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UK Dark Spirits and Liqueurs market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Dark Spirits and Liqueurs market, its consumers and the major players who make up that market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

For the purpose of this Report, the following definitions have been used throughout:

Whisky is a spirit distilled from malted barley or other grain and typically aged in oak casks, which is produced in many parts of the world.

Brandy is defined for the purposes of this Report to include only spirit produced from grape wine, but not products such as Calvados and Eau de Vie produced from apples, pears or other fruits.

Dark/Golden/Spiced Rum. Rum is distilled from molasses or sugar cane juice, mainly in the Caribbean, although it is possible to produce it in almost any climate where sugar cane is planted. White rum is excluded from this report

Liqueurs are an alcoholic beverage of a base spirit which has been flavoured with fruit, herbs, nuts, spices, flowers or cream. This category includes cream-based liqueurs such as Baileys and Amarula and non-cream ones such as Southern Comfort, Pimm’s, Tia Maria and Jägermeister.

Dutyfree and distillery whisky sales and visitor centre entry fees are excluded from market data

What you need to know

Estimated at just under £6 billion in 2018, the dark spirits and liqueurs market grew by 20.2% over 2013-18. This was driven by inflation and strong sales growth in certain segments, with American whiskey and dark rum performing particularly strongly in recent years. Dark spirits are drunk by half (47%) of UK adults and liqueurs/flavoured dark spirits by 41%.

Premium products have opportunities to benefit from the alcohol moderation trends, with 57% of drinkers saying they would prefer to drink a smaller quantity of a premium dark spirit/liqueur than a larger quantity of a standard one. This mindset continues to drive a premiumisation trend in innovation within the category. Friend/ family recommendations and tasting sessions are the primary means to drive trial of a new dark spirit, enticing 38% and 37% of drinkers respectively. There is also a strong consumer interest in learning more about dark spirits, opening up opportunities for more brands to take an educational stance to support this.

Meanwhile on-trend and less sweet flavours are promising avenues to explore in liqueurs, these appealing to 45% and 40% of dark spirits/liqueurs drinkers respectively.

Expert analysis from a specialist in the field

Written by Alice Baker, 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.

Friend/family recommendations and tasting sessions stand out as key means to drive dark spirits trial. Companies can incentivise recommendations through rewards such as discount vouchers and marketing messages themed around knowledge sharing. Meanwhile sampling initiatives would help to overcome the barrier of spirits’ high price discouraging experimentation among risk-averse consumers.Alice Baker
Food & Drink Analyst

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Table of contents

  1. Overview

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

          • The market
            • Inflation and strong performances in certain segments drive growth over 2013-18
              • Ageing UK population to hinder dark spirits and liqueurs sales 2018-23
                • Figure 1: Total Value sales of dark spirits and liqueurs, 2013-23
              • Whisky sales remain flat in 2018, while dark rum’s rise continues
                • Off-trade gains at the expense of on-trade in 2018
                  • Multiple factors affect the price of spirits
                    • Companies and brands
                      • The Famous Grouse loses ground in the whisky segment
                        • Figure 2: Leading brands’ shares in the UK retail whisky market, 2017/18*
                      • Mixed results for Diageo brands
                        • Premium and limited edition launches continue in 2018
                          • Liqueurs continue to explore on-trend flavours
                            • Marginal dip in advertising spend in 2017
                              • Baileys is the most trusted brand, while Jameson has a traditional image
                                • The consumer
                                  • Half of UK adults drink dark spirits
                                    • Figure 3: Usage of dark spirits, by type, July 2018
                                  • Four in ten adults drink liqueurs/flavoured dark spirits
                                    • Figure 4: Usage of liqueurs and flavoured dark spirits, by type, July 2018
                                  • Scotch whisky tends to be chosen for relaxing at home, while dark rum and bourbon win for parties
                                    • Tasting sessions and recommendations are key means to drive trial
                                      • Figure 5: Prompts to try a new dark spirit, July 2018
                                    • Ingredients and ageing are seen as key for premium dark spirits/liqueurs
                                      • Figure 6: Factors seen as defining a premium dark spirit, July 2018
                                    • Opportunities for premium dark spirits/liqueurs
                                      • Less sweet-tasting liqueurs have wide appeal
                                        • Figure 7: Behaviours relating to dark spirits and liqueurs, July 2018
                                      • Winter bias in dark spirits drinking restricts usage occasions
                                        • Figure 8: Dark spirit drinkers’ behaviours, July 2018
                                      • What we think
                                      • Issues and Insights

