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Dark Spirits - UK - August 2012

“Many women (and men) are currently being asked to make the large jump from non-users into a market with a demanding image and taste profile. Providing these potential users with a path of progression into more sophisticated whiskies, an approach used effectively by Johnnie Walker in the US, should help operators to make their offering more accessible.”

– Chris Wisson, Senior Drinks Analyst

Some questions answered in this report include:

  • How can whisky attract more female users?
  • Where next for dark and golden rum?
  • What are the key opportunities for brandy /Cognac?
  • How can the dark spirits market reduce its dependence on promotions?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Forecast
                • Figure 1: Forecast of UK value sales of dark spirits, 2007-17
              • Market factors
                • Pressure on incomes leads to growing popularity of in-home drinking
                  • Premium goods fall from favour
                    • Low consumer confidence tempers optimism
                      • Population changes are mostly likely to be positive to the dark spirits market
                        • Companies, brands and innovation
                          • Bell’s continues to hold the greatest share of off-trade sales
                            • Figure 2: Value market shares of top-selling dark spirits brands in the off-trade, 2011
                          • Innovation continues to be prevalent in the dark spirits market
                            • Above-the-line adspend remains relatively flat
                              • The consumer
                                • Single malts and blends remain the most popular but bourbon is growing
                                  • Figure 3: Types of dark spirits used, May 2012
                                • Whisky is a popular drink for many occasions
                                  • Figure 4: Occasions for drinking dark spirits, May 2012
                                • Recommendations key to encouraging usage of dark spirits
                                  • Figure 5: Users' attitudes towards dark spirits, May 2012
                                • Whisky users prefer traditional designs
                                  • Figure 6: Packaging features influencing choice of dark spirits, May 2012
                                • Non-usage continues to be driven by whisky sceptics
                                  • Figure 7: Barriers to usage of dark spirits, May 2012
                                • What we think
                                • Issues in the Market

                                    • How can whisky attract more female users?
                                      • Where next for dark and golden rum?
                                        • What are the key opportunities for brandy /Cognac?
                                          • How can the dark spirits market reduce its dependence on promotions?
                                          • Trend Application

                                              • Edutainment
                                                • Secret Secret
                                                  • 2015: East Meets West
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Rising pressures in the UK alcoholic drinks market
                                                        • Figure 8: Value sales of the total UK alcoholic drinks market, 2007-12
                                                        • Figure 9: Annual price index (RPI) of beer and wine and spirits, in the off-trade and on-trade, 2006-11
                                                      • Two in five adult drinkers drink alcohol at least twice a week
                                                        • Figure 10: Frequency of drinking alcohol, May 2012
                                                      • Almost half of adults are monthly visitors to pubs/bars
                                                        • Figure 11: Frequency of drinking in pubs/bars, May 2012
                                                        • Figure 12: Trends in consumption of alcohol, in home versus out of home in the past 12 months, 2007-11
                                                      • Premium goods under threat but dark spirits may thrive
                                                        • Figure 13: Agreement with lifestyle statements regarding premium products, 2007-11
                                                      • Loyalty takes a turn for the worse
                                                        • Figure 14: Agreement with lifestyle statements regarding brand loyalty and experimentation, 2007-11
                                                      • Healthy attitudes on the rise
                                                        • Figure 15: Agreement with lifestyle statements regarding drinking and health, 2007-11
                                                      • Dark spirits as an all-year-round rather than seasonal drink
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Consumer confidence remains fragile
                                                            • Figure 16: Consumer Confidence Index, monthly, January 2007-July 2012
                                                          • Demographic changes present opportunities but also threats
                                                            • Figure 17: Projected trends in the age structure of the UK population, 2012-17
                                                          • ABs and C2s hold the key to growth
                                                            • Figure 18: Changes in the adult socio-economic structure of the UK population, 2012-17
                                                          • Uncertainty surrounds the introduction of minimum pricing
                                                          • Competitive Context

