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UK White Spirits and RTDs market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the White Spirits and RTDs 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?

Key points included

  • Product details are important to many.
  • Trial in the on-trade is a major driver of retail purchase.
  • Pre-mixed cocktails in trendy flavours have strong potential.

Covered in this report

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

  • Vodka is a clear, colourless, almost odourless spirit made from the distillation of potatoes, and sometime from corn, rye, wheat, sugar beet molasses or other agricultural matter.
  • Gin predominantly derives its flavour from juniper berries and falls into two distinct categories: distilled gin and compound gin.
  • White rum is produced from sugarcane juice and molasses.
  • Tequila is a distilled beverage made from the blue agave plant, primarily in the area surrounding the city of the same name in Mexico.
  • RTDs is a trade term used to describe any drink featuring an alcoholic drink and a mixer sold pre-mixed typically either in bottles or cans.

What you need to know

Drinking in the on-trade is a major driver of retail purchase; trying a white spirit in a pub/bar/nightclub has encouraged 58% of users/ buyers to buy it from a shop, rising to 72% among under-35s. Product details such as sourcing and production methods are key to creating standout in an increasingly crowded market and are deemed important when buying white spirits for half (49%) of drinkers/buyers. Meanwhile, the high level of interest in premixed versions of trendy cocktails among the younger generation highlights this as a key area of opportunity for RTDs.

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.

The importance that many white spirits buyers place on product details underlines the need for companies to highlight attributes such as ingredient varieties and provenance prominently on pack. Securing good distribution and visibility in the on-trade is also crucial for brands in order to drive retail purchaseAlice Baker
Food & Drink Analyst

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What's included

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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 growth in certain segments drive category growth 2013-18
              • Further inflation and slowing volume sales predicted for 2018-23
                • Figure 1: Total value sales of white spirits and RTDs, 2013-23
              • Vodka sales slip as gin boom continues
                • Mixed results for white spirits in the off- and on-trade in 2018
                  • Freeze in spirits duty offers relief to manufacturers
                    • Health body declares there to be no safe limit of alcohol consumption
                      • Companies and brands
                        • Smirnoff grows sales but feels pressure from rivals
                          • Figure 2: Leading brands’ shares in the UK retail vodka market, by value, 2017/18^
                        • Gordon’s enjoys strong sales growth but faces increased competition
                          • Colourful gin trend continues
                            • Further crossover brands enter the category
                              • Advertising spend rises in 2017
                                • Diageo focuses on Smirnoff and Gordon’s
                                  • Smirnoff leads on value, while Malibu is the most widely seen as fun
                                    • The consumer
                                      • Six in ten adults drink white spirits, while over a third drink RTDs
                                        • Figure 3: Usage of white spirits, by type, September 2018
                                      • Pre-mixed versions of trendy cocktails appeal to three in ten
                                        • Figure 4: Usage of RTDs, by format, September 2018
                                      • Trial in the on-trade is a major driver of retail purchase
                                        • Product details are important to many
                                          • Figure 5: Behaviours relating to white spirits, September 2018
                                        • Concerns about artificial ingredients are a barrier for RTDs
                                          • Figure 6: Attitudes towards white spirits and RTDs, September 2018
                                        • Few see any type of white spirit as sophisticated
                                          • What we think
                                          • Issues and Insights

                                            • Product details are important to many
                                              • The facts
                                                • The implications
                                                  • Trial in the on-trade is a major driver of retail purchase
                                                    • The facts
                                                      • The implications
                                                        • Pre-mixed cocktails in trendy flavours have strong potential
                                                          • The facts
                                                            • The implications
                                                            • The Market – What You Need to Know

                                                              • Inflation and growth in certain segments drive category growth 2013-18
                                                                • Further inflation and slowing volume sales predicted for 2018-23
                                                                  • Vodka sales slip as gin boom continues
                                                                    • Mixed results for white spirits in the off- and on-trade in 2018
                                                                      • Freeze in spirits duty offers relief to manufacturers
                                                                        • Health body declares there to be no safe limit of alcohol consumption
                                                                        • Market Size and Forecast

