Table of Contents
- Issues in the Market
- Key themes in the report
- Definition
- Market size rationale
- Abbreviations
- Market in Brief
- Alcohol penetration stable, but volumes drunk and frequency fall
- Fashion dictates the fortune of spirits
- International sophistication
- Economy fails to raise consumer spirits
- Strong euro aids NI retailers
- Foreign nationals leave a gap in sales
- On-trade continues to fall while off-trade increases
- NI prefer white spirits, while RoI prefer dark
- Beer and wine major competition
- Premium becomes humdrum
- Call for pubs to innovate
- Benefits of an older market segment
- Can spirit companies discount the discounters?
- Internal Market Environment
- Key points
- Alcohol consumption rates remain steady in 2008
- Figure 1: Alcohol consumption -- all adults, NI and RoI, 2003-08
- ... but spirits suffer from recession
- Fashion icon
- White more fashionable than dark?
- Figure 2: Vodka and Irish whiskey consumption in the last 12 months, by
women, NI and RoI, 2008
- Sponsorship vs. product placement
- All mixed up
- National vs. international spirit brands
- National pride
- Identity crisis
- Duty free: An increasingly lucrative channel for spirits?
- Figure 3: Air passenger traffic (millions of passengers), IoI, RoI and
NI, 2003-06
- Mature spirits for mature consumers
- Old money
- Premium problems in the credit crunch
- Quality, but value too
- Figure 4: Most important factors when grocery shopping (incl. alcohol),
RoI and NI, January 2009
- Limited (edition) damage
- Chilly response to price freeze
- Own-label spirits a bigger threat to NI market
- Looming threat
- Broader Market Environment
- Key points
- Economy fails to raise consumer spirits
- Figure 5: Economic outlook, NI and RoI, 2008-10
- Strong euro a boon to NI retailers
- Figure 6: Pound to euro exchange rate, 2003-09*
- Unemployment set to increase
- An aging population helps boost spirits sales
- Figure 7: Population estimate and projection, by age, NI, 2000 and 2020
- Figure 8: Population estimate and projection, by age, RoI, 2000 and 2020
- Less demand for white spirits and regional brands with foreign national
exodus
- Market Value and Forecast
- Key points
- Recession hits spirits hard
- Figure 9: White and dark spirits sales, by value and volume, on- and
off-trade split, all-Ireland, 2004-13
- Gap set to increase
- Figure 10: White and dark spirits sales, by indexed value on- and
off-trade, all Ireland, 2004-13
- Cross-border shopping stings RoI spirits market
- Figure 11: White and dark spirits sales, by value and volume, on- and
off-trade split, RoI, 2004-13
- RoI off-trade expected to turn around in 2009
- NI retailers saved from recession
- Figure 12: White and dark spirits sales, by value and volume, on- and
off-trade split, NI, 2004-13
- NI spirits retailers have a merry Christmas
- Market Segmentation
- Key points
- Whiskey in the jar
- Figure 13: RoI white and dark spirit segments, by value, on- and
off-trade split, 2005, 2007 and 2008
- Off-trade drinkers trade up
- Figure 14: RoI white and dark spirit segments, by volume, on- and
off-trade split, 2005, 2007 and 2008
- Own-brands generate higher volume sales in NI
- Figure 15: NI white and dark spirit segments, by value, on- and
off-trade split, 2005, 2007 and 2008*
- Figure 16: NI white and dark spirit segments, by volume, on- and
off-trade split, 2005, 2007 and 2008
- Vodka maintains absolute control
- Rum sees growth -- how to attract the young
- Companies and Products
- Diageo
- Figure 22: Diageo spirit brands, 2009
- Cooley Distillery
- Figure 23: Cooley' s brands, 2009
- Pernod Ricard (Dillon Bass)
- Figure 24: Dillon Bass brands, 2009
- Pernod Ricard (Irish Distillers)
- Figure 25: Irish Distillers brands, 2009
- McCabes
- Figure 26: McCabe brands, 2009
- Cantrell & Cochrane
- Figure 27: C&C brands, 2009
- Barry Fitzwilliam Maxxium
- Figure 28: BFM brands, 2009
- Channels to Market
- Key points
- Pubs beset on all sides
- Figure 29: Number of on- and off-trade premises with alcohol licences,
NI, 2005-08
- Figure 30: Number of on- and off-trade premises with alcohol licences,
RoI, 2005-08
- Not all bad
- Pubs need to innovate
- Mini(bar) opportunities
- Restaurants a no-growth area for spirits
- Figure 31: Drinking occasions for alcohol, all adults, NI & RoI, 2008
- Recession bites into the restaurant channel
- Hotels provide spirits an avenue towards tourist market
- Supermarkets driving the off-trade to new heights
- Independent off-licences see supermarkets as menace
- Discounters a legitimate channel to market
- Figure 32: Shopped at lidl/aldi, by all adults, RoI and NI, January 2009
- Spirits companies reluctant to use discounters
- Consumer Drink Preferences
- Key points
- Alcohol drinkers retreat to home
- Figure 33: Alcohol consumed in home in the last 12 months vs alcohol
consumed out of home in the last 12 months-- all adults, NI and RoI, 2003-08
- Consumers looking to save money
- Older consumers key target for off-trade spirits
- Figure 34: Alcohol consumed in home vs out of home, by age, NI and RoI,
2008
- The on-trade is still an important channel for introducing brands
- A few times a week
- Figure 35: Frequency of alcohol consumption -- all adults, NI and RoI,
2008
- Irish whiskey dominates among dark spirits
- Figure 36: Types of whiskey consumed in last 12 months, NI and RoI, 2008
- Youth market spurns Irish whiskeys
- Figure 37: Irish whiskey consumption in last 12 months, by age, NI and
RoI, 2008
- Vodka consistently popular
- Figure 38: Vodka consumption in last 12 months, by all adults, NI and
RoI, 2003-08
- An issue of taste
- Figure 39: Attitudes towards vodka, by UK alcohol drinkers, November 2008
- Youth orientation
- Figure 40: Vodka consumption in last 12 months, by age, NI and RoI, 2008
- Are spirits a sign of affluence?
