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White Spirits and RTDs - UK - November 2013

“Brands at the premium tier in particular should tread carefully when experimenting with flavour as it risks masking the ‘pure’ flavour of the drink, something which is so important for premium spirits.”

– Chris Wisson, Senior Drinks Analyst

Some questions answered in this report include:

  • How can spirit brands build standout in the market?
  • What are the risks associated with flavour innovation?
  • Can tequila finally break through in the UK?
  • How can the RTDs market arrest its decline?

White spirits and RTDs are a popular part of the UK drinks landscape. The market is often seen as more fast-moving and innovative than dark spirits, with brands such as Smirnoff and Absolut driving this image. Value sales rose by 2.5% to £4.3 billion in 2013 and are forecast to reach £4.7 billion by 2018. However, much of this growth is fuelled by inflation and trading up to the premium tier as volume sales are broadly flat.

Vodka remains the market’s driving force. The spirit’s ‘neutral’ flavour means that it has been able to tap into the current popularity of flavour innovation to drive growth. As in many drinks markets, mixability is a key trend and younger drinkers in particular are now often drinking spirits such as rum and vodka with mixers, or looking for flavoured variants of their favourites. As well as the market housing a number of well-known brands, own-label vodka is also popular and enables consumers to engage with the market at lower price points.

Included in this report:

  • Vodka is a clear, colourless, almost odourless spirit made from the distillation of potatoes, and sometimes from corn, rye, wheat, sugar beet molasses or other agricultural matter. The European Union requires that vodka must have a minimum ABV of 37.5%. Flavoured vodka products such as Smirnoff Blueberry and Absolut Raspberri Vodka which are simple flavoured versions of the base spirits are included in this report. However, more complex blends, using several ingredients, including herbs are excluded, and called Liqueurs and are covered in Mintel’s Dark Spirits and Liqueurs – UK, August 2013 report.
  • Gin predominantly derives its flavour from juniper berries and falls into two distinct categories: Distilled gin is made from re-distilling the neutral spirit of agricultural origin with juniper berries and other botanicals, while compound gin is made by flavouring the neutral spirit with flavourings without re-distilling it and is hence typically considered inferior in quality.
  • White rum is produced from sugarcane juice and molasses. Unlike dark rum, it is aged in plain oak casks or stainless steel tanks so the colour remains clear.Bacardi and Malibu are the two most well-known brands in the segment.
  • Tequila is a distilled beverage made from the blue agave plant, primarily in the area surrounding the city of the same name in Mexico. Tequila is most often made at 38-40% ABV but can also be produced at 31-55%. Mezcal is made from the maguey plant, a type of agave plant, although remains decidedly niche in the UK. Jose Cuervo is the leading off-trade brand by some distance in the UK market.
  • RTDs (Ready-to-Drink) is a trade term used to describe any drink featuring an alcohol and a mixer pre-mixed before being sold, typically either in bottles or cans. They include fruit-, herb-, soda- or water-based, still or carbonated drinks combined with at least one base spirit, and usually have an ABV of 4-6%.
  • The older style of RTDs are typically sold in bottles – examples include Bacardi Breezer and WKD. The newer style of RTDs are typically sold in cans, with an increasing number of large brands entering the market – examples include Gordon’s and Tonic and Bacardi and cola. Not all RTDs are made from white spirits (eg Jack Daniel’s & Coke in a can), although white spirits have traditionally been the base spirit for this category. This report will analyse the whole RTD market, not just those products with white spirits as a base.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of UK value sales of white spirits and RTDs, 2008-18
              • Figure 2: Forecast of UK volume sales of white spirits and RTDs, 2008-18
            • Market factors
              • Alcohol consumption is in decline
                • Rising prices are a threat to continued growth
                  • Population changes entail threats and opportunities
                    • Dark spirits and liqueurs are well placed to tap into many drinking occasions
                      • Companies, brands and innovation
                        • Figure 3: Value sales of top-selling white spirit and RTD brands in the off-trade, 2012/13
                      • Flavour innovation continues to drive NPD
                        • White spirits adspend falls away
                          • The consumer
                            • Vodka remains the most popular white spirit
                              • Figure 4: Usage of white spirits and RTDs, September 2013
                            • Trusted brand name and value for money drive choice
                              • White spirits thrive in the on- and off-trade
                                • Figure 5: Locations for drinking white spirits and RTDs, September 2013
                              • White spirits and RTDs hold very different images
                                • Mixability is a competitive advantage for white spirits
                                  • Figure 6: Users' attitudes towards white spirits, September 2013
                                • RTDs’ associations with younger drinkers remain entrenched
                                  • What we think
                                  • Issues in the Market

