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Dark Spirits and Liqueurs - UK - October 2014

“While whisky brands seek to make themselves more accessible to a wider pool of users through encouraging mixability and flavoured expressions, operators in the rum category are seeking to carve out a place at the premium and super premium tiers with aged expressions”
– Douglas Faughnan, Senior Food & Drink Analyst

This report looks at the following areas:

  • Premium sipping rums offer further scope to grow the rum category
  • Flavoured dark spirits and liqueurs continue to be a focus of NPD
  • While whisky brands opt for no age statements, rum embraces aged expressions

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
                • Figure 1: Forecast of UK value sales of dark spirits and liqueurs, 2009-19
                • Figure 2: Forecast of UK volume sales of dark spirits and liqueurs, 2009-19
              • Market factors
                • Overall alcohol consumption fell again in 2013
                  • The removal of the tax escalator is expected to result in moderate increases in alcohol consumed
                    • Rising consumer confidence is expected to benefit premium dark spirits and liqueurs
                      • Changing populations brings good and bad news
                        • Companies, brands and innovation
                          • Figure 3: Value sales of top-selling brands in the off-trade, 2013/14*
                        • Age statements and flavour variants are key features of the innovation landscape
                          • Advertising spend returned to 2011 levels in 2013 following a drop in 2012
                            • The consumer
                              • Figure 4: Usage of dark spirits and liqueurs, June 2014
                            • Recommendation is the most potent driver of choice
                              • Figure 5: Reasons for choosing one dark spirit/liqueur over another, June 2014
                            • Perceived lack of refreshment remains a challenge for dark spirits
                              • Figure 6: Attitudes towards dark spirits and liqueurs, June 2014
                            • Interest in making cocktails from scratch at home is significant
                              • Figure 7: Further attitudes towards dark spirits and liqueurs, June 2014
                            • Blended whisky faces a challenge to prevent further loss of share
                              • Figure 8: Qualities associated with blended Scotch whisky, single malt whisky and other whisky or bourbon, June 2014
                            • What we think
                            • Issues in the Market

                                • Premium sipping rums offer further scope to grow the rum category
                                  • The facts
                                    • The implications
                                      • Flavoured dark spirits and liqueurs continue to be a focus of NPD
                                        • The facts
                                          • The implications
                                            • While whisky brands opt for no age statements, rum embraces aged expressions
                                              • The facts
                                                • The implications
                                                • Trend Application

                                                    • Guiding Choice
                                                      • Collective Intelligence
                                                        • Many Mes
                                                        • Market Drivers

                                                          • Key points
                                                            • The number of 18-24s in the UK is in decline
                                                                • Figure 9: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                              • Rising consumer confidence is expected to benefit premium dark spirits and liqueurs
                                                                • Figure 10: Consumers’ financial health index, January 2009-June 2014
                                                              • Overall alcohol consumption fell in 2013, but is expected to rise
                                                                • Figure 11: Trends in UK per capita consumption of 100% alcohol, 2009-13
                                                                • Figure 12: HM Treasury estimated changes in volume consumption of alcohol over 2014/15-2018/19 following changes to alcohol duty in Budget 2014, April 2014
                                                              • Declining whisky stocks may lead to further no-age-statement introductions
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • No-age-statement whiskies are a feature of recent NPD activity
                                                                        • Operators look to different casks for a more varied flavour profile
                                                                          • Scotch brands launch ‘spirit drinks’ to tap into interest in flavours
                                                                            • Cinnamon-flavoured varieties are increasing in number
                                                                              • Hybrid spirits offer opportunities to attract new users
                                                                                • Brands take different approaches to customisation and personalisation
                                                                                • Market Size and Segment Performance

                                                                                  • Key points
                                                                                    • Dark spirits and liqueurs market set to surpass £5.6 billion by 2019
                                                                                      • Figure 13: UK value and volume sales of dark spirits and liqueurs, at current and constant prices, 2009-19
                                                                                      • Figure 14: Forecast of UK value sales of dark spirits and liqueurs, 2009-19
                                                                                      • Figure 15: Forecast of UK volume sales of dark spirits and liqueurs, 2009-19
                                                                                    • Forecast methodology
                                                                                      • Segment performance: Whisky/Whiskey
                                                                                        • Figure 16: UK value and volume sales of whisky/whiskey, at current and constant prices, 2009-19
                                                                                        • Figure 17: Forecast of UK value sales of whisky/whiskey, 2009-19
                                                                                      • Segment performance: Brandy/Cognac/Armagnac
                                                                                        • Figure 18: UK value and volume sales of brandy/Cognac/Armagnac, at current and constant prices, 2009-19
                                                                                        • Figure 19: Forecast of UK value sales of brandy/Cognac/Armagnac, 2009-19
                                                                                      • Segment Performance: Dark/Golden/Spiced Rum
                                                                                        • Figure 20: UK value and volume sales of dark/golden/spiced rum, at current and constant prices, 2009-19
                                                                                        • Figure 21: Forecast of UK value sales of dark/golden/spiced rum, 2009-19
                                                                                      • Segment Performance: Liqueurs
                                                                                        • Figure 22: UK value and volume sales of liqueurs, at current and constant prices, 2009-19
                                                                                        • Figure 23: Forecast of UK value sales of liqueurs, 2009-19
                                                                                      • The on-trade still accounts for 55% of value sales
                                                                                        • Figure 24: UK value and volume sales of dark spirits and liqueurs in the on- and off-trade, 2012-14
                                                                                    • Market Share