                                                            • Key points
                                                              • Usage of many alcoholic drinks continues to wane
                                                                  • Figure 19: Trends in drink types consumed in the past 12 months, 2007-11
                                                                • In-home drinking comes to the fore
                                                                    • Figure 20: Trends in drink types consumed in the past 12 months in home and out of home, 2009-11
                                                                    • Figure 21: Drinking alcohol amongst the population, by gender, age and socio-economic group, 2011
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Flavours and infusions feature prominently in NPD
                                                                          • Heritage and history are central to whisky NPD
                                                                            • Cognac cocktails
                                                                              • Standout packaging is key to boosting shelf appeal
                                                                                • International dark spirits on the rise
                                                                                  • Selected global examples in the dark spirits market
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Dark spirits sales set to grow strongly
                                                                                        • Figure 22: UK value and volume sales of dark spirits, at current and constant prices, 2007-17
                                                                                        • Figure 23: Forecast of UK value sales of dark spirits, 2007-17
                                                                                        • Figure 24: Forecast of UK volume sales of dark spirits, 2007-17
                                                                                      • Whisky enjoys a renaissance in 2012
                                                                                        • Figure 25: UK value and volume sales of whiskies, at current and constant prices, 2007-17
                                                                                      • Forecast for whisky
                                                                                        • Figure 26: Forecast of UK value sales of whiskies, 2007-17
                                                                                      • Brandy and Cognac expected to show signs of growth in 2012
                                                                                        • Figure 27: UK value and volume sales of brandy/Cognac, at current and constant prices, 2007-17
                                                                                      • Forecast for brandy/Cognac
                                                                                        • Figure 28: Forecast of UK value sales of brandy/Cognac, 2007-17
                                                                                      • Golden potential for dark/golden rum
                                                                                        • Figure 29: UK value and volume sales of dark/golden rum, at current and constant prices, 2007-17
                                                                                      • Forecast for dark/golden rum
                                                                                        • Figure 30: Forecast of UK value sales of dark/golden rum, 2007-17
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • On-trade success expected to fuel the growth of whisky in 2012
                                                                                          • Figure 31: UK value sales of dark spirits in the on- and off-trade, 2009-12
                                                                                          • Figure 32: UK volume sales of dark spirits in the on- and off-trade, 2009-12
                                                                                        • Bright future for golden/dark rum
                                                                                          • Brandy/Cognac shows minimal overall growth
                                                                                            • Emerging markets can fuel growth
                                                                                            • Market Share

                                                                                              • Key points
                                                                                                • Many dark spirits brands enjoy strong growth in 2011
                                                                                                  • Figure 33: Trends for market share in value for top-selling dark spirits brands in the off-trade, 2009-11
                                                                                                  • Figure 34: Retail prices of selected dark spirits, per 70cl bottle, July 2012
                                                                                                • Whisky brands find growth at the top and low tiers
                                                                                                  • Brandy/Cognac sales hold up in the off-trade
                                                                                                    • Captain Morgan’s leads the rum charge
                                                                                                    • Companies and Products

                                                                                                      • Brown-Forman
                                                                                                        • Diageo
                                                                                                          • First Drinks
                                                                                                            • LVMH
                                                                                                              • Maxxium
                                                                                                                • Pernod Ricard
                                                                                                                • Brand Research

