Abstract
The global sweet liqueurs market has witnessed steady growth every year since
2000, and in 2007 the overall global liqueurs market (including travel retail)
rose by 1.4% to reach 79.2m nine-litre cases.
The liqueurs category is in transition. Its traditional role has been severely
diminished by the decline in after-dinner drinking in many markets, with older
and less well-supported brands appearing to be struggling, and younger,
lower-strength products - the so-called modern liqueurs - faring better.
Fortunately though, traditional liqueurs have been thrown a lifeline with the
growth of cocktail consumption. The cocktail culture is leading many
bartenders to experiment with once relatively obscure liqueur categories, and
suddenly catapult a brand or sub-segment to rapid and unexpected sudden growth.
Plus, many traditional liqueur brands have been busily re-inventing
themselves, highlighting their youthful and contemporary appeal and their
suitability as an ingredient in mixed drinks.
This is the third report in our series of just-drinks/The IWSR titles, and our
first to focus on the liqueurs sector. We investigate trends, such as the move
away from after-dinner drinking, and the number of full-strength spirits
brands, (particularly vodka and rum), that are increasingly encroaching on
liqueurs' territory by their move into flavours, and lower strength versions.
We provide 18 volume data tables and 10 market share charts for the sector,
and comment from industry executives, such as Bardinet export director Estelle
Sauvage.
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