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Drinking to the Future
Trends in the Spirits Industry
March 2013
WHAT’S IN
THIS REPORT?
Spirits Trends – the Global Context
Innovation
Advertising & Digital Marketing
Premiumisation & Craft
Changing drinking behaviours & regulation IF YOU ONLY HAVE A MINUTE…
•
Emerging markets are becoming increasingly important as consumers of spirits and imported brands are growing rapidly, being now key markets for the global spirits industry •
Despite the weak global economy, premium and superpremium brands are growing thanks to a focus on provenance and aspirational consumers
•
Social media provides an excellent opportunity for alcohol retailers to connect with consumers. There are innovative social media campaigns going on – but interaction doesn't necessarily lead to engagement
•
Minimum pricing could be enacted in the UK, it’s already law in Scotland. Britain still loves spirits but drinking demographics are changing - young people now drink less than their elders
3
THE SPIRITS INDUSTRY - 2013
Overall, the future looks positive for the global spirits industry. According to latest full year data, the global spirits market expanded by 7% in volume between 2010 & 2011.
Thanks to premiumisation, growth in market value is outstripping volume. The industry experienced 10% growth in sales value over the same period.
However moving forward the spirits industry faces a number of challenges, such as regulation.
4
SPIRITS TRENDS: THE GLOBAL CONTEXT
In the US, New York & LA are setting trends which resonate globally. Lowcalorie spirits, rye whiskey and food in cocktails are ones to watch.
SPIRITS TRENDS:
THE GLOBAL
CONTEXT
In the UK there is an increasing interest in cocktails: with consumption to grow by over
10% in the next 2 years.
Minimum pricing per unit likely to be enacted soon.
Source: IWSR Volume Data, UK Government ONS
China, Russia and India all have one thing in common – imported
Trends in the Spirits Industry
March 2013
WHAT’S IN
THIS REPORT?
Spirits Trends – the Global Context
Innovation
Advertising & Digital Marketing
Premiumisation & Craft
Changing drinking behaviours & regulation IF YOU ONLY HAVE A MINUTE…
•
Emerging markets are becoming increasingly important as consumers of spirits and imported brands are growing rapidly, being now key markets for the global spirits industry •
Despite the weak global economy, premium and superpremium brands are growing thanks to a focus on provenance and aspirational consumers
•
Social media provides an excellent opportunity for alcohol retailers to connect with consumers. There are innovative social media campaigns going on – but interaction doesn't necessarily lead to engagement
•
Minimum pricing could be enacted in the UK, it’s already law in Scotland. Britain still loves spirits but drinking demographics are changing - young people now drink less than their elders
3
THE SPIRITS INDUSTRY - 2013
Overall, the future looks positive for the global spirits industry. According to latest full year data, the global spirits market expanded by 7% in volume between 2010 & 2011.
Thanks to premiumisation, growth in market value is outstripping volume. The industry experienced 10% growth in sales value over the same period.
However moving forward the spirits industry faces a number of challenges, such as regulation.
4
SPIRITS TRENDS: THE GLOBAL CONTEXT
In the US, New York & LA are setting trends which resonate globally. Lowcalorie spirits, rye whiskey and food in cocktails are ones to watch.
SPIRITS TRENDS:
THE GLOBAL
CONTEXT
In the UK there is an increasing interest in cocktails: with consumption to grow by over
10% in the next 2 years.
Minimum pricing per unit likely to be enacted soon.
Source: IWSR Volume Data, UK Government ONS
China, Russia and India all have one thing in common – imported