                                                                                                                  • Brand map
                                                                                                                      • Figure 35: Attitudes towards and usage of brands in the dark spirits sector, June 2011
                                                                                                                    • Correspondence analysis
                                                                                                                      • Brand attitudes
                                                                                                                        • Figure 36: Attitudes, by dark spirits brand, June 2012
                                                                                                                      • Brand personality
                                                                                                                        • Figure 37: Dark spirits brand personality – macro image, June 2012
                                                                                                                        • Figure 38: Dark spirits brand personality – micro image, June 2012
                                                                                                                      • Brand experience
                                                                                                                        • Figure 39: Dark spirits brand usage, June 2012
                                                                                                                        • Figure 40: Satisfaction with various dark spirits brands, June 2012
                                                                                                                        • Figure 41: Consideration of dark spirits brands, June 2012
                                                                                                                        • Figure 42: Consumer perceptions of current dark spirits brand performance, June 2012
                                                                                                                        • Figure 43: Dark spirit brand recommendation – Net Promoter Score, July 2012
                                                                                                                      • Brand index
                                                                                                                        • Figure 44: Dark spirits brand index, June 2012
                                                                                                                        • Figure 45: Dark spirits brand index vs. recommendation, June 2012
                                                                                                                      • Target group analysis
                                                                                                                        • Figure 46: Target groups, June 2012
                                                                                                                        • Figure 47: Dark spirit brand usage, by target groups, June 2012
                                                                                                                      • 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
                                                                                                                                  • Dark spirits advertising spend declines in 2011
                                                                                                                                    • Figure 48: Total adspend for dark spirits, 2008-12
                                                                                                                                    • Figure 49: Total adspend for dark spirits, by segment, 2008-12
                                                                                                                                  • Jack Daniel’s dominates advertising in the market
                                                                                                                                    • Figure 50: Top-spending dark spirits brands in above-the-line marketing, 2011
                                                                                                                                  • Focus on Whisky
                                                                                                                                    • Focus on Dark/Golden Rum
                                                                                                                                      • Focus on Cognac/Brandy
                                                                                                                                        • Press re-establishes itself as the preferred advertising medium
                                                                                                                                          • Figure 51: Main monitored media advertising spend in the UK dark spirits market, by media type, 2008-12
                                                                                                                                        • Targeting new consumers
                                                                                                                                          • Innovative brand promotion strategies
                                                                                                                                            • Responsible drinking campaigns gain prevalence
                                                                                                                                              • A potential threat on the horizon…
                                                                                                                                              • Channels to Market

                                                                                                                                                • Key points
                                                                                                                                                  • On-trade sales of dark spirits jumps ahead
                                                                                                                                                    • Figure 52: UK value sales of dark spirits in the on- and off-trade, 2009-12 (£m)
                                                                                                                                                    • Figure 53: UK volume sales of dark spirits in the on- and off-trade, 2009-12
                                                                                                                                                  • Grocery multiples make further progress
                                                                                                                                                    • Figure 54: Value sales within the off- and on-trade channels for the total dark spirits market, 2010-12
                                                                                                                                                  • Online continues to forge a niche channel for sales
                                                                                                                                                  • Consumer – Trends in Usage

                                                                                                                                                    • Key points
                                                                                                                                                      • Whisky set for a renaissance
                                                                                                                                                        • Non-malt Scotch whisky driven by the in-home market
                                                                                                                                                            • Figure 55: Frequency of usage of Scotch whisky (other than malts) among users in home and out of home, 2011
                                                                                                                                                          • Malt whiskies reliant on male users
                                                                                                                                                              • Figure 56: Frequency of usage of malt whisky among users in home and out of home, 2011
                                                                                                                                                            • Men and under-35s dominate the bourbon and other whiskies landscape
                                                                                                                                                                • Figure 57: Frequency of usage of other whiskey and bourbon among users in home and out of home, 2011
                                                                                                                                                              • Dark/golden rum proves particularly popular for home drinking
                                                                                                                                                                  • Figure 58: Frequency of usage of dark/golden rum among users in home and out of home, 2011
                                                                                                                                                                • Brandy attracting a new wave of users
                                                                                                                                                                    • Figure 59: Frequency of usage of brandy, Cognac, Armagnac and Calvados among users in home and out of home, 2011
                                                                                                                                                                • Consumer – Types of Dark Spirits Used

