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Dark Spirits and Liqueurs - UK - August 2013

“While modern spins on whisky are likely to be shunned for drinks such as single malt by older drinkers, producers would be unwise to ignore the growing influence of appealing to younger tastes.”

– Chris Wisson, Senior Drinks Analyst

Some questions answered in this report include:

  • Where next for whiskey innovation?
  • How can brandy/Cognac continue to modernise?
  • Can dark rums balance accessibility with credibility?
  • What lessons could cream liqueurs take from other categories?

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Table of contents

  1. Introduction

      • Definition
        • Other points to note
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Forecast of UK value sales of dark spirits and liqueurs, 2008-18
                • Figure 2: Forecast of UK volume sales of dark spirits and liqueurs, 2008-18
              • Market factors
                • Alcohol consumption is in decline
                  • Rising prices are a threat to continued growth
                    • Population changes entail threats and opportunities
                      • Dark spirits and liqueurs are well placed to tap into many drinking occasions
                        • Companies, brands and innovation
                          • Figure 3: Value sales of top-selling dark spirit and liqueur brands in the off-trade, 2012/13
                        • Flavour innovation continues to drive NPD
                          • Adspend looks set to dip in 2013
                            • The consumer
                              • Figure 4: Usage of dark spirits and liqueurs, by type, June 2013
                            • Price dictates purchasing habits of dark spirits and liqueurs
                              • Whisky and cream liqueurs thrive at home, rums and non-creams out of home
                                • Figure 5: Locations for drinking dark spirits and liqueurs, June 2013
                              • Gifting is a key trend in the dark spirits market
                                • Figure 6: Users’ attitudes towards dark spirits, June 2013
                              • Special occasions and after dinner are key occasions for liqueurs
                                • Figure 7: Attitudes towards liqueurs, June 2013
                              • What we think
                              • Issues in the Market

                                  • Where next for whiskey innovation?
                                    • How can brandy/Cognac continue to modernise?
                                      • Can dark rums balance accessibility with credibility?
                                        • What lessons could cream liqueurs take from other categories?
                                        • Trend Application

                                            • Man in the Mirror
                                              • Why Buy
                                                • Mintel Futures: Human
                                                • Internal Market Environment

                                                  • Key points
                                                    • Taxation on alcoholic drinks on the rise
                                                      • Figure 8: UK excise duty rates for selected alcoholic drinks, 2003-13
                                                      • Figure 9: Index of alcoholic drinks vs all items prices, 2006-12
                                                    • Dark spirits and liqueurs are well placed to tap into a variety of occasions
                                                      • Figure 10: In-home and out of home drinking occasions, April 2013
                                                    • Bridging the gender divide
                                                      • Figure 11: Proportion of male and female drinkers per category for dark spirits and liqueurs, June 2013
                                                    • The increasing appeal of craft producers
                                                    • Broader Market Environment

                                                      • Key points
                                                        • Consumer confidence remains low
                                                          • Figure 12: Household income vs expenditure per head (£), 1997-2012
                                                          • Figure 13: Consumer Confidence Index, monthly, January 2007-July 2013
                                                          • Figure 14: Trends in UK per capita consumption of ‘100% alcohol’, 2006-11
                                                          • Figure 15: Calorie and unit content of different types of alcoholic drinks, per typical serving
                                                        • 25-34-year-olds to become even more important
                                                          • Figure 16: Projected trends in the age structure of the UK population, 2013-18
                                                        • ABs and C2s will hold the key to market growth
                                                          • Figure 17: Changes in the adult socio-economic structure of the UK population, 2013-18
                                                        • Minimum pricing plans shelved for the foreseeable future
                                                        • Competitive Context

                                                          • Key points
                                                            • Consumers cutting back on alcohol consumption
                                                                • Figure 18: Value sales of selected alcoholic drink categories, 2008-12
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Flavour innovation remains a key part of NPD in the market
                                                                      • Could white whiskeys be next?
                                                                        • Winter warmers
                                                                          • Innovations in packaging
                                                                            • Premium launches remain prevalent
                                                                              • International innovation
                                                                              • Market Size and Segment Performance

