Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Gin, White Rum and Other White Spirits - UK - March 2009

Sales of gin and other white spirits have grown by 5% in value and volume since 2003, fuelled by growth at the budget and premium ends of the market, to over 46 million litres valued at £1.2 billion in 2008.

Sales fell in 2008, however, with the economic downturn accelerating an exodus of customers from pubs and bars, white rum losing its way, and gin struggling to attract young drinkers.

Key themes

  • Which categories are expected in suffer in the economic downturn?

  • How are shifting demographics likely to impact on white spirit sales?

  • Which categories are using innovation and marketing to drive sales?

  • Which sales outlets offer the greatest opportunity for future growth?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Tackling flavour aversion to gin
              • Trend from Inspire: Girls Think Pink
                • White rum in need of premiumisation
                  • Trend from Inspire: Premiumisation of Homecare
                  • Market in Brief

                    • Sales take a downturn
                      • A challenging trading environment
                        • Gin and rum struggling
                          • Buoyant supermarket sales
                            • On-trade drinkers trade up
                              • NPD lacking in white rum
                                • Targeting opportunities
                                  • The future
                                  • Internal Market Environment

                                    • Key points
                                      • Sophisticated drinkers trade up
                                        • Figure 1: Lifestyle statements on expensive tastes, 2008
                                      • Bringing cocktails into the home
                                        • Figure 2: Trends in agreement with lifestyle statements, 2004-08
                                      • Alcohol consumption falls as health concerns rise
                                        • Figure 3: Trends in agreement with health lifestyle statements, 2004-08
                                      • Duty taxes maxed out?
                                        • Figure 4: UK excise duty on spirits for every 1% of strength per 100 litres, 1998-2008
                                      • Raw material costs spiral
                                        • Anti-social behaviour results in greater regulation
                                          • Drinking and driving
                                            • Smoking ban shifts focus to food
                                              • Retail discounting tarnishes brands
                                                • Fraud also a major issue
                                                  • Seasonality a factor in spirit sales
                                                    • Trade bodies and their activities
                                                      • Gin & Vodka Association
                                                        • Wine and Spirits Trade Association
                                                          • West Indies Rum & Spirits Producers' Association
                                                          • Broader Market Environment

                                                            • Key points
                                                              • Credit crunch hits beleaguered on-trade
                                                                • Population growth bodes well
                                                                  • Figure 5: Structure of the UK adult population (18+), by age, 2003, 2008 and 2013
                                                                • UK regulation
                                                                  • Government and industry tackle alcohol abuse
                                                                    • Government threatens labelling legislation
                                                                      • The Portman Group self-regulates
                                                                        • EU regulation
                                                                          • EU spirit drinks regulations
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Spirited competition
                                                                                • Figure 6: UK value sales of alcoholic drinks, by sector, 2003-08
                                                                              • Vodka leads in youth appeal
                                                                                • Men shift allegiance to the dark side
                                                                                  • RTD decline slows and cocktail trend emerges
                                                                                    • Figure 7: Summary of market strategies in alcohol categories competing with gin and other white spirits, 2008
                                                                                • Strengths and Weaknesses in the Market

                                                                                  • Strengths
                                                                                    • General white spirits
                                                                                      • Gin
                                                                                        • Rum
                                                                                          • ‘Other’ white spirits
                                                                                            • Weaknesses
                                                                                              • General white spirits
                                                                                                • Gin
                                                                                                  • Rum
                                                                                                    • ‘Other’ white spirits
                                                                                                    • Who’s Innovating?

                                                                                                      • Key points
                                                                                                        • Low levels of NPD
                                                                                                          • Figure 8: White spirits in context of all alcoholic drinks launches, 2003-08
                                                                                                        • Gin: bursting with botanicals
                                                                                                          • Premiumisation boosts tequila
                                                                                                            • Sambuca targets long serves
                                                                                                              • Consumers get into the Brazilian spirit
                                                                                                                • Absinthe promotes decadence
                                                                                                                  • International innovations
                                                                                                                    • Adding flavour to the market
                                                                                                                      • Devilish v deathly
                                                                                                                        • Female-focused
                                                                                                                          • Health claims
                                                                                                                          • Market Size and Forecast