                                        • Premium products could benefit amid the alcohol moderation trends
                                          • The facts
                                            • The implications
                                              • Recommendations and sampling are key to driving dark spirits trial
                                                • The facts
                                                  • The implications
                                                    • Opportunities for exciting flavour innovation in liqueurs
                                                      • The facts
                                                        • The implications
                                                        • The Market – What You Need to Know

                                                          • Inflation and growth in certain segments drive growth over 2013-18
                                                            • Ageing UK population to hinder dark spirits and liqueurs sales 2018-23
                                                              • Figure 9: Total Value sales of dark spirits and liqueurs, 2013-23
                                                            • Whisky sales remain flat in 2018, while dark rum’s rise continues
                                                              • Off-trade gains at the expense of on-trade in 2018
                                                                • Multiple factors affect the price of spirits
                                                                • Market Size and Forecast

                                                                  • Inflation and growth in certain segments drive growth over 2013-18
                                                                    • Inflation and mixed volume sales results expected for 2018-23
                                                                      • Ageing population to hinder volume sales growth
                                                                        • Figure 10: Total Value and volume sales of dark spirits and liqueurs, 2013-23
                                                                        • Figure 11: Total Value sales of dark spirits and liqueurs, 2013-23
                                                                      • Forecast methodology
                                                                      • Market Segmentation

                                                                        • Weakness of blended whisky impedes the entire segment in 2018
                                                                          • Inflation expected for 2018-23, though to a lesser extent than for other dark spirits
                                                                            • Minimal growth anticipated for whisky volume sales
                                                                              • Figure 12: Total Value and volume sales of whisky, 2013-23
                                                                              • Figure 13: Total Value sales of whisky, 2013-23
                                                                            • Dark rum’s meteoric rise slows in 2018
                                                                              • Volume sales to slow further over 2018-23
                                                                                • Figure 14: Total Value and volume sales of dark rum, 2013-23
                                                                                • Figure 15: Total Value sales of dark rum, 2013-23
                                                                              • Little change in brandy/Cognac/Armagnac sales in 2018
                                                                                • Mostly flat volume sales expected for 2018-23
                                                                                  • Figure 16: Total value and volume sales of brandy/Cognac/Armagnac, 2013-23
                                                                                  • Figure 17: Total Value sales of brandy/Cognac/Armagnac, 2013-23
                                                                                • Liqueurs’ volatile performance continues in 2018
                                                                                  • Further volatility predicted for 2018-23
                                                                                    • Figure 18: Total Value and volume sales of liqueurs, 2013-23
                                                                                    • Figure 19: Total Value and volume sales of liqueurs, 2013-23
                                                                                • Channels to Market

                                                                                  • Off-trade gains at the expense of on-trade in 2018
                                                                                    • Figure 20: Value and volume sales of dark spirits and liqueurs, by channel, 2016-18
                                                                                  • Mixed retail sales results for dark spirits in 2018
                                                                                    • Blended whisky sales slip
                                                                                      • Single malt bounces back
                                                                                        • Imported whisky continues to benefit from the Americana trend
                                                                                          • Dark rum sees further, though slowing, sales growth
                                                                                            • Figure 21: Value and volume sales of dark spirits and liqueurs in the off-trade, by segment, 2016-18
                                                                                          • On-trade sales of dark spirits mirror those of off-trade….
                                                                                            • ….while liqueurs perform differently
                                                                                              • Figure 22: Value and volume sales of dark spirits and liqueurs in the on-trade, by segment, 2016-18
                                                                                          • Market Drivers

