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Description

Description

“Providing a wide range of different whiskey flavour profiles and expert information sessions during whiskey and dark rum tasting experiences will not only enable pubs and bars to deliver a more immersive experience to consumers interested in learning more about these complex products, but also help them to attract more visitors and boost usage of dark spirits within their premises.”
– James Wilson, Research Analyst

What's included

What's included

Table of contents

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 whiskey and dark rum sales, NI and RoI, 2014-18
          • Forecast
            • Figure 2: Indexed estimated total value of whiskey and dark rum sales, NI and RoI, 2014-24
          • Market factors
            • Visits to Irish whiskey distilleries grow in 2017
              • Visitors to Ireland continue to grow
                • Price of spirits falling in NI and RoI
                  • Consumer spending power declines in 2018
                    • Companies, brands and innovations
                      • The consumer
                        • Most consumers don’t drink dark spirits
                          • Figure 3: Types of whiskey and dark rum drunk in the last three months, by method of consumption, NI and RoI, December 2018
                        • Pubs remain the main usage occasion for drinking whiskey and dark rum
                          • Figure 4: Usage occasions for whiskey and dark rum, NI and RoI, December 2018
                        • Dark spirits are popular gifts
                          • Figure 5: Agreement with statements relating to whiskey and dark rum, NI and RoI, December 2018
                        • What we think
                        • The Market – What You Need to Know

                          • 2018 will see whiskey and dark rum sales growth continue
                            • Number of whiskey distilleries grows in Ireland
                              • Whiskey prices continue to fall despite high excise
                                • Personal finances fragile for Irish consumers
                                • Market Size and Forecast

                                    • Whiskey and dark rum sales to grow in 2018
                                      • Figure 6: Estimated total value of whiskey and dark rum sales, IoI, NI and RoI, 2014-24
                                    • Whiskey and dark rum sales to continue growing through to 2024
                                      • Figure 7: Indexed estimated value of whiskey and dark rum sales, NI and RoI, 2014-24
                                    • Off-trade whiskey and dark rum sales set for growth in 2018
                                      • Figure 8: Estimated value of off-trade whiskey and dark rum sales, IoI, NI and RoI, 2014-24
                                    • Whiskey and dark rum sales in pubs and bars to continue growing
                                      • Figure 9: Estimated value of on-trade whiskey and dark rum sales, IoI, NI and RoI, 2014-24
                                  • Market Segmentation

                                      • Dark rum sales to grow in 2018
                                        • Figure 10: Estimated value of dark rum sales, IoI, NI and RoI, 2014-24
                                      • Whiskey sales set to continue growing
                                        • Figure 11: Estimated value of whiskey sales, IoI, NI and RoI, 2014-24
                                    • Market Drivers

                                      • More whiskey distilleries open across Ireland
                                        • Figure 12: Number of whiskey distilleries, IoI, 2014 and 2018
                                      • Increased tourism provides opportunities for on-trade whiskey sales
                                        • Figure 13: Estimated total visitor numbers, 000s, IoI, NI, and RoI, 2013-23
                                      • Strong growth in visitors to Irish whiskey distilleries
                                        • Figure 14: Visitors (‘000) to Irish whiskey distillery visitor centres, IoI, 2015-17
                                      • UK/NI and RoI whiskey excise among the highest in the EU
                                        • Figure 15: Excise on a standard measure of whiskey in a bar in selected European Union markets, May 2018
                                        • Figure 16: Excise on a 70cl bottle of whiskey bought from an off-licence in selected European Union markets, May 2018
                                      • Spirit prices falling across Ireland
                                        • Figure 17: Alcoholic beverage price inflation vs spirit prices, UK (including NI), January 2017-November 2018
                                        • Figure 18: Alcoholic beverage price inflation vs spirit prices, RoI, January 2017- November 2018
                                      • Weak personal finances a challenge for whiskey and rum sales
                                        • Figure 19: Financial health of Irish consumers, NI, January and December 2018
                                        • Figure 20: Financial health of Irish consumers, RoI, January and December 2018
                                      • New dedicated fund available to whiskey distillers
                                        • Sugary soft drinks a popular mixer, but sugar tax could impact mixer choice
                                          • Figure 21: Top five types of carbonated drinks that consumers have drunk in the last month, NI and RoI, September 2018
                                      • Companies and Brands – What You Need to Know

                                        • Dark spirits increasingly highlighting their products’ sustainability
                                          • Irish whiskey brands releasing more limited-quantity batches
                                            • Diageo offloads brand to Sazerac
                                              • William Grant & Sons launches new introductory whiskey
                                              • Who’s Innovating?

