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Dark Spirits - Europe - September 2011

Manufacturers need to address the change in drinking habits, which is expressed in a shift from quantity to quality, and from drinking ‘neat’ to mixing. Making premium drinks, such as whisky and brandies, more accessible to young audiences is a growth path for dark spirits to explore. These avenues have proven successful for rum and bourbons.

“In volume terms the dark spirits market has suffered more than white spirits. However, the market has responded well to premiumisation and this can help dark spirits manufacturers weather the economic storm. In the long-term, however, more essential changes need to be made to open up dark spirits to different age ranges and demographics. Whiskey, in particular, needs to relax its image, taking it away from a connoisseur’s drink and turning it into a fun, accessible product that can be mixed with soft drinks.”

– James Manley, European Food and Drink Analyst

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Volume decline in mature markets
                    • Figure 1: White and dark spirits, Consumption per capita, Big 5 European countries, 2004-14
                  • Premiumisation and emerging markets driving growth
                    • Dark rum and bourbon/US whisky the most dynamic segments
                      • Strength and weaknesses in brief
                        • Strengths
                          • Weaknesses
                            • Companies, brands and innovations
                              • NPD focuses on packaging and seasonal/limited editions
                                • Figure 2: New product activity in dark spirits, % share by top five claims in the Big 5 European countries, 2011
                              • The consumer
                                • Dark spirits need to rejuvenate their image
                                  • In-home consumption on the rise
                                    • Whisky is most popular in France
                                      • France also has the highest share of brandy/cognac and rum drinkers
                                      • European Market Size and Forecast

                                        • Key points
                                          • The total market – white and dark spirits
                                            • The Big 5
                                              • Volume
                                                • Figure 3: White and dark spirits, volume, Big 5 European countries, 2004-15
                                              • Value
                                                • Figure 4: White and dark spirits, value in local currency, Germany, Spain and the UK, 2004-15
                                              • Consumption per capita
                                                • Figure 5: White and dark spirits, cnsumption per capita, Big 5 European countries, 2004-15
                                              • Other European countries
                                                • Volume
                                                  • Figure 6: White and dark spirits, volume, Belgium, Czech Republic, Finland, Netherlands, Slovak Republic, Sweden, Turkey, 2004-15
                                                • Value
                                                  • Figure 7: Spirits, value in local currency, Belgium, Finland, Netherlands, Sweden, 2004-14
                                                • Consumption per capita
                                                  • Figure 8: White and dark spirits, consumption per capita (population), Belgium, Czech Republic, Finland, Netherlands, Slovak Republic, Sweden, Turkey, 2004-15
                                              • Market Segmentation