                                      • How can spirit brands build standout in the market?
                                        • What are the risks associated with flavour innovation?
                                          • Can tequila finally break through in the UK?
                                            • How can the RTDs market arrest its decline?
                                            • Trend Applications

                                                • Trend: Influentials
                                                  • Trend: Cool Vending
                                                    • Mintel Futures: Access Anything, Anywhere
                                                    • Internal Market Environment

                                                      • Key points
                                                        • Taxation on alcoholic drinks on the rise
                                                          • Figure 7: UK excise duty rates for selected alcoholic drinks, 2003-13
                                                          • Figure 8: Index of alcoholic drinks versus all items prices, 2006-12
                                                        • White spirits/RTDs are well placed to tap into a variety of occasions
                                                          • Figure 9: In-home and out of home drinking occasions, April 2013
                                                        • Bridging the gender divide
                                                          • Figure 10: Usage of white spirits and RTDs by type, by gender, September 2013
                                                        • Craft producers and premium appeal
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Consumer confidence bounces back
                                                              • Figure 11: Disposable income vs expenditure per head (£), 1997-2012
                                                              • Figure 12: Consumer Confidence Index, monthly, January 2007-October 2013
                                                              • Figure 13: Calorie and alcohol unit content of selected types of alcoholic drinks, 2013
                                                            • An aging population poses issues for the white spirits/RTDs market
                                                              • Figure 14: Projected trends in the age structure of the UK population, 2013-18
                                                            • ABs and C2s will hold the key to growth
                                                              • Figure 15: Changes in the adult socio-economic structure of the UK population, 2013-18
                                                            • Minimum pricing plans remain on the backburner
                                                            • Competitive Context

                                                              • Key points
                                                                • Consumers cutting back on alcohol consumption
                                                                  • Figure 16: Trends in UK per capita consumption of 100% alcohol, 2006-12
                                                                  • Figure 17: Value sales of selected alcoholic drink categories, 2008-12
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • The big brands innovate with flavour
                                                                        • Packaging innovations
                                                                          • RTD innovation
                                                                            • Other interesting launches from the UK…
                                                                              • …and from overseas
                                                                              • Market Size and Segment Performance

                                                                                • Key points
                                                                                  • The market continues to grow
                                                                                    • Figure 18: UK value and volume sales of white spirits and RTDs, at current and constant prices, 2008-18
                                                                                    • Figure 19: Forecast of UK value sales of white spirits and RTDs, 2008-18
                                                                                    • Figure 20: Forecast of UK volume sales of white spirits and RTDs, 2008-18
                                                                                  • Forecast methodology
                                                                                    • Segment Performance: Vodka
                                                                                      • Figure 21: UK value and volume sales of vodka, at current and constant prices, 2008-18
                                                                                      • Figure 22: Forecast of UK value sales of vodka, 2008-18
                                                                                    • Segment Performance: Gin
                                                                                      • Figure 23: UK value and volume sales of gin, at current and constant prices, 2008-18
                                                                                      • Figure 24: Forecast of UK value sales of gin, 2008-18
                                                                                    • Segment Performance: White rum
                                                                                      • Figure 25: UK value and volume sales of white rum, at current and constant prices, 2008-18
                                                                                      • Figure 26: Forecast of UK value sales of white rum, 2008-18
                                                                                    • Segment Performance: Tequila/Mezcal
                                                                                      • Figure 27: UK value and volume sales of tequila/mezcal, at current and constant prices, 2008-18
                                                                                      • Figure 28: Forecast of UK value sales of tequila/mezcal, 2008-18
                                                                                    • Segment Performance: RTDs
                                                                                      • Figure 29: UK value and volume sales of RTDs, at current and constant prices, 2008-18
                                                                                      • Figure 30: Forecast of UK value sales of RTDs, 2008-18
                                                                                  • Channels to Market