                                                                                • Key points
                                                                                  • Dark spirits sales have a bright future
                                                                                    • Figure 19: UK value and volume sales of dark spirits and liqueurs, at current and constant prices, 2008-18
                                                                                    • Figure 20: Forecast of UK value sales of dark spirits and liqueurs, 2008-18
                                                                                    • Figure 21: Forecast of UK volume sales of dark spirits and liqueurs, 2008-18
                                                                                  • Forecast methodology
                                                                                    • Segment Performance: Whisky/Whiskey
                                                                                      • Figure 22: UK value and volume sales of whisky/whiskey, at current and constant prices, 2008-18
                                                                                      • Figure 23: Forecast of UK value sales of whisky/whiskey, 2008-18
                                                                                    • Segment Performance: Brandy/Cognac
                                                                                      • Figure 24: UK value and volume sales of brandy/Cognac, at current and constant prices, 2008-18
                                                                                      • Figure 25: Forecast of UK value sales of brandy/Cognac, 2008-18
                                                                                    • Segment Performance: Dark/golden/spiced rum
                                                                                      • Figure 26: UK value and volume sales of dark/golden/spiced rum, at current and constant prices, 2008-18
                                                                                      • Figure 27: Forecast of UK value sales of dark/golden/spiced rum, 2008-18
                                                                                    • Segment Performance: Liqueurs
                                                                                      • Figure 28: UK value and volume sales of liqueurs, at current and constant prices, 2008-18
                                                                                      • Figure 29: Forecast of UK value sales of liqueurs, 2008-18
                                                                                    • The off-trade outperforms the on-trade
                                                                                      • Figure 30: UK value sales of dark spirits and liqueurs in the on- and off-trade, 2011-13
                                                                                    • A similar picture emerges for the on-trade
                                                                                    • Market Share

                                                                                      • Key points
                                                                                        • The Famous Grouse jumps to the top of the pile in whisky
                                                                                          • Figure 31: Value sales of top-selling whisky brands in the off-trade, 2011/12-2012/13
                                                                                          • Figure 32: Retail prices of selected whiskies, per 70cl bottle, July 2013
                                                                                        • Maxxium’s success built on The Famous Grouse
                                                                                          • Figure 33: Market share of whisky producers in the off-trade, 2012/13 (52 w/e 28 April 2013)
                                                                                        • Own-label leads in the brandy/Cognac market
                                                                                          • Figure 34: Value sales of top-selling brandy/Cognac brands in the off-trade, 2011/12-2012/13
                                                                                          • Figure 35: Retail prices of selected brandy/Cognac, per 70cl bottle, July 2013
                                                                                        • Own-label, Maxxium and First Drinks account for 83% of brandy/Cognac sales
                                                                                          • Figure 36: Market share of brandy/Cognac producers in the off-trade, 2012/13 (52 w/e 28 April 2013)
                                                                                        • The dark rum market continues to show be a haven for brands
                                                                                          • Figure 37: Value sales of top-selling dark rum brands in the off-trade, 2011/12-2012/3
                                                                                          • Figure 38: Retail prices of selected dark/golden/spiced rum, per 70cl/1l bottle, July 2013
                                                                                        • Diageo dominates the dark rum market
                                                                                          • Figure 39: Market share of dark/golden/spiced rum producers in the off-trade, 2012/13 (w/e 28 April 2013)
                                                                                        • Are Baileys fortunes turning sour?
                                                                                          • Figure 40: Value sales for top-selling liqueur brands in the off-trade, 2011/12-2012/13
                                                                                          • Figure 41: Retail prices of selected dark/golden/spiced rum, per 50cl/70cl bottle, July 2013
                                                                                        • Diageo claims the greatest share of sales in the liqueur category
                                                                                          • Figure 42: Market share of liqueur producers in the off-trade, 2012/13 (52 w/e 28 April 2013)
                                                                                      • Channels to Market

                                                                                        • Key points
                                                                                          • Grocery multiples make further progress
                                                                                            • Figure 43: Value sales within the off- and on-trade channels in the dark spirits and liqueurs market, 2011-13
                                                                                          • Restaurants gain share in the on-trade
                                                                                            • Online continues to represent a niche channel for sales
                                                                                            • Companies and Products