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Whisky remains the most popular type of dark spirit
                                                                                                                                                                        • Figure 60: Types of dark spirits used, May 2012
                                                                                                                                                                      • Blends and single malts drive the whisky market…
                                                                                                                                                                        • …with bourbon/Tennessee whiskey appealing to younger drinkers
                                                                                                                                                                          • Dark/Golden/Spiced rum continues to attract new users
                                                                                                                                                                            • Brandy, Cognac and Armagnac yet to gain traction
                                                                                                                                                                              • 45% of adults do not drink dark spirits
                                                                                                                                                                                • Single-use repertoires pose a problem for the market
                                                                                                                                                                                  • Figure 61: Repertoire of types of dark spirits used, May 2012
                                                                                                                                                                              • Consumer – Usage of Dark Spirits by Occasion

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Whisky is a popular drink for many occasions
                                                                                                                                                                                      • Figure 62: Occasions for drinking dark spirits, May 2012
                                                                                                                                                                                    • Rum increasingly seen as a ‘good time’ drink
                                                                                                                                                                                      • Brandy seen as a sophisticated but staid drink
                                                                                                                                                                                      • Consumer – Attitudes Towards Dark Spirits

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Recommendations key to boosting usage of dark spirits
                                                                                                                                                                                            • Figure 63: Users' attitudes towards dark spirits, May 2012
                                                                                                                                                                                          • Dark spirits users are open to trying new drinks but need an incentive
                                                                                                                                                                                            • Figure 64: Users' attitudes towards usage of dark spirits, May 2012
                                                                                                                                                                                          • Recommendation is a key driver of trial
                                                                                                                                                                                            • Packaging and flavourings can pique users’ interest
                                                                                                                                                                                              • Three in five dark spirits users see whisky as sophisticated and refined
                                                                                                                                                                                                • Figure 65: Users' attitudes towards the image and enjoyment of dark spirits, May 2012
                                                                                                                                                                                              • Under-35s are most open to reassessing their drinks choices
                                                                                                                                                                                                • Educating consumers would help the market
                                                                                                                                                                                                  • Marked openness to own-brand
                                                                                                                                                                                                    • Mixability remains a key feature of the market
                                                                                                                                                                                                      • Figure 66: Users' attitudes towards drinking dark spirits with a mixer, May 2012
                                                                                                                                                                                                  • Consumer – Visual Appeal of Dark Spirits Packaging

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Packaging plays a marked role in drinks choice
                                                                                                                                                                                                          • Figure 67: Attitudes towards dark spirits packaging, May 2012
                                                                                                                                                                                                      • Consumer – Attitudes Towards Dark Spirits Packaging

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • A broad range of factors influence dark spirits users
                                                                                                                                                                                                              • Figure 68: Packaging features influencing choice of drink, May 2012
                                                                                                                                                                                                            • Bottle shape and material are notable factors in shaping preferences
                                                                                                                                                                                                              • Excitement vs sophistication
                                                                                                                                                                                                                • Other packaging characteristics are more niche considerations
                                                                                                                                                                                                                • Consumer – Barriers To Usage

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Non-usage continues to be driven by taste preferences
                                                                                                                                                                                                                        • Figure 69: Barriers to usage of dark spirits, May 2012
                                                                                                                                                                                                                      • Over half of non-users do not like the taste of whisky
                                                                                                                                                                                                                          • Figure 70: agreement with the statement ‘I do not like the taste of whisky’ among non-users, and usage of any whisky, by gender and age, May 2012
                                                                                                                                                                                                                        • Gifting and competition with white spirits also hindering market growth
                                                                                                                                                                                                                        • Consumer – Target Groups

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Four target groups
                                                                                                                                                                                                                              • Figure 71: Target groups for dark spirits, May 2012
                                                                                                                                                                                                                            • Mixers (34%)
                                                                                                                                                                                                                              • Whisky Lovers (24%)
                                                                                                                                                                                                                                • Habituals (23%)
                                                                                                                                                                                                                                  • Adventurers (19%)
                                                                                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                                                                                      • Figure 72: Agreement with selected lifestyle statements regarding premium products, by demographics, 2011
                                                                                                                                                                                                                                      • Figure 73: Agreement with selected lifestyle statements regarding premium products, by demographics, 2011
                                                                                                                                                                                                                                      • Figure 74: Agreement with selected lifestyle statements regarding premium products, by demographics, 2011
                                                                                                                                                                                                                                      • Figure 75: Agreement with selected lifestyle statements regarding premium products, by usage of dark spirits, 2011
                                                                                                                                                                                                                                  • Appendix – Competitive Context