                                                                                      • Key points
                                                                                        • The Famous Grouse retains its lead in whisky
                                                                                          • Figure 25: Value sales of top-selling whisky brands in the off-trade, 2012/13 and 2013/14
                                                                                          • Figure 26: Retail prices of selected whiskies, per 70cl bottle, October 2014
                                                                                          • Figure 27: Market share of whisky producers in the off-trade, 2013/14 (52 w/e 24 May 2014)
                                                                                        • Little advertising investment by brandy brands sees own-label dominate
                                                                                          • Figure 28: Value sales of top-selling brandy/Cognac/Armagnac brands in the off-trade, 2012/13 and 2013/14
                                                                                          • Figure 29: Retail prices of selected brandy/Cognac, per 70cl bottle, October 2014
                                                                                          • Figure 30: Market share of brandy/Cognac/Armagnac in the off-trade, 2013/14 (52 w/e 24 May 2014)
                                                                                        • Dark rum’s impressive performance continues
                                                                                          • Figure 31: Value sales of top-selling rum brands in the off-trade, 2012/13 and 2013/14
                                                                                          • Figure 32: Retail prices of selected dark/golden/spiced rum, per 70cl bottle, October 2014
                                                                                          • Figure 33: Market share of dark/golden/spiced rum producers in the off-trade, 2013/14 (w/e 24 May 2014)
                                                                                        • Non-cream liqueur brands driving growth
                                                                                          • Figure 34: Value sales for top-selling liqueur brands in the off-trade, 2012/13 and 2013/14
                                                                                          • Figure 35: Retail prices of selected liqueurs, per 70cl bottle, October 2014
                                                                                          • Figure 36: Market share of liqueur producers in the off-trade, 2013/14 (52 w/e 24 May 2014)
                                                                                      • Companies and Products

                                                                                        • Bacardi Brown-Forman Brands (BBFB)
                                                                                          • Company overview
                                                                                            • Product Range
                                                                                              • Product innovation
                                                                                                • Recent activity and promotion
                                                                                                  • Diageo
                                                                                                    • Company overview
                                                                                                      • Product Range
                                                                                                        • Product innovation
                                                                                                          • Recent activity and promotion
                                                                                                            • William Grant & Sons Distillers
                                                                                                              • Company overview
                                                                                                                • Product Range
                                                                                                                  • Product innovation
                                                                                                                    • Recent activity and promotion
                                                                                                                      • LVMH
                                                                                                                        • Company Overview
                                                                                                                          • Product Range
                                                                                                                            • Recent Activity
                                                                                                                              • Maxxium
                                                                                                                                • Company Overview
                                                                                                                                  • Product Range
                                                                                                                                    • Product innovation
                                                                                                                                      • Recent activity and promotion
                                                                                                                                        • Pernod Ricard
                                                                                                                                          • Company Overview
                                                                                                                                            • Product Range
                                                                                                                                              • Recent Activity
                                                                                                                                              • Brand Advertising and Perceptions

                                                                                                                                                • Key points
                                                                                                                                                  • Total adspend returned to 2011 levels following a drop of 6% in 2012
                                                                                                                                                    • Figure 37: Adspend for dark spirits and liqueurs, by category, 2011-14
                                                                                                                                                  • Liqueurs and whisky continue to receive the most advertising support
                                                                                                                                                    • Jack Daniel’s remains top spender in whisky/whiskey
                                                                                                                                                      • Southern Comfort and Jägermeister boost liqueurs
                                                                                                                                                        • Captain Morgan holds the fort for dark/golden/spiced rum
                                                                                                                                                          • Figure 38: Top 10 brands in the dark spirits and liqueurs category, by adspend, 2011-14
                                                                                                                                                          • Figure 39: Top 10 brands’ shares of adspend in the dark spirits and liqueurs category, 2011-14
                                                                                                                                                      • Brand Research

