Armagnac
                                                                                                                                                                          • Figure 25: UK volume and value of Cognac/armagnac, by trade sector, 2004-08
                                                                                                                                                                        • Dark rum
                                                                                                                                                                          • Figure 26: UK volume and value of dark rum, by trade sector, 2004-08
                                                                                                                                                                        • Golden rum
                                                                                                                                                                          • Figure 27: Retail distribution of golden rum, by trade sector, 2004-08
                                                                                                                                                                        • On-trade issues
                                                                                                                                                                          • Off-trade issues
                                                                                                                                                                          • Market Share

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Key brand analysis
                                                                                                                                                                                • Three Barrels outperforms brandy sector
                                                                                                                                                                                  • Figure 28: Estimated UK off-trade brand shares in brandy, by volume, 2007-08
                                                                                                                                                                                • Three Barrels (First Drinks)
                                                                                                                                                                                  • Other brands
                                                                                                                                                                                    • Own label
                                                                                                                                                                                      • On-trade market shares
                                                                                                                                                                                        • Fortunes of Cognac/Armagnac sector dictated by major VS brands
                                                                                                                                                                                          • Figure 29: Estimated UK off-trade brand shares in Cognac/armagnac, by volume, 2007-08
                                                                                                                                                                                        • Courvoisier (Beam Global)
                                                                                                                                                                                          • Martell (Pernod Ricard)
                                                                                                                                                                                            • Remy Martin (First Drinks)
                                                                                                                                                                                              • Own-label
                                                                                                                                                                                                • On-trade market shares
                                                                                                                                                                                                  • Golden variants driving rum market growth
                                                                                                                                                                                                    • Figure 30: Estimated UK brand off-trade shares in rum, by volume, 2007-08
                                                                                                                                                                                                  • Morgan’s Spiced (Diageo)
                                                                                                                                                                                                    • Captain Morgan (Diageo)
                                                                                                                                                                                                      • Lamb’s Navy Rum (Halewood International)
                                                                                                                                                                                                        • Morton’s OVD (First Drinks)
                                                                                                                                                                                                          • Mount Gay (First Drinks)
                                                                                                                                                                                                            • Other brands
                                                                                                                                                                                                              • Own-label
                                                                                                                                                                                                              • Companies and Products

                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                  • Figure 31: Brand map, UK dark spirits market (exclusing whisky), 2009
                                                                                                                                                                                                                • Bacardi-Martini
                                                                                                                                                                                                                  • Beam Global
                                                                                                                                                                                                                    • CL World Brands
                                                                                                                                                                                                                      • Diageo
                                                                                                                                                                                                                        • First Drinks Brands
                                                                                                                                                                                                                          • Halewood International
                                                                                                                                                                                                                            • LMVH
                                                                                                                                                                                                                              • Pernod Ricard
                                                                                                                                                                                                                                • J Wray and Nephew
                                                                                                                                                                                                                                  • Others
                                                                                                                                                                                                                                  • Brand Elements

