White and Dark Spirits - Ireland - May 2009
The impact of the euro and consequent rise in cross-border trade has had mixed consequences for the spirits market. RoI consumers are thirsty for bargains and have helped boost the NI market in both the on- and off-trade. Competition on both sides of the border has intensified, with spirits sales struggling compared to beer and wine. Meanwhile brands have been placed under increasing pressure to retain their premium positioning. Although within this market own-label brands are still outsiders, with the recession lowering consumer spending, will Irish consumers be tempted to buy own-brand spirits?
This report reviews the fortunes of the white and dark spirit market in Ireland, against the context of
an ailing on-trade and change in consumer behaviour during the recession.
Growing the on-trade for white and dark spirits – wine is growing in the on-trade, beer is showing high levels of NPD and brand launches, but what are spirits doing to grow on-trade?
Can the premiumisation trend be sustained during the credit crunch – with consumers trading down/across during the recession in an attempt to save money, will premiumisation remain the driving force behind product development in spirits? Are premium-placed products finding it harder to attract increasingly cash-strapped consumers?
Growing threat of own-brand spirits – with Irish consumers having less to spend on spirits and alcohol in general, are own-brand spirits ideally positioned to grow their market share?
Importance of national identity to spirits – Does being seen as an Irish brand help a brand to compete at home and abroad?
Attracting younger consumers to spirits –With an aging population, will the importance of the youth market diminish?
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