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UK Attitudes towards Private Label Alcoholic Drinks Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Attitudes towards Private Label Alcoholic Drinks market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Products covered in this Report

This Report examines the UK retail market for private label alcoholic drink. Private label drinks are defined as those controlled and managed by retailers, carrying either the retailer’s name or an exclusively created name.

For the purpose of the consumer research for this report a decision was made to ask respondents about own-label alcoholic drinks (eg Tesco Finest, Sainsbury’s Taste the Difference etc) rather than private label alcoholic drinks. The former is both a more widelyrecognised term and tangible concept for consumers, and was considered preferable in order to give robust and reliable consumer research.

All other sections of the report look at the wider private label alcoholic drinks category.

Expert analysis from a specialist in the field

Written by Emma Clifford, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Highlighting the heritage of the producers behind private label alcohol and giving more information about how and where the drinks are made will elicit more trust from consumers. Similarly, flagging up the skills and expertise of their in-house experts will help to build confidence in private label ranges. Emma Clifford
Associate Director - Food & Drink

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Sales see a boost in 2018
              • Figure 1: Forecast of UK value sales of alcoholic drinks, 2013-23
            • Beer volumes jump in 2018
              • Figure 2: Total UK value sales of alcoholic drinks, by segment, 2013-23
            • Wine sales growth slows in 2018
              • Freeze on most alcohol duties eases pressure on manufacturers
                • Half of adults are limiting or cutting back on alcohol
                  • Companies and brands
                    • Beer brands dominate the off-trade
                      • Figure 3: UK retail value sales of the top 10 alcoholic drink brands, 2018*
                    • Leading off-trade brands see mixed fortunes
                      • Rise in low/no-alcohol versions as drinks makers hope to appeal to health-conscious consumers
                        • Premiumisation trend continues
                          • Advertising on alcoholic drinks sees ongoing decline
                            • Alcoholic brands solicit high levels of trust
                              • The consumer
                                • 80% of adults drink alcoholic drinks
                                  • Figure 4: Usage of alcoholic drinks (nets), November 2018
                                • Still wine and lager are the most popular types
                                  • Figure 5: Usage of alcoholic drinks, by type, November 2018
                                • Promotions and special offers encourage 43% to try a new drink
                                  • Figure 6: Factors encouraging trial of new alcoholic drinks, November 2018
                                • 91% enjoy the taste of alcoholic drinks
                                  • Figure 7: Behaviours related to alcoholic drinks, November 2018
                                • Drinking alone is acceptable, according to 68%
                                  • Figure 8: Attitudes towards alcoholic drinks, November 2018
                                • Beer most typically associated with social occasions; wine with a meal
                                  • Figure 9: Alcoholic drinks associated with selected occasions, November 2018
                                • What we think
                                • Issues and Insights

                                  • The moderation trend signals a warning and an opportunity to the market
                                    • The facts
                                      • The implications
                                        • Elevating enjoyment by calling on consumers to savour the drink
                                          • The facts
                                            • The implications
                                              • Harnessing the power of recommendations to drive sales
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Sales see a boost in 2018
                                                      • Beer volumes jump in 2018
                                                        • Wine sales growth slows in 2018
                                                          • On-trade leads by values, off-trade by volumes
                                                            • Freeze on most alcohol duties eases pressure on manufacturers
                                                              • Half of adults are limiting or cutting back on alcohol
                                                              • Market Size and Forecast

                                                                • Sales see a boost in 2018
                                                                  • Figure 10: Total UK value and volume sales of alcoholic drinks, 2013-23
                                                                • No uplift expected in 2019
                                                                  • Figure 11: Forecast of UK value sales of alcoholic drinks, 2013-23
                                                                  • Figure 12: Forecast of UK volume sales of alcoholic drinks, 2013-23
                                                                • Forecast methodology
                                                                • Market Segmentation

                                                                  • Beer volumes jump in 2018
                                                                    • Lager leads beer market
                                                                      • Craft trend is ongoing
                                                                        • Wine sales growth slows in 2018
                                                                          • Still wine sees growth; sparkling sales decline
                                                                            • Gin continues to drive white spirits
                                                                              • Vodka sees volumes dip
                                                                                • Inflation continues to drive dark spirits
                                                                                  • Cider boosted by hot summer
                                                                                    • Values by segment
                                                                                      • Figure 13: Total UK value sales of alcoholic drinks, by segment, 2013-23
                                                                                    • Volumes by segment
                                                                                      • Figure 14: Total UK volume sales of alcoholic drinks, by segment, 2013-23
                                                                                  • Channels to Market