                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                        • Figure 32: Attitudes and usage of dark rum and brandy brands, February 2009
                                                                                                                                                                                                                                      • Courvoisier
                                                                                                                                                                                                                                        • What the brand is trying to achieve
                                                                                                                                                                                                                                          • What the consumer thinks
                                                                                                                                                                                                                                            • Figure 33: Attitudes towards the Courvoisier brand, February 2009
                                                                                                                                                                                                                                          • Captain Morgan
                                                                                                                                                                                                                                            • What the brand is trying to achieve
                                                                                                                                                                                                                                              • What the consumer thinks
                                                                                                                                                                                                                                                • Figure 34: Attitudes towards the Captain Morgan brand, February 2009
                                                                                                                                                                                                                                              • Three Barrels
                                                                                                                                                                                                                                                • What the brand is trying to achieve
                                                                                                                                                                                                                                                  • What the consumer thinks
                                                                                                                                                                                                                                                    • Figure 35: Attitudes towards the Three Barrels brand, February 2009
                                                                                                                                                                                                                                                  • Havana Club
                                                                                                                                                                                                                                                    • What the brand is trying to achieve
                                                                                                                                                                                                                                                      • What the consumer thinks
                                                                                                                                                                                                                                                        • Figure 36: Attitudes towards the Havana Club brand, February 2009
                                                                                                                                                                                                                                                      • Brand qualities of dark rum and brandy brands
                                                                                                                                                                                                                                                        • Courvoisier most authentic
                                                                                                                                                                                                                                                          • Figure 37: Personalities of various dark rum and brandy brands, February 2009
                                                                                                                                                                                                                                                        • Experience of dark rum and brandy brands
                                                                                                                                                                                                                                                          • Courvoisier most recently drunk, but Captain Morgan joint most tried
                                                                                                                                                                                                                                                            • Figure 38: Consumer usage of various dark rum and brandy brands, February 2009
                                                                                                                                                                                                                                                          • Brand intentions for dark rum and brandy brands
                                                                                                                                                                                                                                                            • Courvoisier, Rémy Martin have highest retention
                                                                                                                                                                                                                                                              • Figure 39: Consideration of various dark rum and brandy brands, February 2009
                                                                                                                                                                                                                                                            • Brand momentum for dark rum and brandy brands
                                                                                                                                                                                                                                                              • Lamb’s Navy losing most ground, others mainly gaining
                                                                                                                                                                                                                                                                • Figure 40: Momentum of various dark rum and brandy brands, February 2009
                                                                                                                                                                                                                                                              • Brand satisfaction for dark rum and brandy brands
                                                                                                                                                                                                                                                                • Rémy Martin has highest excellent satisfaction
                                                                                                                                                                                                                                                                  • Figure 41: Satisfaction with various dark rum and brandy brands, February 2009
                                                                                                                                                                                                                                                                • Brand commitment to dark rum and brandy brands
                                                                                                                                                                                                                                                                  • Courvoisier, Rémy Martin have most loyal customers
                                                                                                                                                                                                                                                                    • Figure 42: Commitment to various dark rum and brandy brands, February 2009
                                                                                                                                                                                                                                                                  • Round up
                                                                                                                                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                      • Education leaves rum stranded
                                                                                                                                                                                                                                                                        • Figure 43: Main monitored media advertising spend on dark and golden rum, 2004-08
                                                                                                                                                                                                                                                                      • Morgan’s spices up the seasons
                                                                                                                                                                                                                                                                        • Figure 44: Main monitored media advertising spend on rum, by top ten advertising brands, 2004-08
                                                                                                                                                                                                                                                                      • Shaking up Christmas cocktails
                                                                                                                                                                                                                                                                        • Waving the West Indies flag
                                                                                                                                                                                                                                                                          • Cognac tops the ad bill
                                                                                                                                                                                                                                                                            • Figure 45: Main monitored media advertising spend on brandy and Cognac, 2004-08
                                                                                                                                                                                                                                                                            • Figure 46: Main monitored media advertising spend on brandy and Cognac, by leading brands, 2004-08
                                                                                                                                                                                                                                                                          • Remy goes for the heart
                                                                                                                                                                                                                                                                            • Modern Martell for loyalists
                                                                                                                                                                                                                                                                              • Hennessey for the luxury lifestyle
                                                                                                                                                                                                                                                                                • Rum and brandy are good sports
                                                                                                                                                                                                                                                                                • The Consumer – Frequency and Usage of Rum

                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                    • Rum holding its own
                                                                                                                                                                                                                                                                                        • Figure 47: Trends in dark and golden rum consumption, 2004-08
                                                                                                                                                                                                                                                                                        • Figure 48: Trends in dark and golden rum usage, 2006-08
                                                                                                                                                                                                                                                                                      • Rum must beware migration towards less frequent drinking
                                                                                                                                                                                                                                                                                          • Figure 49: Dark and golden rum usage frequency, by demographics, 2008
                                                                                                                                                                                                                                                                                        • There go the girls
                                                                                                                                                                                                                                                                                        • The Consumer – Frequency and Usage of Brandy

