Table of Contents
Executive Summary
-
- The market
-
- Figure 1: Estimated total sales of whiskey and rum, by on-trade and off-trade, IoI, 2011-15
- Forecast
-
- Figure 2: Indexed estimated total sales of whiskey and rum, IoI, 2011-21
- Market factors
- Tourism levels increase – Boosting pub visits
- Consumers more willing to spend
- Minimum pricing legislation affected by EC ruling
- The consumer
- Preference for Irish whiskeys
-
- Figure 3: Types of whiskey and rum drunk by consumers in the last three months, NI and RoI, November 2015
- Whiskey and rum occasions
-
- Figure 4: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, NI and RoI, November 2015
- Home-brewed whiskeys preferred by Irish consumers
-
- Figure 5: Agreement with statements relating to whiskeys and/or dark spirits, NI and RoI, November 2015
The Market – What You Need to Know
-
- Whiskey and rum sales value grow
- Growing tourism helps to boost alcohol on-trade
- Stronger confidence helping consumers to splash out more
- Minimum pricing legislation thrown into doubt
Market Size and Forecast
-
- 2015 see increase in rum and whiskey sales
-
- Figure 6: Estimated total sales of whiskey and rum, NI and RoI, 2011-21
- Spirits’ on-trade sales increase in line with overall pub fortunes
-
- Figure 7: Estimated on-trade sales of whiskey and rum, NI and RoI, 2011-21
- Figure 8: Indexed retail bar sales, RoI, 2011-15
- Off-trade whiskey and rum sales to improve in light of EU ruling
-
- Figure 9: Estimated off-trade sales of whiskey and rum, NI and RoI, 2011-21
- Increase in whiskey sales helped by increasing female user base
-
- Figure 10: Estimated total sales value of whiskey/whisky, NI and RoI, 2011-21
- On-trade whiskey sales benefit from improved tourism
-
- Figure 11: Estimated total on-trade sales value of whiskey/whisky, NI and RoI, 2011-21
- Off-trade whiskey sales
-
- Figure 12: Estimated total off-trade sales value of whiskey/whisky, NI and RoI, 2011-21
- Rum set for strong growth
-
- Figure 13: Estimated total sales value of rum, NI and RoI, 2011-21
- On-trade rum sales in RoI outperform NI
-
- Figure 14: Estimated total on-trade sales value of rum, NI and RoI, 2011-21
- Off-trade rum sales show stronger growth
-
- Figure 15: Estimated total off-trade sales value of rum, NI and RoI, 2011-21
Market Drivers
-
- Improving tourism levels could help boost whiskey usage in Irish pubs
-
- Figure 16: Estimated total visitor numbers, 000s, IoI, NI and RoI, 2011-21
- Whiskey association seeking to boost whiskey tourism
- Consumer confidence boost helping to inflate spirit usage
-
- Figure 17: Consumer confidence index, NI, December 2012-15
- Figure 18: Consumer confidence index, RoI, September 2014-15
-
- Figure 19: Indexed retail sales for pubs, bars, RoI, 2011-15
- RoI spirit prices increase between 2012 and 2016
-
- Figure 20: Consumer Price Index for spirits (on-trade and off-trade), RoI, 2012 to 2016*
- NI spirit prices see steep fall in Q4 2015
-
- Figure 21: Consumer Price Index for spirits, UK, 2012 to 2015
- EU ruling on Scottish minimum pricing throws doubt on similar legislation for Ireland
Key Players – What You Need to Know
-
- The whisky market experiences a surge in NPD driven by new packaging
- Growth in launch of whiskey with premium and limited edition claims
- Dark rum experiences a surge in NPD
- Dark rum reinvents itself through premiumisation
- Bacardi enters Scotch whisky
- Brown-Forman enters Irish Whisky
- Irish Distillers open micro-distillery in Cork
Who’s Innovating?
-
- New product launches in the whisky market soar
-
- Figure 22: Share of new product launches in whiskey market, UK and Ireland, Feb 2011-15
- New packaging dominates launch type in the whiskey market
-
- Figure 23: Share of NPD by launch type within the whisky market, UK and Ireland, Feb 2011-15
- Environmentally friendly packaging dominates whiskey claims
-
- Figure 24: New product launches in the whiskey market, by claims, UK and Ireland Feb 2011-15
- Dark rum experiences a surge in NPD in 2015
-
- Figure 25: Share of new product launches in dark rum market, UK and Ireland, Feb 2011-15
- New launches in the flavoured and spiced rum segment are contributing to gains.