                                                                                            • Multiple factors affect the price of spirits
                                                                                              • Freeze on alcohol duties eases pressure on manufacturers
                                                                                                • Scotland introduces minimum unit pricing for alcohol
                                                                                                  • Exchange rates remain pivotal for dark spirits
                                                                                                    • Barley shortage has implications for whisky
                                                                                                      • Income squeeze in 2017 hinders dark spirits
                                                                                                        • Public health concerns affect spirits and liqueurs
                                                                                                          • A third have cut back on alcohol for health reasons
                                                                                                            • Sugar concerns serve as a barrier to liqueurs
                                                                                                              • Ageing population of the UK offers little support for spirits or liqueurs
                                                                                                                • Figure 23: Usage of dark spirits and liqueurs, by age group, July 2018
                                                                                                            • Companies and Brands – What You Need to Know

                                                                                                              • The Famous Grouse loses ground in the whisky segment
                                                                                                                • Mixed results for Diageo brands
                                                                                                                  • Premium and limited edition launches continue in 2018
                                                                                                                    • Liqueurs continue to explore on-trend flavours
                                                                                                                      • Marginal dip in advertising spend in 2017
                                                                                                                        • Baileys is the most trusted brand, while Jameson has a traditional image
                                                                                                                        • Market Share

                                                                                                                          • Famous Grouse loses ground as blended whisky brands struggle
                                                                                                                            • Figure 24: Leading brands’ sales and shares in the UK retail whisky market, 2015/16-2017/18
                                                                                                                            • Figure 25: Leading distributors’ sales and shares in the UK retail whisky market, 2015/16-2017/18
                                                                                                                          • Strong advertising support boosts Jameson
                                                                                                                            • Jack Daniel’s and Jim Beam continue to benefit from the Americana trend
                                                                                                                              • Captain Morgan sees further growth as dark rum’s success continues
                                                                                                                                • Figure 26: Leading brands’ sales and shares in the UK retail dark/golden/spiced rum market, 2015/16-2016/17
                                                                                                                                • Figure 27: Leading distributors’ sales and shares in the UK retail dark/golden/spiced rum market, 2015/16-2016/17
                                                                                                                              • Authenticity focus boosts Havana Club
                                                                                                                                • Halewood acquires Dead Man’s Fingers
                                                                                                                                  • Own-label loses ground in brandy/Cognac/Armagnac
                                                                                                                                    • Courvoisier capitalises on the premiumisation trend
                                                                                                                                      • Figure 28: Leading brands’ sales and shares in the UK retail brandy/Cognac/Armagnac market, 2015/16-2016/17
                                                                                                                                      • Figure 29: Leading distributors’ sales and shares in the UK retail brandy/Cognac/Armagnac market, 2015/16-2016/17
                                                                                                                                    • Baileys extends its lead in liqueurs
                                                                                                                                      • Summer weather fails to boost Pimm’s as competition heats up in gin liqueurs
                                                                                                                                        • Figure 30: Leading brands’ sales and shares in the UK retail liqueurs market, 2015/16-2017/18
                                                                                                                                        • Figure 31: Leading distributors’ sales and shares in the UK retail liqueurs market, 2015/16-2017/18
                                                                                                                                    • Launch Activity and Innovation

