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Premium Alcohol Brands - UK - January 2011

This report focuses on what makes consumers perceive an alcohol brand as premium. Despite the current economic downturn this remains perhaps the key driver of future growth in a mature UK alcohol market, and Mintel explores how drinkers define premiumisation and how this differs by brands and drinks categories.

  • Premium lager brands need to more effectively communicate their taste benefits as over 8 in ten consumers consider “that a brand tastes better” to be the key determinant in whether an alcohol brand is premium or not. Currently lager advertising fluctuates between being overly masculine or at the other end of the scale, overly abstract, whereas cider brands such as Magners have been much better at communicating their taste credentials.
  • Better branding of good quality European wine can help consumers to navigate through a highly fragmented and confusing market. For example, 45% of wine drinkers think a premium wine brand should be “a guarantee of quality” but there are few wine brands that are familiar to consumers beyond Wolf Blass and Hardys.
  • Jack Daniel’s is surprisingly considered the most premium alcohol brand, in spite of others being seen as better quality. This is a reward for creating a trendy brand for aspirational, young C2DE drinkers, largely due to its bottle design. While, it has added depth to this image by consistently communicating its rich Tennessee heritage over the past few decades.
  • There is a significant opportunity to market more niche Scotch malt brands as premium products. For example, despite being only the 20th biggest advertising spenders in the spirits category in the past three years, Glenfiddich is considered by consumers to be the joint second most premium spirits brand.
  • Rich heritage is a crucial means of communicating brand quality. It is the main reason why Guinness is considered more premium than all other lager and cider brands, and with its implied traditional artisanship means that whisky/whiskey brands are particularly romanticised.

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Table of contents

  1. Definition and Scope of the Report

      • A PDF on methodology
        • Beer/cider brands included
          • Spirits brands included
            • Wine brands included
              • Abbreviations
              • Future Opportunities

                • Trend: Brand USA
                  • Trend: Minimise Me
                  • Market in Brief

                    • Why premiumisation is so important for the future of the alcohol industry
                      • What premiumisation of alcohol means
                        • Premium brands – winners and losers
                        • How Important is Premiumisation to the Alcohol Market?

                          • Key points
                              • Figure 1: Trends in agreement with statements on premiumisation, 2006-10
                            • Why premiumisation is likely to be key for the future
                            • What Does Premiumisation in Alcohol Mean?

                              • Key points
                                • Different things to different people
                                  • But it primarily means a drink that tastes better
                                      • Figure 2: Rank of most important attributes in defining whether any alcohol brand is premium, December 2010
                                    • Different things in different markets
                                      • Figure 3: The most important premium brand cues for drinkers, by drinks category, December 2010
                                  • Which Brands are Considered the Most Premium?

                                    • Key points
                                      • Spirits is the most successful category for creating premium brands…
                                        • Figure 4: The top 10 alcohol brands perceived as most premium, December 2010
                                      • The major beer/cider brands massively outspend their competitors
                                        • Figure 5: Spend for top 20 brands in each drink category between 1st January 2008 and 31st December 2010
                                      • Guinness outperforms other premium beer/cider brands
                                        • Figure 6: The top ten beer/cider brands perceived as most premium, December 2010
                                      • Lager brands fail to convey a rich heritage
                                        • Cider successfully focuses on taste, while lager brands go abstract
                                          • You mostly get what you pay for when creating premium spirits
                                            • But niche Scotch brands have a huge untapped opportunity
                                              • How Smirnoff claimed the vodka market
                                                • The wine market can use branding to wrest control from the multiples
                                                • Attitudes Towards Premiumisation in Drinks

                                                  • Key points
                                                    • A self-styled nation of discerning drinkers
                                                        • Figure 7: Statements about attitudes towards drinking, December 2010
                                                      • Younger consumers more likely to be influenced by premium branding
                                                      • Targeting Premium Drinkers Attitudinally

                                                        • Key points
                                                          • Two key premium targets
                                                            • Figure 8: Target groups for drinking types, December 2010
                                                          • Discerning and Demanding (26%)
                                                            • What are their attitudes towards drinking?
                                                              • Who are they?
                                                                • Quality as a Badge (26%)
                                                                  • What are their attitudes towards drinking?
                                                                    • Who are they?
                                                                      • The Savvy Mainstream (27%)
                                                                        • What are their attitudes towards drinking?
                                                                          • Who are they?
                                                                            • Price, Not Taste (21%)
                                                                              • What are their attitudes towards drinking?
                                                                                • Who are they?
                                                                                • Appendix – How Important is Premiumisation to the Alcohol Market?

                                                                                    • Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                    • Figure 10: Trends for consumer expenditure, at current and constant (2010) prices, 2008-15
                                                                                    • Figure 11: Monthly % change in GfK NOP Consumer Confidence Index, January 2009-October 2010
                                                                                    • Figure 12: Trends for agreement with lifestyle statements on premiumisation, 2001-2010
                                                                                • Appendix – What Does Premiumisation in Alcohol Mean?