                                                                                              • Brown-Forman/Bacardi-Martini
                                                                                                • Company overview
                                                                                                  • Product range
                                                                                                    • Recent activity and innovation
                                                                                                      • Brand communication and promotion
                                                                                                        • Diageo
                                                                                                          • Company overview
                                                                                                            • Product range
                                                                                                              • Recent activity and innovation
                                                                                                                • Brand communication and promotion
                                                                                                                  • First Drinks
                                                                                                                    • Company overview
                                                                                                                      • Product range
                                                                                                                        • Recent activity and innovation
                                                                                                                          • Brand communication and promotion
                                                                                                                            • LVMH
                                                                                                                              • Company overview
                                                                                                                                • Product range
                                                                                                                                  • Recent activity and innovation
                                                                                                                                    • Brand communication and promotion
                                                                                                                                      • Maxxium
                                                                                                                                        • Company overview
                                                                                                                                          • Product range
                                                                                                                                            • Recent activity and innovation
                                                                                                                                              • Brand communication and promotion
                                                                                                                                                • Pernod Ricard
                                                                                                                                                  • Company overview
                                                                                                                                                    • Product range
                                                                                                                                                      • Recent activity and innovation
                                                                                                                                                        • Brand communication and promotion
                                                                                                                                                        • Brand Research

                                                                                                                                                          • Brand map
                                                                                                                                                              • Figure 44: Attitudes towards and usage of brands in the dark spirits & liqueurs sector, May 2013
                                                                                                                                                            • Correspondence analysis
                                                                                                                                                              • Brand attitudes
                                                                                                                                                                • Figure 45: Attitudes, by dark spirits & liqueurs brand, May 2013
                                                                                                                                                              • Brand personality
                                                                                                                                                                • Figure 46: Dark spirits & liqueurs brand personality – macro image, May 2013
                                                                                                                                                                • Figure 47: Dark spirits & liqueurs brand personality – micro image, May 2013
                                                                                                                                                              • Brand experience
                                                                                                                                                                • Figure 48: Dark spirits & liqueurs brand usage, May 2013
                                                                                                                                                                • Figure 49: Satisfaction with various dark spirits & liqueurs brands, May 2013
                                                                                                                                                                • Figure 50: Consideration of dark spirits & liqueurs brands, May 2013
                                                                                                                                                                • Figure 51: Consumer perceptions of current dark spirits & liqueurs brand performance, May 2013
                                                                                                                                                                • Figure 52: Dark spirits & liqueurs brand recommendation – Net Promoter Score, May 2013
                                                                                                                                                              • Brand index
                                                                                                                                                                • Figure 53: Dark spirits & liqueurs brand index, May 2013
                                                                                                                                                                • Figure 54: Dark spirits & liqueurs brand index vs. recommendation, May 2013
                                                                                                                                                              • Target group analysis
                                                                                                                                                                • Figure 55: Target groups, May 2013
                                                                                                                                                                • Figure 56: Dark spirits & liqueurs brand usage, by target groups, May 2013
                                                                                                                                                              • Group One – Conformists
                                                                                                                                                                • Group Two – Simply the Best
                                                                                                                                                                  • Group Three – Shelf Stalkers
                                                                                                                                                                    • Group Four – Habitual Shoppers
                                                                                                                                                                      • Group Five – Individualists
                                                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Adspend in the dark spirits and liqueurs market plateaus
                                                                                                                                                                            • Figure 57: Total adspend for dark spirits and liqueurs, 2009-13
                                                                                                                                                                            • Figure 58: Top 10 brands in the dark spirits and liqueurs category, by adspend, 2009-12
                                                                                                                                                                            • Figure 59: Top 10 brands’ shares of ad spend in the dark spirits and liqueurs category, 2009-12
                                                                                                                                                                          • Liqueurs and whisky dominate adspend
                                                                                                                                                                            • Figure 60: Total adspend for dark spirits and liqueurs, by category 2009-12
                                                                                                                                                                          • Focus on Whisky/Whiskey
                                                                                                                                                                            • Focus on dark/golden/spiced rum
                                                                                                                                                                              • Focus on brandy/Cognac
                                                                                                                                                                                • Focus on Liqueurs
                                                                                                                                                                                  • Multi-product advertising
                                                                                                                                                                                  • Consumer – Usage of Dark Spirits and Liqueurs