                                                • Key points
                                                  • The Big 5
                                                    • France
                                                      • Total market
                                                        • Figure 9: France – White spirits and dark spirits, market segmentation, by volume, 2010
                                                      • Retail market
                                                        • Figure 10: France – Dark spirits (retail), market segmentation, by volume, 2010
                                                        • Figure 11: France – Dark spirits (retail), market segmentation, by value, 2010
                                                      • Germany
                                                        • Figure 12: Germany – Dark spirits, market segmentation, by volume, 2009
                                                        • Figure 13: Germany – Dark spirits, market segmentation, by value, 2009
                                                      • Italy
                                                        • Total market
                                                          • Figure 14: Italy – total dark and white spirits, market segmentation, by volume, 2010
                                                        • Retail market
                                                          • Figure 15: Italy – dark spirits, market segmentation, by volume, 2010
                                                          • Figure 16: Italy – white spirits, market segmentation, by value, 2010
                                                        • Spain
                                                          • Figure 17: Spain – white spirits, market segmentation, by volume, 2009
                                                          • Figure 18: Spain – white spirits, market segmentation, by value, 2009
                                                        • UK
                                                          • Figure 19: Value sales and share of dark spirits market, by product, 2006-10
                                                          • Figure 20: Value sales and share of dark spirits market, by product, 2006-10
                                                        • Other European countries
                                                          • Belgium
                                                            • Figure 21: Belgium – Dark spirits, market segmentation, by volume, 2009
                                                            • Figure 22: Belgium – dark spirits, market segmentation, by value, 2009
                                                          • Czech Republic
                                                            • Total market
                                                              • Figure 23: Czech Republic – white and dark spirits, market segmentation, by volume, 2010
                                                            • Retail market
                                                              • Figure 24: Czech Republic – dark spirits (retail), market segmentation, by volume, 2010
                                                              • Figure 25: Czech Republic – Dark Spirits (retail), market segmentation, by value, 2010
                                                            • Finland
                                                              • Figure 26: Finland – Dark spirits, market segmentation, by volume, 2009
                                                              • Figure 27: Finland – Dark spirits, market segmentation, by value, 2009
                                                            • Netherlands
                                                              • Figure 28: Netherlands – Dark spirits, market segmentation, by volume, 2009
                                                              • Figure 29: Netherlands – Dark spirits, market segmentation, by value, 2009
                                                            • Slovak Republic
                                                              • Total market
                                                                • Figure 30: Slovak Republic – white and dark spirits, market segmentation, by volume, 2010
                                                              • Retail market
                                                                • Figure 31: Slovak Republic – Dark spirits (retail), market segmentation, by volume, 2010
                                                                • Figure 32: Slovak Republic – Dark spirits (retail), market segmentation, by value, 2010
                                                              • Sweden
                                                                • Figure 33: Sweden – Dark spirits, market segmentation, by volume, 2009
                                                                • Figure 34: Sweden – Dark spirits, market segmentation, by value, 2009
                                                              • Turkey
                                                                • Total market
                                                                  • Figure 35: Turkey – white and dark spirits, market segmentation, by volume, 2010
                                                                • Retail market
                                                                  • Figure 36: Turkey – Dark spirits (retail), market segmentation, by volume, 2010
                                                                  • Figure 37: Turkey – Dark spirits (retail), market segmentation, by value, 2010
                                                              • Companies and Product Innovation

                                                                • Key points
                                                                    • Figure 38: New product activity in dark spirits, % share of global region, 2011
                                                                    • Figure 39: New product activity in dark spirits, Europe, % share by country, 2011
                                                                    • Figure 40: New product activity in dark spirits, % of launches, by country, Big 5, 2011
                                                                    • Figure 41: New product activity in dark spirits, % share by top five claims in the Big 5 European countries, 2011
                                                                  • France
                                                                      • Figure 42: New product activity in dark spirits, % of new product launches, France, 2008-11
                                                                      • Figure 43: New product activity in dark spirits, % share by claim, France, top five, 2007-10
                                                                    • Most innovative products
                                                                      • Germany
                                                                          • Figure 44: New product activity in dark spirits, number of new product launches, Germany, 2007-10
                                                                          • Figure 45: New product activity in dark spirits, % share by claim, Germany, top five, 2007-10
                                                                        • Most innovative products
                                                                          • Italy
                                                                              • Figure 46: New product activity in dark spirits, Number of new product launches, Italy, 2007-10
                                                                              • Figure 47: New product activity in dark spirits, % share by claim, Italy, top five, 2007-10
                                                                            • Most innovative products
                                                                              • Spain
                                                                                  • Figure 48: New product activity in dark spirits, number of new product launches, Spain, 2007-10
                                                                                  • Figure 49: New product activity in dark spirits, % share by claim, Spain, top five, 2007-10
                                                                                • Most innovative products
                                                                                  • UK
                                                                                      • Figure 50: New product activity in dark spirits, Number of new product launches, UK, 2007-10
                                                                                      • Figure 51: New product activity in dark spirits, % share by claim, UK, top five, 2007-10
                                                                                    • Most innovative products
                                                                                    • The Consumer