                                                • New product launches in whiskey and dark rum markets tapering off
                                                  • Figure 22: New product launches in the whiskey and dark rum markets, UK and Ireland, 2014-18
                                                • Whiskey brands focusing on sustainability
                                                  • Figure 23: New product launches in the whiskey market, by top 10 claims, UK and Ireland, 2014-18
                                                • Dark rum brands also turning to ethical packaging claims
                                                  • Figure 24: New product launches in the dark rum market, by top nine claims, UK and Ireland, 2014-18
                                                • Unflavoured/plain flavours dominate new whiskey launches
                                                  • Figure 25: New whiskey products launched, by flavour, UK and Ireland, 2014-18
                                                • Low levels of flavour innovation also common amongst dark rum brands
                                                  • Figure 26: New dark rum products launched, by flavour, UK and Ireland, 2014-18
                                              • Competitive Strategies – Key Players

                                                  • Bacardi Ltd
                                                    • Key facts
                                                      • Product portfolio
                                                        • Brand NPD
                                                          • Recent developments
                                                            • Barry & Fitzwilliam
                                                              • Key facts
                                                                • Product portfolio
                                                                  • Brand NPD
                                                                    • Boann Distillery
                                                                      • Key facts
                                                                        • Recent developments
                                                                          • Brown-Forman
                                                                            • Key facts
                                                                              • Product portfolio
                                                                                • Brand NPD
                                                                                  • Recent developments
                                                                                    • Chapel Gate Whiskey
                                                                                      • Key facts
                                                                                        • Product portfolio
                                                                                          • Recent developments
                                                                                            • Diageo
                                                                                              • Key facts
                                                                                                • Product portfolio
                                                                                                  • Brand NPD
                                                                                                    • Recent developments
                                                                                                      • Dingle Distillery
                                                                                                        • Key facts
                                                                                                          • Product portfolio
                                                                                                            • Recent developments
                                                                                                              • Echlinville Distillery
                                                                                                                • Key facts
                                                                                                                  • Product portfolio
                                                                                                                    • Recent developments
                                                                                                                      • Edward Dillon & Co Ltd.
                                                                                                                        • Key facts
                                                                                                                          • Product portfolio
                                                                                                                            • Brand NPD
                                                                                                                              • Findlater Wine & Spirit Group
                                                                                                                                • Key facts
                                                                                                                                  • Product portfolio
                                                                                                                                    • Brand NPD
                                                                                                                                      • Irish Distillers Pernod Ricard
                                                                                                                                        • Key facts
                                                                                                                                          • Product portfolio
                                                                                                                                            • Brand NPD
                                                                                                                                              • Recent developments
                                                                                                                                                • MCM Spirits & Liqueurs
                                                                                                                                                  • Key facts
                                                                                                                                                    • Product portfolio
                                                                                                                                                      • Brand NPD
                                                                                                                                                        • Teeling Whiskey Company
                                                                                                                                                          • Key facts
                                                                                                                                                            • Product portfolio
                                                                                                                                                              • Brand NPD
                                                                                                                                                                • Recent developments
                                                                                                                                                                  • William Grant & Sons Ltd
                                                                                                                                                                    • Key facts
                                                                                                                                                                      • Product portfolio
                                                                                                                                                                        • Brand NPD
                                                                                                                                                                          • Recent developments
                                                                                                                                                                          • The Consumer – What You Need to Know