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Liqueurs lead the way in terms of user numbers
                                                                                                                                                                                        • Figure 61: Usage of dark spirits and liqueurs, June 2013
                                                                                                                                                                                        • Figure 62: How dark spirits and liqueurs are drunk, June 2013
                                                                                                                                                                                      • Non-cream-based liqueurs have a particularly strong appeal to younger drinkers
                                                                                                                                                                                        • 47% of adults drink whisky
                                                                                                                                                                                          • Brandies are drunk by just under a third of adults
                                                                                                                                                                                            • Dark/golden/spiced rum nudges ahead of brandy
                                                                                                                                                                                              • Summary of how usage of dark spirits/liqueurs differs by gender
                                                                                                                                                                                                  • Figure 63: Proportion of male and female drinkers per category for dark spirits and liqueurs, June 2013
                                                                                                                                                                                                • Who are the non-users?
                                                                                                                                                                                                  • Repertoires of more than three types of spirits/liqueurs are prevalent among users
                                                                                                                                                                                                    • Figure 64: Repertoire of usage of dark spirits and liqueurs, June 2013
                                                                                                                                                                                                • Consumer – Choice Factors

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Price is comfortably the most important choice factor for whisky
                                                                                                                                                                                                      • Figure 65: Choice factors for whisky/whiskey, June 2013
                                                                                                                                                                                                    • Brandy/Cognac/Armagnac echoes whisky for choice factors
                                                                                                                                                                                                      • Figure 66: Choice factors for brandy/Cognac/Armagnac, June 2013
                                                                                                                                                                                                    • Mixability rises up the ranks of importance for dark rums
                                                                                                                                                                                                      • Figure 67: Choice factors for dark/golden/spiced rum, June 2013
                                                                                                                                                                                                    • Liqueur purchasing driven by price…and little else
                                                                                                                                                                                                      • Figure 68: Choice factors for liqueurs, June 2013
                                                                                                                                                                                                  • Consumer – Locations for Drinking Dark Spirits & Liqueurs

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Whisky and cream-based liqueurs are most popular in-home
                                                                                                                                                                                                          • Figure 69: Locations for drinking dark spirits and liqueurs, June 2013
                                                                                                                                                                                                        • Brandy sees equal use in and out of home
                                                                                                                                                                                                          • Dark rums and non-cream liqueurs see comfortably higher on-trade than off-trade usage
                                                                                                                                                                                                            • Pubs remains the most popular out-of-home locations for dark spirits
                                                                                                                                                                                                              • Figure 70: Locations for drinking dark spirits out of home, June 2013
                                                                                                                                                                                                            • Liqueurs hold less appeal in pubs
                                                                                                                                                                                                              • Figure 71: Locations for drinking liqueurs out of home, June 2013
                                                                                                                                                                                                          • Consumer – Attitudes Towards Dark Spirits

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Gifting is important to the dark spirits market
                                                                                                                                                                                                                • Figure 72: Users’ attitudes towards dark spirits, June 2013
                                                                                                                                                                                                                • Figure 73: Dark spirits use in the on- and off-trade, by gender and age group, April 2013
                                                                                                                                                                                                              • Notable interest in newness and developing understanding of dark spirits
                                                                                                                                                                                                                • Tapping into mixability
                                                                                                                                                                                                                  • Dark spirits such as brandy and golden rum are appealing across age groups
                                                                                                                                                                                                                  • Consumer – Attitudes Towards Flavoured Dark Spirits

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Flavoured dark spirits only garner niche interest
                                                                                                                                                                                                                        • Figure 74: Attitudes towards flavoured dark spirits, June 2013
                                                                                                                                                                                                                      • Dichotomy at the heart of flavouring spirits
                                                                                                                                                                                                                        • Brand awareness can support interest in flavour innovation
                                                                                                                                                                                                                          • Flavoured variants lack associations with fun
                                                                                                                                                                                                                          • Consumer – Attitudes Towards Liqueurs

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Liqueurs are reliant on seasonal and post-dinner drinking
                                                                                                                                                                                                                                • Figure 75: Attitudes towards liqueurs, June 2013
                                                                                                                                                                                                                              • Liqueurs enjoy strong connotations with indulgence
                                                                                                                                                                                                                                • Liqueurs and mixability
                                                                                                                                                                                                                                  • Only a quarter of users don’t think liqueurs mix well
                                                                                                                                                                                                                                    • Liqueurs carry party associations among younger users
                                                                                                                                                                                                                                      • Liqueurs for men?
                                                                                                                                                                                                                                      • Consumer – Target Groups