                                                                          • Inflation and growth in certain segments drive category growth 2013-18
                                                                            • Further inflation predicted for 2018-23
                                                                              • Ageing UK population and alcohol moderation trend to impede volume sales growth
                                                                                • Figure 7: Total value and volume sales of white spirits and RTDs, 2013-23
                                                                                • Figure 8: Total value sales of white spirits and RTDs, 2013-23
                                                                              • Forecast methodology
                                                                              • Market Segmentation

                                                                                • Vodka volume sales slip in 2018
                                                                                  • Inflation and slight volume sales decline projected for 2018-23
                                                                                    • Figure 9: Total value and volume sales of vodka, 2013-23
                                                                                    • Figure 10: Total value sales of vodka, 2013-23
                                                                                  • Gin boom continues in 2018
                                                                                    • Slowing volume sales growth predicted for 2018-23
                                                                                      • Figure 11: Total value and volume sales of gin, 2013-23
                                                                                      • Figure 12: Total value sales of gin, 2013-23
                                                                                    • White rum’s lacklustre sales performance continues in 2018
                                                                                      • Further inflation plus some volume sales decline anticipated for 2018-23
                                                                                        • Figure 13: Total value and volume sales of white rum, 2013-23
                                                                                        • Figure 14: Total value sales of white rum, 2013-23
                                                                                      • Tequila/mezcal sees rapid sales growth over 2013-18
                                                                                        • Tequila/mezcal’s stark youth bias to limit volume sales growth 2018-23
                                                                                          • Figure 15: Total value and volume sales of tequila/mezcal, 2013-23
                                                                                          • Figure 16: Total value sales of tequila/mezcal, 2013-23
                                                                                        • RTDs revival continues in 2018
                                                                                          • RTDs growth to slow over 2018-23
                                                                                            • Figure 17: Total value and volume sales of RTDs, 2013-23
                                                                                            • Figure 18: Total value and volume sales of RTDs, 2013-23
                                                                                        • Channels to Market

                                                                                          • Higher prices in the on-trade allow it to lead on values but not on volumes
                                                                                            • Figure 19: UK value and volume sales of white spirits and RTDs in the on- and off-trade, by type, 2016-18
                                                                                          • Vodka retail sales gain at the expense of on-trade in 2018
                                                                                            • Gin performs well in both the off- and on-trade…
                                                                                              • …while white rum performs better in the on-trade
                                                                                                • RTDs perform strongly in the off-trade
                                                                                                • Market Drivers

                                                                                                  • Multiple factors affect spirits prices
                                                                                                    • Freeze on spirits duties offers relief to manufacturers
                                                                                                      • Uncertainty continues to surround post-Brexit situation
                                                                                                        • Wage growth pulls ahead of inflation but remains subdued
                                                                                                          • Figure 20: CPI vs average weekly earnings, 2012-18
                                                                                                        • Minimum unit pricing comes into effect in Scotland
                                                                                                          • Industry submits proposal for more detailed alcohol labelling
                                                                                                            • Health organisation calls for health warnings on alcoholic drinks packaging
                                                                                                              • A third of buyers have cut back on alcohol for health reasons
                                                                                                                • No safe level of alcohol consumption, declares health research institute
                                                                                                                  • Companies look to tap the alcohol moderation trend with spirits alternatives
                                                                                                                    • Ageing UK population offers little support for white spirits or RTDs
                                                                                                                      • Figure 21: Usage of white spirits and RTDs, by age group, September 2018
                                                                                                                    • Competition heats up in white spirits
                                                                                                                    • Companies and Brands – What You Need to Know

