Table of Contents
Executive Summary
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- The market
- Steady value growth masks stagnating volumes
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- Figure 1: Forecast of UK value sales of dark spirits and liqueurs, 2010-20
- Figure 2: Forecast of UK volume sales of dark spirits and liqueurs, 2010-20
- Whisky continues to dominate the market
- Similar growth trends in both sales channels
- Companies, brands and innovation
- Diageo leads the way in both value and volume sales
- The Famous Grouse further extends its dominance
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- Figure 3: Retail value sales of the leading dark spirit and liqueur brands in the UK, 2014/15*
- Positive performances elsewhere in the category
- Total category adspend nudges upwards in 2014
- The consumer
- 60% of adults drink dark spirits/liqueurs
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- Figure 4: Usage of types of dark spirits, July 2015
- Single malt whisky is the most likely type to be cited as a favourite
- Large supermarkets dominate off-trade sales locations
- Dark spirits are popular in both up- and low-tempo occasions
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- Figure 5: Occasions for drinking dark spirits and liqueurs, July 2015
- Single malt whisky enjoys a number of positive associations
- Price hinders consumers’ willingness to experiment
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- Figure 6: Attitudes towards dark spirits and liqueurs, July 2015
- Honey and cherry can provide sweet success for spirit brands
- What we think
Issues and Insights
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- Smaller bottles can provide big opportunities
- The facts
- The implications
- Brandy could step out from whisky’s shadow
- The facts
- The implications
- Tapping into the growth of spirit beers/ciders and beer cocktails
- The facts
- The implications
- Scope to boost online purchases of dark spirits and liqueurs
- The facts
- The implications
The Market – What You Need to Know
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- Price rises mask slow volume growth
- Whisky continues to dominate the market
- Slow volume decline in the brandy segment
- Dark rums continue to grow rapidly
- Liqueurs return to marginal growth
- Similar growth trends in both sales channels
Market Size and Segmentation
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- Steady value growth masks stagnating volumes
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- Figure 7: Total value and volume sales of dark spirits and liqueurs, at current and constant prices, 2010-20
- Figure 8: Forecast of UK value sales of dark spirits and liqueurs, 2010-20
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- Figure 9: Forecast of UK volume sales of dark spirits and liqueurs, 2010-20
- Figure 10: Ratio of value and volume sales in the dark spirits and liqueurs market, by segment, 2015 (est)
- Whisky continues to dominate the market
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- Figure 11: Total value and volume sales of whiskies, at current and constant prices, 2010-20
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- Figure 12: Forecast of UK value sales of whisky/whiskey, 2010-20
- Little change in the brandy segment
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- Figure 13: Total value and volume sales of brandies, at current and constant prices, 2010-20
- Figure 14: Forecast of UK value sales of brandy/Cognac/Armagnac, 2010-20
- Dark rums continue to grow rapidly
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- Figure 15: Total value and volume sales of dark/golden/spiced rums, at current and constant prices, 2010-20
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- Figure 16: Forecast of UK value sales of dark/golden/spiced rums, 2010-20
- Liqueurs return to marginal value growth
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- Figure 17: Total value and volume sales of liqueurs, at current and constant prices, 2010-20
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- Figure 18: Forecast of UK value sales of liqueurs, 2010-20
Channels to Market
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- Similar growth trends in both sales channels
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- Figure 19: Value and volume sales of dark spirits and liqueurs, by channel, 2013-15
Market Drivers
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- Alcoholic drink prices continue to rise
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- Figure 20: UK excise duty rates for selected alcoholic drinks, 2003-15
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- Figure 21: RPI indexed annual change for alcoholic drink prices versus all items except housing, 2000-14
- Consumers’ financial health recovers but remains fragile
- An embattled on-trade industry
- UK consumers continue to cut back on alcohol
- Bridging the gender divide
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- Figure 22: Usage of types of dark spirits and liqueurs, by gender, July 2015
- Population changes could also impact the market
Key Players – What You Need to Know
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- Diageo leads the way in both value and volume sales
- The Famous Grouse extends its lead
- Courvoisier achieves strong growth
- Captain Morgan leads dark rum
- Baileys leads the liqueur segment
- Total category adspend nudges upwards in 2014
Market Share
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- Diageo leads the way in both value and volume sales