                                                                                    • On-trade leads by values, off-trade by volumes
                                                                                      • Online sees growth
                                                                                        • Figure 15: UK value sales of alcoholic drinks, by channel, 2016-18
                                                                                        • Figure 16: UK volume sales of alcoholic drinks, by channel, 2016-18
                                                                                    • Market Drivers

                                                                                      • Multiple factors affect the price of alcohol
                                                                                        • Freeze on most alcohol duties eases pressure on manufacturers
                                                                                          • Figure 17: UK excise duty rates for beer and other alcoholic drinks, 2008-18
                                                                                        • Scotland introduces minimum unit pricing for alcohol, with Wales set to follow
                                                                                          • Exchange rates and ‘Brexit’ deal will have a far-reaching impact on the drinks industry
                                                                                            • Rising costs in the on-trade
                                                                                              • Real incomes are rising, helping to fuel the premiumisation trend
                                                                                                • Figure 18: Annual percentage change in CPI and AWE (regular pay), by month, January 2013-November 2018
                                                                                              • Half of adults are limiting or cutting back on alcohol
                                                                                                • 2018 weather provides a boost for many drinks
                                                                                                  • Figure 19: UK sunshine hours, by season, 2013-18
                                                                                                • Barley production falls for beer and whisky
                                                                                                  • Weather impacts on wine harvests in Europe
                                                                                                    • Environment becomes a key issue
                                                                                                      • Budweiser to be brewed with 100% solar power
                                                                                                        • Figure 20: Budweiser bottle with symbol referencing how it is brewed using renewable electricity, 2018
                                                                                                      • Carlsberg unveils sustainability-led rebrand
                                                                                                        • White spirits brands highlight environmental credentials
                                                                                                          • Demographic changes will put pressure on the market
                                                                                                            • Figure 21: Change in age structure of the UK population, 2013-18 and 2018-23
                                                                                                        • Companies and Brands – What You Need to Know

                                                                                                          • Beer brands dominate the off-trade
                                                                                                            • Leading spirits brands see mixed fortunes in off-trade
                                                                                                              • Leading cider brands benefit from warm weather, mixed performances from wine brands
                                                                                                                • Rise in low/no-alcohol versions as drinks makers hope to appeal to health-conscious consumers
                                                                                                                  • Premiumisation trend continues
                                                                                                                    • Advertising on alcoholic drinks sees ongoing decline
                                                                                                                      • Diageo leads by advertiser spend
                                                                                                                        • Alcoholic brands solicit high levels of trust
                                                                                                                        • Market Share

                                                                                                                          • Beer brands dominate the off-trade
                                                                                                                            • Stella leads the market
                                                                                                                              • Budweiser sees strong growth
                                                                                                                                • Gordon’s sees fastest growth among top brands
                                                                                                                                  • Smirnoff’s cider performs well
                                                                                                                                    • Jack Daniel’s leads dark sprits
                                                                                                                                      • Wine brands see mixed fortunes
                                                                                                                                        • Strongbow and Kopparberg lead cider
                                                                                                                                          • Figure 22: UK retail value sales of the top alcoholic drink brands, 2015/16-2017/18 (sorted by 2017/18)
                                                                                                                                          • Figure 23: UK retail volume sales of the top alcoholic drink brands, 2015/16-2017/18 (sorted by 2017/18)
                                                                                                                                      • Start-ups and Disruptors – Case Studies

                                                                                                                                        • World of Zing
                                                                                                                                          • What is it?
                                                                                                                                            • Founded
                                                                                                                                              • Company mission statement
                                                                                                                                                • Founder’s story
                                                                                                                                                  • Mintel analyst view
                                                                                                                                                    • Product information
                                                                                                                                                      • Figure 24: World of Zing, product list
                                                                                                                                                    • Media profile
                                                                                                                                                      • Figure 25: Social media metrics for World of Zing as of January 2019
                                                                                                                                                    • The brand’s view
                                                                                                                                                      • Target audience
                                                                                                                                                        • Product stockists
                                                                                                                                                          • Looking to the future
                                                                                                                                                            • Smith & Sinclair
                                                                                                                                                              • What is it?
                                                                                                                                                                • Founded
                                                                                                                                                                  • Company mission statement
                                                                                                                                                                    • Founder’s story
                                                                                                                                                                      • Mintel analyst view
                                                                                                                                                                        • Product information
                                                                                                                                                                          • Figure 26: Smith & Sinclair, product list, 2019
                                                                                                                                                                        • Media profile
                                                                                                                                                                          • Figure 27: Social media metrics for Smith & Sinclair as of January 2019
                                                                                                                                                                        • The brand’s view
                                                                                                                                                                          • Target audience
                                                                                                                                                                            • Product stockists
                                                                                                                                                                              • Looking to the future
                                                                                                                                                                                • Gïk Live!
                                                                                                                                                                                  • What is it?
                                                                                                                                                                                    • Company mission statement
                                                                                                                                                                                      • Mintel analyst view
                                                                                                                                                                                        • Product information
                                                                                                                                                                                          • Figure 28: Gïk Live!, product list
                                                                                                                                                                                          • Figure 29: Examples of Gïk Live! products, January 2019
                                                                                                                                                                                        • Media profile
                                                                                                                                                                                          • Figure 30: Social media metrics for Gïk Live as of January 2019
                                                                                                                                                                                        • The brand’s view
                                                                                                                                                                                          • Target audience
                                                                                                                                                                                            • Product stockists
                                                                                                                                                                                              • Looking to the future
                                                                                                                                                                                              • Launch Activity and Innovation

