Table of Contents
Introduction and Abbreviations
-
- Regional definitions
- Market definitions
- Conversion factors
- Population 2004
- Exchange rates
- BMRB Target Group Index (TGI) sample sizes
- Abbreviations
Executive Summary
-
- Total spirits market worth €1.65 billion
- £54 million NI FABs market has reached maturity
- €153.9 million RoI FABs market in decline
- Miniature trend suggests future possibilities
- Vodka continues to dominate
- Liqueurs – the success story of the spirit world
- Off-trade now the dominant channel
- Industry consolidation to upset supply structure
- Is NI the perfect test market?
Market Drivers
-
- Growing preference for in-home drinking
-
- Figure 1: Agreement with statement: “Most of my drinking is done at home”, NI and RoI, 2000-04
- Miniaturisation
- The changing prices of spirits
-
- Figure 2: Indexed national average prices, PDI and alcohol prices, NI and RoI, 1999-2004
- The effect of the smoking ban
- Gender gap still wide for many spirits and FABs
- Cocktail trends still not delivered
- Visits to pubs and clubs
-
- Figure 3: Usage of pubs, clubs and restaurants, NI and RoI, 2002-04
- The influence of population change
-
- Figure 4: Trends and projections in the population, by age group, NI and RoI, 1999, 2004 and 2009
- Fewer 18-24s
- 25-34-year-old population declines in NI…
- …but 25-34s in RoI expanding
- Increases in the 35-55-year-old age group
- Over-55s showing most growth
- Seasonality
-
- Figure 5: Monthly clearances of spirits, 000s litres alcohol, RoI, 1999 to 2004
Market Size
-
- Spirits
-
- Figure 6: Value and volume sales of spirits, all ireland, 1999-2004
- Figure 7: Indexed volume sales of spirits, NI and RoI, 1999-2004
-
- Figure 8: Value and volume sales of spirits, NI, 1999-2004
- Figure 9: Value and volume sales of spirits, RoI, 1999-2004
- FABs
-
- Figure 10: Value and volume sales of flavoured alcoholic beverages, all ireland, 1999-2004
- Figure 11: Indexed volume sales of flavoured alcoholic beverages, NI and RoI, 1999-2004
-
- Figure 12: Value and volume sales of flavoured alcoholic beverages, NI, 1999-2004
- Figure 13: Value and volume sales of flavoured alcoholic beverages, RoI, 1999-2004
Market Segmentation
-
-
- Figure 14: Segmentation of spirit market, volume sales, NI and RoI, 2004
- Figure 15: Volume sales of spirits by category, million litres, 2004
- White spirits
-
- Figure 16: Volume sales of white spirits, NI and RoI, 2002-04
- Vodka
- Gin
- White rum
- Dark spirits
-
- Figure 17: Volume sales of dark spirits, NI and RoI, 2002-04
- Brandy
- Dark and golden rum
- Whiskies
-
- Figure 18: Volume sales of whiskies, NI and RoI, 2002-04
- Irish whiskey
- Scotch whisky
- Malt whiskey
- Other whiskey and bourbon
- Liqueurs
-
- Figure 19: Volume sales of liqueurs, NI and RoI, 2002-04
- Other spirits
-
- Figure 20: Volume sales of other spirits, NI and RoI, 2002-04
-
Distribution
-
- Spirits
-
- Figure 21: Volume sales of spirits, on-trade vs off-trade, NI and RoI, 1999-2004
- Northern Ireland
-
- Figure 22: Percentage of spirits sales through the on-trade and off-trade, by category, NI, 2004
- Figure 23: Volume sales of spirits, by category, on-trade vs off-trade, NI, 2002 and 2004
- Republic of Ireland
-
- Figure 24: Percentage of spirits sales through the on-trade and off-trade, by category, RoI, 2004
- Figure 25: Volume sales of spirits, by category, on-trade vs off-trade, RoI, 2002 and 2004
