Table of Contents
- Issues in the Market
- Key themes
- Definitions
- Excluded
- Market in Brief
- Growth on the rocks
- Raising spirits
- Looking forward
- Internal Market Environment
- Key points
- Down in one
- Figure 1: Trends for alcohol consumption, by frquency, 2003-07
- Staying at home
- Figure 2: Agreement with selected lifestyle statements, 2003-07
- Focusing on food
- Figure 3: Ever visit pubs for a drink or a meal, 2003-07
- A more discerning consumer
- Cocktail comeback
- Broader Market Environment
- Key points
- A matter of duty
- It all ads up
- Manufacturers acting responsibly
- A greying population
- Figure 4: Trends in population, by age, 2003-13
- A feminine touch
- Figure 5: Working population, by gender, 2003-13
- Potential for premiumisation
- Figure 6: Forecast adult population trends, by socio-economic group,
2003-13
- Competitive Context
- Key points
- Premixed spirits
- Wider alcoholic drinks market
- Good intentions
- Get ' em young
- Figure 7: Summary of market strategies in other alcoholic spirits
markets, 2008
- Figure 8: Summary of market strategies in no/low-alcoholic drinks
markets, 2008
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Cutting back
- Figure 10: UK retail sales of alcoholic mixables both on- and off-trade,
by volume and value, 2003-08
- The future of the market
- Forecast for alcoholic mixables
- Cheapening prices hitting profits
- Figure 11: UK retail sales of alcoholic mixables both on- and off-trade,
by volume and value, 2003-13
- Segmentation
- Inflation will hit revenue of spirit-based mixables
- Figure 12: UK retail sales of spirit-based mixables, by volume and
value, 2003-13
- Aromatic wine unable to arrest decline
- Figure 13: UK retail sales of aromatised wine mixables, by volume and
value, 2003-13
- Factors used in the forecast
- Market Segmentation
- Key points
- Fighting spirit
- Figure 14: UK retail sales of alcoholic mixables, by type, 2005 and 2007
- Spirit-based mixables
- Figure 15: UK retail sales of spirit-based mixables, by volume and
value, 2003-08
- Aromatised wines
- Figure 16: UK retail sales of aromatised wine mixables, by volume and
value, 2003-08
- Dry, Bianco or Rosso
- Figure 17: UK retail sales of aromatised wine mixables, by type and
volume, 2005 and 2007
- Market Share
- Key points
- Pimm' s o' clock
- Figure 18: Leading alcoholic mixables brand shares, by volume, 2005 and
2007
- Companies and Products
- Key points
- Company profiles
- Figure 19: Alcohol mixables brand map, 2008
- Bacardi-Martini Limited
- Martini
- Figure 20: The Martini product range, 2008
- Noilly Prat
- Figure 21: The Noilly Prat product range , 2008
- Diageo plc
- Pimm' s
- Archers
- Pernod Ricard
- Malibu
- Dubonnet
- Cellar Trends
- Campari
- Cinzano
- Other manufacturers/distributors
- Brand Elements
- Brand map
- Figure 22: Attitudes and usage of spirit-based mixable brands, May 2008
- Martini
- What the brand is trying to achieve
- What the consumer thinks
- Figure 23: Attitudes towards the Martini brand, May 2008
- Taboo
- What the brand is trying to achieve
- What the consumer thinks
- Figure 24: Attitudes towards THE TABOO brand, May 2008
- Pimm' s
- What the brand is trying to achieve
- What the consumer thinks
- Figure 25: Attitudes towards the Pimm' s brand, May 2008
- Archers
- What the brand is trying to achieve
- What the consumer thinks
- Figure 26: Attitudes towards the Archers brand, May 2008
- Malibu
- What the brand is trying to achieve
- What the consumer thinks
- Figure 27: Attitudes towards the Malibu brand, May 2008
- Brand qualities of spirit-based mixable brands
- Pimm' s most stylish; who Taboo?
