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White Spirits and RTDs - Europe - August 2011

This market covers white spirits and RTDs. GNPD comprises flavoured alcoholic beverages, gin, tequila, vodka and white rum.

Specific GMN definitions are included below. Please note that for individual countries, the scope in terms of segmentation or distribution may differ depending on which source data are available.

  • Belgium: This market covers whisky, gin, brandy, vodka, rum, liquor and other spirits. Market size is based on sales through all retail channels (off-trade) including direct to consumer.
  • Czech Republic: This market covers all spirits (distilled beverages) and liqueurs (flavoured with fruit, herbs, etc.). It excludes ready to drink mixers and fortified wines. Market size is based on retail (off- trade) and non-retail (on-trade and food industry) sales.
  • Finland: This market covers vodka, unflavoured cognac, brandy, long drink breezer, liqueur, whisky, vodka flavoured , rum and taffia, cocktail, gin and genever, bitter, fruit spirit and other distilled alcoholic beverages. Market value is based on total sales at retail prices. Market volume is based on total consumption.
  • France: This market covers all spirits (distilled beverages) and liqueurs (flavoured with fruit, herbs etc.). It excludes ready to drink mixers and fortified wines. Market size is based on retail (off-trade) and non-retail (on-trade) sales.
  • Germany: This market covers liqueurs, grain and other clear spirits, brandy and cognac, rum, arak and taffia, vodka, whisky, fruit brandy, gin and genever and other spirits. Market value is based on total sales at retail prices. Market volume is based on total consumption.
  • Netherlands: This report covers jenever, whisky, vodka, liqueurs, gin, rum, brandy and cognac, bitters, advocaat and others. Market value is based on total on-trade and off-trade sales. Market volume is based on consumption.
  • Poland: This market covers vodka, whisky, brandy and other spirits. Market size is based on retail (off-trade) and non-retail (on-trade and food industry) sales. Value sales are at prices in retailers.
  • Russia: This market covers vodka, liquors, brandy and cognac, whisky and other alcoholic drinks. Market size is based on total sales; values at retailers.
  • Slovak Republic: This market covers all spirits (distilled beverages) and liqueurs (flavoured with fruit, herbs, etc.). It excludes ready to drink mixers and fortified wines. Market size is based on retail (off- trade) and non-retail (on-trade and food industry) sales.
  • Spain: This market covers whisky, brandy, rum, gin, vodka, anis, tequila, liqueurs and other spirits. Market value is based on retail prices and market volume is based on total consumption.
  • Sweden: This market covers whisky, vodka, brandy, cognac, rum, gin, liqueurs and tequila. Market volume is based on consumption and market value is based on sales at retail prices.
  • Turkey: This market covers all spirits (distilled beverages) and liqueurs (flavoured with fruit, herbs, etc.). It excludes ready to drink mixers and fortified wines. Market size is based on retail (off-trade) and non-retail (on-trade and food industry) sales.

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Table of contents

  1. Introduction

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

                • The market
                  • Value sales grow despite the recession
                    • Per-capita consumption in the total spirits market
                      • Figure 1: Spirits: Consumption per capita (population), litres, 2006-14
                    • Strength and weaknesses in brief
                      • Companies, brands and innovations
                        • A two-horse race
                          • RTDs steal the limelight in new product development
                            • All things premium
                              • Figure 2: New product activity in white spirits and RTDs, % share by top five claims in the Big 5 European countries, 2010
                            • The consumer
                              • A youthful core consumer base
                                • Figure 3: Frequency of drinking Gin, Vodka, and RTD spirits, in the last 12 months, by age group, France, Germany, Spain and GB, 2010
                            • European Market Size and Forecast