                                                                                                                      • Smirnoff grows sales but feels pressure from rivals
                                                                                                                        • Gordon’s enjoys strong sales growth but faces increased competition
                                                                                                                          • Colourful gin trend continues
                                                                                                                            • Further crossover brands enter the category
                                                                                                                              • Advertising spend rises in 2017
                                                                                                                                • Diageo focuses on Smirnoff and Gordon’s
                                                                                                                                  • Smirnoff leads on value, while Malibu is the most widely seen as fun
                                                                                                                                  • Market Share

                                                                                                                                    • Smirnoff grows sales but feels pressure from rivals
                                                                                                                                      • Figure 22: Leading brands’ sales and shares in the UK retail vodka market, 2015/16-2017/18
                                                                                                                                      • Figure 23: Leading distributors’ sales and shares in the UK retail vodka market, 2015/16-2017/18
                                                                                                                                    • Gordon’s sees strong growth as gin boom continues
                                                                                                                                      • Figure 24: Leading brands’ sales and shares in the UK retail gin market, 2015/16-2017/18
                                                                                                                                      • Figure 25: Leading distributors’ sales and shares in the UK retail gin market, 2015/16-2017/18
                                                                                                                                    • Increased distribution helps Whitley Neill to fly
                                                                                                                                      • …and boosts smaller brands
                                                                                                                                        • NPD helps own-label to grow sales, albeit losing share
                                                                                                                                          • Bacardi sees sales slip in weak white rum market
                                                                                                                                            • Figure 26: Leading brands’ sales and shares in the UK retail white rum market, 2015/16-2017/18
                                                                                                                                            • Figure 27: Leading distributors’ sales and shares in the UK retail white rum market, 2015/16-2017/18
                                                                                                                                          • Smaller brands push forward in tequila/mezcal
                                                                                                                                            • Figure 28: Leading brands’ sales and shares in the UK retail tequila/mezcal market, 2015/16-2017/18
                                                                                                                                            • Figure 29: Leading distributors’ sales and shares in the UK retail tequila/mezcal market, 2015/16-2017/18
                                                                                                                                          • WKD sees further volume sales decline in 2017/2018
                                                                                                                                            • Figure 30: Leading brands’ sales and shares in the UK retail RTDs market, 2015/16-2016/17
                                                                                                                                          • Gordon’s RTDs rise along with the main brand
                                                                                                                                            • NPD helps smaller brands and own-label to grow
                                                                                                                                            • Launch Activity and Innovation