                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                            • Brandy in danger of being abandoned
                                                                                                                                                                                                                                                                                              • Figure 50: Trends in brandy usage, 2004-08
                                                                                                                                                                                                                                                                                            • Luxury with traditional northern roots
                                                                                                                                                                                                                                                                                              • Figure 51: Trends in brandy usage frequency, 2004-08
                                                                                                                                                                                                                                                                                              • Figure 52: Brandy usage frequency, by gender, age and socio-economic group, 2008
                                                                                                                                                                                                                                                                                            • Brandy champions for women
                                                                                                                                                                                                                                                                                            • The Consumer – Attitudes towards Dark and Golden Rum

                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                  • Figure 53: Agreement with statements about dark and golden rum, November 2008
                                                                                                                                                                                                                                                                                                • (Dark) rum leaves a bad taste in the mouth
                                                                                                                                                                                                                                                                                                  • Young palates put off by rum
                                                                                                                                                                                                                                                                                                    • Rum falls off the radar
                                                                                                                                                                                                                                                                                                      • Rum is all at sea
                                                                                                                                                                                                                                                                                                      • The Consumer – Attitudes towards Cognac and Brandy

                                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                                          • Brandy is in poor taste
                                                                                                                                                                                                                                                                                                              • Figure 54: Agreement with statements about Cognac and brandy, November 2008
                                                                                                                                                                                                                                                                                                            • Women turned off by taste
                                                                                                                                                                                                                                                                                                              • Ditch the fuddy duddy image
                                                                                                                                                                                                                                                                                                                • Snob value reserved for after dinner occasion
                                                                                                                                                                                                                                                                                                                • The Consumer – Target Groups for Dark and Golden Rum

                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                    • Targeting the consumer attitudinally
                                                                                                                                                                                                                                                                                                                        • Figure 55: How rum attitudinal groups differentiate on key statements, November 2008
                                                                                                                                                                                                                                                                                                                      • Mixing Enthusiasts (12%)
                                                                                                                                                                                                                                                                                                                        • A rum deal (88%)
                                                                                                                                                                                                                                                                                                                        • The Consumer – Target Groups for Brandy and Cognac

                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                              • Figure 56: How Cognac and brandy attitudinal groups differentiate on key statements
                                                                                                                                                                                                                                                                                                                            • Purists (10%)
                                                                                                                                                                                                                                                                                                                              • A celebration tipple (10%)
                                                                                                                                                                                                                                                                                                                                • Turned off (81%)
                                                                                                                                                                                                                                                                                                                                • Appendix

                                                                                                                                                                                                                                                                                                                                  • Consumer research
                                                                                                                                                                                                                                                                                                                                    • ACORN
                                                                                                                                                                                                                                                                                                                                      • Advertising data
                                                                                                                                                                                                                                                                                                                                        • Abbreviations
                                                                                                                                                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                                                                                                            • Figure 57: Drinking lifestyle statements, by detailed demographics, 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 58: Health lifestyle statements, by detailed demographics, 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 59: Lifestyle statements on expensive tastes, by detailed demographics, 2008
                                                                                                                                                                                                                                                                                                                                        • Appendix – Who’s Innovating?

                                                                                                                                                                                                                                                                                                                                            • Figure 60: New product development by top 10 countries, by category, 2007-08
                                                                                                                                                                                                                                                                                                                                            • Figure 61: Top 10 global new product claims, by category, 2007-08
                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer: Frequency and Usage of Rum

                                                                                                                                                                                                                                                                                                                                            • Figure 62: Dark and golden rum usage, by detailed demographics, 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 63: Trends in branded versus own-label dark and golden rum usage, 2004-08
                                                                                                                                                                                                                                                                                                                                            • Figure 64: Dark and golden rum usage frequency, by detailed demographics, 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 65: Trends in in-home and out-of-home dark and golden rum usage, 2004-08
                                                                                                                                                                                                                                                                                                                                            • Figure 66: In-home dark and golden rum usage frequency, by detailed demographics, 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 67: Out-of-home dark and golden rum usage frequency, by detailed demographics, 2008
                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer: Frequency and Usage of Brandy