                                                                                                                            • Key points
                                                                                                                              • Flat market now falling
                                                                                                                                • Figure 9: UK volume and value sales* of gin, white rum and other white spirits, both on and off-trade, 2003-13
                                                                                                                                • Figure 10: UK volume sales* of gin, white rum and other white spirits, both on- and off-trade, by sector, 2003-13
                                                                                                                              • The future of the market
                                                                                                                                • Forecast
                                                                                                                                  • Factors used in the forecast
                                                                                                                                  • Segment Performance

                                                                                                                                    • Key points
                                                                                                                                      • Gin and white rum lose out
                                                                                                                                        • Figure 11: UK on- and off-trade volume sales* of gin, white rum and other white spirits, by type, 2006-08
                                                                                                                                      • ‘Other’ spirits post strong value growth
                                                                                                                                        • Figure 12: UK on- and off-trade value sales* of gin, white rum and other white spirits, by type, 2006-08
                                                                                                                                      • Gin
                                                                                                                                        • Volume sales bottoming out
                                                                                                                                          • Figure 13: UK on- and off-trade volume and value sales of gin, 2003-13
                                                                                                                                        • Non-premium category suffering
                                                                                                                                          • Premium prospects positive
                                                                                                                                            • White rum
                                                                                                                                              • White rum loses out to golden aura
                                                                                                                                                • Figure 14: UK on- and off-trade volume and value sales* of white rum, 2003-13
                                                                                                                                              • Provenance takes centre stage
                                                                                                                                                • Premium sales very niche
                                                                                                                                                  • Other white spirits
                                                                                                                                                    • Sustainable growth for tequila
                                                                                                                                                      • Figure 15: UK on- and off-trade volume and value sales* of other white spirits, 2003-13
                                                                                                                                                    • Out with the shots, in with the cocktails
                                                                                                                                                      • Speciality drinks boosted by increasing consumer sophistication
                                                                                                                                                      • Market Share

                                                                                                                                                        • Key points
                                                                                                                                                          • Strongest growth from premium brands
                                                                                                                                                              • Figure 16: Manufacturers’ estimated shares in UK off-trade volume sales of gin, white rum and other white spirits*, 2007-08
                                                                                                                                                            • Key brand analysis
                                                                                                                                                              • Gin
                                                                                                                                                                • Figure 17: Estimated brand shares in UK off-trade volume sales of gin, 2007-08
                                                                                                                                                              • Gordon’s (Diageo)
                                                                                                                                                                • Bombay Sapphire (Bacardi Martini)
                                                                                                                                                                  • Greenall’s Gin (G&J Greenall)
                                                                                                                                                                    • Plymouth Gin (Pernod Ricard)
                                                                                                                                                                      • Tanqueray (Diageo)
                                                                                                                                                                        • Beefeater (Pernod Ricard)
                                                                                                                                                                          • Premium/super-premium gins
                                                                                                                                                                            • Own-label
                                                                                                                                                                              • White rum
                                                                                                                                                                                • Figure 18: Estimated brand shares in UK off-trade volume sales of white rum, 2007-08
                                                                                                                                                                              • Bacardi (Bacardi Martini)
                                                                                                                                                                                • Other white spirits – Tequila
                                                                                                                                                                                  • Jose Cuervo (Diageo)
                                                                                                                                                                                    • Patrón (Cellar Trends)
                                                                                                                                                                                      • Sauza (Beam Global)
                                                                                                                                                                                        • Sambuca
                                                                                                                                                                                          • Cachaça
                                                                                                                                                                                          • Companies and Products