                                                                                      • Key points
                                                                                        • Whisky and Bourbon
                                                                                          • France
                                                                                            • Frequency of use
                                                                                              • Figure 52: Frequency of drinking whisky and bourbon, by France, 2010
                                                                                            • Drinking occasions
                                                                                              • Figure 53: Frequency of drinking whisky and bourbon in-home, by France, 2010
                                                                                            • Type analysis
                                                                                              • Figure 54: Types of whisky and bourbon drunk most often, by France, 2010
                                                                                            • Germany
                                                                                              • Frequency of use
                                                                                                • Figure 55: Frequency of drinking whisky and bourbon, by country, 2010
                                                                                              • Drinking occasions
                                                                                                • Figure 56: Frequency of drinking whisky and bourbon in-home, by country, 2010
                                                                                                • Figure 57: Frequency of drinking whisky and bourbon elsewhere, by country, 2010
                                                                                              • Spain
                                                                                                • Frequency of use
                                                                                                  • Figure 58: Frequency of drinking whisky and bourbon, by country, 2010
                                                                                                • Drinking occasions
                                                                                                  • Figure 59: Frequency of drinking whisky and bourbon in-home, by country, 2010
                                                                                                  • Figure 60: Frequency of drinking whisky and bourbon elsewhere, by country, 2010
                                                                                                • GB
                                                                                                  • Figure 61: Frequency of drinking scotch whisky [other than malt], by GB, 2010
                                                                                                  • Figure 62: Frequency of drinking malt whisky, by GB, 2010
                                                                                                  • Figure 63: Frequency of drinking non-scotch whisky, by GB, 2010
                                                                                                • Rum
                                                                                                  • France
                                                                                                    • Frequency of use
                                                                                                      • Figure 64: Frequency of drinking rum (white/dark/golden) in the last 12 months, France, 2010
                                                                                                    • Drinking occasions
                                                                                                      • Figure 65: Frequency of drinking rum (white/dark/golden) at home, friends or family in the last 12 months, France, 2010
                                                                                                      • Figure 66: Frequency of drinking rum (white/dark/golden) at cafés/restaurants in the last 12 months, France, 2010
                                                                                                    • Type analysis
                                                                                                      • Figure 67: Types of rum (white/dark/golden) drunk most often in the last 12 months, France, 2010
                                                                                                    • Germany
                                                                                                      • Frequency of use
                                                                                                        • Figure 68: Frequency of drinking rum (white/dark/golden) in the last 12 months, Germany, 2010
                                                                                                      • Drinking occasions
                                                                                                        • Figure 69: Frequency of drinking rum (white/dark/golden) in-home in the last 12 months, Germany, 2010
                                                                                                        • Figure 70: Frequency of drinking rum (white/dark/golden) elsewhere in the last 12 months, Germany, 2010
                                                                                                      • Type analysis
                                                                                                        • Figure 71: Types of rum (white/dark/golden) drunk most often in the last 12 months, Germany, 2010
                                                                                                      • Spain
                                                                                                        • Frequency of use
                                                                                                          • Figure 72: Frequency of drinking dark and golden rum, by country, 2010
                                                                                                        • Drinking occasions
                                                                                                          • Figure 73: Frequency of drinking dark and golden rum in-home, by country, 2010
                                                                                                          • Figure 74: Frequency of drinking dark and golden rum elsewhere, by country, 2010
                                                                                                        • GB
                                                                                                          • Frequency of use
                                                                                                            • Figure 75: Frequency of drinking dark and golden rum, by country, 2010
                                                                                                          • Drinking occasions
                                                                                                            • Figure 76: Frequency of drinking dark and golden rum in-home, by country, 2010
                                                                                                            • Figure 77: Frequency of drinking dark and golden rum elsewhere, by country, 2010
                                                                                                          • Brandy, Cognac and Armagnac
                                                                                                            • Frequency of use
                                                                                                              • Figure 78: Frequency of drinking brandy, cognac and armagnac, by country, 2010
                                                                                                            • Drinking occasions
                                                                                                              • Figure 79: Frequency of drinking brandy, cognac and armagnac in-home, by country, 2010
                                                                                                              • Figure 80: Frequency of drinking brandy, cognac and armagnac elsewhere, by country, 2010
                                                                                                            • Demographics
                                                                                                              • Whisky/bourbon
                                                                                                                • Brandy, cognac, armagnac
                                                                                                                  • Rum
                                                                                                                  • Appendix – Demographic Data