                                                                                                                                              • Colourful gin trend continues
                                                                                                                                                • Pernod Ricard unveils Beefeater Pink
                                                                                                                                                  • A raft of pink gins arrives from smaller brands…
                                                                                                                                                    • …and from own-label
                                                                                                                                                      • Figure 31: Examples of pink gins, 2018
                                                                                                                                                    • Craft brands release violet gins
                                                                                                                                                      • Orange gins emphasize taste and mixability
                                                                                                                                                        • Figure 32: Gins in other colours, 2018
                                                                                                                                                      • Absolut highlights the juice content of its flavoured vodka drinks
                                                                                                                                                        • Figure 33: Example of Absolut Juice Edition range, 2018
                                                                                                                                                      • Retailers explore colour changing gins…
                                                                                                                                                        • …picking up craft cues
                                                                                                                                                          • Figure 34: Example of colour-changing gin, 2018
                                                                                                                                                        • Bombay Sapphire launches edible paint for gin & tonic in the on-trade
                                                                                                                                                          • Further activity in non-alcoholic spirit alternatives
                                                                                                                                                            • Pernod Ricard picks up craft cues with Ceder’s Alt Gin
                                                                                                                                                              • Figure 35: Examples of non-alcoholic spirits alternatives, 2018
                                                                                                                                                            • Smaller brands focus on enjoyment
                                                                                                                                                              • Independent shop and craft distiller co-operate on organic ‘amber’ gin alternative
                                                                                                                                                                • Seedlip expands its portfolio
                                                                                                                                                                  • Gordon’s adds low-alcohol premixes
                                                                                                                                                                    • Figure 36: Example of Gordon’s Ultra Low Alcohol range, 2018
                                                                                                                                                                  • Further cross-over brands enter the market
                                                                                                                                                                    • Craft breweries continue to extend into white spirits
                                                                                                                                                                      • Figure 37: Tiny Rebel’s gin range, 2018
                                                                                                                                                                    • Fortified wine brand launches ginger-flavoured gin
                                                                                                                                                                      • Alcohol brands extend into RTDs
                                                                                                                                                                        • Restaurant chains launch pre-mixed cocktails
                                                                                                                                                                          • Figure 38: Example of TGI Fridays RTDs range, 2018
                                                                                                                                                                        • Premium RTDs launches rise in 2018
                                                                                                                                                                          • Taking inspiration from the on-trade
                                                                                                                                                                            • References to juice content used to project a natural image
                                                                                                                                                                              • Figure 39: Examples of premium RTDs, 2018
                                                                                                                                                                            • M&S unveils small batch pre-mixed G&Ts
                                                                                                                                                                              • Hybrid drinks blur the boundaries within the alcohol category
                                                                                                                                                                                • Aldi unveils wine/gin hybrid
                                                                                                                                                                                  • Craft distillery aims for the Christmas festivities with mulled gin
                                                                                                                                                                                    • Leading RTD brands add new flavours
                                                                                                                                                                                      • WKD makes its debut in canned pre-mixes
                                                                                                                                                                                        • Competition heats up in RTDs
                                                                                                                                                                                          • Craft spirit brands extend into RTDs
                                                                                                                                                                                            • Figure 40: Increased competition in canned G&Ts
                                                                                                                                                                                          • Smaller gin brands mark historical events
                                                                                                                                                                                            • Oxford and Cambridge universities continue their rivalry with gins
                                                                                                                                                                                              • Leading brands revive historic recipes
                                                                                                                                                                                                • Diversification of origins for white spirits
                                                                                                                                                                                                  • Figure 41: Examples of white spirits from unusual countries, 2018
                                                                                                                                                                                                • Film director brings Bolivian spirit to the UK
                                                                                                                                                                                                  • Waitrose targets the cocktail trend with Mezcal launch
                                                                                                                                                                                                    • Spanish brand launches ‘first’ vodka designed to mix with plain water
                                                                                                                                                                                                      • Companies explore environmentally-friendly packaging
                                                                                                                                                                                                        • Diageo introduces edible straws for its RTDs
                                                                                                                                                                                                        • Advertising and Marketing Activity

                                                                                                                                                                                                          • Advertising spend rises substantially in 2017
                                                                                                                                                                                                            • Figure 42: Total above-the line, online display and direct mail advertising expenditure on white spirits^ and RTDs, 2014-18 (sorted by 2017)
                                                                                                                                                                                                          • Diageo remains the leading advertiser in 2017
                                                                                                                                                                                                            • Smirnoff continues its focus on inclusivity
                                                                                                                                                                                                              • Smirnoff’s ‘Soda Smash’ cocktail campaign focuses on vibrant ingredients
                                                                                                                                                                                                                • Other cocktail recommendations imply versatility
                                                                                                                                                                                                                  • Gordon’s focuses on relaxing after setbacks…
                                                                                                                                                                                                                    • …including offering free G&Ts to commuters experiencing train delays
                                                                                                                                                                                                                      • Gordon’s Pink advert targets social media lovers
                                                                                                                                                                                                                        • Bacardi remains the second largest advertiser in 2017
                                                                                                                                                                                                                          • Bacardi’s ‘Do what moves you’ campaign encourages people to follow their passions
                                                                                                                                                                                                                            • Bombay Sapphire celebrates creativity…
                                                                                                                                                                                                                              • …including allowing people to customise their drinks’ flavours and colours
                                                                                                                                                                                                                                • Pernod Ricard ups advertising spend over 2017/18
                                                                                                                                                                                                                                  • Malibu encourages people to ‘unleash their summer selves’
                                                                                                                                                                                                                                    • Absolut uses nudity to reinforce transparency message
                                                                                                                                                                                                                                      • New global campaign for Olmeca focuses on memorable experiences
                                                                                                                                                                                                                                        • Lidl Christmas advert highlights quality as well as price
                                                                                                                                                                                                                                          • Leading and niche brands adopt feminist message
                                                                                                                                                                                                                                            • RTD brands continue to target young adults
                                                                                                                                                                                                                                              • Hooch links with music and movies
                                                                                                                                                                                                                                                • VK targets Fresher’s Week
                                                                                                                                                                                                                                                  • Other selected campaigns
                                                                                                                                                                                                                                                    • Pinkster emphasizes its natural credentials
                                                                                                                                                                                                                                                      • Silent Pool creates garden for Chelsea Flower Show
                                                                                                                                                                                                                                                        • Opihr exhibits its RTDs at the Cowes regatta
                                                                                                                                                                                                                                                          • Chastity promotes its non-alcoholic gin alternative as improving nights out
                                                                                                                                                                                                                                                            • Nielsen Ad Intel coverage
                                                                                                                                                                                                                                                            • Brand Research