                                                                                                                                                                                                • Rise in low/no-alcohol versions as drinks makers hope to appeal to health-conscious consumers
                                                                                                                                                                                                  • Beer brands look to low/no-alcohol options
                                                                                                                                                                                                    • Wine brands add to low/no-alcohol offer
                                                                                                                                                                                                      • Cider brands expand low/non-alcoholic versions
                                                                                                                                                                                                        • Figure 31: Old Mout’s non-alcoholic variant, 2018
                                                                                                                                                                                                      • Spirits brands embrace craft cues with non-alcoholic launches
                                                                                                                                                                                                        • Figure 32: Non-alcoholic spirits alternatives, 2018
                                                                                                                                                                                                      • Seedlip to launch aperitif range to target meal occasions
                                                                                                                                                                                                        • Gordon’s adds low-alcohol premixes
                                                                                                                                                                                                          • Figure 33: Gordon’s Ultra Low Alcohol range, 2018
                                                                                                                                                                                                        • Vegetarian and vegan claims rise in wine
                                                                                                                                                                                                          • Stella Artois joins other beer brands in going gluten-free
                                                                                                                                                                                                            • Figure 34: Stella Artois’ gluten-free variant, 2018
                                                                                                                                                                                                          • Looking to colour for added theatre
                                                                                                                                                                                                            • Colourful gin trend continues with pink…
                                                                                                                                                                                                              • Figure 35: Pink gin launches, 2018
                                                                                                                                                                                                            • …purple and orange…
                                                                                                                                                                                                              • Figure 36: Gins in other colours, 2018
                                                                                                                                                                                                            • …as well as colour-changing gins
                                                                                                                                                                                                              • Figure 37: Aldi Colour Changing Gin, 2018
                                                                                                                                                                                                            • Pink cider
                                                                                                                                                                                                              • Figure 38: Thatchers Cider Rosé variant, November 2018
                                                                                                                                                                                                            • Sweet and sour flavours aim to pique interest
                                                                                                                                                                                                              • BrewDog’s sour beer aims to appeal to sour haters
                                                                                                                                                                                                                • Figure 39: BrewDog launches sour beer, 2018
                                                                                                                                                                                                              • Cider and wine continue to expand fruit flavours
                                                                                                                                                                                                                • Spirits highlight sweet taste to attract younger consumers
                                                                                                                                                                                                                  • Figure 40: The Woodsman whisky is positioned as an entry-level product, 2018
                                                                                                                                                                                                                • Liqueurs continue to explore on-trend flavours…
                                                                                                                                                                                                                  • …and seek to drive year-round usage
                                                                                                                                                                                                                    • Figure 41: Spring/summer-themed dark spirits and liqueurs, 2018
                                                                                                                                                                                                                  • Premiumisation trend continues
                                                                                                                                                                                                                    • Use of new types of barrels taps into trend for aged drinks
                                                                                                                                                                                                                      • Leading rum brands launch premium variants
                                                                                                                                                                                                                        • Limited editions create a sense of urgency
                                                                                                                                                                                                                          • Premium cider brand launches
                                                                                                                                                                                                                            • Some whisky brands emphasise everyday affordability
                                                                                                                                                                                                                              • Figure 42: Example of dark spirit with focus on affordability, 2018
                                                                                                                                                                                                                            • Whyte & Mackay describes 50cl version as response to Minimum Unit Pricing
                                                                                                                                                                                                                              • Retailers update BWS ranges
                                                                                                                                                                                                                                • A focus on craft beer
                                                                                                                                                                                                                                  • Morrisons focuses on colour, not region in wine buying overhaul
                                                                                                                                                                                                                                    • Packaging can offer standout
                                                                                                                                                                                                                                      • Tie-ups with artists are widespread
                                                                                                                                                                                                                                        • Figure 43: Beck’s launches limited edition bottles under Art Labels initiative, 2018
                                                                                                                                                                                                                                      • 19 Crimes uses AR to bring labels to life
                                                                                                                                                                                                                                        • Alcoholic drinks brands look to expand into new areas
                                                                                                                                                                                                                                          • Kopparberg launches ‘alcohol-infused’ waters
                                                                                                                                                                                                                                            • Prosecco attracts Echo Falls and Martini
                                                                                                                                                                                                                                              • Wine brands move into spirits and beer
                                                                                                                                                                                                                                                • Alcohol brands look to waste products
                                                                                                                                                                                                                                                • Advertising and Marketing Activity

