Growth Strategies in Alcoholic Drinks: Emerging trends in beer, wine and spirits

Table of Contents

Executive Summary

• Market drivers and issues
• Growth opportunities in alcoholic drinks
• Overview of NPD and innovation in alcoholic drinks
• Key trends in the alcoholic drinks market
• Conclusions

Chapter 1 Market drivers and issues

• Summary
• Introduction
• Social and cultural change
• Population shifts
  • The LDA-24 age segment
  • The 25-49 age segment
  • Seniors (50+)
• The threat of private label
• Tension between premiumization and cheaper private labels
  • Private label positioning
• Proliferation of product portfolios
• InBev
• Anheuser-Busch
• Advertising alcoholic drinks
• Binge drinking
• Legislation and self-regulation
  • New developments in advertising regulation and self-regulation
  • Self-regulation
• Advertising moving forward
• Linking up with sports
• Advertising to young adults
• ‘Health’ claims and advertising

Chapter 2 Growth opportunities in alcoholic drinks

• Summary
• Introduction
• Alcoholic drinks market value
• Alcoholic drinks market value by country
• Alcoholic drinks market value by category
  • Beer, cider and FABs
  • Spirits
  • Wine
• Alcoholic drinks market volume
• Alcoholic drinks market volume by country
• Alcoholic drinks market volume by category
  • Beer, cider and FABs
  • Spirits
  • Wine
• Future potential

Chapter 3 Innovation and NPD in alcoholic

• drinks
• Summary
• Introduction
• Growth of alcoholic drinks in terms of new product launches
• Share of alcoholic drinks launched by category
• Category analysis
• Alcohol beverage substitutes and low alcohol
• Beer and ale
  • Emerging markets
  • Premiumization
  • Health
• Liqueurs and other alcoholic drinks
• Wine and wine coolers
  • Health
  • Organic
  • Premiumization
• Regional analysis
• Europe
• North America
• Asia-Pacific
• Innovative alcoholic drinks
• Innovation in formulation
  • Functional formulation
  • Energy
  • Unusual and exotic flavor combinations
• Innovation in packaging
  • Aesthetic
  • Green
  • Functional
  • Technical
• Innovation by category
• Liqueurs and other alcoholic drinks
• Beer and ale
• Innovation by type of manufacturer
• Innovative manufacturers
• Product tags on alcoholic drinks
• Flavor trends

Chapter 4 Key trends in the alcoholic drinks

• market
• Summary
• Introduction
• Health
• Natural and organic
• Additive free
• Functional
• Low calorie and low carbohydrate
• Energy
• Premiumization
• Luxury and indulgence
• Purity of ingredients
• Gourmet, rarity and exclusivity
• Food trends
• Repertoire drinking
• Fashion and alcohol
• Packaging and convenience
• Rarity and exclusivity
• Environmentally friendly/recycling trend
• Protection of integrity of ingredients
• Easy to open/portable
• Recreating the on-trade experience at home
• Straight to fridge

Chapter 5 Conclusions

• Summary
• Introduction
• Market influences
• Population shifts
• Changes in regulations
• Health concerns
• Value growth outstripping volume growth in mature markets
• Market opportunities
• Premiumization
• Health
• Convenience
• Emerging markets
• Index