                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                  • Figure 43: Attitudes towards and usage of selected brands, October 2018
                                                                                                                                                                                                                                                                • Key brand metrics
                                                                                                                                                                                                                                                                  • Figure 44: Key metrics for selected brands, October 2018
                                                                                                                                                                                                                                                                • Brand attitudes: Gordon’s and Smirnoff are the most trusted brands
                                                                                                                                                                                                                                                                  • Figure 45: Attitudes, by brand, October 2018
                                                                                                                                                                                                                                                                • Brand personality: Malibu scores highest on the fun factor
                                                                                                                                                                                                                                                                  • Figure 46: Brand personality – Macro image, October 2018
                                                                                                                                                                                                                                                                • Beefeater and Smirnoff are the most widely seen as traditional
                                                                                                                                                                                                                                                                  • Figure 47: Brand personality – Micro image, October 2018
                                                                                                                                                                                                                                                                • Brand analysis
                                                                                                                                                                                                                                                                  • Grey Goose is the most widely recommended brand
                                                                                                                                                                                                                                                                    • Figure 48: User profile of Grey Goose, October 2018
                                                                                                                                                                                                                                                                  • Gordon’s scores well on both good value and high quality
                                                                                                                                                                                                                                                                    • Figure 49: User profile of Gordon’s, October 2018
                                                                                                                                                                                                                                                                  • Bombay Sapphire has something of a premium image
                                                                                                                                                                                                                                                                    • Figure 50: User profile of Bombay Sapphire, October 2018
                                                                                                                                                                                                                                                                  • Smirnoff is the most widely seen as good value
                                                                                                                                                                                                                                                                    • Figure 51: User profile of Smirnoff, October 2018
                                                                                                                                                                                                                                                                  • Malibu scores highest on the fun factor
                                                                                                                                                                                                                                                                    • Figure 52: User profile of Malibu, October 2018
                                                                                                                                                                                                                                                                  • Beefeater is widely seen as traditional
                                                                                                                                                                                                                                                                    • Figure 53: User profile of Beefeater, October 2018
                                                                                                                                                                                                                                                                  • WKD scores well on the fun factor
                                                                                                                                                                                                                                                                    • Figure 54: User profile of WKD, October 2018
                                                                                                                                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                                                                                                                                  • Six in ten adults drink white spirits, while over a third drink RTDs
                                                                                                                                                                                                                                                                    • Pre-mixed versions of trendy cocktails appeal to three in ten
                                                                                                                                                                                                                                                                      • Trial in the on-trade is a major driver of retail purchase
                                                                                                                                                                                                                                                                        • Product details are important to many
                                                                                                                                                                                                                                                                          • Concerns about artificial ingredients are a barrier for RTDs
                                                                                                                                                                                                                                                                            • Few see any type of white spirit as sophisticated
                                                                                                                                                                                                                                                                            • Usage of White Spirits and RTDs