                                                                                                                                                                                                                                                  • Advertising on alcoholic drinks sees ongoing decline
                                                                                                                                                                                                                                                    • Figure 44: Total above-the-line, online display and direct mail advertising expenditure on alcoholic drinks, 2014-18
                                                                                                                                                                                                                                                  • TV remains the preferred channel despite drop in spend
                                                                                                                                                                                                                                                    • Figure 45: Total above-the-line, online display and direct mail advertising expenditure on alcoholic drinks, by media type, 2014-18
                                                                                                                                                                                                                                                  • Diageo leads by advertiser spend
                                                                                                                                                                                                                                                    • Investing in new brands/products
                                                                                                                                                                                                                                                      • Supporting existing brands
                                                                                                                                                                                                                                                        • Figure 46: Total above-the-line, online display and direct mail advertising expenditure on alcoholic drinks, by top 10 advertisers, 2014-18 (sorted by 2018)
                                                                                                                                                                                                                                                      • Other notable advertisers
                                                                                                                                                                                                                                                        • Heineken launches That’s Heineken campaign and supports Amstel
                                                                                                                                                                                                                                                          • AB InBev switches focus to Bud Light
                                                                                                                                                                                                                                                            • Bacardi increases spend
                                                                                                                                                                                                                                                              • Pernod Ricard supports Campo Viejo and Jameson Whiskey
                                                                                                                                                                                                                                                                • Lidl and M&S increase spend
                                                                                                                                                                                                                                                                  • Strongbow leads by brand, with a focus on music
                                                                                                                                                                                                                                                                    • Figure 47: Total above-the-line, online display and direct mail advertising expenditure on alcoholic drinks, by top 10 brands, 2014-18 (sorted by 2018)
                                                                                                                                                                                                                                                                  • Other notable brands enjoying higher spend
                                                                                                                                                                                                                                                                    • Thatchers cider ramps up investment
                                                                                                                                                                                                                                                                      • Estrella Damm continues with long-form ad
                                                                                                                                                                                                                                                                        • Nielsen Ad Intel coverage
                                                                                                                                                                                                                                                                        • Brand Research

                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                              • Figure 48: Attitudes towards and usage of selected brands, December 2017-October 2018
                                                                                                                                                                                                                                                                            • Key brand metrics
                                                                                                                                                                                                                                                                                • Figure 49: Key metrics for selected brands, December 2017-October 2018
                                                                                                                                                                                                                                                                              • Brand attitudes: Strongbow seen to provide good value; Kopparberg to be innovative
                                                                                                                                                                                                                                                                                • Figure 50: Attitudes, by brand, December 2017-October 2018
                                                                                                                                                                                                                                                                              • Brand personality: all brands are seen to be accessible by the majority
                                                                                                                                                                                                                                                                                • Figure 51: Brand personality – Macro image, December 2017-October 2018
                                                                                                                                                                                                                                                                              • Gordon’s stands out as being deemed traditional; cider and lager brands as refreshing
                                                                                                                                                                                                                                                                                • Figure 52: Brand personality – Micro image, December 2017-October 2018
                                                                                                                                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                                                                                                                                              • 80% of adults drink alcoholic drinks
                                                                                                                                                                                                                                                                                • Still wine and lager are the most popular types
                                                                                                                                                                                                                                                                                  • Promotions and special offers encourage 43% to try a new drink
                                                                                                                                                                                                                                                                                    • 91% enjoy the taste of alcoholic drinks
                                                                                                                                                                                                                                                                                      • Drinking alone is acceptable, according to 68%
                                                                                                                                                                                                                                                                                        • Beer most likely to be associated with social occasions; wine with a meal
                                                                                                                                                                                                                                                                                        • Usage

