2021
9
UK Dark Spirits and Liqueurs Market Report 2021
2022-01-19T03:03:50+00:00
OX1049141
2195
147001
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Report
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“After a sharp drop in the dark spirit and liqueur market in 2020, the reopening of hospitality over spring and summer 2021 saw sales rapidly regain momentum. However, with the…

UK Dark Spirits and Liqueurs Market Report 2021

£ 2,195 (Excl.Tax)

Description

The UK Dark Spirits and Liqueurs report identifies consumer attitudes towards dark spirits and liqueurs, industry analysis, and consumer preferences in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Dark Spirits and Liqueurs market in the UK.

 

Current Market Landscape

The COVID-19 outbreak has tested the dark spirits and liqueurs market, with a sharp fall in value sales as the on-premise channel was hit hard by closures and restrictions in 2020. However, as the growth in sales in 2021 proves, consumers are keen to once again enjoy the offerings of hospitality venues. The emergence of the Omicron variant has significantly increased the uncertainty around the speed of this recovery, while the income squeeze in 2022 will also pose headwinds to it.

  • 29% saying they now make cocktails more frequently than they did before the COVID-19/ coronavirus outbreak.
  • 53% of adults are drawn to dark spirits for mixing, rising to 74% among those who drink brandy, cognac or Armagnac.

During various lockdowns and restrictions, many consumers had to become their own mixologists. This underpins a strong interest in dark spirits designed for mixing, despite dark spirits being most commonly drunk on their own.

 Future Market Trends in Dark Spirits and Liqueurs 

The heightened focus on health sparked by the COVID-19/ coronavirus outbreak is one of the market’s biggest challenges, lending momentum to the alcohol moderation trend. The concerns about sugar in the diet meanwhile extend also to liqueurs, boosting the need for brands to focus on healthier drink options.

Low-/no-alcohol variants of dark spirits and lower sugar liqueurs, however, appeal widely to both current users and non-users, signalling strong potential for better-for-you products to keep users engaged with the market.

Read on to discover more details or take a look at all of our UK drinks market research.

Covered in this Report

Products: Whisky, scotch, brandy, cognac, Armagnac, rum (dark rum, golden rum, spiced rum), liqueurs, cream-based liqueurs.

Brands: Pernod Ricard (Jamesons, Havana Club, Martell), Diageo (Bell’s Whisky, Johnnie Walker, Baileys), BBFB (Jack Daniel’s), Edrington Beam Suntory (The Famous Grouse, Jim Beam, Courvoisier), William Grant & Songs (Grant’s, Sailor Jerry, Three Barrels), High Commissioner (Loch Lomond Group), Proximo Spirits (The Kraken), Campari UK (Wray & Nephew), Rémy Cointreau (Mount Gay), Disaronno International (Tia Maria), Moët Hennessy Diageo (Hennessy), E & J Gallo (Gallo), Halewood International (Jules Clairon), Amarula, Southern Comfort, Pimm’s, Jägermeister, Whtye & Mackay, Red Leg, Woods, Bardinet.

Expert Analysis from a Specialist in the Drinks Sector

This report, written by Angharad Goode, a leading analyst in the drinks sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

After a sharp drop in the dark spirit and liqueur market in 2020, the reopening of hospitality over spring and summer 2021 saw sales rapidly regain momentum. However, with the expected pressures on household finances in 2022 caused by rising inflation, the market will see another year of gradual recovery.

Angharad Goode - Research AnalystAngharad Goode
Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on dark spirits and liqueurs
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on dark spirits and liqueurs, 2021
    • The market
    • Market size and forecast
      • Figure 2: Market size and forecast for value of the UK dark spirits and liqueurs market, 2016-26
    • Spotlight on health presents challenges
    • Calls for minimum unit pricing for alcoholic drinks – calorie labelling mooted
    • Companies and brands
    • Famous Grouse retains top position in whisky
      • Figure 3: Leading brands’ value sales in the UK retail whisky market, 2019/20-2020/21
    • Brands explore sustainability
    • Various segments embrace flavour innovation
    • Ad spend rebounds
      • Figure 4: Total above-the-line, online display and direct mail advertising expenditure on dark spirits and liqueurs, by month, 2019-21
    • The consumer
    • Three fifths of people drink dark spirits
      • Figure 5: Usage of dark spirits and liqueurs, 2021
    • Relaxing at home is the key occasion
      • Figure 6: Usage occasions of dark spirits and liqueurs, by type, 2021
    • Supermarkets remain key retail channel
      • Figure 7: Channels for buying dark spirits and liqueurs, 2021
    • Three in ten adults see a lack of low-/no-alcohol products
      • Figure 8: Behaviours related to dark spirits and liqueurs, 2021
    • Exploring dark spirits for mixing warrants attention
      • Figure 9: Behaviours related to dark spirits and liqueurs, 2021
  3. Issues and Insights