                                                                                    • Key points
                                                                                      • The off-trade outperforms the on-trade in white spirits
                                                                                        • Figure 31: UK value sales of white spirits and RTDs in the on- and off-trade, by product category, 2011-13
                                                                                      • Vodka continues to lead the way…
                                                                                        • …while RTDs continue to struggle
                                                                                          • Grocery multiples make further progress
                                                                                            • Figure 32: Value sales within the off- and on-trade channels in the white spirits and RTDs market, by outlet type, 2011-13
                                                                                          • Restaurants gain share in the on-trade
                                                                                            • Online continues to represent a niche channel for sales
                                                                                            • Market Share

                                                                                              • Key points
                                                                                                • Smirnoff consolidates its leading position
                                                                                                  • Figure 33: Value sales of top-selling white spirit and RTD brands in the off-trade, 2011/12 and 2012/13
                                                                                                  • Figure 34: Retail prices of selected vodkas, per 70cl bottle, October 2013
                                                                                                • Gins fizz
                                                                                                  • Figure 35: Retail prices of selected gins, per 70cl bottle, October 2013
                                                                                                • Rums hold onto their share
                                                                                                  • Figure 36: Retail prices of selected white rums, per 70cl bottle, October 2013
                                                                                                • RTDs continue to struggle
                                                                                                • Companies and Products

                                                                                                  • Bacardi-Martini
                                                                                                    • Company overview and brand portfolio
                                                                                                      • Recent activity, brand communication and promotion
                                                                                                        • Brown-Forman
                                                                                                          • Company overview and portfolio
                                                                                                            • Recent activity, brand communication and promotion
                                                                                                              • Diageo
                                                                                                                • Company overview and brand portfolio
                                                                                                                  • Recent activity and innovation
                                                                                                                    • Brand communication and promotion
                                                                                                                      • First Drinks
                                                                                                                        • Company overview and portfolio
                                                                                                                          • Recent activity and innovation
                                                                                                                            • Brand communication and promotion
                                                                                                                              • Global Brands
                                                                                                                                • Company overview and portfolio
                                                                                                                                  • Recent activity and innovation
                                                                                                                                    • Brand communication and promotion
                                                                                                                                      • Pernod Ricard
                                                                                                                                        • Company overview and portfolio
                                                                                                                                          • Recent activity and innovation
                                                                                                                                            • Brand communication and promotion
                                                                                                                                              • Russian Standard
                                                                                                                                                • Company overview and portfolio
                                                                                                                                                  • Recent activity and innovation
                                                                                                                                                  • Brand Research

                                                                                                                                                    • Brand map
                                                                                                                                                        • Figure 37: Attitudes towards and usage of brands in the white spirits sector, September 2013
                                                                                                                                                      • Correspondence analysis
                                                                                                                                                        • Brand attitudes
                                                                                                                                                          • Figure 38: Attitudes, by white spirits brand, September 2013
                                                                                                                                                        • Brand personality
                                                                                                                                                          • Figure 39: White spirits brand personality – macro image, September 2013
                                                                                                                                                          • Figure 40: White spirits brand personality – micro image, September 2013
                                                                                                                                                        • Brand experience
                                                                                                                                                          • Figure 41: White spirits brand usage, September 2013
                                                                                                                                                          • Figure 42: Satisfaction with various white spirits brands, September 2013
                                                                                                                                                          • Figure 43: Consideration of white spirits brands, September 2013
                                                                                                                                                          • Figure 44: Consumer perceptions of current white spirits brand performance, September 2013
                                                                                                                                                        • Brand index
                                                                                                                                                          • Figure 45: White spirits brand index, September 2013
                                                                                                                                                        • Target group analysis
                                                                                                                                                          • Figure 46: Target groups, September 2013
                                                                                                                                                          • Figure 47: White spirits brand usage, by target groups, September 2013
                                                                                                                                                        • Group One – Conformists
                                                                                                                                                          • Group Two – Simply the Best
                                                                                                                                                            • Group Three – Shelf Stalkers
                                                                                                                                                              • Group Four – Habitual Shoppers
                                                                                                                                                                • Group Five – Individualists
                                                                                                                                                                • Brand Communication and Promotion