                                                                                                                                                        • Brand map
                                                                                                                                                            • Figure 40: Attitudes towards and usage of brands in the dark spirits and liqueurs sector, August 2014
                                                                                                                                                          • Correspondence analysis
                                                                                                                                                            • Brand attitudes
                                                                                                                                                              • Figure 41: Attitudes, by dark spirits and liqueurs brand, August 2014
                                                                                                                                                            • Brand personality
                                                                                                                                                              • Figure 42: Dark spirits and liqueurs brand personality – macro image, August 2014
                                                                                                                                                              • Figure 43: Dark spirits and liqueurs brand personality – micro image, August 2014
                                                                                                                                                            • Brand experience
                                                                                                                                                              • Figure 44: Dark spirits and liqueurs brand usage, August 2014
                                                                                                                                                              • Figure 45: Satisfaction with various dark spirits and liqueurs brands, August 2014
                                                                                                                                                              • Figure 46: Consideration of dark spirits and liqueurs brands, August 2014
                                                                                                                                                            • Brand recommendation
                                                                                                                                                              • Figure 47: Recommendation of selected dark spirits and liqueurs brands, August 2014
                                                                                                                                                          • The Consumer – Usage

                                                                                                                                                            • Key points
                                                                                                                                                              • Dark spirits and liqueurs are losing drinkers
                                                                                                                                                                  • Figure 48: Usage of dark spirits and liqueurs, June 2014
                                                                                                                                                                • Whisky is succeeding in attracting younger drinkers
                                                                                                                                                                  • Few whisky drinkers only drink single malt
                                                                                                                                                                    • Usage of flavoured whisky among women remains low
                                                                                                                                                                    • The Consumer – Choice Factors

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Recommendation is the most potent driver of choice
                                                                                                                                                                          • Figure 49: Reasons for choosing one dark spirit/liqueur over another, June 2014
                                                                                                                                                                        • Diageo and Bacardi amongst those pushing super-premium rums
                                                                                                                                                                          • The pre-mixed drinks segment should look to craft beer and cider for cues
                                                                                                                                                                            • New flavours continue to be a key choice factor
                                                                                                                                                                            • The Consumer – Attitudes towards Dark Spirits and Liqueurs

                                                                                                                                                                              • Key points
                                                                                                                                                                                • An image as less refreshing remains a challenge for dark spirits
                                                                                                                                                                                  • Figure 50: Attitudes towards dark spirits and liqueurs, June 2014
                                                                                                                                                                                • Interest in mixers that suit the spirit
                                                                                                                                                                                  • Irish whiskey and Spanish brandy have room for growth
                                                                                                                                                                                  • The Consumer – Further Attitudes towards Dark Spirits and Liqueurs

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • There is a gap in the market for a premium blended whisky
                                                                                                                                                                                        • Figure 51: Further attitudes towards dark spirits and liqueurs, June 2014
                                                                                                                                                                                      • Interest in making cocktails at home is high
                                                                                                                                                                                        • Jägermeister’s position as a shot is under threat
                                                                                                                                                                                        • The Consumer – Qualities Associated with Dark Spirits and Liqueurs

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Blended whisky faces a challenge to prevent further loss of share
                                                                                                                                                                                              • Figure 52: Qualities associated with blended Scotch whisky, single malt whisky and other whisky or bourbon, June 2014
                                                                                                                                                                                            • Blended whisky begins to embrace mixability and the ‘spirit drink’
                                                                                                                                                                                              • Brands seek to address single malt’s lack of approachability
                                                                                                                                                                                              • Appendix – Market Size and Segment Performance

                                                                                                                                                                                                  • Figure 53: Best and worst case forecasts for the dark spirits and liqueurs market, by value, 2014-19
                                                                                                                                                                                                  • Figure 54: Best and worst case forecasts for the dark spirits and liqueurs market, by volume, 2014-19
                                                                                                                                                                                                  • Figure 55: Best and worst case forecasts for the whisky/whiskey market, by value, 2014-19
                                                                                                                                                                                                  • Figure 56: Best and worst case forecasts for the whisky/whiskey market, by volume, 2014-19
                                                                                                                                                                                                  • Figure 57: Best and worst case forecasts for the brandy/Cognac/Armagnac market, by value, 2014-19
                                                                                                                                                                                                  • Figure 58: Best and worst case forecasts for the brandy/Cognac/Armagnac market, by volume, 2014-19
                                                                                                                                                                                                  • Figure 59: Best and worst case forecasts for the dark/golden/spiced rum market, by value, 2014-19
                                                                                                                                                                                                  • Figure 60: Best and worst case forecasts for the dark/golden/spiced rum market, by volume, 2014-19
                                                                                                                                                                                                  • Figure 61: Best and worst case forecasts for the liqueurs market, by value, 2014-19
                                                                                                                                                                                                  • Figure 62: Best and worst case forecasts for the liqueurs market, by volume, 2014-19

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                              Dark Spirits and Liqueurs - UK - October 2014

                                                                                                                                                                                              £1,995.00 (Excl.Tax)