                                                                                                                                      • Premium spirits launches continue
                                                                                                                                        • Leading rum brands launch premium variants
                                                                                                                                          • Jura focuses on ageing and barrel types
                                                                                                                                            • Courvoisier launches Amazon-exclusive variant
                                                                                                                                              • Fettercairn relaunches with a 50-year-old whisky
                                                                                                                                                • Figure 32: Examples of premium dark spirits, 2018
                                                                                                                                              • Leading spirits companies pick up craft cues in packaging redesigns
                                                                                                                                                • Companies continue to release limited editions
                                                                                                                                                  • High Commissioner focuses on its history with Heritage edition
                                                                                                                                                    • Scotch whisky brand encourages people to decorate their own bottles
                                                                                                                                                      • Rum brand puts the focus on its backstory
                                                                                                                                                        • Other selected limited edition launches
                                                                                                                                                          • Figure 33: Examples of limited edition dark spirits, 2018
                                                                                                                                                        • Leading brands unveil limited edition packaging
                                                                                                                                                          • Figure 34: Example of a dark spirit with limited-edition packaging design
                                                                                                                                                        • Targeting the spring and summer months with seasonal editions
                                                                                                                                                          • Figure 35: Examples of spring/summer-themed dark spirits and liqueurs, 2018
                                                                                                                                                        • Whisky brands emphasize affordability
                                                                                                                                                          • Whyte & Mackay describes 50cl version as response to Minimum Unit Pricing
                                                                                                                                                            • Figure 36: Example of dark spirit with focus on affordability, 2018
                                                                                                                                                          • New whiskies highlight sweet taste to attract younger consumers
                                                                                                                                                            • Figure 37: Example of whisky positioned as an entry-level product, 2018
                                                                                                                                                          • References to sweet taste could help to overcome taste objections
                                                                                                                                                            • Liqueurs continue to explore on-trend flavours
                                                                                                                                                              • Greenall’s gin extends into liqueurs
                                                                                                                                                                • Figure 38: Examples of liqueurs in on-trend flavours, 2017-18
                                                                                                                                                              • Baileys Almande goes on general release
                                                                                                                                                                • Figure 39: Baileys’ dairy-free variant, 2018
                                                                                                                                                              • Companies explore unconventional barrel types
                                                                                                                                                                • Jameson adds whisky finished in craft IPA barrels to Caskmates range
                                                                                                                                                                  • Glenfiddich expands its Experimental range
                                                                                                                                                                    • Craft distillery collaborates with Royal Navy Museum on navy strength rum
                                                                                                                                                                      • Martell celebrates its historical ties with the US with bourbon cask expression
                                                                                                                                                                        • Figure 40: Example of dark spirit matured in unusual barrel type, 2018
                                                                                                                                                                      • Historical references used to project image of authenticity
                                                                                                                                                                        • Niche brands draw inspiration from various historical eras
                                                                                                                                                                          • The dark spirits return
                                                                                                                                                                            • Johnnie Walker extends its Ghost & Rare series
                                                                                                                                                                              • Figure 41: Examples of dark spirits with historical references, 2017-18
                                                                                                                                                                            • Major and smaller brands link with music
                                                                                                                                                                              • Own-label cream liqueurs offer competition for Bailey’s
                                                                                                                                                                                • Figure 42: Examples of own-label cream-based liqueurs, 2017
                                                                                                                                                                            • Advertising and Marketing Activity

                                                                                                                                                                              • Marginal dip in advertising spend in 2017
                                                                                                                                                                                • Figure 43: Total above-the line, online display and direct mail advertising expenditure on dark spirits^ and liqueurs (sorted by 2017), 2014-18
                                                                                                                                                                              • Diageo remains the leading advertiser in 2017
                                                                                                                                                                                • Captain Morgan continues its focus on enjoyment
                                                                                                                                                                                  • Personalised bottles promoted as a way for people to celebrate friendship
                                                                                                                                                                                    • Haig Club encourages responsible drinking
                                                                                                                                                                                      • Baileys looks to build associations with glamourous lifestyles
                                                                                                                                                                                        • Baileys Almande adverts bring the indulgence theme to dairy-free
                                                                                                                                                                                          • Pernod Ricard rises to second largest advertiser
                                                                                                                                                                                            • Jameson promotes mixed serve for St Patrick’s Day…
                                                                                                                                                                                              • …and introduces new Caskmates IPA
                                                                                                                                                                                                • The Glenlivet presented as the definitive whisky
                                                                                                                                                                                                  • Leading whisky brands focus on their heritage and craftsmanship
                                                                                                                                                                                                    • Johnnie Walker lays open its production methods
                                                                                                                                                                                                      • Jack Daniels highlights its willingness to make the extra effort
                                                                                                                                                                                                        • Jim Beam emphasizes longer ageing
                                                                                                                                                                                                          • Maker’s Mark unveils its first UK campaign for 10 years
                                                                                                                                                                                                            • Various dark spirits brands promote meal pairings
                                                                                                                                                                                                              • Disaronno looks to build associations with glamorous lifestyles
                                                                                                                                                                                                                • Johnnie Walker and Glenfiddich bring a personalised aspect to whisky
                                                                                                                                                                                                                  • Other selected campaigns
                                                                                                                                                                                                                    • Tullamore Dew links blending whiskies with cultural diversity
                                                                                                                                                                                                                      • Jägermeister draws on German mythology for Halloween campaign
                                                                                                                                                                                                                        • …and continues its live music events
                                                                                                                                                                                                                          • The Kraken releases spoof news report for April Fool’s Day
                                                                                                                                                                                                                            • Bunnahabhain puts the focus on its local area
                                                                                                                                                                                                                              • Nielsen Ad Intel coverage
                                                                                                                                                                                                                              • Brand Research