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Adspend in the market in steady decline
                                                                                                                                                                      • Figure 48: Topline above-the-line advertising spend in the UK white spirits and RTDs market, 2010-13*
                                                                                                                                                                    • Diageo dominates adspend
                                                                                                                                                                      • Figure 49: Highest-spending companies for above-the-line advertising in the white spirits/RTD market, 2010-13
                                                                                                                                                                      • Figure 50: Highest-spending brands in above-the-line advertising in the white spirits/RTD market, 2010-13
                                                                                                                                                                    • Bacardi-Martini is the second highest advertiser in the market
                                                                                                                                                                      • Pernod Ricard cuts back on ad spend
                                                                                                                                                                        • Other campaigns of note
                                                                                                                                                                          • TV remains the preferred channel for advertisers
                                                                                                                                                                            • Figure 51: Above-the-line advertising in the white spirits/RTD market, by channel, 2010-13
                                                                                                                                                                        • Consumer – Usage of White Spirits

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Vodka remains the most popular white spirit
                                                                                                                                                                              • Figure 52: Usage of white spirits, September 2013
                                                                                                                                                                              • Figure 53: Usage of white spirits by type, by gender, age and socio-economic group, September 2013
                                                                                                                                                                            • Mixability is key for white spirits
                                                                                                                                                                                • Figure 54: Usage of white spirits neat or with a mixer, by category, September 2013
                                                                                                                                                                              • Under-35s like to mix and match
                                                                                                                                                                              • Consumer – Usage of Pre-mixed Drinks

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • 42% of adults drink pre-mixes
                                                                                                                                                                                    • Figure 55: Usage of pre-mixed drinks in a bottle/can, September 2013
                                                                                                                                                                                    • Figure 56: Usage of any pre-mixed drink, by gender, age and socio-economic group, September 2013
                                                                                                                                                                                  • Pre-mix bottles retain a marginal lead
                                                                                                                                                                                  • Consumer – Choice Factors

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Brand name and value for money are the main choice factors
                                                                                                                                                                                        • Figure 57: Choice factors when buying white spirits, September 2013
                                                                                                                                                                                      • Other factors can build upon these two leading considerations
                                                                                                                                                                                      • Consumer – Locations for Drinking White Spirits and RTDs

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Despite party connotations, white spirits appeal in the off-trade
                                                                                                                                                                                            • Figure 58: Typical locations for drinking white spirits and RTDs, September 2013
                                                                                                                                                                                          • Vodka as popular in-home as out of home
                                                                                                                                                                                            • Figure 59: Typical locations for drinking vodka, September 2013
                                                                                                                                                                                          • Gin significantly more likely to be drunk out of home than in-home
                                                                                                                                                                                            • Figure 60: Typical locations for drinking gin, September 2013
                                                                                                                                                                                          • White rum’s popularity peaks on nights out
                                                                                                                                                                                            • Figure 61: Typical locations for drinking white rum, September 2013
                                                                                                                                                                                          • Tequila/Mezcal lacks off-trade presence
                                                                                                                                                                                            • Figure 62: typical locations for drinking tequila/mezcal, September 2013
                                                                                                                                                                                          • Pre-mixers/RTDs
                                                                                                                                                                                            • Figure 63: Typical locations for drinking pre-mixers/RTDs, September 2013
                                                                                                                                                                                        • Consumer – Perceptions of White Spirits and RTDs