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Four Target Groups
                                                                                                                                                                                                                                            • Figure 76: Target groups for dark spirits, June 2013
                                                                                                                                                                                                                                          • Disengaged (28%)
                                                                                                                                                                                                                                            • Price-driven (27%)
                                                                                                                                                                                                                                              • Connoisseurs (23%)
                                                                                                                                                                                                                                                • Enthusiasts (22%)
                                                                                                                                                                                                                                                • Appendix – Market Size and Segment Performance

                                                                                                                                                                                                                                                    • Figure 77: Best and worst case forecasts for the dark spirits and liqueurs market, by value, 2013-18
                                                                                                                                                                                                                                                    • Figure 78: Best and worst case forecasts for the dark spirits and liqueurs market, by volume, 2013-18
                                                                                                                                                                                                                                                    • Figure 79: Best and worst case forecasts for the whisky/whiskey market, by value, 2013-18
                                                                                                                                                                                                                                                    • Figure 80: Best and worst case forecasts for the whisky/whiskey market, by volume, 2013-18
                                                                                                                                                                                                                                                    • Figure 81: Forecast for volume sales of whisky/whiskey, 2008-18
                                                                                                                                                                                                                                                    • Figure 82: Best and worst case forecasts for the brandy/Cognac market, by value, 2013-18
                                                                                                                                                                                                                                                    • Figure 83: Best and worst case forecasts for the brandy/Cognac market, by volume, 2013-18
                                                                                                                                                                                                                                                    • Figure 84: Forecast for volume sales of brandy/Cognac, 2008-18
                                                                                                                                                                                                                                                    • Figure 85: Best and worst case forecasts for the dark/golden/spiced rum market, by value, 2013-18
                                                                                                                                                                                                                                                    • Figure 86: Best and worst case forecasts for the dark/golden/spiced rum market, by volume, 2013-18
                                                                                                                                                                                                                                                    • Figure 87: Forecast for volume sales of dark/golden/spiced rum, 2008-18
                                                                                                                                                                                                                                                    • Figure 88: Best and worst case forecasts for the liqueurs market, by value, 2013-18
                                                                                                                                                                                                                                                    • Figure 89: Best and worst case forecasts for the liqueurs market, by volume, 2013-18
                                                                                                                                                                                                                                                    • Figure 90: Forecast for volume sales of liqueurs, 2008-18
                                                                                                                                                                                                                                                  • Segment Performance (Volume)
                                                                                                                                                                                                                                                    • Figure 91: UK volume sales of dark spirits and liqueurs in the on- and off-trade, 2011-13
                                                                                                                                                                                                                                                • Appendix – Brand Communication and Promotion

                                                                                                                                                                                                                                                    • Figure 92: Adspend on whisky/whiskey, by company, 2009-13
                                                                                                                                                                                                                                                    • Figure 93: Adspend on whisky/whiskey, by brand, 2009-13
                                                                                                                                                                                                                                                    • Figure 94: Adspend on dark/golden/spiced rum, by company, 2009-13
                                                                                                                                                                                                                                                    • Figure 95: Adspend on dark/golden/spiced rum, by brand, 2009-13
                                                                                                                                                                                                                                                    • Figure 96: Adspend on brandy/Cognac, by company, 2009-13
                                                                                                                                                                                                                                                    • Figure 97: Adspend on brandy/Cognac, by company, 2009-13
                                                                                                                                                                                                                                                    • Figure 98: Adspend on liqueurs, by company, 2009-13
                                                                                                                                                                                                                                                    • Figure 99: Adspend on liqueurs, by brand, 2009-13
                                                                                                                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                                                                                                                    • Figure 100: Brand usage, May 2013
                                                                                                                                                                                                                                                    • Figure 101: Brand commitment, May 2013
                                                                                                                                                                                                                                                    • Figure 102: Brand momentum, May 2013
                                                                                                                                                                                                                                                    • Figure 103: Brand diversity, May 2013
                                                                                                                                                                                                                                                    • Figure 104: Brand satisfaction, May 2013
                                                                                                                                                                                                                                                    • Figure 105: Brand recommendation, May 2013
                                                                                                                                                                                                                                                    • Figure 106: Brand attitude, May 2013
                                                                                                                                                                                                                                                    • Figure 107: Brand image – macro image, May 2013
                                                                                                                                                                                                                                                    • Figure 108: Brand image – micro image, May 2013
                                                                                                                                                                                                                                                    • Figure 109: Profile of target groups, by demographics, May 2013
                                                                                                                                                                                                                                                    • Figure 110: Psychographic segmentation by target groups, May 2013
                                                                                                                                                                                                                                                    • Figure 111: Brand usage, by target groups, May 2013
                                                                                                                                                                                                                                                  • Brand index
                                                                                                                                                                                                                                                    • Figure 112: Brand index, May 2013
                                                                                                                                                                                                                                                • Appendix – Consumer – Usage of Dark Spirits and Liqueurs

