Executive Summary: Alcohony

ALCOHOLIC DRINKS IN
GERMANY
Euromonitor International
September 2014

ALCOHOLIC DRINKS IN GERMANY

LIST OF CONTENTS AND TABLES
Executive Summary ..................................................................................................................... 1
Demand for Alcoholic Drinks Continues To Decline Amid Growing Health Concerns .............. 1
Premiumisation Trend Supports Turnover Sales ...................................................................... 1 in A Fragmented Environment Breweries Continue To Lead Sales .......................................... 1
Off-trade Remains Predominant Channel and Posts Better Performance ................................ 1
Alcoholic Drinks To Suffer Continued Declining Demand
While this trend was evident across virtually all types of alcoholic drinks, supporting overall value sales, it particularly applied to sales of whiskies and wine.
Whiskies accordingly registered a near 1% increase in average unit price, which resulted in 4% overall current value growth in 2013, while the average unit price for wine grew by 2%, resulting in 1% current value growth.
The relevance of the trend towards more premium alcoholic drinks was also evident in private label products‟ increasing efforts to cater to more upscale demand, especially with regard to wine. German discounter chain Lidl, for example, introduced a new shelving layout in order to present its newly launched range of premium wines. The new POS design resembles the layout of a modern wine specialist retailer. A small range of premium wines are presented in wooden wine crates, above which chalked blackboards explain the origin of the wine, its taste features and recommended serving methods.
Outlook
The growing health awareness, particularly among Germany‟s ageing population, is expected to lead an increasing number of consumers to reduce their alcohol intake. In line with