                                                                                                                                                                                                                                                                              • Six in ten adults drink white spirits
                                                                                                                                                                                                                                                                                • Figure 55: Usage of white spirits, by type, September 2018
                                                                                                                                                                                                                                                                              • Ageing UK population offers little support to white spirits
                                                                                                                                                                                                                                                                                • Nearly seven in ten have moved on from the brands of their youth
                                                                                                                                                                                                                                                                                  • No gender bias in white spirits
                                                                                                                                                                                                                                                                                    • Over a third of users drink just one or two white spirits types
                                                                                                                                                                                                                                                                                      • Figure 56: Repertoire of white spirit types drunk, September 2018
                                                                                                                                                                                                                                                                                    • Few people drink white spirits neat
                                                                                                                                                                                                                                                                                      • Younger consumers’ preferred serves pose an issue for brands seeking a premium positioning
                                                                                                                                                                                                                                                                                        • Figure 57: Drinking of different serves of white spirits (nets), September 2018
                                                                                                                                                                                                                                                                                      • Drinking with a single mixer leads for all white spirits apart from tequila
                                                                                                                                                                                                                                                                                        • Figure 58: Drinking of different serves of white spirits, by type, September 2018
                                                                                                                                                                                                                                                                                      • Over a third drink RTDs
                                                                                                                                                                                                                                                                                        • Figure 59: Usage of RTDs, by format, September 2018
                                                                                                                                                                                                                                                                                      • Concerns around artificial ingredients are a barrier
                                                                                                                                                                                                                                                                                        • Ageing population will also hinder RTDs
                                                                                                                                                                                                                                                                                        • Interest in Innovation in White Spirits and RTDs

                                                                                                                                                                                                                                                                                          • Pre-mixed versions of trendy cocktails appeal to three in ten
                                                                                                                                                                                                                                                                                            • Premium products should be particularly well-placed to benefit
                                                                                                                                                                                                                                                                                              • Figure 60: Interest in innovation in white spirits and RTDs, September 2018
                                                                                                                                                                                                                                                                                            • A new flavour remains a significant enticement
                                                                                                                                                                                                                                                                                              • Companies must promote flavoured versions’ special qualities to avoid flavour fatigue
                                                                                                                                                                                                                                                                                                • A quarter are interested in spirits from different countries than usual
                                                                                                                                                                                                                                                                                                  • Focus on terroir would help to boost the appeal of spirits from different countries
                                                                                                                                                                                                                                                                                                    • Figure 61: Example of white spirit with a focus on terroir, 2017
                                                                                                                                                                                                                                                                                                  • Colour changing drinks appeal to a third of under-35s
                                                                                                                                                                                                                                                                                                    • Colour-changing products would work well for parties and on social media
                                                                                                                                                                                                                                                                                                      • Pre-mixed cocktails with graduating colours would help to tap the colourful trend
                                                                                                                                                                                                                                                                                                      • Behaviours Relating to White Spirits

                                                                                                                                                                                                                                                                                                        • Trial in the on-trade is a major driver of retail purchase
                                                                                                                                                                                                                                                                                                          • Various methods to promote white spirits in the on-trade
                                                                                                                                                                                                                                                                                                            • Figure 62: Behaviours relating to white spirits, September 2018
                                                                                                                                                                                                                                                                                                          • Product details are important to half of white spirits drinkers/buyers
                                                                                                                                                                                                                                                                                                            • Giving more background information could help to revive interest in white rum
                                                                                                                                                                                                                                                                                                              • Consumer interest in product details helps to drive growth in smaller gin brands
                                                                                                                                                                                                                                                                                                                • Regionality is important to many
                                                                                                                                                                                                                                                                                                                  • Meal pairing suggestions appeal to four in ten
                                                                                                                                                                                                                                                                                                                    • Recipe cards and in-store positioning can help to promote dish-matching suggestions
                                                                                                                                                                                                                                                                                                                    • Attitudes towards White Spirits and RTDs