                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 44: Attitudes towards and usage of selected brands, June 2018
                                                                                                                                                                                                                                  • Key brand metrics
                                                                                                                                                                                                                                    • Figure 45: Key metrics for selected brands, June 2018
                                                                                                                                                                                                                                  • Brand attitudes: Baileys and Captain Morgan are the most trusted brands
                                                                                                                                                                                                                                    • Figure 46: Attitudes, by brand, June 2018
                                                                                                                                                                                                                                  • Brand personality: Baileys and Jägermeister score well on the fun factor
                                                                                                                                                                                                                                    • Figure 47: Brand personality – macro image, June 2018
                                                                                                                                                                                                                                  • Baileys is the most widely seen as delicious
                                                                                                                                                                                                                                    • Figure 48: Brand personality – micro image, June 2018
                                                                                                                                                                                                                                  • Brand analysis
                                                                                                                                                                                                                                    • Baileys is the most trusted brand
                                                                                                                                                                                                                                      • Figure 49: User profile of Baileys, June 2018
                                                                                                                                                                                                                                    • Chambord has something of a premium image
                                                                                                                                                                                                                                      • Figure 50: User profile of Chambord, June 2018
                                                                                                                                                                                                                                    • Jameson is associated with tradition and authenticity
                                                                                                                                                                                                                                      • Figure 51: User profile of Jameson, June 2018
                                                                                                                                                                                                                                    • Captain Morgan scores well on the fun factor
                                                                                                                                                                                                                                      • Figure 52: User profile of Captain Morgan, June 2018
                                                                                                                                                                                                                                    • Jim Beam has some associations with authenticity
                                                                                                                                                                                                                                      • Figure 53: User profile of Jim Beam, June 2018
                                                                                                                                                                                                                                    • Jägermeister is seen as fun and (somewhat) cool
                                                                                                                                                                                                                                      • Figure 54: User profile of Jägermeister, June 2018
                                                                                                                                                                                                                                    • Whyte & Mackay has a traditional image
                                                                                                                                                                                                                                      • Figure 55: User profile of Whyte & Mackay, June 2018
                                                                                                                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                                                                                                                    • Half of UK adults drink dark spirits
                                                                                                                                                                                                                                      • Four in ten adults drink liqueurs/flavoured dark spirits
                                                                                                                                                                                                                                        • Scotch whisky tends to be chosen for relaxing at home, while dark rum and bourbon win for parties
                                                                                                                                                                                                                                          • Tasting sessions and recommendations are key means to drive trial
                                                                                                                                                                                                                                            • Ingredients and ageing are seen as key for premium dark spirits/liqueurs
                                                                                                                                                                                                                                              • Opportunities for premium dark spirits/liqueurs
                                                                                                                                                                                                                                                • Less sweet-tasting liqueurs have wide appeal
                                                                                                                                                                                                                                                  • Winter bias in dark spirits drinking restricts usage occasions
                                                                                                                                                                                                                                                  • Usage of Dark Spirits and Liqueurs

