Table of Contents
Issues in the Market
-
- Key themes of the report
- Definition
- Abbreviations
- Geographical, national and regional definitions
- Conversion factors
Insights and Opportunities
-
- How can a wine brand stand out from the rest?
- Revitalise the ‘house’ brand concept
- Local sourcing
- One stop shop
Market in Brief
-
- Wine market flourishes in Ireland
- Promotions breed promiscuity; is it too late for brands to rescue their brand loyalty?
- In-home drinking is the secret to wine’s success
- Ireland’s duties make wine more expensive
- Wine grows compared to other alcoholic drinks
- Has the wine market reached its peak in Ireland?
- It’s early days
Fast Forward Trends
-
- What is Fast Forward Trends?
- Trend 1: Bling and buy
- What's it about?
- Context: general observations
- What does the wine you drink say about you?
- Trend 2: Back to my roots
- What's it about?
- Context: general observations
- What next?
- New latitudes for wine
- Trend 3: Oliver's army - Celebs and social engineering
- What's it about?
- Context: general observations
- What next?
- When is wine not a wine?
- Quality not quantity
Internal Market Environment
-
- Key points
- Changing social habits – Irish alcohol consumption slows down
-
- Figure 1: Adults who have drunk alcohol in the last 12 months, RoI and NI, 2002-06
- Wine replaces FABs in the popularity stakes
- Organic growth for rosé
- Individual consumption is falling
-
- Figure 2: Alcohol consumption, litres per population aged 15+, Ireland, 2000-06
- Binge drinking less appealing to an ageing population?
- Global wine popularity continues to grow
- Irish consumers face higher wine prices
-
- Figure 3: Off-trade and on-trade price changes, RoI, 2005-06
- Is familiarity a strength or weakness?
- Irish excise duties highest in Europe
-
- Figure 4: Excise duties for table wine, by country, 2006
- Figure 5: Excise duties for sparkling wine, by country, 2006
- Trading up is key
-
- Figure 6: Wine value at various retail price levels, 2006
- Secret of wine’s success…increased in-home drinking
-
- Figure 7: Agreement with statements on drinking habits, NI and RoI, 2002-06
- New World wines compete on price and simplicity
- Choosing accessibility over prestige
- EU will introduce simplified labelling
- Future plans for EC legislation
- Two sides to the wine box argument
Broader Market Environment
-
- Key points
- Rising spending will spur wine sales
-
- Figure 8: Health of the economy, NI and RoI, 2002-07
- Figure 9: Average weekly earnings, by age group, NI, 2006
- More travel leads to expanding tastes
-
- Figure 10: Total volume of and expenditure on holidays, all Ireland, 2001-05
- Population increase = wine sales increase
- Retaining consumer interest
- RoI wine – life begins at middle age
- Growing connoisseurship?
Competitive Context
-
- Key points
- More spent on leisure; not necessarily alcohol
-
- Figure 11: Total expenditure on alcohol and leisure, NI and RoI, 2000-05
- Wine is capturing some of FABs’ lost consumers
-
- Figure 12: Total volume and value sales of alcoholic drinks*, NI, 2004 and 2006
-
- Figure 13: Total volume and value sales of alcoholic drinks, RoI, 2004 and 2006
- Managing change
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- New product launches low in Ireland
- Majority of new products based on premium claims
-
- Figure 14: Product launches by top five claims, Ireland and UK, 2002-07*
- UK supermarket brands dominate innovation
-
- Figure 15: Product launches by brand, Ireland and UK, 2002-07*
- Global outlook
-
- Figure 16: Number of new product launches in top ten countries, 2002-07*
-
- Figure 17: Global trends in product claims, 2002-07*
- Example of recent launches
- Packaging
- Rosemount – Australian Wine, Ireland 2006
- Arniston Bay – Wine in Resealable Pouches, UK 2007
- 2007 sees an international influx of wine in cans
- Premiumisation
- Krug Clos du Mesnil 1996 – Single Vineyard Champagne, UK 2007
- Isake – Premium Red Sake, UK 2007
- Health-conscious
- Sainsbury's Red Heart – Heart-Friendly Red Wine, UK 2006
- Targeting women
- Rubis – Chocolate Velvet Ruby Fortified Red Wine, UK 2006
- Fresita – Sparkling Rosé Wine, UK 2006
Market Size and Forecast
-
- Key points
- More Irish consumers spending more money on wine
-
- Figure 18: Total volume of wine sales, NI and RoI, million litres, 2000-06
- Figure 19: Total value of wine sales, NI and RoI, €million, 2000-06
- NI consumers drinking more cheap wine
-
