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Whiskey and Dark Rum - Ireland - February 2016

“Improving consumer confidence and the influx of tourism to NI and RoI has helped to boost the overall alcohol industry in Ireland during 2015 – including the whiskey and rum markets. Moving forward into 2016, if economic improvement continues it will see the value sales of whiskey and rum continue – as more drinkers embrace these types of spirits.”

– Brian O’Connor, Senior Consumer Analyst

This report looks at the following issues:

  • Preference for Irish whiskeys
  • Whiskey and rum occasions
  • Home-brewed whiskeys preferred by Irish consumers

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this report
      • Executive Summary

          • The market
            • Figure 1: Estimated total sales of whiskey and rum, by on-trade and off-trade, IoI, 2011-15
          • Forecast
            • Figure 2: Indexed estimated total sales of whiskey and rum, IoI, 2011-21
          • Market factors
            • Tourism levels increase – Boosting pub visits
              • Consumers more willing to spend
                • Minimum pricing legislation affected by EC ruling
                  • The consumer
                    • Preference for Irish whiskeys
                      • Figure 3: Types of whiskey and rum drunk by consumers in the last three months, NI and RoI, November 2015
                    • Whiskey and rum occasions
                      • Figure 4: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, NI and RoI, November 2015
                    • Home-brewed whiskeys preferred by Irish consumers
                      • Figure 5: Agreement with statements relating to whiskeys and/or dark spirits, NI and RoI, November 2015
                  • The Market – What You Need to Know

                    • Whiskey and rum sales value grow
                      • Growing tourism helps to boost alcohol on-trade
                        • Stronger confidence helping consumers to splash out more
                          • Minimum pricing legislation thrown into doubt
                          • Market Size and Forecast

                              • 2015 see increase in rum and whiskey sales
                                • Figure 6: Estimated total sales of whiskey and rum, NI and RoI, 2011-21
                              • Spirits’ on-trade sales increase in line with overall pub fortunes
                                • Figure 7: Estimated on-trade sales of whiskey and rum, NI and RoI, 2011-21
                                • Figure 8: Indexed retail bar sales, RoI, 2011-15
                              • Off-trade whiskey and rum sales to improve in light of EU ruling
                                • Figure 9: Estimated off-trade sales of whiskey and rum, NI and RoI, 2011-21
                              • Increase in whiskey sales helped by increasing female user base
                                • Figure 10: Estimated total sales value of whiskey/whisky, NI and RoI, 2011-21
                              • On-trade whiskey sales benefit from improved tourism
                                • Figure 11: Estimated total on-trade sales value of whiskey/whisky, NI and RoI, 2011-21
                              • Off-trade whiskey sales
                                • Figure 12: Estimated total off-trade sales value of whiskey/whisky, NI and RoI, 2011-21
                              • Rum set for strong growth
                                • Figure 13: Estimated total sales value of rum, NI and RoI, 2011-21
                              • On-trade rum sales in RoI outperform NI
                                • Figure 14: Estimated total on-trade sales value of rum, NI and RoI, 2011-21
                              • Off-trade rum sales show stronger growth
                                • Figure 15: Estimated total off-trade sales value of rum, NI and RoI, 2011-21
                            • Market Drivers

                              • Improving tourism levels could help boost whiskey usage in Irish pubs
                                • Figure 16: Estimated total visitor numbers, 000s, IoI, NI and RoI, 2011-21
                              • Whiskey association seeking to boost whiskey tourism
                                • Consumer confidence boost helping to inflate spirit usage
                                  • Figure 17: Consumer confidence index, NI, December 2012-15
                                  • Figure 18: Consumer confidence index, RoI, September 2014-15
                                  • Figure 19: Indexed retail sales for pubs, bars, RoI, 2011-15
                                • RoI spirit prices increase between 2012 and 2016
                                  • Figure 20: Consumer Price Index for spirits (on-trade and off-trade), RoI, 2012 to 2016*
                                • NI spirit prices see steep fall in Q4 2015
                                  • Figure 21: Consumer Price Index for spirits, UK, 2012 to 2015
                                • EU ruling on Scottish minimum pricing throws doubt on similar legislation for Ireland
                                • Key Players – What You Need to Know

                                  • The whisky market experiences a surge in NPD driven by new packaging
                                    • Growth in launch of whiskey with premium and limited edition claims
                                      • Dark rum experiences a surge in NPD
                                        • Dark rum reinvents itself through premiumisation
                                          • Bacardi enters Scotch whisky
                                            • Brown-Forman enters Irish Whisky
                                              • Irish Distillers open micro-distillery in Cork
                                              • Who’s Innovating?