                                                                                                                                                                                                                                                    • Half of adults drink dark spirits
                                                                                                                                                                                                                                                      • Figure 56: Usage of dark spirits, by type, July 2018
                                                                                                                                                                                                                                                    • Ageing population to hinder dark spirits
                                                                                                                                                                                                                                                      • Men and the financially secure are higher users of dark spirits
                                                                                                                                                                                                                                                        • A quarter drink three or more dark spirits types
                                                                                                                                                                                                                                                          • Figure 57: Repertoire of dark spirit types drunk, July 2018
                                                                                                                                                                                                                                                        • Single malt is as likely to be drunk with a mixer as other whisky types
                                                                                                                                                                                                                                                          • People who feel knowledgeable about whisky are more likely to drink it neat
                                                                                                                                                                                                                                                            • Figure 58: Ways of drinking dark spirits, by type, July 2018
                                                                                                                                                                                                                                                          • Few drink dark spirits as part of a cocktail
                                                                                                                                                                                                                                                            • Under-35s are particularly likely to drink cocktails and mixed drinks
                                                                                                                                                                                                                                                              • On-pack recipes have prompted a third of drinkers to make mixed drinks/cocktails
                                                                                                                                                                                                                                                                • Four in ten adults drink liqueurs/flavoured dark spirits
                                                                                                                                                                                                                                                                  • Figure 59: Usage of liqueurs and flavoured dark spirits, by type, July 2018
                                                                                                                                                                                                                                                                • More women than men drink liqueurs…
                                                                                                                                                                                                                                                                  • …but flavoured dark spirits are more likely to be drunk by men
                                                                                                                                                                                                                                                                    • Ageing population will also hinder liqueurs
                                                                                                                                                                                                                                                                      • Cream-based liqueurs are the most likely to be drunk neat
                                                                                                                                                                                                                                                                        • Figure 60: Ways of drinking liqueurs/flavoured dark spirits, by type, July 2018
                                                                                                                                                                                                                                                                    • Usage Occasions for Selected Types of Dark Spirits

                                                                                                                                                                                                                                                                      • Scotch whisky is the most likely to be chosen for relaxing at home
                                                                                                                                                                                                                                                                        • One in five under-35s drink Scotch whisky in nightclubs
                                                                                                                                                                                                                                                                          • Suggestions on menus would encourage out-of-home usage of Scotch whisky
                                                                                                                                                                                                                                                                            • Figure 61: Usage occasions for selected types of dark spirits, July 2018
                                                                                                                                                                                                                                                                          • Scope to encourage more dark spirits meal pairings
                                                                                                                                                                                                                                                                            • Dark rum and bourbon are the most likely to be chosen for parties
                                                                                                                                                                                                                                                                            • Prompts to Try a New Dark Spirit

                                                                                                                                                                                                                                                                              • Tasting sessions and recommendations are key means to drive trial
                                                                                                                                                                                                                                                                                • Figure 62: Prompts to try a new dark spirit, July 2018
                                                                                                                                                                                                                                                                              • Tasting opportunities should help to overcome many consumers’ risk-averse approach
                                                                                                                                                                                                                                                                                • Various options for tasting sessions in both the off- and on-trade
                                                                                                                                                                                                                                                                                  • Friend/family recommendations trump those from drinks professionals
                                                                                                                                                                                                                                                                                    • Various options to incentivise recommendations
                                                                                                                                                                                                                                                                                      • Few people report being swayed by advertising
                                                                                                                                                                                                                                                                                      • Factors Seen as Defining a Premium Dark Spirit/Liqueur

                                                                                                                                                                                                                                                                                        • Ingredients and ageing seen as key to a premium dark spirit/liqueur
                                                                                                                                                                                                                                                                                          • Focus on ingredient varieties would help to build a quality image
                                                                                                                                                                                                                                                                                            • Figure 63: Factors seen as defining a premium dark spirit, July 2018
                                                                                                                                                                                                                                                                                          • Marketing underpins premium associations around longer ageing
                                                                                                                                                                                                                                                                                            • People knowledgeable about whisky especially likely to prioritise ageing
                                                                                                                                                                                                                                                                                              • Need for companies to explain the importance of barrel types
                                                                                                                                                                                                                                                                                              • Behaviours relating to Dark Spirits and Liqueurs