- Figure 20: Total value and volume of wine sales, NI, 2000-12
- Success in RoI wine growth may start to slow
-
- Figure 21: Total value and volume of wine sales, RoI, 2000-12
- Wine’s future remains strong
- EU legislation may promote stronger sales in New World wines
- Drinking less but more often
Segment Performance
-
- Key points
- Sparkling grows but still wine is dominant
-
- Figure 22: Volume and value sales of wine, by still/sparkling/other*, all-Ireland, 2000-06
-
- Figure 23: Volume sales of wine, by still/sparkling/other*, all-Ireland, 2002 and 2006
- Red wine remains the most popular but slight growth in rosé
-
- Figure 24: Volume sales of wine, by red/white/rosé*, all-Ireland, 2002 and 2006
- Red wine holds its position
-
- Figure 24: Volume and value sales of red wine, NI and RoI, 2002-06
- White pales in comparison
-
- Figure 25: Volume and value sales of white wine, NI and RoI, 2002-06
- Rosé: no longer pink with embarrassment
-
- Figure 26: Volume and value sales of rosé wine, NI and RoI, 2002-06
Companies in the Market
-
- Barry Fitzwilliam Maxxium (BFM)
- Diageo
- C&C Group plc
- Dillon Bass
- Direct Wine Shipments
- InBev
- United Wine Merchants
Channels to Market
-
- Key points
- Wine is an ‘in-home drink’
-
- Figure 27: Total volume of wine sales, on- and off-trade, Ireland, 2000-06
- An increase in alcohol-selling establishments
-
- Figure 28: Number of on- and off-trade premises with alcohol licences, NI, 2004 and 2005*
-
- Figure 29: Number of on- and off-trade premises with alcohol licences, RoI, 2005 and 2006
The Consumer – Wine Consumption
-
- Key points
- Room for growth
-
- Figure 30: Wine penetration, by product, NI and RoI, 2006
- NI catches up on RoI
-
- Figure 31: Bottled wine penetration, NI and RoI, 2001-06
- Mid-thirties to mid-fifties are the core target group
- Too accessible?
The Consumer – Types of Wine
-
- Key points
- No spark for sparkling wine
-
- Figure 32: Type of bottled wine, by still and sparkling, NI and RoI, 2002-06
-
- Figure 33: Types of alcoholic drinks drunk in the home and out of home, NI and RoI, 2006
- Australia rules…wines
-
- Figure 34: Percentage of red wine, by region, RoI and NI, 2006
- Awareness of alcohol content
-
- Figure 35: Percentage of white wine, by region, RoI and NI, 2006
The Consumer – Consumption Occasions
-
- Key points
- Irish consumers drink a bottle of wine a month
-
- Figure 36: Bottled wine usage, number of bottles drunk each month, NI and RoI, 2006
- Heavier usage of bottled wine in the home
The Consumer – Expenditure on Wine
-
- Key points
- Irish consumers are attracted by lower-priced wine
-
- Figure 37: Expenditure on a single bottle of wine on normal and special occasions, NI, 2006
- Making the leap
-
- Figure 38: Expenditure on a single bottle of wine on normal and special occasions, RoI, 2006
Appendix
-
- Broader market environment
-
- Figure 39: Population change, by age group, NI, 2000-20
- Figure 40: Population change, by age group, RoI, 2000-20
- Channels of Distribution
-
- Figure 41: Examples of on- and off-trade premises, NI and RoI, 2007
- Multiples
- ASDA
- Tesco
- Superquinn
- Centra
- Off-licence chains
- Wineflair
- Curleys
- Next Door
- Cheers
- Pubs chains
- Botanic Inns Ltd
- Beannchor
- Carmichael Group
- Capital Bars
- Fitzgerald Group
- Thomas Read Group
- Who’s Innovating?
-
- Figure 42: Own-label product launches, Ireland & UK, 2002-07*
- Figure 43: Product launches, by top ten EU countries, 2002-07*
- Consumer demographics
-
- Figure 44: Percentage of adults who have drunk alcohol in the home in the last 12 months, NI and RoI, 2002-06
- Figure 45: Percentage of adults who have drunk alcohol elsewhere in the last 12 months, NI and RoI, 2002-06
-
- Figure 46: Percentage of adults who have drunk alcohol in a club/pub in the last 12 months, NI, 2002-06
- Figure 47: Demographics of consumers who drink on-trade and off-trade, by gender, age and socio-economic group, NI and RoI, 2006
-
- Figure 48: Demographics of consumers who drink in pubs/bars and nightclubs/other, by gender, age and socio-economic group, NI and RoI, 2006
- Consumer demographics
-
- Figure 49: Bottled wine penetration, by gender, age and socio-economic group, NI and RoI, 2004 and 2006
- Figure 50: Bottled wine usage, in home and elsewhere, NI and RoI, 2002-06
-
- Figure 51: Demographics of what consumers drink, by wine-type drinks, NI, 2006
- Figure 52: Demographics of what consumers drink, by wine-type drinks, RoI, 2006
Back to top