Global Spirits Market 2010 for Website
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Transcript of Global Spirits Market 2010 for Website
1© WSET 2003-2010
The spirits market
2© WSET 2003-2010
Size of the markets - consumption
Size of the spirits market:• Global spirits market is about 2.22 billion cases• This is about 200 million hectolitres (mhl)
Size of the beer market:• Global beer market is over 15 billion cases• This is about 1.4 billion hectolitres
This is nearly seven times the size of the spirits market
3© WSET 2003-2010
Total alcohol consumption
Total alcohol consumption, per capita
0
5
10
15
20
1963 1973 1983 1993 2003
litr
es o
f p
ure
alc
oh
ol France
Italy
Spain
Germany
UK
USA
World Drink Trends 2005 (no longer published)
4© WSET 2003-2010
Per capita consumption of pure alcohol in the European Union
Per capita alcohol consumption
0
2
4
6
8
10
12
14
16
Lux'b
rg
Czech
Rep
Eston
ia
Hungar
y
Ger
man
y
Irelan
d
Austri
a
Spain
Franc
e
Denm
ark
Slova
kia
Portu
gal
UK
Cypru
s
Belgiu
m
Slove
nia
Lith
uania
Latvi
a
Finlan
d
Nether
land
s
Gre
ece
Italy
Roman
ia
Polan
d
Sweden
Malt
a
Bulga
ria
litre
s o
f a
lco
ho
l
Source: World Health Organisation Regional Office for Europe, 2008 (latest figures available)
5© WSET 2003-201031
Forecast
2003 2007 20122008
+ 5.25 %
2 238.7942 238.794
2 127.0972 127.0972 224.1232 224.123
+ 0.36 %
+ 4.56 %2 229.2422 229.242
Total World Consumption of Spirits Volume - Million 9 Litre Cases
Source: Vinexpo / The IWSR 2009
6© WSET 2003-2010
World spirits consumption, by region
Source : Vinexpo / The IWSR 2009
0
200
400
600
800
1000
1200
Asia Pacific Europe Americas Others
World consumption of spirits (million 9-l cases)
2003
2007
2012
47% share
31% share
19% share
3% share
Forecast change 2008 to 2012Asia -3%Europe -0.1%Americas +8%Others +10%
7© WSET 2003-2010
World spirits consumption, by category
Source : Vinexpo / The IWSR 2009
0
200
400
600
800
1000
1200
Loca
l Spts
Vodka
Brandy
Rum
Scotc
h
Liqueu
rs Gin
Bourb
on
Tequila
Cgnc/A
rm'c
Spirit consumption by category (million 9-l cases)
2003
2007
2012
8© WSET 2003-2010
Share of spirits consumption, by style
Spirits share by style, 2007
55%
23%
6%
5%4% 3% 2%
1% 1% 0%
Local Spts
Vodka
Brandy
Rum
Scotch
Liqueurs
Gin
Bourbon
Tequila
Cgnc/Arm'c
Source : Vinexpo / The IWSR 2009
9© WSET 2003-2010
The spirits market
Spirits Consumption by Country(millions of std cases)
606
284
161 161147 139 141
6049 46 42 38 33 30 25 21 18 16 15 15 12 9 9 9 9
0
100
200
300
400
500
600
700
Source: Vinexpo / The IWSR 2005
10© WSET 2003-2010
The ‘branded’ spirits market
Spirit Consumption of Branded Spirits, by Country
(millions of std cases)
161
4238 36
3330
16 15 1411 9 9 9 9 8 7
4 4 3 3 3 2 2 1 00
20
40
60
80
100
120
140
160
180
Source: Vinexpo / The IWSR 2005
11© WSET 2003-2010
Top ten international brands (2008 sales, m c/s)
Smirnoff (Diageo) Vodka 25.7 +5.8%
Bacardi (Bacardi) Rum 19.64 -1.3%
Johnnie Walker (D’go) Scotch 16.3 +3.2%
Absolut (P-R) Vodka 10.73 +/-
Jack Daniel’s (B-F) Bourbon 9.52 +2.0%
Pitú Cachaça 9.51 +2.1%
Nemiroff Vodka 8.55 -3.8%
Captain Morgan (D’go) Rum 8.3 +6.4%
Baileys (Diageo) Liqueur 7.6 -1.3%
Source: Drinks International Millionaires Report 2009, July 2009
12© WSET 2003-2010
Top ten domestic/local brands (2008 sales m c/s)
Jinro Soju 75.99 + 8.8%Tanduay Rum 16.29 +12.9% Bagpiper Indian whisky 15.41 +10.5%McDowell’s No. 1 Indian whisky 13.39 +16.8% Green Mark Vodka 11.97 +47.8%C1 Soju 10.50 + 1.0%McDowell’s No. 1 Rum 9.67 +26.7%Officer’s Choice Indian whisky 9.50 +43.9%Iichiko Shochu 9.14 - 7.4%Original Choice Indian whisky 8.84 +37.9%
Source: Drinks International Millionaires Report 2009, July 2009
13© WSET 2003-2010
Fastest growing brands (2008 sales, m c/s)
International
Wyborowa (P-R) Vodka 2.32 +30.3%
William Lawson’s (Bac) Scotch 1.50 +15.4%
Havana Club (P-R) Rum 3.40 +13.3%
Domestic/Local
Khlibnyi Dar (Ukraine) Vodka 6.63 +85.7%
Silver Cup Indian brandy 1.42 +80.8%
Old Tavern Indian whisky 4.77 +68.0%
Source: Drinks International Millionaires Report 2009, July 2009
14© WSET 2003-2010
Trends in the spirits market
• Forecast is for static consumption to 2012
• Asia forecast to slow, Americas to grow
• Global companies using local investment to gain market share for international brands
NB. Vinexpo/IWSR data collated during 2008, using 2007 figures, so before global recession took hold.