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • White spirits and RTDs hold very differing images
                                                                                                                                                                                                • Figure 64: Consumer perceptions of white spirits/RTDs, September 2013
                                                                                                                                                                                              • Vodka seen as a good mixer
                                                                                                                                                                                                  • Figure 65: Perceptions of vodka, September 2013
                                                                                                                                                                                                • Gin seen as old-fashioned
                                                                                                                                                                                                    • Figure 66: Perceptions of gin, September 2013
                                                                                                                                                                                                  • White rum is seen as tasty and mixes well
                                                                                                                                                                                                      • Figure 67: Perceptions of white rum, September 2013
                                                                                                                                                                                                    • Tequila/Mezcal is associated with younger drinkers
                                                                                                                                                                                                        • Figure 68: Perceptions of tequila/mezcal, September 2013
                                                                                                                                                                                                      • Pre-mixes seen by most as drinks for young people
                                                                                                                                                                                                          • Figure 69: Perceptions of pre-mixed drinks/RTDs, September 2013
                                                                                                                                                                                                      • Consumer – Attitudes towards White Spirits

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Mixability is a competitive advantage for white spirits
                                                                                                                                                                                                            • Figure 70: Users' attitudes towards white spirits, September 2013
                                                                                                                                                                                                          • Gifting is an important occasion for white spirits
                                                                                                                                                                                                            • Figure 71: Users' attitudes towards premiumisation of white spirits, September 2013
                                                                                                                                                                                                          • Tapping into the craft boom
                                                                                                                                                                                                            • Mixability is an advantage for white spirits over dark ones
                                                                                                                                                                                                              • Figure 72: Users' attitudes towards the mixability of white spirits, September 2013
                                                                                                                                                                                                            • Two in five open to experimenting with white spirits
                                                                                                                                                                                                              • Figure 73: Users' attitudes towards the taste of white spirits, September 2013
                                                                                                                                                                                                            • Flavoured white spirits could boost usage
                                                                                                                                                                                                              • Figure 74: Users' attitudes towards flavoured white spirits, September 2013
                                                                                                                                                                                                          • Consumer – Attitudes towards RTDs

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Associations with younger drinkers remain entrenched
                                                                                                                                                                                                                • Figure 75: Attitudes towards RTDs, September 2013
                                                                                                                                                                                                              • Many women see RTDs as party drinks and calorific
                                                                                                                                                                                                              • Consumer – Target Groups

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Three target groups
                                                                                                                                                                                                                    • Figure 76: Target groups, September 2013
                                                                                                                                                                                                                  • Mixers (37%)
                                                                                                                                                                                                                    • Enthusiasts (36%)
                                                                                                                                                                                                                      • Purists (27%)
                                                                                                                                                                                                                      • Appendix – Market Size and Segment Performance

                                                                                                                                                                                                                          • Figure 77: Best and worst case forecasts for the white spirits and RTDs market, by value, 2013-18
                                                                                                                                                                                                                          • Figure 78: Best and worst case forecasts for the white spirits and RTDs market, by volume, 2013-18
                                                                                                                                                                                                                          • Figure 79: Best and worst case forecasts for the vodka market, by value, 2013-18
                                                                                                                                                                                                                          • Figure 80: Best and worst case forecasts for the vodka market, by volume, 2013-18
                                                                                                                                                                                                                          • Figure 81: Forecast for volume sales of vodka, 2008-18
                                                                                                                                                                                                                          • Figure 82: Best and worst case forecasts for the gin market, by value, 2013-18
                                                                                                                                                                                                                          • Figure 83: Best and worst case forecasts for the gin market, by volume, 2013-18
                                                                                                                                                                                                                          • Figure 84: Forecast for volume sales of gin, 2008-18
                                                                                                                                                                                                                          • Figure 85: Best and worst case forecasts for the white rum market, by value, 2013-18
                                                                                                                                                                                                                          • Figure 86: Best and worst case forecasts for the white rum market, by volume, 2013-18
                                                                                                                                                                                                                          • Figure 87: Forecast for volume sales of white rum, 2008-18
                                                                                                                                                                                                                          • Figure 88: Best and worst case forecasts for the tequila market, by value, 2013-18
                                                                                                                                                                                                                          • Figure 89: Best and worst case forecasts for the tequila market, by volume, 2013-18
                                                                                                                                                                                                                          • Figure 90: Forecast for volume sales of tequila, 2008-18
                                                                                                                                                                                                                          • Figure 91: Best and worst case forecasts for the RTDs market, by value, 2013-18
                                                                                                                                                                                                                          • Figure 92: Best and worst case forecasts for the RTDs market, by volume, 2013-18
                                                                                                                                                                                                                          • Figure 93: Forecast for volume sales of RTDs, 2008-18
                                                                                                                                                                                                                      • Appendix – Channels to Market