                                                                                                                                                                                                                                                                                          • 80% of adults drink alcoholic drinks
                                                                                                                                                                                                                                                                                            • 20% have not drunk alcohol
                                                                                                                                                                                                                                                                                              • Figure 53: Usage of alcoholic drinks (nets), November 2018
                                                                                                                                                                                                                                                                                              • Figure 54: Repertoire of types of alcoholic drinks drunk, November 2018
                                                                                                                                                                                                                                                                                            • Still wine and lager are the most popular types
                                                                                                                                                                                                                                                                                              • Sparkling wine usage drops
                                                                                                                                                                                                                                                                                                • Figure 55: Usage of alcoholic drinks, by type, November 2018
                                                                                                                                                                                                                                                                                              • Cider also sees usage fall
                                                                                                                                                                                                                                                                                                • Spirits appeal most to 18-34s
                                                                                                                                                                                                                                                                                                • Factors Encouraging Trial of New Alcoholic Drinks

                                                                                                                                                                                                                                                                                                  • Promotions and special offers encourage 43% to try a new drink
                                                                                                                                                                                                                                                                                                    • The prevalence of discounting calls for new approaches
                                                                                                                                                                                                                                                                                                      • Figure 56: Factors encouraging trial of new alcoholic drinks, November 2018
                                                                                                                                                                                                                                                                                                    • Recommendation has prompted 41% to try a new drink
                                                                                                                                                                                                                                                                                                      • Harnessing the power of peer recommendation
                                                                                                                                                                                                                                                                                                        • The enduring appeal of expert advice
                                                                                                                                                                                                                                                                                                          • Awards help to make a decision and provide proof of quality
                                                                                                                                                                                                                                                                                                            • The role for guiding choice
                                                                                                                                                                                                                                                                                                              • The demand for proof of quality
                                                                                                                                                                                                                                                                                                                • Attractive packaging and limited editions appeal to 18-34s
                                                                                                                                                                                                                                                                                                                  • Limited editions are an ingrained feature of the market
                                                                                                                                                                                                                                                                                                                  • Behaviours Related to Alcoholic Drinks

                                                                                                                                                                                                                                                                                                                    • 91% enjoy the taste of alcoholic drinks
                                                                                                                                                                                                                                                                                                                      • Elevating enjoyment by calling on consumers to savour the drink
                                                                                                                                                                                                                                                                                                                        • Figure 57: Behaviours related to alcoholic drinks, November 2018
                                                                                                                                                                                                                                                                                                                      • The environment becomes a pertinent issue, important to 62%
                                                                                                                                                                                                                                                                                                                        • Almost half (47%) have reduced/limited alcohol intake, rising to 54% of 18-34s
                                                                                                                                                                                                                                                                                                                          • Portion control appeals widely, offering a means to pace yourself or reduce intake
                                                                                                                                                                                                                                                                                                                            • Smaller formats struggle on value image
                                                                                                                                                                                                                                                                                                                            • Attitudes towards Alcoholic Drinks

                                                                                                                                                                                                                                                                                                                              • Drinking alone is acceptable, according to 68%
                                                                                                                                                                                                                                                                                                                                • Brands can also look to tap into importance of social connections
                                                                                                                                                                                                                                                                                                                                  • Figure 58: Attitudes towards alcoholic drinks, November 2018
                                                                                                                                                                                                                                                                                                                                • 67% view discounters as a way to get quality alcohol for less
                                                                                                                                                                                                                                                                                                                                  • Popularity of discounters challenges price perceptions
                                                                                                                                                                                                                                                                                                                                    • 53% see local brands as important
                                                                                                                                                                                                                                                                                                                                    • Associations with Occasions

                                                                                                                                                                                                                                                                                                                                      • Beer most likely to be drunk on social occasions…
                                                                                                                                                                                                                                                                                                                                        • …wine with a meal…
                                                                                                                                                                                                                                                                                                                                          • Figure 59: Aldi references food pairings on-pack, 2019
                                                                                                                                                                                                                                                                                                                                        • …spirits at a nightclub
                                                                                                                                                                                                                                                                                                                                          • Drinks associated with relaxing at home
                                                                                                                                                                                                                                                                                                                                            • Figure 60: Alcoholic drinks associated with selected occasions, November 2018
                                                                                                                                                                                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                                                                                                                                                  • Figure 61: UK value sales of alcoholic drinks, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                                                                  • Figure 62: UK volume sales of alcoholic drinks, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                                                                                                                • Forecast methodology