                                                                                                                                                                                                                                      • Figure 76: Trends in drink types consumed in the past 12 months, 2007-11
                                                                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                      • Figure 77: Best- and worst-case forecasts for the total dark spirits market, by value, 2012-17
                                                                                                                                                                                                                                      • Figure 78: Best- and worst-case forecasts for the total dark spirits market, by volume, 2012-17
                                                                                                                                                                                                                                      • Figure 79: Best- and worst-case forecasts for the whisky market, by value, 2012-17
                                                                                                                                                                                                                                      • Figure 80: Best- and worst-case forecasts for the whisky market, by volume, 2012-17
                                                                                                                                                                                                                                      • Figure 81: Forecast of UK volume sales of whisky, 2007-17
                                                                                                                                                                                                                                      • Figure 82: Best- and worst-case forecasts for the Cognac/brandy market, by value, 2012-17
                                                                                                                                                                                                                                      • Figure 83: Best- and worst-case forecasts for the Cognac/brandy market, by volume, 2012-17
                                                                                                                                                                                                                                      • Figure 84: Forecast of UK volume sales of Cognac/brandy, 2007-17
                                                                                                                                                                                                                                      • Figure 85: Best- and worst-case forecasts for the golden/dark rum market, by value, 2012-17
                                                                                                                                                                                                                                      • Figure 86: Best- and worst-case forecasts for the golden/dark rum market, by volume, 2012-17
                                                                                                                                                                                                                                      • Figure 87: Forecast of UK volume sales of golden/dark rum, 2007-17
                                                                                                                                                                                                                                  • Appendix – Brand Research

                                                                                                                                                                                                                                      • Figure 88: Brand usage, June 2012
                                                                                                                                                                                                                                      • Figure 89: Brand commitment, June 2012
                                                                                                                                                                                                                                      • Figure 90: Brand momentum, June 2012
                                                                                                                                                                                                                                      • Figure 91: Brand diversity, June 2012
                                                                                                                                                                                                                                      • Figure 92: Brand satisfaction, June 2012
                                                                                                                                                                                                                                      • Figure 93: Brand recommendation, June 2012
                                                                                                                                                                                                                                      • Figure 94: Brand attitude, June 2012
                                                                                                                                                                                                                                      • Figure 95: Brand image – macro image, June 2012
                                                                                                                                                                                                                                      • Figure 96: Brand image – micro image, June 2012
                                                                                                                                                                                                                                      • Figure 97: Profile of target groups, by demographics, June 2012
                                                                                                                                                                                                                                      • Figure 98: Psychographic segmentation, by target group, June 2012
                                                                                                                                                                                                                                      • Figure 99: Brand usage, by target group, June 2012
                                                                                                                                                                                                                                    • Brand index
                                                                                                                                                                                                                                      • Figure 100: Brand index, June 2012
                                                                                                                                                                                                                                  • Appendix – Channels to Market