                                                                                    • Figure 13: Reasons why wine brands are considered to be premium/good quality, December 2010
                                                                                    • Figure 14: Most popular reasons why wine brands are considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 15: Next most popular reasons why wine brands are considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 16: Other reasons why wine brands are considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 17: Reasons why beer/cider brands are considered to be premium/good quality, December 2010
                                                                                    • Figure 18: Most popular reasons why beer/cider brands are considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 19: Next most popular reasons why beer/cider brands are considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 20: Other reasons why beer/cider brands are considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 21: Reasons why spirits brands are considered to be premium/good quality, December 2010
                                                                                    • Figure 22: Most popular reasons why spirits brands are considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 23: Next most popular reasons why spirits brands are considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 24: Other reasons why spirits brands are considered to be premium/good quality, by demographics, December 2010
                                                                                • Appendix – Analysis of Which Beer/Cider Brands Are Considered Premium

                                                                                    • Figure 25: Average premiumisation score for beer/cider brands, December 2010
                                                                                    • Figure 26: Average premiumisation score for beer/cider brands, by demographics, December 2010
                                                                                    • Figure 27: Average premiumisation score for beer/cider brands, by demographics, December 2010
                                                                                    • Figure 28: Average premiumisation score for beer/cider brands, by demographics, December 2010
                                                                                    • Figure 29: Reasons why Stella Artois is considered to be premium/good quality, December 2010
                                                                                    • Figure 30: Most popular reasons why Stella Artois is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 31: Next most popular reasons why Stella Artois is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 32: Other reasons why Stella Artois is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 33: Reasons why Stella Artois 4% is considered to be premium/good quality, December 2010
                                                                                    • Figure 34: Reasons why Kronenbourg 1664 is considered to be premium/good quality, December 2010
                                                                                    • Figure 35: Reasons why Peroni is considered to be premium/good quality, December 2010
                                                                                    • Figure 36: Reasons why Beck’s Vier is considered to be premium/good quality, December 2010
                                                                                    • Figure 37: Reasons why Budweiser is considered to be premium/good quality, December 2010
                                                                                    • Figure 38: Reasons why Grolsch is considered to be premium/good quality, December 2010
                                                                                    • Figure 39: Reasons why Heineken is considered to be premium/good quality, December 2010
                                                                                    • Figure 40: Reasons why Carlsberg Export is considered to be premium/good quality, December 2010
                                                                                    • Figure 41: Reasons why Beck’s is considered to be premium/good quality, December 2010
                                                                                    • Figure 42: Reasons why San Miguel is considered to be premium/good quality, December 2010
                                                                                    • Figure 43: Reasons why Strongbow is considered to be premium/good quality, December 2010
                                                                                    • Figure 44: Reasons why Magners is considered to be premium/good quality, December 2010
                                                                                    • Figure 45: Reasons why Bulmers is considered to be premium/good quality, December 2010
                                                                                    • Figure 46: Reasons why Guinness is considered to be premium/good quality, December 2010
                                                                                    • Figure 47: Most popular reasons why Guinness is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 48: Next most popular reasons why Guinness is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 49: Other reasons why Guinness is considered to be premium/good quality, by demographics, December 2010
                                                                                • Appendix – Analysis of Which Spirits Brands Are Considered Premium

                                                                                    • Figure 50: Average premiumisation score for spirits brands, December 2010
                                                                                    • Figure 51: Average premiumisation score for spirits brands, by demographics, December 2010
                                                                                    • Figure 52: Average premiumisation score for spirits brands, by demographics, December 2010
                                                                                    • Figure 53: Average premiumisation score for spirits brands, by demographics, December 2010
                                                                                    • Figure 54: Reasons why Smirnoff Red Label is considered to be premium/good quality, December 2010
                                                                                    • Figure 55: Most popular reasons why Smirnoff Red Label is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 56: Next most popular reasons why Smirnoff Red Label is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 57: Other reasons why Smirnoff Red Label is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 58: Reasons why Russian Standard is considered to be premium/good quality, December 2010
                                                                                    • Figure 59: Reasons why Absolut is considered to be premium/good quality, December 2010
                                                                                    • Figure 60: Most popular reasons why Absolut is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 61: Next most popular reasons why Absolut is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 62: Other reasons why Absolut is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 63: Reasons why Tanqueray is considered to be premium/good quality, December 2010
                                                                                    • Figure 64: Reasons why Gordon’s is considered to be premium/good quality, December 2010
                                                                                    • Figure 65: Reasons why Jack Daniel’s is considered to be premium/good quality, December 2010
                                                                                    • Figure 66: Most popular reasons why Jack Daniel’s is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 67: Next most popular reasons why Jack Daniel’s is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 68: Other reasons why Jack Daniel’s is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 69: Reasons why Jameson is considered to be premium/good quality, December 2010
                                                                                    • Figure 70: Reasons why Glenfiddich is considered to be premium/good quality, December 2010
                                                                                    • Figure 71: Most popular reasons why Glenfiddich is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 72: Next most popular reasons why Glenfiddich is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 73: Other reasons why Glenfiddich is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 74: Reasons why Jose Cuervo is considered to be premium/good quality, December 2010
                                                                                    • Figure 75: Reasons why Bacardi Superior White Rum is considered to be premium/good quality, December 2010
                                                                                    • Figure 76: Reasons why Baileys Original is considered to be premium/good quality, December 2010
                                                                                    • Figure 77: Most popular reasons why Baileys Original is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 78: Next most popular reasons why Baileys Original is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 79: Other reasons why Baileys Original is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 80: Reasons why Morgan’s Spiced is considered to be premium/good quality, December 2010
                                                                                    • Figure 81: Reasons why Southern Comfort is considered to be premium/good quality, December 2010
                                                                                    • Figure 82: Reasons why Malibu is considered to be premium/good quality, December 2010
                                                                                • Appendix – Analysis of Which Wine Brands Are Considered Premium

