Report: Pre-mixed Spirits (incl. pre-mixed cocktails) - UK

Issues in the Market
Key themes
Definition
Market in Brief
RTD expansion
Premix spirits opportunity
Premix cocktails innovation
Confined to take home
Niche market
Confused boundaries
Internal Market Environment
Key points
Binge drinking scapegoat
Natural and authentic
Blind tasting
Simplexity
On-trade
Festivals fever
Green issues
Packaging
Watching the Waistline
Broader Market Environment
Key points
Smoking ban not all that bad after all
- Figure 1: How the smoking ban has affected pub visiting habits, July 2008
Labelling units
Duty increases
Population changes
- Figure 2: Trends and projections in UK population (' 000s), by age group, 2003-13
Credit crunch
Strict advertising rules
Competitive Context
Key points
Drinking repertoires widen
- Figure 3: UK volume sales of alcoholic drinks, by type, 2005-07
Popularity of wine
Free-pouring long drinks
Latin quarter
Fruitful spirits
Cold as ice
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Market Size and Forecast
Key points
Double-digit growth...
- Figure 4: UK retail sales of premix spirits and cocktails, 2007-08 (to end of year)
....albeit from a small base
The future of the market
A niche but growing market
- Figure 5: Forecast of pre-mixed spirits volume, 2007-13
- Figure 6: Forecast of current and real value of pre-mixes, 2007-13
Cocktails to overtake spirits by 2013
- Figure 7: Forecast of market share of cocktails and spirits, 2007-13
Segment Performance
Key points
Premix spirits dominance
- Figure 8: UK retail sales of premix spirits and cocktails, by type, 2007-08
Premixed spirits -- the long drink opportunity
- Figure 9: UK retail sales of premix spirits, 2007-08
Premix cocktail growth
- Figure 10: UK retail sales of premix cocktails, 2007-08
Market Share
Key points
Manufacturer shares
- Figure 11: Manufacturers' branded shares (value) in the premix spirits and cocktails market, 2007-08
Diageo dominance
Greenall' s is No.1 premix spirit
New entrants
Companies and Products
Key points
Diageo
G&J Greenall
Anglo Drinks
Manchester Drinks Co
Global Brands Ltd
West Eleven
Halewood International
Beverage Brands
Own-label
Others
Brand Communication and Promotion
Key points
Advertising costs
Fresh communication
- Figure 12: Main monitored media advertising expenditure by advertiser, 2004-08
Channels to Market
Key points
Off-trade bias
On-trade rejecters or slow to adopt?
- Figure 13: Sales of premix spirits and cocktails, by trade, 2007-08
Supermarkets lead the way
The Consumer -- Usage
Key points
General alcohol consumption decline
- Figure 14: Consumption of alcoholic drinks in the last 12 months, by location, 2003-07
Penetration reaches one in five
- Figure 15: Types of spirit mixables drinks drunk in the last year, May 2008
Older, richer and wiser
Potential penetration
Consumption frequency needs to be increased
- Figure 16: Changes in alcoholic cocktail consumption in the last two years, May 2008
Appendix
Advertising data
Abbreviations
Appendix: The Consumer -- Usage
- Figure 24: Trends for alcohol consumption by frequency and location, 2003-07
- Figure 25: Trends for alcohol consumption, by alcohol type, 2003-07
- Figure 26: Usage of premixed spirits and alcoholic carbonates in the past 12 months, by demographic, 2007
- Figure 27: Frequency of overall usage of premixed spirits and alcoholic carbonates in the past 12 months, by demographic, 2007
- Figure 28: Frequency of in-home usage of premixed spirits and alcoholic carbonates in the past 12 months, by demographic, 2007
- Figure 29: Frequency of usage elsewhere of premixed spirits and alcoholic carbonates in the past 12 months, by demographic, 2007
- Figure 30: Trends for frequency of usage of premixed spirits and alcoholic carbonates in the past 12 months, 2003-07
- Figure 31: Trends for frequency of usage of premixed spirits and alcoholic carbonates by alcoholic drinkers in the past 12 months, 2003-07

Pre-mixed Spirits (incl. pre-mixed cocktails) - UK - September 2008

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