                                                                                                                                                                                                                                    • Appendix – Consumer – Trends in Usage

                                                                                                                                                                                                                                        • Figure 101: Frequency of drinking Scotch whisky (other than malt), 2007-11
                                                                                                                                                                                                                                        • Figure 102: Frequency of drinking Scotch whisky (other than malt), by demographics, 2011
                                                                                                                                                                                                                                        • Figure 103: Frequency of drinking Scotch whisky (other than malt) in home, 2007-11
                                                                                                                                                                                                                                        • Figure 104: Frequency of drinking Scotch whisky (other than malt) in home, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 105: Frequency of drinking Scotch whisky (other than malt) elsewhere, 2007-11
                                                                                                                                                                                                                                        • Figure 106: Frequency of drinking Scotch whisky (other than malt) elsewhere, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 107: Frequency of drinking malt whisky, 2007-11
                                                                                                                                                                                                                                        • Figure 108: Frequency of drinking malt whisky, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 109: Frequency of drinking malt whisky in home, 2007-11
                                                                                                                                                                                                                                        • Figure 110: Frequency of drinking malt whisky in home, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 111: Frequency of drinking malt whisky elsewhere, 2007-11
                                                                                                                                                                                                                                        • Figure 112: Frequency of drinking malt whisky elsewhere, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 113: Frequency of drinking other whisky and bourbon, 2007-11
                                                                                                                                                                                                                                        • Figure 114: Frequency of drinking other whisky and bourbon, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 115: Frequency of drinking other whisky and bourbon in home, 2007-11
                                                                                                                                                                                                                                        • Figure 116: Frequency of drinking other whisky and bourbon in home, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 117: Frequency of drinking other whisky and bourbon elsewhere, 2007-11
                                                                                                                                                                                                                                        • Figure 118: Frequency of drinking other whisky and bourbon elsewhere, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 119: Frequency of drinking dark and golden rum, 2007-11
                                                                                                                                                                                                                                        • Figure 120: Frequency of drinking dark and golden rum, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 121: Frequency of drinking dark and golden rum in home, 2007-11
                                                                                                                                                                                                                                        • Figure 122: Frequency of drinking dark and golden rum in home, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 123: Frequency of drinking dark and golden rum elsewhere, 2007-11
                                                                                                                                                                                                                                        • Figure 124: Frequency of drinking dark and golden rum elsewhere, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 125: Frequency of drinking brandy, Cognac, Armagnac and Calvados, 2007-11
                                                                                                                                                                                                                                        • Figure 126: Frequency of drinking brandy, Cognac, Armagnac and Calvados, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 127: Frequency of drinking brandy, Cognac, Armagnac and Calvados in home, 2007-11
                                                                                                                                                                                                                                        • Figure 128: Frequency of drinking brandy, Cognac, Armagnac and Calvados in home, by demographics, 2011
                                                                                                                                                                                                                                        • Figure 129: Frequency of drinking brandy, Cognac, Armagnac and Calvados elsewhere, 2007-11
                                                                                                                                                                                                                                        • Figure 130: Frequency of drinking brandy, Cognac, Armagnac and Calvados elsewhere, by demographics, 2011
                                                                                                                                                                                                                                    • Appendix – Consumer – Types of Dark Spirits Used

                                                                                                                                                                                                                                        • Figure 131: Types of dark spirits used, by demographics, May 2012
                                                                                                                                                                                                                                        • Figure 132: Types of dark spirits used, by demographics, May 2012 (continued)
                                                                                                                                                                                                                                        • Figure 133: Repertoire for types of dark spirits used, by demographics, May 2012
                                                                                                                                                                                                                                    • Appendix – Consumer – Usage of Dark Spirits by Occasion

                                                                                                                                                                                                                                        • Figure 134: Occasions for drinking dark spirits, by demographics, May 2012
                                                                                                                                                                                                                                        • Figure 135: Occasions for drinking dark spirits, by demographics, May 2012 (continued)
                                                                                                                                                                                                                                        • Figure 136: Occasions for drinking dark spirits, by demographics, May 2012 (continued)
                                                                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Dark Spirits