- FABs
-
- Figure 26: Percentage of FAB sales through the on-trade and off-trade, NI and RoI, 1999-2004
The Supply Structure
-
- Bacardi-Martini Ltd
-
- Figure 27: Bacardi-Martini product range, 2005
- Figure 28: Bacardi-Martini advertising expenditure, by category, NI, 1999-2004
- Barry Fitzwilliam Maxxium
-
- Figure 29: Barry Fitzwilliam Maxxium product portfolio, 2005
- Figure 30: Barry Fitzwilliam Maxxium advertising expenditure, by category, RoI 2001-04
- Beverage Brands
- Cantrell & Cochrane
-
- Figure 31: C&C financial results, 2004 and 2005
-
- Figure 32: C&C alcohol advertising expenditure, NI and RoI, 2000-04
- Figure 33: C&C alcoholic drinks range, 2003
- Castle Brands Inc
-
- Figure 34: Castle Brands Inc alcoholic drinks range, 2005
- Figure 35: Boro vodka advertising expenditure, NI and RoI, 1999-2004
- Cooley Distillery
- Diageo
-
- Figure 36: Diageo financial results, by geographical region, 2003 and 2004
-
- Figure 37: Diageo advertising expenditure, NI and RoI, 1999-2004
- Figure 38: Diageo product portfolio, 2005
- Edward Dillon & Co Ltd
-
- Figure 39: Edward Dillon & Co product portfolio, 2005
- Figure 40: Edward Dillon & Co advertising expenditure, by category, 2001-04
- First Ireland Spirits
- Halewood International
-
- Figure 41: Halewood International product range, 2005
- Figure 42: Halewood International advertising expenditure, NI, 1999-2004
- InBev
-
- Figure 43: Inbev financial results, 1999-2004
- Figure 44: Inbev advertising expenditure, NI and RoI, 1999-2004
-
- Figure 45: Inbev product range, 2005
- Independent Distillers
-
- Figure 46: Independent Distillers product range, 2005
- Irish Distillers Ltd
-
- Figure 47: Irish Distillers product range, 2005
- Figure 48: Irish Distillers advertising expenditure, by category, NI and RoI, 1999-2004
- McCabes
-
- Figure 49: McCabe ltd product range, 2005
-
- Figure 50: United Wine Merchants product portfolio, 2005
Global New Product Development
-
- New flavours
-
- Figure 51: Sample of new flavours introduced worldwide between 2003 and 2005
- Packaging developments
- Spirit blends
- Spirits and mixer combinations
- Low calorie spirits
- Organic spirits
- FABs trends
- GNPD future predictions
- Spirits
- FABs
Advertising
-
- Total alcohol advertising spend
-
- Figure 52: Total advertising spend, NI and RoI, 2004
- Figure 53: Advertising spend by product category, NI and RoI, 2004
-
- Figure 54: Indexed advertising spend on spirits and FABs, NI and RoI, 2001-04
- Figure 55: Total spirits and FABs advertising spend, NI and RoI, 1999-2004
- Media channel
-
- Figure 56: FABs and spirits advertising, by media channel, NI, 1999-2004
- Figure 57: FABs and spirits advertising, by media channel, RoI, 2001-04
- Advertising data
- Diageo the top spirits advertiser in NI
-
- Figure 58: Spirits advertisers, NI, 1999-2004
- Smirnoff pips Bacardi to the top advertiser post
-
- Figure 59: Adspend by spirit brand, NI, 1999-2004
- FABs advertising topped by Diageo
-
- Figure 60: FABs advertisers, NI, 1999-2004
- Figure 61: Adspend by FABs brand, NI, 1999-2004
- Top three RoI advertisers account for 84% of adspend
-
- Figure 62: Spirits advertisers, RoI, 2001-04
- Diageo brands top spirits adspend in RoI
-
- Figure 63: Adspend by spirit brand, RoI, 2001-04
- FABs adspend declines with market performance
-
- Figure 64: FABs advertisers, RoI, 2001-04
- Figure 65: Adspend by spirit brand, RoI, 2001-04