                                                                                                                                                                                                                                                                                                                                            • Figure 68: Brandy usage, by detailed demographics, 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 69: Trends in branded versus own-label brandy usage, 2006-08
                                                                                                                                                                                                                                                                                                                                            • Figure 70: Brandy usage frequency, by detailed demographics, 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 71: Trends for in-home and out-of-home brandy usage, 2004-08
                                                                                                                                                                                                                                                                                                                                            • Figure 72: In-home brandy usage frequency, by detailed demographics, 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 73: Out-of-home brandy usage frequency, by detailed demographics, 2008
                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer: Attitudes to Dark and Golden Rum

                                                                                                                                                                                                                                                                                                                                            • Figure 74: Agreement with statements about dark and golden rum, by detailed demographics, November 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 75: Agreement with statements about dark and golden rum, by detailed demographics, November 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 76: Agreement with statements about dark and golden rum, by detailed demographics, November 2008
                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer: Attitudes to Cognac and Brandy

                                                                                                                                                                                                                                                                                                                                            • Figure 77: Agreement with statements about Cognac and brandy, by detailed demographics, November 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 78: Agreement with statements about Cognac and brandy, by detailed demographics, November 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 79: Agreement with statements about Cognac and brandy, by detailed demographics, November 2008
                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer: Typologies

                                                                                                                                                                                                                                                                                                                                            • Figure 80: Rum attitudinal groups, by statements they agree with, November 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 81: Rum attitudinal groups, by demographics, November 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 81: Rum attitudinal groups, by what spirits they drink, November 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 82: Cognac and brandy attitudinal groups, by statements they agree with, November 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 83: Cognac and brandy attitudinal groups, by detailed demographics, November 2008
                                                                                                                                                                                                                                                                                                                                            • Figure 84: Cognac and brandy attitudinal groups, by which spirits they drink, November 2008

                                                                                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                                                                                                                                                                        • Bacardi-Martini Ltd
                                                                                                                                                                                                                                                                                                                                        • Birds Eye Foods
                                                                                                                                                                                                                                                                                                                                        • Blockbuster Entertainment Ltd (UK)
                                                                                                                                                                                                                                                                                                                                        • British Beer and Pub Association
                                                                                                                                                                                                                                                                                                                                        • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                                                                                                                                        • Burn Stewart
                                                                                                                                                                                                                                                                                                                                        • CACI Limited
                                                                                                                                                                                                                                                                                                                                        • CL World Brands Limited 2003.
                                                                                                                                                                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                                                                                                                                                                        • Daily Express
                                                                                                                                                                                                                                                                                                                                        • Daily Mail
                                                                                                                                                                                                                                                                                                                                        • Daily Star (The)
                                                                                                                                                                                                                                                                                                                                        • Diageo Plc
                                                                                                                                                                                                                                                                                                                                        • Diageo UK
                                                                                                                                                                                                                                                                                                                                        • E.&J. Gallo Winery
                                                                                                                                                                                                                                                                                                                                        • Edrington Group (The)
                                                                                                                                                                                                                                                                                                                                        • Häagen-Dazs
                                                                                                                                                                                                                                                                                                                                        • Halewood International Ltd
                                                                                                                                                                                                                                                                                                                                        • J Wray & Nephew
                                                                                                                                                                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                                                                                                                                                                        • JD Wetherspoon
                                                                                                                                                                                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                                                                                                                                                                        • Nokia Corporation (UK)
                                                                                                                                                                                                                                                                                                                                        • Oddbins Ltd
                                                                                                                                                                                                                                                                                                                                        • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                                                                                                                                                        • Pernod Ricard
                                                                                                                                                                                                                                                                                                                                        • PLB Group Ltd
                                                                                                                                                                                                                                                                                                                                        • Rémy Cointreau
                                                                                                                                                                                                                                                                                                                                        • Somerfield
                                                                                                                                                                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                                                                                                                                                                        • The Sun
                                                                                                                                                                                                                                                                                                                                        • Waitrose
                                                                                                                                                                                                                                                                                                                                        • Wm Morrison Supermarkets

                                                                                                                                                                                                                                                                                                                                        Dark Rum, Cognac and Brandy - UK - April 2009

                                                                                                                                                                                                                                                                                                                                        £1,995.00 (Excl.Tax)