                                                                                                                                                                                                                                                    • Figure 113: Usage of dark spirits and liqueurs, June 2013
                                                                                                                                                                                                                                                    • Figure 114: Usage of single malt whisky (eg Glenfiddich), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 115: Usage of blended scotch whisky (eg Bell’s, Famous Grouse), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 116: Usage of other whiskey or bourbon (eg Maker’s Mark, Jack Daniel’s, Jameson), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 117: Usage of brandy (eg Three Barrels) excluding brandy liqueurs (eg cherry/apricot), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 118: Usage of Cognac/Armagnac (eg Courvoisier, Janneau), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 119: Usage of dark/golden/spiced rum (eg Captain Morgan, Bacardi Gold, Sailor Jerry’s), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 120: Usage of cream-based liqueur (eg Baileys, Kahlua), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 121: Usage of non-cream-based liqueur (eg Disaronno, Pimm’s, Jägermeister), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 122: Usage of any flavoured dark spirit (eg Jack Daniel’s and honey, Red Stag cherry), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 123: Usage of any dark spirit or liqueur as a part of a pre-mixed dark spirit (eg Jack Daniel’s and cola can), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 124: Repertoire of usage of dark spirits and liqueurs, June 2013
                                                                                                                                                                                                                                                    • Figure 125: Repertoire of usage of dark spirits and liqueurs, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 126: Usage of dark spirits and liqueurs, by repertoire of usage of dark spirits and liqueurs, June 2013
                                                                                                                                                                                                                                                • Appendix – Consumer – Choice Factors

                                                                                                                                                                                                                                                    • Figure 127: Choice factors for dark spirits/liqueurs, June 2013
                                                                                                                                                                                                                                                    • Figure 128: Most popular choice factors for whisky/whiskey (including flavoured), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 129: Next most popular choice factors for whisky/whiskey (including flavoured), by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 130: Most popular choice factors for dark/golden/spiced rum, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 131: Next most popular choice factors for dark/golden/spiced rum, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 132: Most popular choice factors for brandy/Cognac/Armagnac, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 133: Next most popular choice factors for brandy/Cognac/Armagnac, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 134: Most popular choice factors for liqueurs, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 135: Next most popular choice factors for liqueurs, by demographics, June 2013
                                                                                                                                                                                                                                                • Appendix – Consumer – Locations for Drinking Dark Spirits & Liqueurs

                                                                                                                                                                                                                                                    • Figure 136: Locations for drinking dark spirits and liqueurs, June 2013
                                                                                                                                                                                                                                                    • Figure 137: Usage of whisky/whiskey (including flavouring) by location, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 138: Usage of brandy/Cognac/Armagnac by location, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 139: Usage of dark/golden/spiced rum by location, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 140: Usage of any cream liqueur by location, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 141: Usage of any non-cream liqueur by location, by demographics, June 2013
                                                                                                                                                                                                                                                • Appendix – Consumer – Attitudes Towards Dark Spirits

