Annual Spirits and RTDs Market Overview - International - 2015
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This global annual market overview will provide you with an in-depth review of the key issues in the global spirits and RTDs market through 2014 as well as our forecast for what will happen in 2015 and beyond.
The global spirits market is recording reasonably healthy value growth despite the maturation of many Western markets and problems in key emerging countries such as China, Russia, Turkey and Brazil.
In Western countries, mainstream-priced spirits brands are struggling, with growth coming from the value and premium ends of the market. Darker spirits continue to steal share from clear/white spirits. Even in vodka’s heartland, countries such as Russia and Poland, younger drinkers are being drawn more towards imported whiskies and even spiced dark rums.
However, within the whiskies category not all is equal, with the biggest segment, Scotch, performing very poorly in the first half of 2014 after years of impressive growth and significant recent investment in raising distillery capacity. This contrasts with the impressive growth of US whiskies in particular, but also Irish and even Japanese whiskey brands – and the worry for Scotch is that these whiskey “new kids on the block” are seen as more innovative, accessible and exciting.
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