                                                                                                                                                                                                                                                                                                • Opportunities for premium spirits to benefit from moderation trends
                                                                                                                                                                                                                                                                                                  • Own-label should be as well-placed to benefit as brands
                                                                                                                                                                                                                                                                                                    • Figure 64: Behaviours relating to dark spirits and liqueurs, July 2018
                                                                                                                                                                                                                                                                                                  • Further information on dark spirits is wanted by many
                                                                                                                                                                                                                                                                                                    • Subscription services would speak to consumer desire for information
                                                                                                                                                                                                                                                                                                      • Four in ten users are influenced by provenance information
                                                                                                                                                                                                                                                                                                        • Further details on sourcing would give differentiation and build trust
                                                                                                                                                                                                                                                                                                          • Figure 65: Example of dark spirit highlighting provenance, 2018
                                                                                                                                                                                                                                                                                                        • Liqueurs in on-trend flavours have wide appeal
                                                                                                                                                                                                                                                                                                          • Strong interest in less sweet-tasting liqueurs
                                                                                                                                                                                                                                                                                                            • Vegetable flavours would appeal to the interest both in on-trend flavours and in less sweet-tasting products
                                                                                                                                                                                                                                                                                                              • Figure 66: International examples of liqueurs with vegetable flavours, 2016-18
                                                                                                                                                                                                                                                                                                          • Dark Spirit Drinkers’ Behaviours

                                                                                                                                                                                                                                                                                                            • Majority of drinkers say that they know the difference between whiskies
                                                                                                                                                                                                                                                                                                              • Concerns about blended whisky are highest among people who know the difference between whisky types
                                                                                                                                                                                                                                                                                                                • Figure 67: Dark spirit drinkers’ behaviours, July 2018
                                                                                                                                                                                                                                                                                                              • Winter bias in dark spirits drinking restricts usage occasions
                                                                                                                                                                                                                                                                                                                • Promoting use in seasonal cocktails could help to encourage year-round drinking
                                                                                                                                                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                                                                                                                        • Forecast methodology
                                                                                                                                                                                                                                                                                                                            • Figure 68: Forecast of UK sales of dark spirits and liqueurs, by value, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                            • Figure 69: Forecast of UK sales of dark spirits and liqueurs, by volume, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                            • Figure 70: Forecast of UK sales of whisky, by value, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                            • Figure 71: Forecast of UK sales of whisky, by volume, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                            • Figure 72: Forecast of UK sales of dark rum, by value, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                            • Figure 73: Forecast of UK sales of dark rum, by volume, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                            • Figure 74: Forecast of UK sales of brandy/Cognac/Armagnac, by value, Best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                            • Figure 75: Forecast of UK sales of brandy/Cognac/Armagnac, by volume, Best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                            • Figure 76: Forecast of UK sales of liqueurs, by value, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                            • Figure 77: Forecast of UK sales of liqueurs, by volume, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                            • Figure 78: Total volume sales of dark spirits and liqueurs, 2013-23
                                                                                                                                                                                                                                                                                                                            • Figure 79: Total volume sales of whisky, 2013-23
                                                                                                                                                                                                                                                                                                                            • Figure 80: Total volume sales of dark rum, 2013-23
                                                                                                                                                                                                                                                                                                                            • Figure 81: Total volume sales of brandy/Cognac/Armagnac, 2013-23
                                                                                                                                                                                                                                                                                                                            • Figure 82: Total volume sales of liqueurs, 2013-23
                                                                                                                                                                                                                                                                                                                        • Appendix –Advertising and Marketing Activity

                                                                                                                                                                                                                                                                                                                            • Figure 83: Total above-the line, online display and direct mail advertising expenditure on dark spirits^ and liqueurs (sorted by top three advertisers in 2017), 2014-18
                                                                                                                                                                                                                                                                                                                        • Appendix – Usage of Dark Spirits and Liqueurs

                                                                                                                                                                                                                                                                                                                            • Figure 84: Ways of drinking dark spirits (nets), July 2018