                                                                                                                                                                                              • Figure 19: Brand map, UK gin, white rum and other white spirits*, 2008
                                                                                                                                                                                            • Bacardi Martini
                                                                                                                                                                                              • Bombay Sapphire
                                                                                                                                                                                                • Bacardi
                                                                                                                                                                                                  • Tequila
                                                                                                                                                                                                    • Cachaça
                                                                                                                                                                                                      • Beam Global UK
                                                                                                                                                                                                        • Sauza
                                                                                                                                                                                                          • Hornitos
                                                                                                                                                                                                            • Cellar Trends
                                                                                                                                                                                                              • Patrón
                                                                                                                                                                                                                • Pyrat
                                                                                                                                                                                                                  • Luxardo
                                                                                                                                                                                                                    • Diageo
                                                                                                                                                                                                                      • Gordon’s
                                                                                                                                                                                                                        • Tanqueray
                                                                                                                                                                                                                          • Jose Cuervo
                                                                                                                                                                                                                            • Emporia Brands
                                                                                                                                                                                                                              • Grande Absente
                                                                                                                                                                                                                                • Nardini
                                                                                                                                                                                                                                  • First Drinks Brands/William Grant
                                                                                                                                                                                                                                    • Hendrick’s
                                                                                                                                                                                                                                      • Glen Catrine
                                                                                                                                                                                                                                        • Global Brands
                                                                                                                                                                                                                                          • Ypióca
                                                                                                                                                                                                                                            • G&J Greenall
                                                                                                                                                                                                                                              • Hayman Distillers
                                                                                                                                                                                                                                                • Gin
                                                                                                                                                                                                                                                  • Rum
                                                                                                                                                                                                                                                    • Tequila
                                                                                                                                                                                                                                                      • Hi Spirits
                                                                                                                                                                                                                                                        • No. 209
                                                                                                                                                                                                                                                          • Antica Sambuca
                                                                                                                                                                                                                                                            • Inspirit Brands
                                                                                                                                                                                                                                                              • Ocho
                                                                                                                                                                                                                                                                • Partida
                                                                                                                                                                                                                                                                  • El Dorado
                                                                                                                                                                                                                                                                    • Sagatiba
                                                                                                                                                                                                                                                                      • Marblehead
                                                                                                                                                                                                                                                                        • Zephyr
                                                                                                                                                                                                                                                                          • Seagram’s
                                                                                                                                                                                                                                                                            • Olmeca Tezon
                                                                                                                                                                                                                                                                              • Maxxium
                                                                                                                                                                                                                                                                                • Cruzan
                                                                                                                                                                                                                                                                                  • Brugal
                                                                                                                                                                                                                                                                                    • Pernod Ricard
                                                                                                                                                                                                                                                                                      • Beefeater
                                                                                                                                                                                                                                                                                        • Plymouth Gin
                                                                                                                                                                                                                                                                                          • Havana Club
                                                                                                                                                                                                                                                                                            • PLB
                                                                                                                                                                                                                                                                                              • Matusalem
                                                                                                                                                                                                                                                                                                • UB Drinks
                                                                                                                                                                                                                                                                                                  • Blackwood’s
                                                                                                                                                                                                                                                                                                  • Brand Elements

                                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                                        • Figure 20: Attitudes and usage of gin and white spirit brands, February 2009
                                                                                                                                                                                                                                                                                                      • Gordon’s
                                                                                                                                                                                                                                                                                                        • What the consumer thinks
                                                                                                                                                                                                                                                                                                          • Figure 21: Attitudes towards the Gordon’s brand, February 2009
                                                                                                                                                                                                                                                                                                        • Bombay Sapphire
                                                                                                                                                                                                                                                                                                          • What the consumer thinks
                                                                                                                                                                                                                                                                                                            • Figure 22: Attitudes towards the Bombay Sapphire brand, February 2009
                                                                                                                                                                                                                                                                                                          • Hendrick’s
                                                                                                                                                                                                                                                                                                            • What the consumer thinks
                                                                                                                                                                                                                                                                                                              • Figure 23: Attitudes towards the Hendrick’s brand, February 2009
                                                                                                                                                                                                                                                                                                            • Bacardi
                                                                                                                                                                                                                                                                                                              • What the consumer thinks
                                                                                                                                                                                                                                                                                                                • Figure 24: Attitudes towards the Bacardi brand, February 2009
                                                                                                                                                                                                                                                                                                              • Brand qualities of gin and white spirit brands
                                                                                                                                                                                                                                                                                                                • Gin for tradition, rum for fun
                                                                                                                                                                                                                                                                                                                  • Figure 25: Personalities of various gin and white spirit brands, February 2009
                                                                                                                                                                                                                                                                                                                • Experience of gin and white spirit brands
                                                                                                                                                                                                                                                                                                                  • Bacardi and Gordon’s most experienced
                                                                                                                                                                                                                                                                                                                    • Figure 26: Consumer usage of various gin and white spirit brands, February 2009
                                                                                                                                                                                                                                                                                                                  • Brand intentions for gin and white spirit brands
                                                                                                                                                                                                                                                                                                                    • Gordon’s and Bacardi have highest retention
                                                                                                                                                                                                                                                                                                                      • Figure 27: Consideration of various gin and white spirit brands, February 2009
                                                                                                                                                                                                                                                                                                                    • Brand momentum for gin and white spirit brands
                                                                                                                                                                                                                                                                                                                      • ‘Cool’ brands gaining ground
                                                                                                                                                                                                                                                                                                                        • Figure 28: Momentum of various gin and white spirit brands, February 2009
                                                                                                                                                                                                                                                                                                                      • Brand satisfaction for gin and white spirit brands
                                                                                                                                                                                                                                                                                                                        • Premium brands succeed in satisfying
                                                                                                                                                                                                                                                                                                                          • Figure 29: Satisfaction with various gin and white spirit brands, February 2009
                                                                                                                                                                                                                                                                                                                        • Brand commitment to gin and white spirit brands
                                                                                                                                                                                                                                                                                                                          • Gordon’s and Bacardi top choices
                                                                                                                                                                                                                                                                                                                            • Figure 30: Commitment to various gin and white spirit brands, February 2009
                                                                                                                                                                                                                                                                                                                          • Round up
                                                                                                                                                                                                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                                              • Sales fall in tandem with adspend
                                                                                                                                                                                                                                                                                                                                • Figure 31: Main monitored media advertising expenditure on gin, white rum and other white spirits, 2004-08
                                                                                                                                                                                                                                                                                                                              • Seasonality a factor
                                                                                                                                                                                                                                                                                                                                • Adspend by advertiser – Diageo overtakes Bacardi Martini in 2008
                                                                                                                                                                                                                                                                                                                                  • Figure 32: Main monitored media advertising spend on gin, white rum and other white spirits, by advertiser, 2004-08
                                                                                                                                                                                                                                                                                                                                • Adspend by brand – Gordon’s outspends Bacardi in 2008
                                                                                                                                                                                                                                                                                                                                  • Figure 33: Top 10 leading advertisers on gin, white rum and other white spirits, 2004-08
                                                                                                                                                                                                                                                                                                                                • Marketing themes
                                                                                                                                                                                                                                                                                                                                  • Disparate themes emerge in gin marketing
                                                                                                                                                                                                                                                                                                                                    • Heritage the key focus for rum
                                                                                                                                                                                                                                                                                                                                      • Government campaigns
                                                                                                                                                                                                                                                                                                                                      • Channels to Market