                                                                                                                      • Figure 81: Frequency of drinking whisky and bourbon, by demographics, by France, 2010
                                                                                                                      • Figure 82: Frequency of drinking whisky and bourbon, by demographics, by Spain, 2010
                                                                                                                      • Figure 83: Frequency of drinking whisky and bourbon, by demographics, by Germany, 2010
                                                                                                                      • Figure 84: Frequency of drinking whisky and bourbon in-home, by demographics, by Spain, 2010
                                                                                                                      • Figure 85: Frequency of drinking whisky and bourbon in-home, by demographics, by Germany, 2010
                                                                                                                      • Figure 86: Frequency of drinking whisky and bourbon in-home, by demographics, by France, 2010
                                                                                                                      • Figure 87: Frequency of drinking whisky and bourbon elsewhere, by demographics, by Spain, 2010
                                                                                                                      • Figure 88: Frequency of drinking whisky and bourbon elsewhere, by demographics, by Germany, 2010
                                                                                                                      • Figure 89: Frequency of drinking whisky and bourbon elsewhere, by demographics, by France, 2010
                                                                                                                      • Figure 90: Frequency of drinking scotch whisky [other than malt], by demographics, by GB, 2010
                                                                                                                      • Figure 91: Frequency of drinking Scotch whisky [other than malt] in-home, by demographics, by GB, 2010
                                                                                                                      • Figure 92: Frequency of drinking Scotch whisky [other than malt] elsewhere, by demographics, by GB, 2010
                                                                                                                      • Figure 93: Frequency of drinking malt whisky, by demographics, by GB, 2010
                                                                                                                      • Figure 94: Frequency of drinking malt whisky in-home, by demographics, by GB, 2010
                                                                                                                      • Figure 95: Frequency of drinking malt whisky elsewhere, by demographics, by GB, 2010
                                                                                                                      • Figure 96: Frequency of drinking non-scotch whisky, by demographics, by GB, 2010
                                                                                                                      • Figure 97: Frequency of drinking non-scotch whisky in-home, by demographics, by GB, 2010
                                                                                                                      • Figure 98: Frequency of drinking non-scotch whisky elsewhere, by demographics, by GB, 2010
                                                                                                                      • Figure 99: Frequency of drinking brandy, cognac and armagnac, by demographics, by GB, 2010
                                                                                                                      • Figure 100: Frequency of drinking brandy, cognac and armagnac, by demographics, by France, 2010
                                                                                                                      • Figure 101: Frequency of drinking brandy, cognac and armagnac, by demographics, by Spain, 2010
                                                                                                                      • Figure 102: Frequency of drinking brandy, cognac and armagnac, by demographics, by Germany, 2010
                                                                                                                      • Figure 103: Frequency of drinking brandy, cognac and armagnac in-home, by demographics, by GB, 2010
                                                                                                                      • Figure 104: Frequency of drinking brandy, cognac and armagnac in-home, by demographics, by Spain, 2010
                                                                                                                      • Figure 105: Frequency of drinking brandy, cognac and armagnac in-home, by demographics, by Germany, 2010
                                                                                                                      • Figure 106: Frequency of drinking brandy, cognac and armagnac elsewhere, by demographics, by GB, 2010
                                                                                                                      • Figure 107: Frequency of drinking brandy, cognac and armagnac elsewhere, by demographics, by Spain, 2010
                                                                                                                      • Figure 108: Frequency of drinking brandy, cognac and armagnac elsewhere, by demographics, by Germany, 2010
                                                                                                                      • Figure 109: Frequency of drinking dark and golden rum, by demographics, by GB, 2010
                                                                                                                      • Figure 110: Frequency of drinking dark and golden rum, by demographics, by Spain, 2010
                                                                                                                      • Figure 111: Frequency of drinking dark and golden rum in-home, by demographics, by GB, 2010
                                                                                                                      • Figure 112: Frequency of drinking dark and golden rum in-home, by demographics, by Spain, 2010
                                                                                                                      • Figure 113: Frequency of drinking dark and golden rum elsewhere, by demographics, by GB, 2010
                                                                                                                      • Figure 114: Frequency of drinking dark and golden rum elsewhere, by demographics, by Spain, 2010

                                                                                                                  Companies Covered

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

                                                                                                                  Dark Spirits - Europe - September 2011

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