- New TV regulations for advertising
- Staying on the right side of the fine line
- A word from our sponsors…
The Consumer
-
- Most popular spirits
-
- Figure 66: Spirits penetration in NI and RoI, ranked by product, 2004
- White spirits
-
- Figure 67: Penetration of white spirits, by category, NI, 2000-04
-
- Figure 68: Penetration of white spirits, by category, RoI, 2000-04
- Gin
-
- Figure 69: Penetration of gin, by demographic group, NI and RoI, 2002 and 2004
- Vodka
-
- Figure 70: Penetration of vodka, by demographic group, NI and RoI, 2002 and 2004
- White rum
-
- Figure 71: Penetration of white rum, by demographic group, NI and RoI, 2002 and 2004
- Dark spirits
-
- Figure 72: Penetration of dark spirits, by category, NI, 2000-2004
-
- Figure 73: Penetration of dark spirits, by category, RoI, 2000-2004
- Brandy
-
- Figure 74: Penetration of brandy, by demographic group, NI and RoI, 2002 and 2004
- Dark and golden rum
-
- Figure 75: Penetration of dark and golden rum, by demographic group, NI and RoI, 2002 and 2004
- Whiskies
-
- Figure 76: Penetration of whiskies, by category, NI, 2000-04
-
- Figure 77: Penetration of whiskies, by category, RoI, 2000-2004
- Irish whiskey
-
- Figure 78: Penetration of Irish whiskey, by demographic group, NI and RoI, 2002 and 2004
- Scotch whisky
-
- Figure 79: Penetration of Scotch whisky, by demographic group, NI and RoI, 2002 and 2004
- Malt whiskey
-
- Figure 80: Penetration of malt whiskey, by demographic group, NI and RoI, 2002 and 2004
- Other whiskey and bourbon
-
- Figure 81: Penetration of other whiskey and bourbon, by demographic group, NI and RoI, 2002 and 2004
- Liqueurs and other spirits
-
- Figure 82: Penetration of liqueurs and other spirits, NI, 2000-2004
-
- Figure 83: Penetration of liqueurs and other spirits, RoI, 2000-2004
- Liqueurs
-
- Figure 84: Penetration of liqueurs, by demographic group, NI and RoI, 2002 and 2004
- Other spirits
-
- Figure 85: Penetration of other spirits, by demographic group, NI and RoI, 2002 and 2004
- Flavoured alcoholic beverages
-
- Figure 86: Penetration of pre-mixed spirits and alcoholic carbonates, NI and RoI, 1998-2004
-
- Figure 87: Penetration of pre-mixed spirits and alcoholic carbonates, by demographic group, NI and RoI, 2003 and 2004
The Future
-
- More spirits to join the shrinking revolution
- Bushmills to challenge Baileys
- Low-calorie spirits
- Will there be a UK duty increase in 2006?
- EU tax harmonisation
- Cigarette-style health warnings on alcoholic drinks?
- Will FABs return to their former glory?
Forecast
-
- Spirits
- NI spirits to continue to decline
-
- Figure 88: Forecast volume sales of spirits, million litres, NI, 1999-2009
- Off-trade sales to experience moderate increase
- On-trade sales to drop by 0.5 million litres
- RoI spirits to return to growth
-
- Figure 89: Forecast volume sales of spirits, million litres, RoI, 1999-2009
- On-trade spirits to continue to decline
- Off-trade spirits to grow further
- FABs
- NI FABs
-
- Figure 90: Forecast volume sales of FABs, million litres, NI, 1999-2009
- On-trade FABs have reached their limit
- Off-trade FABs set to continue growth
- FABs growth due to population increase and not per capita consumption
-
- Figure 91: Forecast volume sales of FABs, million litres, RoI, 1999-2009
- Strong growth forecast for the off-trade
- Population growth to boost on-trade FABs
Appendix
-
- Usage definitions
Back to top