                                                                                                                                                                                                                          • Figure 94: UK volume sales of white spirits and RTDs in the on- and off-trade, 2011-13
                                                                                                                                                                                                                      • Appendix – Brand Research

                                                                                                                                                                                                                          • Figure 95: Brand usage, September 2013
                                                                                                                                                                                                                          • Figure 96: Brand commitment, September 2013
                                                                                                                                                                                                                          • Figure 97: Brand momentum, September 2013
                                                                                                                                                                                                                          • Figure 98: Brand diversity, September 2013
                                                                                                                                                                                                                          • Figure 99: Brand satisfaction, September 2013
                                                                                                                                                                                                                          • Figure 100: Brand attitude, September 2013
                                                                                                                                                                                                                          • Figure 101: Brand image – macro image, September 2013
                                                                                                                                                                                                                          • Figure 102: Brand image – micro image, September 2013
                                                                                                                                                                                                                          • Figure 103: Target groups by demographics, September 2013
                                                                                                                                                                                                                          • Figure 104: Psychographic segmentation, by target groups, September 2013
                                                                                                                                                                                                                          • Figure 105: Brand usage, by target groups, September 2013
                                                                                                                                                                                                                        • Brand index
                                                                                                                                                                                                                          • Figure 106: Brand index, September 2013
                                                                                                                                                                                                                      • Appendix – Consumer – Usage of White Spirits

                                                                                                                                                                                                                          • Figure 107: Usage of white spirits, by type, by serve, September 2013
                                                                                                                                                                                                                          • Figure 108: Usage of vodka, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 109: Usage of gin, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 110: Usage of white rum, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 111: Usage of tequila/mezcal, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 112: Usage of white spirits, by most popular choice factors when buying white spirits, September 2013
                                                                                                                                                                                                                          • Figure 113: Usage of white spirits, by next most popular choice factors when buying white spirits, September 2013
                                                                                                                                                                                                                        • Repertoire
                                                                                                                                                                                                                          • Figure 114: Repertoire of usage of white spirits, September 2013
                                                                                                                                                                                                                          • Figure 115: Repertoire of usage of white spirits, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 116: Usage of white spirits, by repertoire of usage of any white spirits, September 2013
                                                                                                                                                                                                                      • Appendix – Consumer – Usage of Pre-mixed Drinks

                                                                                                                                                                                                                          • Figure 117: Usage of pre-mixed drinks in a bottle/can, September 2013
                                                                                                                                                                                                                          • Figure 118: Usage of any pre-mixed drinks (net), by demographics, September 2013
                                                                                                                                                                                                                          • Figure 119: Usage of pre-mixed drinks in a bottle, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 120: Usage of pre-mixed drinks in a can, by demographics, September 2013
                                                                                                                                                                                                                      • Appendix – Consumer – Choice Factors

                                                                                                                                                                                                                          • Figure 121: Purchase of white spirits in the past six months, September 2013
                                                                                                                                                                                                                          • Figure 122: Purchase of white spirits in the past six months, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 123: Choice factors when buying white spirits, September 2013
                                                                                                                                                                                                                          • Figure 124: Most popular choice factors when buying white spirits, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 125: Next most popular choice factors when buying white spirits, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 126: Choice factors when buying white spirits, by usage of vodka, September 2013
                                                                                                                                                                                                                          • Figure 127: Choice factors when buying white spirits, by usage of gin, September 2013
                                                                                                                                                                                                                          • Figure 128: Choice factors when buying white spirits, by usage of white rum, September 2013
                                                                                                                                                                                                                          • Figure 129: Choice factors when buying white spirits, by usage of tequila/mezcal, September 2013
                                                                                                                                                                                                                      • Appendix – Consumer – Locations for Drinking White Spirits and RTDs