                                                                                                                                                                            • Most consumers haven’t drunk dark spirits recently
                                                                                                                                                                              • Most consumers drinking whiskey and dark rum in the on-trade
                                                                                                                                                                                • Price a key barrier to whiskey and dark rum trial
                                                                                                                                                                                • Usage of Whiskey and Dark Rum

                                                                                                                                                                                    • Most Irish consumers have not recently drunk whiskey and dark rum
                                                                                                                                                                                      • Figure 27: Types of whiskey and dark rum drunk in the last three months, by method of consumption, NI and RoI, December 2018
                                                                                                                                                                                    • Younger consumers drinking dark spirits with a mixer
                                                                                                                                                                                      • Figure 28: Consumers who have drunk whiskey and dark rum with a mixer, by age, NI, December 2018
                                                                                                                                                                                      • Figure 29: Consumers who have drunk whiskey and dark rum with a mixer, by age, RoI, December 2018
                                                                                                                                                                                    • Heavy internet users most likely to drink bourbon with a mixer
                                                                                                                                                                                      • Figure 30: Consumers who have drunk bourbon (eg Jack Daniel’s) with a mixer (eg cola, tonic) in the last three months, by daily internet usage, NI and RoI, December 2018
                                                                                                                                                                                    • Drinking Irish whiskey neat popular among men
                                                                                                                                                                                      • Figure 31: Consumers who have drunk Irish whiskey on its own in the last three months, by gender, NI and RoI, December 2018
                                                                                                                                                                                  • Occasions for Drinking Whiskey and Dark Rum

                                                                                                                                                                                      • Irish consumers drinking whiskey and dark rum in pubs and bars
                                                                                                                                                                                        • Figure 32: Usage occasions for whiskey and dark rum, NI and RoI, December 2018
                                                                                                                                                                                      • Affluent consumers drinking whiskey and dark rum in pubs
                                                                                                                                                                                        • Figure 33: Consumers who have drunk whiskey and dark rum at a pub/bar in the last three months, by social class, NI and RoI, December 2018
                                                                                                                                                                                      • Young consumers driving multi-occasion usage of dark spirits
                                                                                                                                                                                        • Figure 34: Usage occasions for whiskey and dark rum, by age, NI, December 2018
                                                                                                                                                                                        • Figure 35: Usage occasions for whiskey and dark rum, by age, RoI, December 2018
                                                                                                                                                                                    • Attitudes towards Whiskey and Dark Rum

                                                                                                                                                                                        • Whiskey and dark rum seen as an ideal gift
                                                                                                                                                                                          • Figure 36: Agreement with statements relating to whiskey and dark rum, NI and RoI, December 2018
                                                                                                                                                                                        • Smaller bottle sizes appeal to younger consumers
                                                                                                                                                                                          • Figure 37: Agreement with the statement ‘Smaller bottles of whiskeys/rum (eg 35cl/50cl instead of 70cl) appeal to me’, by age, NI and RoI, December 2018
                                                                                                                                                                                        • Interest in new and unusual dark spirit flavours highest among women
                                                                                                                                                                                          • Figure 38: Agreement with the statement ‘Whiskeys/rum with new or unusual flavours (eg chilli) appeal to me’, by gender and age, NI and RoI, December 2018
                                                                                                                                                                                        • Irish women would like more whiskey tasting events in pubs and bars
                                                                                                                                                                                          • Figure 39: Agreement with the statement ‘Pubs/bars should offer more whiskey/rum tasting experiences/events’, by gender, NI and RoI, December 2018
                                                                                                                                                                                          • Figure 40: Agreement with the statement ‘A multipack of different single-serve whiskeys/rums is a good way to try new brands’, by gender, NI and RoI, December 2018
                                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                              About the report

                                                                                                                                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                              • The Consumer

                                                                                                                                                                                                What They Want. Why They Want It.

                                                                                                                                                                                              • The Competitors

                                                                                                                                                                                                Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                              • The Market

                                                                                                                                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                              • The Innovations

                                                                                                                                                                                                New Ideas. New Products. New Potential.

                                                                                                                                                                                              • The Opportunities

                                                                                                                                                                                                Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                              • The Trends

                                                                                                                                                                                                What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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