                                                                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                                                                          • Volumes fall despite off-trade gains
                                                                                                                                                                                                                                                                                                                                            • Figure 34: UK volume sales of gin, white rum and other white spirits, by channel and outlet type, 2006-08
                                                                                                                                                                                                                                                                                                                                          • Value suffers in on-trade
                                                                                                                                                                                                                                                                                                                                            • Figure 35: UK value sales of gin, white rum and other white spirits, by channel, 2006-08
                                                                                                                                                                                                                                                                                                                                          • On-trade
                                                                                                                                                                                                                                                                                                                                            • Pubs and bars feel the recession
                                                                                                                                                                                                                                                                                                                                              • Off-trade
                                                                                                                                                                                                                                                                                                                                                • Supermarkets: An increasing majority of volume sales
                                                                                                                                                                                                                                                                                                                                                  • Independent grocers hold onto share
                                                                                                                                                                                                                                                                                                                                                    • Off-licences struggle to compete with supermarkets
                                                                                                                                                                                                                                                                                                                                                      • Travel retail
                                                                                                                                                                                                                                                                                                                                                        • Premium growth propels white spirit sales
                                                                                                                                                                                                                                                                                                                                                        • The Consumer – Consumption and Frequency

                                                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                                                            • Gin consumption
                                                                                                                                                                                                                                                                                                                                                              • A stable consumer base
                                                                                                                                                                                                                                                                                                                                                                  • Figure 36: Trends in gin consumption, 2004-08
                                                                                                                                                                                                                                                                                                                                                                • Gin has an older, but affluent, constituency
                                                                                                                                                                                                                                                                                                                                                                  • Figure 37: Trends in frequency of drinking gin, 2004-08
                                                                                                                                                                                                                                                                                                                                                                • Young, in-home drinkers offer potential
                                                                                                                                                                                                                                                                                                                                                                  • Figure 38: Trends in drinking gin in and out of home, 2004-08
                                                                                                                                                                                                                                                                                                                                                                • Branded monopoly
                                                                                                                                                                                                                                                                                                                                                                  • Figure 39: Trends in banded vs. own-label gin consumption, 2004-08
                                                                                                                                                                                                                                                                                                                                                                • White rum consumption
                                                                                                                                                                                                                                                                                                                                                                  • Marginal drop in consumer base for white rum
                                                                                                                                                                                                                                                                                                                                                                    • Figure 40: Trends in consumption of white rum, 2004-08
                                                                                                                                                                                                                                                                                                                                                                  • Widespread appeal of rum
                                                                                                                                                                                                                                                                                                                                                                    • Targeting young AB women
                                                                                                                                                                                                                                                                                                                                                                      • Figure 41: Trends in frequency of drinking white rum, 2004-08
                                                                                                                                                                                                                                                                                                                                                                      • Figure 42: Trends in drinking white rum in and out of home, 2004-08
                                                                                                                                                                                                                                                                                                                                                                    • Branded not gaining ground
                                                                                                                                                                                                                                                                                                                                                                      • Figure 43: Trends in branded vs. own-label white rum consumption, 2004-08
                                                                                                                                                                                                                                                                                                                                                                  • The Consumer – Perceptions