List of Figures

• Figure 1.1: Importance of consumer age groups for alcoholic drinks marketers over the next 5 years
• Figure 1.2: Female positioning, Yazi ginger flavored vodka
• Figure 1.3: ‘Going out’ occasions represent 93% of young adults’ alcohol drinking occasions
• Figure 1.4: Glenmorangie Limited Edition, Vintage 1987
• Figure 1.5: Growth potential of alcoholic drinks brands over the next 5 years
• Figure 1.6: InBev’s diversified product portfolio
• Figure 1.7: Anheuser-Busch’s diversified product portfolio
• Figure 1.8: The level of impact certain threats will have on alcoholic drinks NPD over the next 5 years
• Figure 2.9: Le Certeza Tequila
• Figure 2.10: Vodka 14, ‘pure’ positioning
• Figure 2.11: Regions that will provide the most sales growth potential for alcoholic drinks manufacturers over the next 5 years
• Figure 3.12: % growth of alcoholic drinks in terms of growth of share of new product launches, 2004-2006
• Figure 3.13: Share of alcoholic drink launches by category, 2004-2006
• Figure 3.14: Suntory’s Chu-Hi Calorie and Mercian’s Honshibori Chu-Hi
• Figure 3.15: Global brands introduced to the emerging Russian market
• Figure 3.16: Beer NPD, broadening appeal in mature markets
• Figure 3.17: SAB Miller’s Micky Stinger
• Figure 3.18: Healthier beer positioning
• Figure 3.19: Drinking less but of the best
• Figure 3.20: Premiumization, the importance of message and packaging
• Figure 3.21: % share of alcoholic drinks launched in each region, 2004-2006
• Figure 3.22: Organic wine introductions
• Figure 3.23: Supermarket private label brands in growing in Europe
• Figure 3.24: Sparks Plus drinks
• Figure 3.25: Healthier alcoholic drinks, launched in Japan 2006
• Figure 3.26: Healthy beer formulations launched in the US and Europe
• Figure 3.27: Energy formulations, launched in the US and Brazil
• Figure 3.28: Formulation; unusual and exotic flavour combinations
• Figure 3.29: Creating collectable packaging
• Figure 3.30: Environmentally friendly packaging
• Figure 3.31: Functional, convenient packaging
• Figure 3.32: Technical innovation in packaging - cooling systems
• Figure 3.33: Innovation in alcoholic drinks, 2003-2006
• Figure 3.34: Innovation in liqueurs and other alcoholic drinks; novelty packaging
• Figure 3.35: Types of companies that have the most influence on innovation in alcoholic drinks now and will have over the next 5 years
• Figure 3.36: Diageo - leading with product innovation
• Figure 4.37: Importance of health features in alcoholics drinks NPD over the next 5 years
• Figure 4.38: Organic product offers distributed in the UK by Vintage Roots
• Figure 4.39: Pure: Hawaii Sea Spirits, New Ocean Vodka
• Figure 4.40: Healthy formulations
• Figure 4.41: Low calorie and low carbohydrate alcoholic drinks
• Figure 4.42: Energy drinks targeted at young male consumers
• Figure 4.43: The importance of premium positionings in alcoholic drinks NPD over the next 5 years
• Figure 4.44: EZE ready-to-drink cocktails
• Figure 4.45: Pure positioning
• Figure 4.46: Premiumization; food and alcohol
• Figure 4.47: Premium sample sets
• Figure 4.48: Premiumization; fashion and alcohol
• Figure 4.49: Premium offers driven by popular culture
• Figure 4.50: First ‘Urban Wine’ Brand
• Figure 4.51: Importance of packaging features in alcoholics drinks NPD over the next 5 years
• Figure 4.52: Rarity and exclusivity, conveyed through packaging
• Figure 4.53: Beer cooling system
• Figure 4.54: Portable packaging
• Figure 4.55: Premiumization; home centered quality
• Figure 4.56: Fridge packs

List of Tables

• Table 1.1: Adult population by age group, m, Europe & the US, 2000-2010 18
• Table 1.2: Seniors' alcoholic drinks market value and volume, liters of pure alcohol, m, Europe & US, 2000-2010 23
• Table 1.3: Private label penetration and sales, by country, $m, Europe & US, 2001-2011 25
• Table 1.4: European and US private label drinks market, $m, 2001-2011 27
• Table 2.5: Alcoholic drinks market value, $m, Europe & US, 2006-2010 49
• Table 2.6: Alcoholic drinks market value, $m, by category, Europe & US, 2006-2010 51
• Table 2.7: Alcoholic drinks market value by type, $m, Europe and US, 2006-2010 55
• Table 2.8: Alcoholic drinks market volume, liters, m, Europe & US, 2006-2010 61
• Table 2.9: Alcoholic drinks market volume, liters, m by category, Europe & US, 2006-2010 63
• Table 2.10: Alcoholic drinks market volume by category, litres m, Europe & US, 2006-2010 66
• Table 3.11: % of types of innovation within innovative alcoholic drinks products, 2003-2006
• Table 3.12: Top 10 innovative alcoholic drinks manufacturers
• Table 3.13: Top 20 product tags on new product packaging - % of all alcoholic drinks launched, 2004-2006
• Table 3.14: Top 20 flavors of new product introductions - % of all alcoholic drinks launched, 2004-2006