- Figure 41: Vodka consumption in last 12 months, by socio-economic group,
NI and RoI, 2008
- Cost of liqueurs a barrier to growth
- Figure 42: Liqueur consumption in last 12 months, by socio-economic
group, NI and RoI, 2008
- Brandy fades into the background
- Figure 43: Brandy consumption in last 12 months, by all adults, NI and
RoI, 2003-08
- White rum overpowers dark rum
- Figure 44: White and dark rum consumption in last 12 months, by all
adults, NI and RoI, 2003-08
- One in ten drink gin
- Appendix
- Figure 53: NI and RoI population, by gender, 2006-20
- Figure 54: NI population, by gender, 2006-20
- Figure 55: RoI population, by gender, 2006-20
- Figure 56: Forecast population change, by age, NI, 2000-20
- Figure 57: Forecast population change, by age, RoI, 2000-20
- Figure 58: Alcohol sales, by value and volume, all Ireland, 2003-13
- Figure 59: Pound to Euro Exchange rate used, 2004-2013
- Alcohol consumption
- Figure 60: Alcohol consumption in the last 12 months, by demographic
breakdown, NI and RoI, 2008
- Figure 61: Alcohol consumption (frequency: Total consumption), by
demographic breakdown, NI and RoI, 2008
- Figure 62: Alcohol consumption (frequency: Once a day), by demographic
breakdown, NI and RoI, 2008
- Figure 63: Alcohol consumption (frequency: 2 or 3 times a week), by
demographic breakdown, NI and RoI, 2008
- Figure 64: Alcohol consumption (frequency: Once a week), by demographic
breakdown, NI and RoI, 2008
- Figure 65: Alcohol consumption (frequency: 2 or 3 times a month), by
demographic breakdown, NI and RoI, 2008
- Figure 66: Alcohol consumption (frequency: Once a month), by demographic
breakdown, NI and RoI, 2008
- Figure 67: Alcohol consumption (frequency: Less than once a month), by
demographic breakdown, NI and RoI, 2008
- Figure 68: Alcohol consumption (frequency in home: In-home consumption),
by demographic breakdown, NI and RoI, 2008
- Figure 69: Alcohol consumption (frequency in home: Once a day), by
demographic breakdown, NI and RoI, 2008
- Figure 70: Alcohol consumption (frequency in home: 2 or 3 times a week),
by demographic breakdown, NI and RoI, 2008
- Figure 71: Alcohol consumption (frequency in home: Once a week), by
demographic breakdown, NI and RoI, 2008
- Figure 72: Alcohol consumption (frequency in home: 2 or 3 times a
month), by demographic breakdown, NI and RoI, 2008
- Figure 73: Alcohol consumption (frequency in home: Once a month), by
demographic breakdown, NI and RoI, 2008
- Figure 74: Alcohol consumption (frequency in home: Less than once a
month), by demographic breakdown, NI and RoI, 2008
- Figure 75: Alcohol consumption (frequency elsewhere: Out-of-home
consumption), by demographic breakdown, NI and RoI, 2008
- Figure 76: Alcohol consumption (frequency elsewhere: Once a day), by
demographic breakdown, NI and RoI, 2008
- Figure 77: Alcohol consumption (frequency elsewhere: 2 or 3 times a
week), by demographic breakdown, NI and RoI, 2008
- Figure 78: Alcohol consumption (frequency elsewhere: Once a week), by
demographic breakdown, NI and RoI, 2008
- Figure 79: Alcohol consumption (frequency elsewhere: 2 or 3 times a
month), by demographic breakdown, NI and RoI, 2008
- Figure 80: Alcohol consumption (frequency elsewhere: Once a month), by
demographic breakdown, NI and RoI, 2008
- Figure 81: Alcohol consumption (frequency elsewhere: Less than once a
month), by demographic breakdown, NI and RoI, 2008
- Drinks attitudes demographics
- Figure 82: Agreement with statement: ' Most of my drinking is done at
home' , by demographic breakdown, NI and RoI, 2008
- Figure 83: Agreement with statement: ' I like to try new drinks' , by
demographic breakdown, NI and RoI, 2008
- Figure 84: Agreement with statement: ' I really enjoy a night out at the
pub' , by demographic breakdown, NI and RoI, 2008
- Figure 85: Agreement with statement: ' It' s worth paying extra for good
quality beer' , by demographic breakdown, NI and RoI, 2008
- Figure 86: Agreement with statement: ' I am prepared to pay more for good
quality wine' , by demographic breakdown, NI and RoI, 2008
- Figure 87: Agreement with: ' The point of drinking is to get drunk' , by
demographic breakdown, NI and RoI, 2008
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