                                                                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                                                                      • Vodka is the preferred spirit amongst drinkers
                                                                                                                                                                                                                                                                                                                                                                          • Figure 44: Consumption of spirits, by type, by all adults and those who drink alcohol, November 2008
                                                                                                                                                                                                                                                                                                                                                                        • Dark spirits favoured by older drinkers
                                                                                                                                                                                                                                                                                                                                                                          • Gin
                                                                                                                                                                                                                                                                                                                                                                              • Figure 45: Attitudes towards gin, by alcohol drinkers and gin drinkers, November 2008
                                                                                                                                                                                                                                                                                                                                                                            • Younger, less affluent drinkers reject taste
                                                                                                                                                                                                                                                                                                                                                                              • Opportunity to expand cocktail use
                                                                                                                                                                                                                                                                                                                                                                                • An ideal aperitif
                                                                                                                                                                                                                                                                                                                                                                                  • Premium potential?
                                                                                                                                                                                                                                                                                                                                                                                    • White rum and tequila
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 46: Attitudes towards rum/tequila by alcohol drinkers and rum/tequila drinkers, November 2008
                                                                                                                                                                                                                                                                                                                                                                                      • Broader base of appeal
                                                                                                                                                                                                                                                                                                                                                                                        • Middle-aged market opportunities
                                                                                                                                                                                                                                                                                                                                                                                        • Targeting Opportunities

                                                                                                                                                                                                                                                                                                                                                                                          • Vodka infringing on gin and rum territory
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 47: Cross-drinking of spirits, November 2008
                                                                                                                                                                                                                                                                                                                                                                                          • Most spirits drinkers favour one type
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 48: Cross-drinking of spirits, November 2008
                                                                                                                                                                                                                                                                                                                                                                                          • Identifying targets
                                                                                                                                                                                                                                                                                                                                                                                            • Gin
                                                                                                                                                                                                                                                                                                                                                                                              • Figure 49: Size of gin attitudinal groups, November 2008
                                                                                                                                                                                                                                                                                                                                                                                              • Figure 50: How gin attitudinal groups differentiate on key statements, November 2008
                                                                                                                                                                                                                                                                                                                                                                                              • Figure 51: How gin attitudinal groups differentiate, November 2008
                                                                                                                                                                                                                                                                                                                                                                                            • Older, upmarket males are a prime target
                                                                                                                                                                                                                                                                                                                                                                                              • Gin preferred to other spirits
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 52: Gin attitudinal groups, by what they drink, November 2008
                                                                                                                                                                                                                                                                                                                                                                                              • Tequila and white rum
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 53: Size of tequila and white rum attitudinal groups, November 2008
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 54: How tequila and white rum attitudinal groups differentiate on key statements, November 2008
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 55: Tequila and white rum attitudinal groups, by agreement with statements about these drinks, November 2008
                                                                                                                                                                                                                                                                                                                                                                                              • Older migrate from tequila to white rum
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 56: Tequila/white rum attitudinal groups, by what they drink, November 2008
                                                                                                                                                                                                                                                                                                                                                                                            • Appendix

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

                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 57: Drinking lifestyle statements, by gender and age, 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 58: Health lifestyle statements, by gender and age, 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 59: Lifestyle statements on expensive tastes, by gender and age, 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 60: Structure of the UK adult population (18+), by age, 2003-13
                                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Consumption and Frequency

                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 61: Gin consumption, by demographic sub-group, 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 62: In-home gin consumption, by demographic sub-group, 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 63: Out-of-home gin consumption, by demographic sub-group, 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 64: White rum consumption, by demographic sub-group, 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 65: In-home white rum consumption, by demographic sub-group, 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 66: Out-of-home white rum consumption, by demographic sub-group, 2008
                                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – The Consumer: Perceptions