                              • Key points
                                • The total market - white and dark spirits
                                  • The Big 5
                                    • Volume
                                      • Figure 4: White and Dark Spirits, Volume, Big 5 European countries, 2004-15
                                    • Value
                                      • Figure 5: White and dark spirits, Value in local currency, Germany, Spain and the UK, 2004-15
                                    • Consumption per capita
                                      • Figure 6: White and dark spirits, Consumption per capita, Big 5 European countries, 2004-15
                                    • Other European countries
                                      • Volume
                                        • Figure 7: White and Dark Spirits, Volume, Belgium, Czech Republic, Finland, Netherlands, Slovak Republic, Sweden, Turkey, 2004-15
                                      • Value
                                        • Figure 8: Spirits, Value in local currency, Belgium, Finland, Netherlands, Sweden, 2004-14
                                      • Consumption per capita
                                        • Figure 9: White and dark spirits, consumption per capita (population), Belgium, Czech Republic, Finland, Netherlands, Slovak Republic, Sweden, Turkey, 2004-15
                                    • Market Segmentation

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

                                                      • Key points
                                                        • Global region
                                                          • Figure 38: New product activity in white spirits and RTDs, % share of global region, 2010
                                                        • European region
                                                          • Figure 39: New product activity in white spirits and RTDs, Europe, % share by country, 2010
                                                          • Figure 40: New product activity in white spirits and RTDs, number of launches, by country, Big 5, 2010
                                                        • New product launches by leading claims
                                                          • Figure 41: New product activity in white spirits and RTDs, % share by top five claims in the Big 5 European countries, 2010
                                                        • France
                                                          • Figure 42: New product activity in white spirits and RTDs, number of new product launches, France, 2007-10
                                                          • Figure 43: New product activity in white spirits and RTDs, % share by claim, France, top five, 2007-10
                                                        • Most innovative products
                                                          • Packaging innovation
                                                            • Exclusively for women
                                                              • Ready for Christmas
                                                                • Special editions
                                                                  • Germany
                                                                    • Figure 44: New product activity in white spirits and RTDs, number of new product launches, Germany, 2007-10
                                                                    • Figure 45: New product activity in white spirits and RTDs, % share by claim, Germany, top five, 2007-10
                                                                  • Most innovative products
                                                                    • A world of flavours
                                                                      • Novel packaging
                                                                        • Energy appeal
                                                                          • Italy
                                                                            • Figure 46: New product activity in white spirits and RTDs, Number of new product launches, Italy, 2007-10
                                                                            • Figure 47: New product activity in white spirits and RTDs, % share by claim, Italy, top five, 2007-10
                                                                          • Most innovative products
                                                                            • Cocktail classics
                                                                              • Quintessentially Italian aperitifs
                                                                                • Cans
                                                                                  • Spain
                                                                                    • Figure 48: New product activity in white spirits and RTDs, number of new product launches, Spain, 2007-10
                                                                                    • Figure 49: New product activity in white spirits and RTDs, % share by claim, Spain, top five, 2007-10
                                                                                  • Most innovative products
                                                                                    • Spain’s gin game
                                                                                      • Black vodka
                                                                                        • Taste of summer
                                                                                          • Mojito moment
                                                                                            • UK
                                                                                              • Figure 50: New product activity in white spirits and RTDs, Number of new product launches, UK, 2007-10
                                                                                              • Figure 51: New product activity in white spirits and RTDs, % share by claim, UK, top five, 2007-10
                                                                                            • Most innovative products
                                                                                              • DIY cocktails
                                                                                                • Adding flavour
                                                                                                  • Innovative packaging
                                                                                                  • The Consumer