                                                  • New product launches in the whisky market soar
                                                    • Figure 22: Share of new product launches in whiskey market, UK and Ireland, Feb 2011-15
                                                  • New packaging dominates launch type in the whiskey market
                                                    • Figure 23: Share of NPD by launch type within the whisky market, UK and Ireland, Feb 2011-15
                                                  • Environmentally friendly packaging dominates whiskey claims
                                                    • Figure 24: New product launches in the whiskey market, by claims, UK and Ireland Feb 2011-15
                                                  • Dark rum experiences a surge in NPD in 2015
                                                    • Figure 25: Share of new product launches in dark rum market, UK and Ireland, Feb 2011-15
                                                  • New launches in the flavoured and spiced rum segment are contributing to gains.
                                                    • Dark rum market reinvents itself through premiumisation
                                                      • Captain Morgan appeals to Millennials
                                                      • Companies and Brands

                                                          • Bacardi Limited
                                                            • Key facts
                                                              • Product portfolio
                                                                • Brand NPD
                                                                  • Recent developments
                                                                    • Barry & Fitzwilliam
                                                                      • Key facts
                                                                        • Product portfolio
                                                                          • Recent developments
                                                                            • Brown-Forman
                                                                              • Key facts
                                                                                • Product portfolio
                                                                                  • Brand NPD
                                                                                    • Recent developments
                                                                                      • Diageo
                                                                                        • Key Facts
                                                                                          • Product portfolio
                                                                                            • Brand NPD
                                                                                              • Recent developments
                                                                                                • Findlater Wine & Spirit Group
                                                                                                  • Key facts
                                                                                                    • Product portfolio
                                                                                                      • Recent developments
                                                                                                        • Irish Distillers Pernod Ricard
                                                                                                          • Key facts
                                                                                                            • Product portfolio
                                                                                                              • Recent developments
                                                                                                                • MCM Spirits & Liqueurs
                                                                                                                  • Key facts
                                                                                                                    • Product portfolio
                                                                                                                      • William Grant & Sons Limited
                                                                                                                        • Key facts
                                                                                                                          • Product portfolio
                                                                                                                            • Brand NPD
                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                              • Over 60% have drunk Irish whiskey, younger consumers opting for bourbon
                                                                                                                                • Whiskey and rum most likely to be drunk in a pub/bar
                                                                                                                                  • Preference for Irish-made whiskies
                                                                                                                                  • Types of Whiskey and Rum Used

                                                                                                                                      • Six in 10 have drunk Irish whiskey
                                                                                                                                        • Figure 32: Types of whiskey and rum drunk by consumers in the last three months, NI and RoI, November 2015
                                                                                                                                      • Irish whiskey most likely to be drunk neat
                                                                                                                                        • Figure 26: How consumers drink Irish whiskey (eg Jameson, Bushmills), by methods of consumption, NI and RoI, November 2015
                                                                                                                                        • Figure 27: Consumers that have drunk Irish whiskey (eg Jameson, Bushmills), by gender and age, NI and RoI, November 2015
                                                                                                                                      • Bourbon sees strong usage with colas
                                                                                                                                        • Figure 28: How consumers drink bourbon (eg Jack Daniels), by methods of consumption, NI and RoI, November 2015
                                                                                                                                      • 18-24-year-olds show strong bourbon usage
                                                                                                                                        • Figure 29: Consumers that have drunk bourbon (eg Jack Daniels), by age, NI and RoI, November 2015
                                                                                                                                      • Golden/spiced rum usage outpaces dark rum usage
                                                                                                                                        • Figure 30: How consumers drink golden/spiced rum (Captain Morgans), by methods of consumption, NI and RoI, November 2015
                                                                                                                                      • NI women show strong rum usage
                                                                                                                                        • Figure 31: Consumers that have drunk golden/spiced rum and dark rum, by gender, NI and RoI, November 2015
                                                                                                                                    • Occasions for Whiskey and Rum Usage