                                                                                                                                                                                                                                                                                                                      • Concerns about artificial ingredients put four in ten users off RTDs
                                                                                                                                                                                                                                                                                                                        • Figure 63: Attitudes towards white spirits and RTDs, September 2018
                                                                                                                                                                                                                                                                                                                      • Smaller brands promote their all-natural ingredients
                                                                                                                                                                                                                                                                                                                        • Figure 64: Examples of RTD launches with all-natural product claims, 2018
                                                                                                                                                                                                                                                                                                                      • Consumers are divided on white spirits’ sugar content
                                                                                                                                                                                                                                                                                                                        • Promoting serves with unsweetened mixers should appeal to the sugar-concerned
                                                                                                                                                                                                                                                                                                                        • Perceptions of Selected Types of White Spirits and RTDs

                                                                                                                                                                                                                                                                                                                          • Few people see any type of white spirit as sophisticated
                                                                                                                                                                                                                                                                                                                            • White spirits’ serves and youth bias weaken associations with sophistication
                                                                                                                                                                                                                                                                                                                              • Figure 65: Perceptions of selected types of white spirits and RTDs
                                                                                                                                                                                                                                                                                                                            • Actively negative views of white spirits are in the minority
                                                                                                                                                                                                                                                                                                                              • Should be few barriers to reviving white rum’s fortunes
                                                                                                                                                                                                                                                                                                                                • Few people see any type of white spirit as versatile
                                                                                                                                                                                                                                                                                                                                  • Recipe cards on bottles and in-store could help to enhance image for versatility
                                                                                                                                                                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                                                                                                                                          • Forecast methodology
                                                                                                                                                                                                                                                                                                                                              • Figure 66: Total volume sales of white spirits and RTDs, 2013-23
                                                                                                                                                                                                                                                                                                                                              • Figure 67: Forecast of UK sales of white spirits and RTDs, by value, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                              • Figure 68: Forecast of UK sales of white spirits and RTDs, by volume, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                              • Figure 69: Total volume sales of vodka, 2013-23
                                                                                                                                                                                                                                                                                                                                              • Figure 70: Forecast of UK sales of vodka, by value, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                              • Figure 71: Forecast of UK sales of vodka, by volume, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                              • Figure 72: Total volume sales of gin, 2013-23
                                                                                                                                                                                                                                                                                                                                              • Figure 73: Forecast of UK sales of gin, by value, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                              • Figure 74: Forecast of UK sales of gin, by volume, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                              • Figure 75: Total volume sales of white rum, 2013-23
                                                                                                                                                                                                                                                                                                                                              • Figure 76: Forecast of UK sales of white rum, by value, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                              • Figure 77: Forecast of UK sales of white rum, by volume, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                              • Figure 78: Total volume sales of tequila/mezcal, 2013-23
                                                                                                                                                                                                                                                                                                                                              • Figure 79: Forecast of UK sales of tequila/mezcal, by value, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                              • Figure 80: Forecast of UK sales of tequila/mezcal, by volume, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                              • Figure 81: Total volume sales of RTDs, 2013-23
                                                                                                                                                                                                                                                                                                                                              • Figure 82: Forecast of UK sales of RTDs, by value, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                              • Figure 83: Forecast of UK sales of RTDs, by volume, best- and worst-case, 2018-23
                                                                                                                                                                                                                                                                                                                                          • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                                                                                                                                                              • Figure 84: Total above-the line, online display and direct mail advertising expenditure on white spirits^ and RTDs, by top three advertisers, 2014-18 (sorted by 2017)
                                                                                                                                                                                                                                                                                                                                          • Appendix – Usage of White Spirits

                                                                                                                                                                                                                                                                                                                                              • Figure 85: Usage of flavoured white spirits, by type^, September 2018