                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 67: Agreement with statements about gin, by demographic sub-group, November 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 68: Agreement with statements about gin, by demographic sub-group (continued), 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 69: Agreement with statements about white rum and tequila, by demographic sub-group, November 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 70: Agreement with statements about white rum and tequila, by demographic sub-group (continued), November 2008
                                                                                                                                                                                                                                                                                                                                                                                                    • Appendix – Targeting Opportunities

                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 71: Gin attitudinal groups, by demographic sub-group, November 2008
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 72: Tequila/white rum attitudinal groups, by demographic sub-group, November 2008

                                                                                                                                                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                                                                                                                                                    • Advertising Standards Authority
                                                                                                                                                                                                                                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                                                                                                                                                                                                                                    • Bacardi-Martini Ltd
                                                                                                                                                                                                                                                                                                                                                                                                    • Baccarat
                                                                                                                                                                                                                                                                                                                                                                                                    • Beam Global Spirits & Wine
                                                                                                                                                                                                                                                                                                                                                                                                    • Beefeater
                                                                                                                                                                                                                                                                                                                                                                                                    • Blackwood Distillers
                                                                                                                                                                                                                                                                                                                                                                                                    • British Beer and Pub Association
                                                                                                                                                                                                                                                                                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                                                                                                                                                                                                    • British Medical Association (BMA)
                                                                                                                                                                                                                                                                                                                                                                                                    • CACI Limited
                                                                                                                                                                                                                                                                                                                                                                                                    • Campari Group
                                                                                                                                                                                                                                                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                                                                                                                                                                                                                                                    • Daily Express
                                                                                                                                                                                                                                                                                                                                                                                                    • Daily Mail
                                                                                                                                                                                                                                                                                                                                                                                                    • Daily Star (The)
                                                                                                                                                                                                                                                                                                                                                                                                    • Diageo Plc
                                                                                                                                                                                                                                                                                                                                                                                                    • Diageo UK
                                                                                                                                                                                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                                                                                                                                                                                    • Fior Brands
                                                                                                                                                                                                                                                                                                                                                                                                    • G&J Greenall
                                                                                                                                                                                                                                                                                                                                                                                                    • Garrard
                                                                                                                                                                                                                                                                                                                                                                                                    • Gin & Vodka Association
                                                                                                                                                                                                                                                                                                                                                                                                    • Glen Catrine Bonded Warehouse Ltd
                                                                                                                                                                                                                                                                                                                                                                                                    • Harvey Nichols UK
                                                                                                                                                                                                                                                                                                                                                                                                    • Hayman Distiller
                                                                                                                                                                                                                                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                                                                                                                                                                                                                                    • JD Wetherspoon
                                                                                                                                                                                                                                                                                                                                                                                                    • Lidl (UK)
                                                                                                                                                                                                                                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                                                                                                                                                                                                                                    • Maxxium UK
                                                                                                                                                                                                                                                                                                                                                                                                    • Morrison Bowmore Distillers Ltd
                                                                                                                                                                                                                                                                                                                                                                                                    • National Association of Cider Makers
                                                                                                                                                                                                                                                                                                                                                                                                    • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                                                                                                                                                                                                                    • Rémy Cointreau
                                                                                                                                                                                                                                                                                                                                                                                                    • Royal Opera House
                                                                                                                                                                                                                                                                                                                                                                                                    • Scotch Whisky Association (SWA)
                                                                                                                                                                                                                                                                                                                                                                                                    • Selfridges Retail Ltd
                                                                                                                                                                                                                                                                                                                                                                                                    • Somerfield
                                                                                                                                                                                                                                                                                                                                                                                                    • The Portman Group
                                                                                                                                                                                                                                                                                                                                                                                                    • The Sun
                                                                                                                                                                                                                                                                                                                                                                                                    • Waitrose
                                                                                                                                                                                                                                                                                                                                                                                                    • William Grant and Sons Distillers Ltd
                                                                                                                                                                                                                                                                                                                                                                                                    • Wm Morrison Supermarkets

                                                                                                                                                                                                                                                                                                                                                                                                    Gin, White Rum and Other White Spirits - UK - March 2009

                                                                                                                                                                                                                                                                                                                                                                                                    £1,995.00 (Excl.Tax)