                                                                                                                                        • Half of consumers have drunk dark spirits in pubs/bars
                                                                                                                                          • Figure 32: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, NI and RoI, November 2015
                                                                                                                                        • Affluent consumers most likely to drink dark spirits at the pub
                                                                                                                                          • Figure 33: Consumers that have drunk whiskeys or dark spirits in a pub/bar the last three months, by social class, NI and RoI, November 2015
                                                                                                                                        • NI consumers more likely to drink dark spirits while relaxing at home
                                                                                                                                          • Figure 34: Consumers that have drunk whiskeys or dark spirits while relaxing at home in the last three months, by gender, NI and RoI, November 2015
                                                                                                                                        • Strong spirit usage at parties
                                                                                                                                          • Figure 35: Consumers that have drunk whiskeys or dark spirits while at a party (their home/friends home) in the last three months, by age group, NI and RoI, November 2015
                                                                                                                                        • Single consumers more likely to ‘pre-game’ with spirits
                                                                                                                                          • Figure 36: Consumers that have drunk whiskeys or dark spirits at home before a night out in the last three months, by age group, NI and RoI, November 2015
                                                                                                                                      • Attitudes to Whiskey and Rum

                                                                                                                                          • Irish consumers prefer Irish whiskeys
                                                                                                                                            • Figure 37: Agreement with statements relating to whiskeys and/or dark spirits, NI and RoI, November 2015
                                                                                                                                          • RoI consumers show stronger desire for Irish whiskeys
                                                                                                                                            • Figure 38: Agreement with the statement ‘I prefer to drink whiskeys made in my own country’, by gender and age, NI and RoI, November 2015
                                                                                                                                          • Younger consumers show greater levels of interest in foreign whiskeys
                                                                                                                                            • Figure 39: Agreement with the statement ‘I am interested in trying whiskies from different countries (eg Japanese whisky)’, by age and social class, NI and RoI, November 2015
                                                                                                                                          • Expense a barrier to experimentation
                                                                                                                                            • Fewer consumers would pay for craft spirits compared to craft beer
                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                              • Market size rationale
                                                                                                                                                • Data sources
                                                                                                                                                  • Consumer data sources
                                                                                                                                                    • Abbreviations
                                                                                                                                                    • Appendix – The Consumer

                                                                                                                                                      • NI Toluna tables
                                                                                                                                                        • Figure 40: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by demographics, NI, November 2015
                                                                                                                                                        • Figure 41: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 42: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three months, by demographics, NI, November 2015
                                                                                                                                                        • Figure 43: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three months, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 44: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by demographics, NI, November 2015
                                                                                                                                                        • Figure 45: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by demographics, NI, November 2015
                                                                                                                                                        • Figure 46: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last three months, by demographics, NI, November 2015
                                                                                                                                                        • Figure 47: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last three months, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 48: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three months, by demographics, NI, November 2015
                                                                                                                                                        • Figure 49: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three months, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 50: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three months, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 51: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three months, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 52: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three months, by demographics, NI, November 2015
                                                                                                                                                        • Figure 53: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three months, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 54: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by demographics, NI, November 2015
                                                                                                                                                        • Figure 55: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 56: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, NI, November 2015
                                                                                                                                                        • Figure 57: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 58: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 59: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 60: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, NI, November 2015 (continued)
                                                                                                                                                        • Figure 61: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, NI, November 2015 (continued)
                                                                                                                                                      • RoI Toluna tables
                                                                                                                                                        • Figure 62: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by demographics, RoI, November 2015
                                                                                                                                                        • Figure 63: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 64: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three months, by demographics, RoI, November 2015
                                                                                                                                                        • Figure 65: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 66: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by demographics, RoI, November 2015
                                                                                                                                                        • Figure 67: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by demographics, RoI, November 2015
                                                                                                                                                        • Figure 68: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last three months, by demographics, RoI, November 2015
                                                                                                                                                        • Figure 69: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last three months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 70: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three months, by demographics, RoI, November 2015
                                                                                                                                                        • Figure 71: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 72: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 73: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 74: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three months, by demographics, RoI, November 2015
                                                                                                                                                        • Figure 75: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 76: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by demographics, RoI, November 2015
                                                                                                                                                        • Figure 77: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 78: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, RoI, November 2015
                                                                                                                                                        • Figure 79: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 80: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 81: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 82: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, RoI, November 2015 (continued)
                                                                                                                                                        • Figure 83: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, RoI, November 2015 (continued)

                                                                                                                                                    Companies Covered

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

                                                                                                                                                    Whiskey and Dark Rum - Ireland - February 2016

                                                                                                                                                    £1,095.00 (Excl.Tax)