                                                                                                                                                                                                                                                    • Figure 142: Users’ attitudes towards dark spirits, June 2013
                                                                                                                                                                                                                                                    • Figure 143: Agreement with the statements ‘I like to try dark spirits which I have never had before’ and ‘I am interested in dark spirits in a customised bottle (ie unique name/number)’, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 144: Agreement with the statements ‘I would like to learn more about dark spirits’ and ‘I would be more likely to try dark spirits if they came in smaller bottles (eg 50 cl or less)’, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 145: Agreement with the statements ‘I am more likely to drink dark spirits at home than in pubs/bars’ and ‘Brandy/Cognac are drinks for older people’, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 146: Agreement with the statements ‘Dark/golden/spiced rum is a drink for younger people’ and ‘I prefer to drink dark spirits from smaller brands rather than those from large companies’, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 147: Agreement with the statements ‘I prefer premium brands when buying dark spirits’ and ‘Dark spirits make a good gift’, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 148: Agreement with the statements ‘Dark spirits are less suitable to use as a mixer/in cocktails than white spirits’ and ‘Dark spirits are becoming too expensive for me to buy often’, by demographics, June 2013
                                                                                                                                                                                                                                                • Appendix – Consumer – Attitudes Towards Flavoured Dark Spirits

                                                                                                                                                                                                                                                    • Figure 149: Attitudes towards added flavours in dark spirits/liqueurs, June 2013
                                                                                                                                                                                                                                                    • Figure 150: Attitudes towards added flavours in dark spirits/liqueurs, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 151: Attitudes towards added flavours in dark spirits/liqueurs, by demographics, June 2013 (continued)
                                                                                                                                                                                                                                                • Appendix – Consumer – Attitudes Towards Liqueurs

                                                                                                                                                                                                                                                    • Figure 152: Users’ attitudes Towards Liqueurs, June 2013
                                                                                                                                                                                                                                                    • Figure 153: Most popular attitudes towards liqueurs, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 154: Next most popular attitudes towards liqueurs, by demographics, June 2013
                                                                                                                                                                                                                                                • Appendix – Consumer – Target Groups

                                                                                                                                                                                                                                                    • Figure 155: Target groups, by demographics, June 2013
                                                                                                                                                                                                                                                    • Figure 156: Usage of dark spirits and liqueurs, by target groups, June 2013
                                                                                                                                                                                                                                                    • Figure 157: Choice factors for whisky/whiskey (including flavoured), by target groups, June 2013
                                                                                                                                                                                                                                                    • Figure 158: Choice factors for dark/golden/spiced rum, by target groups, June 2013
                                                                                                                                                                                                                                                    • Figure 159: Choice factors for brandy/Cognac/Armagnac, by target groups, June 2013
                                                                                                                                                                                                                                                    • Figure 160: Choice factors for liqueurs, by target groups, June 2013
                                                                                                                                                                                                                                                    • Figure 161: Users’ attitudes towards dark spirits, by target groups, June 2013

                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                • Automobile Association (AA)
                                                                                                                                                                                                                                                • Bacardi-Martini Ltd
                                                                                                                                                                                                                                                • Brasserie Blanc
                                                                                                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                                                • Brown-Forman
                                                                                                                                                                                                                                                • Cacique, Inc.
                                                                                                                                                                                                                                                • Carolans
                                                                                                                                                                                                                                                • Channel 4
                                                                                                                                                                                                                                                • De Kuyper Royal Distillers B.V.
                                                                                                                                                                                                                                                • Diageo Plc
                                                                                                                                                                                                                                                • Diageo UK
                                                                                                                                                                                                                                                • Edrington Group (The)
                                                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                                                • First Drinks
                                                                                                                                                                                                                                                • Glenmorangie plc
                                                                                                                                                                                                                                                • Harrods Group Total
                                                                                                                                                                                                                                                • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                                                                                                • Maxxium UK
                                                                                                                                                                                                                                                • Maxxium Worldwide B.V.
                                                                                                                                                                                                                                                • Pernod Ricard
                                                                                                                                                                                                                                                • Rémy Cointreau
                                                                                                                                                                                                                                                • Research in Motion Uk Ltd.
                                                                                                                                                                                                                                                • Telegraph Group Limited
                                                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                                                • Wellington Pub Company
                                                                                                                                                                                                                                                • William Grant and Sons Distillers Ltd

                                                                                                                                                                                                                                                Dark Spirits and Liqueurs - UK - August 2013

                                                                                                                                                                                                                                                US $2,478.79 (Excl.Tax)