                                                                                                                                                                                                                                        • Figure 137: Users' attitudes towards dark spirits, May 2012
                                                                                                                                                                                                                                        • Figure 138: Agreement with the statements ‘I would try a new type/flavour if recommended by a friend/family member/barman’ and ‘Whisky is a sophisticated and refined drink’, by demographics, May 2012
                                                                                                                                                                                                                                        • Figure 139: Agreement with the statements ‘I am only interested in drinking dark spirits with a mixer (eg with coke)’ and ‘Whisky should be drunk neat and without a mixer’, by demographics, May 2012
                                                                                                                                                                                                                                        • Figure 140: Agreement with the statements ‘I am thinking more about my choice of dark spirits as I get older’ and ‘I would try a new type of dark spirit based on the packaging (eg label or bottle shape)’, by demographics, May 2012
                                                                                                                                                                                                                                        • Figure 141: Agreement with the statements ‘I would be interested in trying drinks with new flavourings or spices (eg popcorn-infused rum)’ and ‘I am more likely to try a new type of dark spirit if it is flavoured (eg with vanilla)’, by demographics, May 2012
                                                                                                                                                                                                                                        • Figure 142: Agreement with the statements ‘Own-label options are as good as branded equivalents’ and ‘I do not understand what terms such as blended and single malt mean in whisky’, by demographics, May 2012
                                                                                                                                                                                                                                        • Figure 143: Agreement with the statements ‘I would like to see more ready-mixed drinks (eg whisky and coke in a can) available’ and ‘I would only drink them on special occasions such as Christmas’, by demographics, May 2012
                                                                                                                                                                                                                                        • Figure 144: Users' attitudes towards dark spirits, by types of dark spirits used, May 2012
                                                                                                                                                                                                                                        • Figure 145: Users' attitudes towards dark spirits, by types of dark spirits used, May 2012 (continued)
                                                                                                                                                                                                                                    • Appendix – Consumer – Visual Appeal of Dark Spirits Packaging

                                                                                                                                                                                                                                        • Figure 146: Attitudes towards dark spirits packaging, May 2012
                                                                                                                                                                                                                                        • Figure 147: Attitudes towards the packaging of dark spirits, by demographics, May 2012
                                                                                                                                                                                                                                        • Figure 148: Attitudes towards the packaging of dark spirits, by demographics, May 2012 (continued)
                                                                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Dark Spirits Packaging

                                                                                                                                                                                                                                        • Figure 149: Packaging features influencing choice of dark spirits, by demographics, May 2012
                                                                                                                                                                                                                                        • Figure 150: Packaging features influencing choice of dark spirits, by demographics, May 2012 (continued)
                                                                                                                                                                                                                                        • Figure 151: Packaging features influencing choice of dark spirits, by attitudes towards dark spirits packaging, May 2012
                                                                                                                                                                                                                                        • Figure 152: Packaging features influencing choice of dark spirits, by attitudes towards dark spirits packaging, May 2012 (continued)
                                                                                                                                                                                                                                    • Appendix – Consumer – Barriers to Usage

                                                                                                                                                                                                                                        • Figure 153: Barriers to usage of dark spirits, by demographics, May 2012
                                                                                                                                                                                                                                    • Appendix – Consumer – Target Groups

                                                                                                                                                                                                                                        • Figure 154: Target groups, by demographics, May 2012
                                                                                                                                                                                                                                        • Figure 155: Types of dark spirits used, by target groups, May 2012
                                                                                                                                                                                                                                        • Figure 156: Occasions for drinking dark spirits, by target groups, May 2012
                                                                                                                                                                                                                                        • Figure 157: Users’ attitudes towards dark spirits, by target groups, May 2012
                                                                                                                                                                                                                                        • Figure 158: Grocery shopping habits, by target groups, May 2012

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • Bacardi-Martini Ltd
                                                                                                                                                                                                                                    • Bell
                                                                                                                                                                                                                                    • BrewDog
                                                                                                                                                                                                                                    • Brown-Forman
                                                                                                                                                                                                                                    • Cacique, Inc.
                                                                                                                                                                                                                                    • Diageo UK
                                                                                                                                                                                                                                    • Edrington Group (The)
                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                    • Glenmorangie plc
                                                                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                                                                    • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                                                                                    • Pernod Ricard
                                                                                                                                                                                                                                    • William Grant and Sons Distillers Ltd

                                                                                                                                                                                                                                    Dark Spirits - UK - August 2012

                                                                                                                                                                                                                                    £1,995.00 (Excl.Tax)