    • On-trade not out of the woods yet
    • Better-for-you variants are a vital avenue to explore
    • Mixology holds potential for cross-channel engagement
  4. Market Size, Performance and Channels to Market

    • On-trade begins recovery
      • Figure 10: Short, medium and long term impact of COVID-19 on dark spirits and liqueurs, 2021
    • Value sales rebound in 2021
      • Figure 11: Value and volume sales and shares of dark spirits and liqueurs, by channel, 2019-21
      • Figure 12: Market size for dark spirits and liqueurs, 2016-21
  5. Market Forecast

    • Further on-trade rebound will be key to value growth
      • Figure 13: Market forecast for value of the UK dark spirits and liqueurs market, 2021-26
      • Figure 14: Market forecast for volume of the UK dark spirits and liqueurs market, 2021-26
    • Market drivers and assumptions
      • Figure 15: Key drivers affecting Mintel’s market forecast, 2015-26
    • Forecast methodology
  6. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • Fortune of the on-trade key to market value recovery
      • Figure 16: COVID-19 scenario forecasts for UK sales of dark spirits and liqueurs, by value, 2016-26
      • Figure 17: COVID-19 scenario forecasts for UK sales of dark spirits and liqueurs, by volume, 2016-26
    • COVID-19 market disruption: risks and outcomes
      • Figure 18: Summary of Mintel scenario expectations and the impact on the dark spirits and liqueurs market, 2021
  7. Retail Market Segmentation

    • Retail value sales boost extended
    • Mixed fortunes within whisky halt growth
    • Rum and liqueurs still benefit from at-home cocktails
      • Figure 19: Value and volume sales and shares of dark spirits and liqueurs in retail, by segment, 2019-21
  8. Market Drivers

    • At-home drinking climbs during COVID-19
    • Spotlight on health presents challenges
    • Rising pressure on household incomes a concern for dark spirits
      • Figure 20: Consumer sentiment related to financial situation over the next year, 2020-21
  9. Regulatory and Legislative Changes

    • Calls for minimum unit pricing for alcoholic drinks renewed
    • Potential plans for calorie labelling for alcoholic drinks
    • New alcohol duties planned for 2023
    • Brands see post-Brexit delays
  10. Market Share

    • Famous Grouse retains top position in whisky
      • Figure 21: Leading brands’ value sales and shares in the UK retail whisky market, 2018/19-2020/21
      • Figure 22: Leading brands’ volume sales and shares in the UK retail whisky market, 2018/19-2020/21
    • Bigger rum brands increase market share
      • Figure 23: Leading brands’ value sales and shares in the UK retail dark, gold and spiced rum market, 2018/19-2020/21
      • Figure 24: Leading brands’ volume sales and shares in the UK retail dark, gold and spiced rum market, 2018/19-2020/21
    • Baileys holds off competition
      • Figure 25: Leading brands’ value sales and shares in the UK retail liqueur market, 2018/19-2020/21
      • Figure 26: Leading brands’ volume sales and shares in the UK retail liqueur market, 2018/19-2020/21
    • Courvoisier rebounds
      • Figure 27: Leading brands’ value sales and shares in the UK retail Armagnac, brandy, cognac market, 2018/19-2020/21
      • Figure 28: Leading brands’ volume sales and shares in the UK retail Armagnac, brandy & cognac market, 2018/19-2020/21
  11. Launch Activity and Innovation

    • Whisky leans into flavour innovation
      • Figure 29: Haig Club Mediterranean Orange, 2021
    • Collaborations bring drinks brands together with fashion and music
    • Sweet treat-inspired launches grow
    • Fruit-flavoured rums ramp up
      • Figure 30: Launches in the flavoured rum category, 2020-21
    • Liqueurs continue to explore novelty flavours
      • Figure 31: Launches within the liqueur category, 2021
    • Brands explore different sustainability avenues
    • Diageo introduces calorie labelling
  12. Advertising and Marketing Activity