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- Figure 23: Leading manufacturers’ shares of dark spirit and liqueur sales in the UK off-trade, 2014/15*
- The Famous Grouse further extends its lead in whisky
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- Figure 24: Retail value sales of the leading whisky brands in the UK, 2012/13-2014/15
- Figure 25: Retail prices of selected whisky brands (70cl bottles), July 2015
- Whyte & Mackay and Teacher’s also enjoy strong performances
- Courvoisier achieves strong growth
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- Figure 26: Retail value sales of the leading brandy/Cognac brands in the UK, 2012/13-2014/15
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- Figure 27: Retail prices of selected brandy/Cognac brands (70cl bottles), July 2015
- Captain Morgan drives growth in the dark rum category
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- Figure 28: Retail value sales of the leading dark/golden/spiced rum brands in the UK, 2012/13-2014/15
- Figure 29: Retail prices of selected dark/golden/spiced rum brands (70cl bottles), July 2015
- Jack Daniel’s honey boosts liqueur sales
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- Figure 30: Retail value sales of the leading liqueur brands in the UK, 2012/13-2014/15
- Figure 31: Retail prices of selected liqueur brands (70cl bottles), July 2015
Brand Communication and Promotion
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- Total category adspend nudges upwards in 2014
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- Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on dark spirits and liqueurs, by category, 2012-15
- BBFB leads the way in category adspend
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- Figure 33: Top 15 highest-spending brands in the dark spirits and liqueurs category, 2012-15
- Diageo invests in its leading brand
- Other selected campaigns
- TV remains the most popular channel for advertisers
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- Figure 34: Channels for advertising in the dark spirits and liqueurs category, 2012-15
Launch Activity and Innovation
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- NPD in whisky/whiskey
- The market leaders continue to innovate
- Johnnie Walker looks to offer a multisensory experience…
- …while Glenfiddich launches a new website
- New Scotch whiskies target younger drinkers
- Packaging revamps look to drive standout
- NPD in brandy/Cognac/Armagnac
- NPD in dark/golden/spiced rum
- NPD in liqueurs
- Pimm’s looks to new flavours
Brand Research
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- What you need to know
- Brand map
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- Figure 35: Attitudes towards and usage of selected dark spirit and liqueur brands, July 2015
- Key brand metrics
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- Figure 36: Key metrics for selected brands, July 2015
- Brand attitudes: The Famous Grouse scores strongly on trust and reputation
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- Figure 37: Attitudes, by brand, July 2015
- Brand personality: Jack Daniel’s and Southern Comfort are seen as vibrant and fun
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- Figure 38: Brand personality – Macro image, July 2015
- Dark spirit and liqueur brands struggle for differentiation at the micro level
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- Figure 39: Brand personality – Micro image, July 2015
- Brand analysis
- Jack Daniel’s (JD)
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- Figure 40: User profile of Jack Daniel’s, July 2015
- Jameson
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- Figure 41: User profile of Jameson, July 2015
- The Famous Grouse
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- Figure 42: User profile of The Famous Grouse, July 2015
- Jim Beam
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- Figure 43: User profile of Jim Beam, July 2015
- Southern Comfort
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- Figure 44: User profile of Southern Comfort, July 2015
- Grant’s
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- Figure 45: User profile of Grant’s, July 2015
- Bell’s
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- Figure 46: User profile of Bell’s, July 2015
The Consumer – What You Need to Know
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- 60% of adults drink dark spirits/liqueurs
- Single malt whisky is the most likely type to be cited as a favourite
- Large supermarkets dominate off-trade sales locations
- Dark spirits are popular in both up- and low-tempo occasions
- Single malt whisky enjoys a number of positive associations
- Price hinders consumers’ willingness to experiment
- Honey and cherry can provide sweet success for spirit brands
Usage of Dark Spirits and Liqueurs
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- 60% of adults drink dark spirits/liqueurs
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- Figure 47: Usage of dark spirits, by type, July 2015
- Single malt is the most popular whisky to drink neat
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- Figure 48: Ways of drinking types of dark spirits, July 2015
- Brandy drunk by a quarter of adults
- Dark/golden/spiced rum thriving on its mixability
- Liqueurs are drunk by three in 10 adults
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- Figure 49: Usage of liqueurs and flavoured dark spirits, by type, July 2015
