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Vodka and Gin - Ireland - February 2018

“Irish consumers are most likely to drink vodka and gin at a pub or bar or whilst they are on holiday. Moreover, as visiting a pub or bar is one of the most popular activities Irish consumers take part in when taking a trip, and with the number of domestic and overseas visitors to the island of Ireland increasing, this provides significant growth opportunities for vodka and gin brands in the on-trade.”
– James Wilson, Research Analyst

This Report looks at the following areas:

  • Spirit prices rising in the UK/NI
  • Health trend sees consumers drinking less overall, but gin category grows 
  • Public Health (Alcohol) Bill nears implementation in RoI
  • Personal finances improve in RoI, NI consumers remain financially insecure

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Table of contents

  1. Overview

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

          • The market
            • Figure 1: Estimated total value of vodka and gin sales, NI and RoI, 2013-18
          • Forecast
            • Figure 2: Indexed estimated total value of vodka and gin sales, NI and RoI, 2013-23
          • Market factors
            • Spirit prices rising in the UK/NI
              • Health trend sees consumers drinking less overall, but gin category grows
                • Public Health (Alcohol) Bill nears implementation in RoI
                  • Personal finances improve in RoI, NI consumers remain financially insecure
                    • Companies, brands and innovations
                      • The consumer
                        • Most consumers have not drunk white spirits, unflavoured products hold potential for the category
                          • Figure 3: Types of white spirits drunk in the last six months, by method of consumption, NI and RoI, October 2017
                        • Pubs, parties and holidays the key drinking occasions for white spirits
                          • Figure 4: Usage occasions for white spirits, NI and RoI, October 2017
                        • White spirits seen as ideal gift by Irish consumers
                          • Figure 5: Agreement with statements relating to white spirits, NI and RoI, October 2017
                        • What we think
                        • The Market – What You Need to Know

                          • Irish vodka and gin market continues to grow
                            • Gin driving the UK/NI and RoI spirits category
                              • RoI drinks industry to be challenged by Public Health (Alcohol) Bill
                                • Improved personal finances could see RoI consumers trade up to premium and craft vodka and gin
                                • Market Size and Forecast

                                    • Vodka and gin sales to grow in 2018
                                      • Figure 6: Estimated total value of vodka and gin sales, IoI, NI and RoI, 2013-23
                                    • Growth in vodka and gin sales to continue through to 2023
                                      • Figure 7: Indexed estimated total value of vodka and gin sales, NI and RoI, 2013-23
                                    • Growth in off-trade vodka and gin sales to continue
                                      • Figure 8: Estimated value of off-trade vodka and gin sales, IoI, NI and RoI, 2013-23
                                    • On-trade vodka and gin sales set for growth in 2018
                                      • Figure 9: Estimated value of on-trade vodka and gin sales, IoI, NI and RoI, 2013-23
                                  • Market Segmentation

                                      • Vodka sales to grow in 2018 despite resurgence of gin
                                        • Figure 10: Estimated value of vodka sales, IoI, NI and RoI, 2013-23
                                      • Gin sales expected to continue growing
                                        • Figure 11: Estimated value of gin sales, IoI, NI and RoI, 2013-23
                                    • Market Drivers

                                      • Spirit prices rising in NI, falling in RoI
                                        • Figure 12: Consumer price index vs alcohol beverage and spirit prices, UK (including NI), January 2016-December 2017
                                        • Figure 13: Consumer price index vs alcohol beverage and spirit prices, RoI, January 2016-November 2017
                                      • Healthier lifestyles impacting alcohol consumption in RoI
                                        • Figure 14: Per capita alcohol consumption, RoI, 2000-16
                                      • Increase in NI consumers drinking alcohol
                                        • Figure 15: Percentage of consumers aged 18+ who drink alcohol, NI, 2015/16 and 2016/17
                                      • Spirits sector grows in RoI
                                        • Figure 16: Year-on-year percentage growth rates for alcohol consumption, by category, RoI, 2015-16
                                      • Gin usage increasing in UK; vodka in decline
                                        • Figure 17: Usage of vodka and gin, UK (including NI), 2016 and 2017
                                      • Public Health (Alcohol) Bill poses a challenge to drinks industry
                                        • GB visitors decline but overseas markets hold potential for Irish vodka and gin
                                          • Figure 18: Estimated total of overnight trips, IoI, NI and RoI, 2012-17
                                        • Domestic tourism provides vodka and gin growth opportunities, particularly in NI
                                          • Figure 19: Top 5 activities done by consumers during last short break (in Ireland or abroad), NI and RoI, September 2017
                                        • RoI consumers see personal finances improve
                                          • Figure 20: Financial health of Irish consumers, RoI, January 2017-January 2018
                                          • Figure 21: Financial health of Irish consumers, NI, January 2017-January 2018
                                      • Companies and Brands – What You Need to Know

                                        • Gin category sees strong NPD levels
                                          • Vodka and gin brands making eco-friendly packaging claims
                                            • Growing demand for gin sees brands expand capacity
                                            • Who’s Innovating?