                                                                                                    • Key points
                                                                                                      • Gin
                                                                                                        • France
                                                                                                          • Figure 52: Frequency of drinking gin in the last 12 months, France, 2010
                                                                                                          • Figure 53: Frequency of drinking gin in-home in the last 12 months, France, 2010
                                                                                                          • Figure 54: Frequency of drinking gin elsewhere in the last 12 months, France, 2010
                                                                                                        • Germany
                                                                                                          • Figure 55: Frequency of drinking gin in the last 12 months, Germany, 2010
                                                                                                          • Figure 56: Frequency of drinking gin in-home in the last 12 months, Germany, 2010
                                                                                                          • Figure 57: Frequency of drinking gin elsewhere in the last 12 months, Germany, 2010
                                                                                                        • Spain
                                                                                                          • Figure 58: Frequency of drinking gin in the last 12 months, Spain, 2010
                                                                                                          • Figure 59: Frequency of drinking gin in-home in the last 12 months, Spain, 2010
                                                                                                          • Figure 60: Frequency of drinking gin elsewhere in the last 12 months, Spain, 2010
                                                                                                        • GB
                                                                                                          • Figure 61: Frequency of drinking gin in the last 12 months, GB, 2010
                                                                                                          • Figure 62: Frequency of drinking gin in-home in the last 12 months, GB, 2010
                                                                                                          • Figure 63: Frequency of drinking gin elsewhere in the last 12 months, GB, 2010
                                                                                                        • Vodka
                                                                                                          • France
                                                                                                            • Figure 64: Frequency of drinking vodka in the last 12 months, France, 2010
                                                                                                            • Figure 65: Frequency of drinking vodka in-home in the last 12 months, France, 2010
                                                                                                            • Figure 66: Frequency of drinking vodka elsewhere in the last 12 months, France, 2010
                                                                                                          • Germany
                                                                                                            • Figure 67: Frequency of drinking vodka in the last 12 months, Germany, 2010
                                                                                                            • Figure 68: Frequency of drinking vodka in-home in the last 12 months, Germany, 2010
                                                                                                            • Figure 69: Frequency of drinking vodka elsewhere in the last 12 months, Germany, 2010
                                                                                                          • Spain
                                                                                                            • Figure 70: Frequency of drinking vodka in the last 12 months, Spain, 2010
                                                                                                            • Figure 71: Frequency of drinking vodka in-home in the last 12 months, Spain, 2010
                                                                                                            • Figure 72: Frequency of drinking vodka elsewhere in the last 12 months, Spain, 2010
                                                                                                          • GB
                                                                                                            • Figure 73: Frequency of drinking vodka in the last 12 months, GB, 2010
                                                                                                            • Figure 74: Frequency of drinking vodka in-home in the last 12 months, GB, 2010
                                                                                                            • Figure 75: Frequency of drinking vodka elsewhere in the last 12 months, GB, 2010
                                                                                                          • Rum
                                                                                                            • France
                                                                                                              • Figure 76: Types of rum (white/dark/golden) drunk most often in the last 12 months, France, 2010
                                                                                                              • Figure 77: Frequency of drinking rum (white/dark/golden) in the last 12 months, France, 2010
                                                                                                              • Figure 78: Frequency of drinking rum (white/dark/golden) at home, friends or family in the last 12 months, France, 2010
                                                                                                              • Figure 79: Frequency of drinking rum (white/dark/golden) at cafés/restaurants in the last 12 months, France, 2010
                                                                                                            • Germany
                                                                                                              • Figure 80: Types of rum (white/dark/golden) drunk most often in the last 12 months, Germany, 2010
                                                                                                              • Figure 81: Frequency of drinking rum (white/dark/golden) in the last 12 months, Germany, 2010
                                                                                                              • Figure 82: Frequency of drinking rum (white/dark/golden) in-home in the last 12 months, Germany, 2010
                                                                                                              • Figure 83: Frequency of drinking rum (white/dark/golden) elsewhere in the last 12 months, Germany, 2010
                                                                                                            • Spain
                                                                                                              • Figure 84: Frequency of drinking white rum in the last 12 months, Spain, 2010
                                                                                                              • Figure 85: Frequency of drinking white rum in-home in the last 12 months, Spain, 2010
                                                                                                              • Figure 86: Frequency of drinking white rum elsewhere in the last 12 months, Spain, 2010
                                                                                                            • GB
                                                                                                              • Figure 87: Frequency of drinking white rum in the last 12 months, GB, 2010
                                                                                                              • Figure 88: Frequency of drinking white rum in-home in the last 12 months, GB, 2010
                                                                                                              • Figure 89: Frequency of drinking white rum elsewhere in the last 12 months, GB, 2010
                                                                                                            • RTDs
                                                                                                              • France
                                                                                                                • Figure 90: Penetration of pre-mixed spirits and alcoholic carbonates in the last 12 months, France, 2010
                                                                                                              • Germany
                                                                                                                • Figure 91: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, Germany, 2010
                                                                                                                • Figure 92: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, Germany, 2010
                                                                                                                • Figure 93: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, Germany, 2010
                                                                                                              • Spain
                                                                                                                • Figure 94: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, Spain, 2010
                                                                                                                • Figure 95: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, Spain, 2010
                                                                                                                • Figure 96: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, Spain, 2010
                                                                                                              • GB
                                                                                                                • Figure 97: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, GB, 2010
                                                                                                                • Figure 98: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, GB, 2010
                                                                                                                • Figure 99: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, GB, 2010
                                                                                                            • Appendix – Demographic Data