                                                                                    • Figure 83: Average premiumisation score for wine brands, December 2010
                                                                                    • Figure 84: Average premiumisation score for wine brands, by demographics, December 2010
                                                                                    • Figure 85: Average premiumisation score for wine brands, by demographics, December 2010
                                                                                    • Figure 86: Reasons why Blossom Hill label is considered to be premium/good quality, December 2010
                                                                                    • Figure 87: Most popular reasons why Blossom Hill label is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 88: Next most popular reasons why Blossom Hill label is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 89: Other reasons why Blossom Hill label is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 90: Reasons why Hardys label is considered to be premium/good quality, December 2010
                                                                                    • Figure 91: Reasons why Gallo label is considered to be premium/good quality, December 2010
                                                                                    • Figure 92: Reasons why Jacob’s Creek label is considered to be premium/good quality, December 2010
                                                                                    • Figure 93: Most popular reasons why Jacob’s Creek label is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 94: Next most popular reasons why Jacob’s Creek label is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 95: Next most popular reasons why Jacob’s Creek label is considered to be premium/good quality, by demographics, December 2010
                                                                                    • Figure 96: Reasons why Lindeman’s label is considered to be premium/good quality, December 2010
                                                                                    • Figure 97: Reasons why Echo Falls label is considered to be premium/good quality, December 2010
                                                                                    • Figure 98: Reasons why Wolf Blass label is considered to be premium/good quality, December 2010
                                                                                    • Figure 99: Reasons why Stowells label is considered to be premium/good quality, December 2010
                                                                                    • Figure 100: Reasons why Kumala label is considered to be premium/good quality, December 2010
                                                                                • Appendix – Attitudes Towards Premiumisation in Drinks

                                                                                    • Figure 101: Agreement with the statement “I opt for quality over quantity”, by gender and age, December 2010
                                                                                    • Figure 102: Agreement with the statement “I can taste the difference when drinking premium brands”, by gender and age, December 2010
                                                                                • Appendix – Targeting Premium Drinkers

                                                                                    • Figure 103: Attitudes towards drinking alcohol, by target groups, December 2010
                                                                                    • Figure 104: Target groups, by demographics, December 2010
                                                                                    • Figure 105: Types of alcohol drunk, by target groups, December 2010

                                                                                Companies Covered

                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                • Anheuser Busch-InBev
                                                                                • Asda Group Ltd
                                                                                • Bacardi & Company Limited
                                                                                • British Broadcasting Corporation (BBC)
                                                                                • British Market Research Bureau (BMRB)
                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                • Carlsberg UK Ltd
                                                                                • Co-operative Group
                                                                                • Diageo Plc
                                                                                • Diageo UK
                                                                                • E.&J. Gallo Winery
                                                                                • Freeview
                                                                                • Gfk NOP
                                                                                • Glenmorangie plc
                                                                                • Guinness
                                                                                • H P Bulmer Holdings PLC
                                                                                • Heineken N.V.
                                                                                • J. Sainsbury
                                                                                • Kantar Media
                                                                                • Lidl (UK)
                                                                                • Marks & Spencer
                                                                                • Molson Coors Brewing Company
                                                                                • Netto Foodstores Ltd
                                                                                • Office for National Statistics
                                                                                • Orange plc (UK)
                                                                                • Tesco Plc
                                                                                • Virgin Media Ltd
                                                                                • Virgin Mobile
                                                                                • Vodafone Group Plc (UK)
                                                                                • Waitrose Ltd
                                                                                • Wm Morrison Supermarkets

                                                                                Premium Alcohol Brands - UK - January 2011

                                                                                £1,750.00 (Excl.Tax)