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?
Point of sale market data
In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money onMarket Size
How big is the market today and what is our 5 year forecast? Includes both best & worst case scenariosMarket Segmentation
What are the different segments within the market and how are those individual segments performing?
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
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
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
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