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- Figure 50: Ways of drinking types of liqueurs and flavoured dark spirits, July 2015
- 35% of adults drink three or more types of dark spirits/liqueurs
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- Figure 51: Repertoire of usage of dark spirits and liqueurs, July 2015
Preferences of Dark Spirits and Liqueurs
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- Single malt whisky is the most likely type to be cited as a favourite
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- Figure 52: Dark spirits/liqueurs ranked ‘favourite’ among users of each type of drink, July 2015
- Cream-based liqueurs are also a favourite type of many users
- Non-cream liqueurs struggle to become favourites
- Brandies and dark rums appear to be repertoire drinks, not favourites
Purchasing Locations and Willingness to Spend on Dark Spirits
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- Large supermarkets dominate off-trade sales
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- Figure 53: Off-trade locations for buying dark spirits and liqueurs, July 2015
- Specialists and online channel remain niche
- Gifting can be an effective means of encouraging trading up
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- Figure 54: Willingness to spend on premium dark spirits and liqueurs, per bottle, July 2015
Occasions for Consumption
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- Dark spirits are popular in both up- and low-tempo occasions…
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- Figure 55: Occasions for drinking dark spirits and liqueurs, July 2015
- …but less so as part of nights out
Perceptions of Dark Spirits
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- Single malt whisky enjoys a number of positive associations
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- Figure 56: Perceptions of dark spirits, July 2015
- Blended whisky is seen most widely as value for money
- Bourbon winning the battle for younger drinkers
- Brandy and dark rums fail to instigate many strong responses
Attitudes towards Dark Spirits and Liqueurs
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- Price hinders consumers’ willingness to experiment
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- Figure 57: Attitudes towards dark spirits and liqueurs, July 2015
- Many women prefer white spirits
- Price is more important than brand for many drinkers
- Craft drinks appeal to two in five
- Flavour innovation proves divisive
- Interest in NPD and alcohol units driven by younger drinkers
Interest in Flavoured Dark Spirits and Liqueurs
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- Honey and cherry can provide sweet success for spirit brands
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- Figure 58: Interest in flavours of dark spirits and liqueurs, July 2015
- A number of other flavours interest a quarter of these drinkers
- Lesser used flavours are reflected in less interest
Target Groups
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- Figure 59: Target groups for dark spirits and liqueurs, July 2015
- Price-conscious (28%)
- Enthusiasts (35%)
- Disengaged (37%)
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Appendix – Data Sources and Abbreviations
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- Data sources
- Abbreviations
- Fan chart forecast
Appendix – Market Size and Segmentation
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- Figure 60: Best- and worst-case forecasts for the total dark spirits and liqueurs market, by value, 2015-20
- Figure 61: Best- and worst-case forecasts for the total dark spirits and liqueurs market, by volume, 2015-20
- Figure 62: Best- and worst-case forecasts for the whisky market, by value, 2015-20
- Figure 63: Best- and worst-case forecasts for the whisky market, by volume, 2015-20
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- Figure 64: Forecast of UK volume sales of whisky/whiskey, 2010-20
- Figure 65: Best- and worst-case forecasts for the brandy/Cognac/Armagnac market, by value, 2015-20
- Figure 66: Best- and worst-case forecasts for the brandy/Cognac/Armagnac market, by volume, 2015-20
- Figure 67: Forecast of UK volume sales of brandy/Cognac/Armagnac, 2010-20
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- Figure 68: Best- and worst-case forecasts for the dark/golden/spiced rum market, by value, 2015-20
- Figure 69: Best- and worst-case forecasts for the dark/golden/spiced rum market, by volume, 2015-20
- Figure 70: Forecast of UK volume sales of dark/golden/spiced rum, 2010-20
- Figure 71: Best- and worst-case forecasts for the liqueurs market, by value, 2015-20
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- Figure 72: Best- and worst-case forecasts for the liqueurs market, by volume, 2015-20
- Figure 73: Forecast of UK volume sales of liqueurs, 2010-20
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Appendix – Market Share
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- Figure 74: Leading manufacturers’ shares of dark spirit and liqueur sales in the UK off-trade, 2014/15*
- Figure 75: Retail volume sales of the leading whisky brands in the UK, 2012/13-2014/15
- Figure 76: Retail volume sales of the leading brandy/Cognac brands in the UK, 2012/13-2014/15
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- Figure 77: Retail volume sales of the leading dark/golden/spiced rum brands in the UK, 2012/13-2014/15
- Figure 78: Retail volume sales of the leading liqueur brands in the UK, 2012/13-2014/15
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