- Figure 28: Personalities of various spirit-based mixable brands, May 2008
- Experience of spirit-based mixable brands
- Use is only occasional? Taboo has lowest awareness
- Figure 29: Consumer usage of various spirit-based mixable brands, May
2008
- Brand intentions for spirit-based mixable brands
- Malibu and Taboo most off-putting?
- Figure 30: Consideration of various spirit-based mixable brands, May 2008
- Brand momentum for spirit-based mixable brands
- Pimm' s gaining most ground - Martini all at sea
- Figure 31: Momentum of various spirit-based mixable brands, May 2008
- Brand satisfaction for spirit-based mixable brands
- Pimm' s most excellent, but Malibu generally pleasing
- Figure 32: Satisfaction with various spirit-based mixable brands, May
2008
- Brand commitment to spirit-based mixable brands
- Martini -- not any time, any where, any place any more!
- Figure 33: Commitment to various spirit-based mixable brands, May 2008
- Round up
- Brand Communication and Promotion
- Key points
- Abandoning above-the-line advertising
- Figure 34: Above-the-line advertising expenditure, by main alcoholic
mixable brands, 2005-08*
- Embrace or adapt?
- Below-the-line activity
- Channels to Market
- Key points
- My place or yours?
- Figure 35: UK retail sales of alcoholic mixables, by type of outlet, by
volume, 2005 and 2007
- The price is right
- The Consumer -- Penetration
- Key points
- The odd tipple
- Figure 36: Trends for alcohol consumption, by frquency and location,
2003-07
- Winners and losers
- Figure 37: Consumption of alcoholic drinks in the last 12 months, by
type, 2003-07
- The mixer profile
- Figure 38: Penetration and weight of consumption of vermouth in the last
12 months, 2003-07
- Figure 39: Penetration and weight of consumption of other spirits* in
the last 12 months, 2003-07
- The Consumer -- Further Analysis
- Key points
- Alcoholic mixables choices
- Missing the masses
- Figure 42: Number of types of alcohol-based mixables drunk in the past
year, May 2008
- One type
- Two or more types
- Targeting consumers
- Figure 43: Consumer typologies, May 2008
- DIY Phobics (10% of respondents)
- Figure 44: How DIY Phobics differ attitudinally from the other groups,
May 2008
- Who are they?
- Next steps
- Thrill Seekers (10% of respondents)
- Figure 45: How Thrill Seekers differ attitudinally from the other
groups, May 2008
- Who are they?
- Next steps
- Alco Frugal (13% of respondents)
- Figure 46: How the Alco Frugal differ attitudinally from the other
groups, May 2008
- Who are they?
- Next steps
- No Spirit (67% of respondents)
- Who are they?
- Next steps
- Appendix
- Abbreviations
- Appendix: The Consumer -- Penetration
- Figure 47: Frequency of vermouth consumption in the last 12 months, by
gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, media usage, household size and car ownership, 2007
- Figure 48: Frequency of other spirits consumption in the last 12 months,
by gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, media usage, household size and car ownership, 2007
- Appendix: Consumer -- Further Analysis
- Alcoholic mixable choices
- Figure 51: Repertoire analysis of usage, by type of spirit-based
mixables drunk in the past year, May 2008
- Figure 52: Likelihood of drinking more than one spirit-based mixable, by
alcohol type, May 2008
- Figure 53: Repertoire of spirit-based mixables, by gender, age,
socio-economic group, marital status, lifestage, presence of children,
Mintel' s Special Groups, working status, tenure, ACORN category, region,
media usage and supermarket usage, May 2008
- Appendix: Consumer Typologies
- Figure 54: Groups split according to their attitudes towards cocktails,
May 2008
- Figure 55: Typologies, by gender, age, socio-economic group, marital
status, lifestage, presence of children, Mintel' s Special Groups, working
status, tenure, ACORN category, region, media usage and supermarket usage,
May 2008
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