                                                                                                                • Figure 100: Frequency of drinking gin in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 101: Frequency of drinking gin in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 102: Frequency of drinking gin in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 103: Frequency of drinking gin in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 104: Frequency of drinking gin in-home in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 105: Frequency of drinking gin in-home in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 106: Frequency of drinking gin in-home in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 107: Frequency of drinking gin in-home in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 108: Frequency of drinking gin elsewhere in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 109: Frequency of drinking gin elsewhere in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 110: Frequency of drinking gin elsewhere in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 111: Frequency of drinking gin elsewhere in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 112: Frequency of drinking vodka in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 113: Frequency of drinking vodka in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 114: Frequency of drinking vodka in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 115: Frequency of drinking vodka in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 116: Frequency of drinking vodka in-home in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 117: Frequency of drinking vodka in-home in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 118: Frequency of drinking vodka in-home in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 119: Frequency of drinking vodka in-home in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 120: Frequency of drinking vodka elsewhere in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 121: Frequency of drinking vodka elsewhere in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 122: Frequency of drinking vodka elsewhere in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 123: Frequency of drinking vodka elsewhere in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 124: Frequency of drinking white rum in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 125: Frequency of drinking white rum in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 126: Frequency of drinking white rum in-home in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 127: Frequency of drinking white rum in-home in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 128: Frequency of drinking white rum elsewhere in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 129: Frequency of drinking white rum elsewhere in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 130: Frequency of drinking rum (white/dark/golden) in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 131: Frequency of drinking rum (white/dark/golden) in-home in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 132: Frequency of drinking rum (white/dark/golden) elsewhere in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 133: Frequency of drinking rum (white/dark/golden) in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 134: Frequency of drinking rum (white/dark/golden) at home, friends or family in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 135: Frequency of drinking rum (white/dark/golden) at cafés/restaurants in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 136: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 137: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 138: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 139: Frequency of drinking pre-mixed spirits and alcoholic carbonates in the last 12 months, by demographics, Germany, 2010
                                                                                                                • Figure 140: Penetration of pre-mixed spirits and alcoholic carbonates in the last 12 months, by demographics, France, 2010
                                                                                                                • Figure 141: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 142: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home, by demographics, Germany, 2010
                                                                                                                • Figure 143: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, by demographics, GB, 2010
                                                                                                                • Figure 144: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere, by demographics, Germany, 2010
                                                                                                                • Figure 145: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 146: Frequency of drinking pre-mixed spirits and alcoholic carbonates in-home in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 147: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, by demographics, Spain, 2010
                                                                                                                • Figure 148: Frequency of drinking pre-mixed spirits and alcoholic carbonates elsewhere in the last 12 months, by demographics, Spain, 2010

                                                                                                            Companies Covered

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                                                                                                            White Spirits and RTDs - Europe - August 2011

                                                                                                            £1,407.00 (Excl.Tax)