                                                                                                                                                                                                                          • Figure 130: Typical locations for drinking white spirits and RTDs, September 2013
                                                                                                                                                                                                                          • Figure 131: Typical locations for drinking vodka, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 132: Typical locations for drinking gin, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 133: Typical locations for drinking white rum, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 134: Typical locations for drinking white tequila/mezcal, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 135: Typical locations for drinking any pre-mixed drink, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 136: Typical locations for drinking white spirits and RTDs, by demographics, September 2013
                                                                                                                                                                                                                      • Appendix – Consumer – Perceptions of White Spirits and RTDs

                                                                                                                                                                                                                          • Figure 137: Perceptions of white spirits, September 2013
                                                                                                                                                                                                                          • Figure 138: Perceptions of white spirits, September 2013
                                                                                                                                                                                                                          • Figure 139: Perceptions of white spirits/RTDs, September 2013
                                                                                                                                                                                                                          • Figure 140: Most popular perceptions of vodka, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 141: Next most popular perceptions of vodka, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 142: Most popular perceptions of gin, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 143: Next most popular perceptions of gin, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 144: Most popular perceptions of white rum, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 145: Next most popular perceptions of white rum, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 146: Most popular perceptions of tequila/mezcal, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 147: Next most popular perceptions of tequila/mezcal, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 148: Most popular perceptions of pre-mixed drinks, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 149: Next most popular perceptions of pre-mixed drinks, by demographics, September 2013
                                                                                                                                                                                                                      • Appendix – Consumer – Attitudes Towards White Spirits

                                                                                                                                                                                                                          • Figure 150: Users' attitudes towards white spirits, September 2013
                                                                                                                                                                                                                          • Figure 151: Agreement with the statements ‘Bottles of white spirits make a good gift' and ‘White spirits make a good drink to have as a shot', by demographics, September 2013
                                                                                                                                                                                                                          • Figure 152: Agreement with the statements ‘White spirits are better for mixing than dark spirits such as whisky and dark rum' and ‘It’s worth paying more for premium brands of white spirits’, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 153: Agreement with the statements ‘I like to try white spirits which I have never drunk before' and ‘Own-label white spirits taste as good as branded ones’, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 154: Agreement with the statements ‘I am prepared to pay more for white spirits which have taken longer to produce’ and ‘I am more likely to drink white spirits if they have an added flavour’, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 155: Agreement with the statements ‘White spirits from small/craft distillers are more appealing than large brands’ and ‘White spirits with added flavours are of lower quality compared to those without extra flavouring’, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 156: Agreement with the statements ‘I am prepared to pay more for white spirits with added flavours than unflavoured ones’ and ‘Limited editions of white spirits are more appealing to me than those which are always available', by demographics, September 2013
                                                                                                                                                                                                                      • Appendix – Consumer – Attitudes Towards RTDs

                                                                                                                                                                                                                          • Figure 157: Attitudes towards RTDs, September 2013
                                                                                                                                                                                                                          • Figure 158: RTD and white spirit users' attitudes towards RTDs, September 2013
                                                                                                                                                                                                                          • Figure 159: Most popular RTD and white spirit users' attitudes towards RTDs, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 160: Next most popular RTD and white spirit users' attitudes towards RTDs, by demographics, September 2013
                                                                                                                                                                                                                      • Appendix – Consumer – Target Groups

                                                                                                                                                                                                                          • Figure 161: Target groups, September 2013
                                                                                                                                                                                                                          • Figure 162: Target groups, by demographics, September 2013
                                                                                                                                                                                                                          • Figure 163: Usage of white spirits, by target groups, September 2013
                                                                                                                                                                                                                          • Figure 164: Choice factors when buying white spirits, by target groups, September 2013
                                                                                                                                                                                                                          • Figure 165: Locations for drinking white spirits and RTDs, by target groups, September 2013
                                                                                                                                                                                                                          • Figure 166: Perceptions of white spirits, by target groups, September 2013
                                                                                                                                                                                                                          • Figure 167: Users' attitudes towards white spirits, by target groups, September 2013

                                                                                                                                                                                                                      Companies Covered

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

                                                                                                                                                                                                                      White Spirits and RTDs - UK - November 2013

                                                                                                                                                                                                                      US $2,570.96 (Excl.Tax)