    • Ad spend grows towards pre-pandemic levels
      • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on dark spirits and liqueurs, by month, 2019-21
    • Brown Forman puts spend behind Jack Daniels
      • Figure 33: Above-the-line, online display and direct mail advertising expenditure on dark spirits and liqueurs, by advertiser, sorted by 2021, 2019-21
    • The Famous Grouse focuses on togetherness
    • Glenfiddich highlights need for regrowth
    • Laphroaig highlights first experiences
    • Diageo supports portfolio
    • Music drives Bacardi campaigns
    • Illva Saronno puts millions behind Disaronno
    • Brands embrace the digital world…
    • …but celebrate the return of experiential
    • Sponsorships also lean on experiences
    • Nielsen Ad Intel coverage
  13. Brand Research

    • Brand map
      • Figure 34: Attitudes towards and usage of selected brands, 2021
    • Key brand metrics
      • Figure 35: Key metrics for selected brands, 2021
    • Brand attitudes: Baileys leads on trust
      • Figure 36: Attitudes, by brand, 2021
    • Brand personality: Baileys is seen most strongly as ‘fun’
      • Figure 37: Brand personality – Macro image, 2021
    • The Famous Grouse is seen as most traditional
      • Figure 38: Brand personality – Micro image, 2021
  14. Usage of Dark Spirits and Liqueurs

    • Three fifths of people drink dark spirits
    • Younger consumers are key users
      • Figure 39: Usage of dark spirits and liqueurs, 2021
    • Mixed drinks and neat serve stand neck and neck
      • Figure 40: Usage of dark spirits and liqueurs, by how they are drunk, 2021
    • Two fifths drink once a week or more
      • Figure 41: Frequency of usage of dark spirits and liqueurs, by age and gender, 2021
  15. Usage Occasions of Dark Spirits and Liqueurs

    • Relaxing at home is a key usage occasion
    • Linking with relaxing at home can help brands engage over-65s
    • Sipping and mixing offer routes to align with relaxation
      • Figure 42: Usage occasions of dark spirits and liqueurs, by type, 2021
  16. Where People Buy Dark Spirits/Liqueurs

    • Supermarkets remain key retail channel
    • 28% have bought from discounters
      • Figure 43: Channels for buying dark spirits and liqueurs, 2021
    • Online channels used by a third
  17. Attitudes towards Dark Spirits and Liqueurs

    • Untapped potential in low-/non-alcoholic substitutes for dark spirits
    • Three in ten adults see a lack of low-/no-alcohol products
      • Figure 44: Behaviours related to dark spirits and liqueurs, 2021
    • Activity lags behind white spirits alternatives
    • Perceived lack of authenticity may pose a hurdle
    • Exclusivity could prompt on-premise footfall
  18. Behaviours related to Dark Spirits and Liqueurs

    • Exploring dark spirits for mixing warrants attention
      • Figure 45: Behaviours related to dark spirits and liqueurs, 2021
    • Potential for lower sugar liqueurs
      • Figure 46: Product launches within liqueurs with a reduced sugar claim, 2020-21
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix – Market Size and Forecast

    • Market forecast and prediction intervals
      • Figure 47: Market forecast for value sales in the dark spirit and liqueur market, upper and lower bound, 2021-26
      • Figure 48: Market forecast for volume sales in the dark spirit and liqueur market, upper and lower bound, 2021-26
    • Market drivers and assumptions
      • Figure 49: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast methodology
  21. Appendix – COVID Scenario Performance Methodology and Assumptions

    • Scenario performance
      • Figure 50: Market scenario forecast for value sales of dark spirits and liqueurs, 2021-16
      • Figure 51: Market scenario forecast for volume sales of dark spirits and liqueurs, 2021-16
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario methodology
  22. Appendix – Market Share

      • Figure 52: Leading distributors’ value and volume sales and shares in the UK retail whisky market, 2018/19-2020/21
      • Figure 53: Leading distributors’ value and volume sales and shares in the UK retail rum market, 2018/19-2020/21
      • Figure 54: Leading distributors’ value and volume sales and shares in the UK retail liqueur market, 2018/19-2020/21
      • Figure 55: Leading distributors’ value and volume sales and shares in the UK retail brandy, Armagnac and Cognac market, 2018/19-2020/21

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

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Data

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*databooks not available with UK B2B Industry reports.

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