                                              • High level of NPD in alcoholic beverages
                                                • Figure 22: Total new alcoholic drinks launched, UK and Ireland, 2013-17
                                              • Beer remains the dominant category, but vodka and gin NPD rising
                                                • Figure 23: Total new alcoholic drinks launched, by sub-category, UK and Ireland, 2013-17
                                                • Figure 24: Total new alcoholic drinks launched, by sub-category, UK and Ireland, 2013-17
                                              • Unflavoured products lead NPD in vodka and gin categories
                                                • Figure 25: New products launched in the vodka category, by top five flavours, UK and Ireland, 2013-17
                                                • Figure 26: New products launched in the gin category, by top five flavours, UK and Ireland, 2013-17
                                              • Environmental claims top specified claim made by vodka and gin brands
                                                • Figure 27: New vodka and gin products launched, by top five claims, UK and Ireland, 2013-17
                                              • More limited edition products entering the market
                                              • Competitive Strategies – Key Players

                                                • Bacardi
                                                  • Key facts
                                                    • Product portfolio
                                                      • Brand NPD
                                                        • Recent developments
                                                          • Beam Suntory/Catalyst Brands
                                                            • Key facts
                                                              • Product portfolio
                                                                • Brand NPD
                                                                  • Recent developments
                                                                    • Diageo
                                                                      • Key facts
                                                                        • Product portfolio
                                                                          • Brand NPD
                                                                            • Recent developments
                                                                              • Drumshanbo Gunpowder Irish Gin
                                                                                • Key facts
                                                                                  • Product portfolio
                                                                                    • Brand NPD
                                                                                      • Irish Distillers Pernod Richard
                                                                                        • Key facts
                                                                                          • Product portfolio
                                                                                            • Brand NPD
                                                                                              • Shortcross Gin
                                                                                                • Key facts
                                                                                                  • Product portfolio
                                                                                                    • Brand NPD
                                                                                                      • Recent developments
                                                                                                        • William Grant & Son Ltd
                                                                                                          • Key facts
                                                                                                            • Product portfolio
                                                                                                              • Brand NPD
                                                                                                              • The Consumer – What You Need to Know

                                                                                                                • Most consumers haven’t drunk white spirits in the last six months
                                                                                                                  • White spirits drunk in pubs and bars and while on holiday
                                                                                                                    • Recommendations important in winning new white spirit drinkers
                                                                                                                    • Usage of White Spirits

                                                                                                                        • Most consumers do not drink white spirits
                                                                                                                          • Figure 28: Types of white spirits drunk in the last six months, by method of consumption, NI and RoI, October 2017
                                                                                                                        • Consumers of low affluence show low usage of white spirits
                                                                                                                          • Figure 29: Consumers who have not drunk spirits in the last six months, by gender and social class, NI and RoI, October 2017
                                                                                                                        • Irish Millennials prefer vodka with a mixer
                                                                                                                          • Figure 30: Consumers who have drunk vodka with a mixer (eg cola/tonic) in the last six months, by gender and age, NI and RoI, October 2017
                                                                                                                        • Gin with a mixer popular among younger consumers
                                                                                                                          • Figure 31: Consumers who have drunk gin with a mixer (eg cola/tonic) in the last six months, by age, NI and RoI, October 2017
                                                                                                                      • Occasions for Drinking White Spirits

                                                                                                                          • White spirits most likely to be drunk in pubs and bars
                                                                                                                            • Figure 32: Usage occasions for white spirits, NI and RoI, October 2017
                                                                                                                          • Affluent consumers drink white spirits at parties
                                                                                                                            • Figure 33: Consumers who have drunk white spirits at a party (my home/friend’s home), by social class, NI and RoI, October 2017
                                                                                                                          • Rural consumers choosing white spirits to relax at home
                                                                                                                            • Figure 34: Consumers who drink white spirits when relaxing at home, by location, NI, October 2017
                                                                                                                            • Figure 35: Consumers who drink white spirits when relaxing at home, by location, RoI, October 2017
                                                                                                                          • Irish women drinking white spirits in pubs and bars
                                                                                                                            • Figure 36: Consumers who drink white spirits at a pub or bar, by gender and age, NI and RoI, October 2017
                                                                                                                        • Attitudes towards White Spirits

                                                                                                                            • Irish consumers open to receiving white spirits as a gift
                                                                                                                              • Figure 37: Agreement with statements relating to white spirits, NI and RoI, October 2017
                                                                                                                            • Men enjoy receiving white spirits as a gift
                                                                                                                              • Figure 38: Agreement with the statement ‘I enjoy being given white spirits as a gift’, by gender and social class, NI and RoI, October 2017
                                                                                                                            • Young consumers seeking advice from friends and family when trying new white spirits
                                                                                                                              • Figure 39: Agreement with the statement ‘I have tried a new white spirit after a recommendation by friends/family’, by age, NI and RoI, NI and RoI, October 2017
                                                                                                                            • Sugar putting 25-34-year-olds off pre-mixed drink
                                                                                                                              • Figure 40: Agreement with the statement ‘Concerns about added sugar put me off pre-mixed drinks’, by age, NI and RoI, October 2017
                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                            • Data sources
                                                                                                                              • Market size rationale
                                                                                                                                • Generational cohort definitions
                                                                                                                                  • Abbreviations

                                                                                                                                  Vodka and Gin - Ireland - February 2018

                                                                                                                                  US $1,400.83 (Excl.Tax)