- Dark rum market reinvents itself through premiumisation
- Captain Morgan appeals to Millennials
Companies and Brands
-
- Bacardi Limited
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Barry & Fitzwilliam
- Key facts
- Product portfolio
- Recent developments
- Brown-Forman
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Diageo
- Key Facts
- Product portfolio
- Brand NPD
- Recent developments
- Findlater Wine & Spirit Group
- Key facts
- Product portfolio
- Recent developments
- Irish Distillers Pernod Ricard
- Key facts
- Product portfolio
- Recent developments
- MCM Spirits & Liqueurs
- Key facts
- Product portfolio
- William Grant & Sons Limited
- Key facts
- Product portfolio
- Brand NPD
The Consumer – What You Need to Know
-
- Over 60% have drunk Irish whiskey, younger consumers opting for bourbon
- Whiskey and rum most likely to be drunk in a pub/bar
- Preference for Irish-made whiskies
Types of Whiskey and Rum Used
-
- Six in 10 have drunk Irish whiskey
-
- Figure 32: Types of whiskey and rum drunk by consumers in the last three months, NI and RoI, November 2015
- Irish whiskey most likely to be drunk neat
-
- Figure 26: How consumers drink Irish whiskey (eg Jameson, Bushmills), by methods of consumption, NI and RoI, November 2015
-
- Figure 27: Consumers that have drunk Irish whiskey (eg Jameson, Bushmills), by gender and age, NI and RoI, November 2015
- Bourbon sees strong usage with colas
-
- Figure 28: How consumers drink bourbon (eg Jack Daniels), by methods of consumption, NI and RoI, November 2015
- 18-24-year-olds show strong bourbon usage
-
- Figure 29: Consumers that have drunk bourbon (eg Jack Daniels), by age, NI and RoI, November 2015
- Golden/spiced rum usage outpaces dark rum usage
-
- Figure 30: How consumers drink golden/spiced rum (Captain Morgans), by methods of consumption, NI and RoI, November 2015
- NI women show strong rum usage
-
- Figure 31: Consumers that have drunk golden/spiced rum and dark rum, by gender, NI and RoI, November 2015
Occasions for Whiskey and Rum Usage
-
- Half of consumers have drunk dark spirits in pubs/bars
-
- Figure 32: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, NI and RoI, November 2015
- Affluent consumers most likely to drink dark spirits at the pub
-
- Figure 33: Consumers that have drunk whiskeys or dark spirits in a pub/bar the last three months, by social class, NI and RoI, November 2015
- NI consumers more likely to drink dark spirits while relaxing at home
-
- Figure 34: Consumers that have drunk whiskeys or dark spirits while relaxing at home in the last three months, by gender, NI and RoI, November 2015
- Strong spirit usage at parties
-
- Figure 35: Consumers that have drunk whiskeys or dark spirits while at a party (their home/friends home) in the last three months, by age group, NI and RoI, November 2015
- Single consumers more likely to ‘pre-game’ with spirits
-
- Figure 36: Consumers that have drunk whiskeys or dark spirits at home before a night out in the last three months, by age group, NI and RoI, November 2015
Attitudes to Whiskey and Rum
-
- Irish consumers prefer Irish whiskeys
-
- Figure 37: Agreement with statements relating to whiskeys and/or dark spirits, NI and RoI, November 2015
- RoI consumers show stronger desire for Irish whiskeys
-
- Figure 38: Agreement with the statement ‘I prefer to drink whiskeys made in my own country’, by gender and age, NI and RoI, November 2015
- Younger consumers show greater levels of interest in foreign whiskeys
-
- Figure 39: Agreement with the statement ‘I am interested in trying whiskies from different countries (eg Japanese whisky)’, by age and social class, NI and RoI, November 2015
- Expense a barrier to experimentation
- Fewer consumers would pay for craft spirits compared to craft beer
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Market size rationale
- Data sources
- Consumer data sources
- Abbreviations
Appendix – The Consumer
-
- NI Toluna tables
-
- Figure 40: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by demographics, NI, November 2015
-
- Figure 41: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by demographics, NI, November 2015 (continued)
-
- Figure 42: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three months, by demographics, NI, November 2015
-
- Figure 43: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three months, by demographics, NI, November 2015 (continued)
-
- Figure 44: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by demographics, NI, November 2015
-
- Figure 45: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by demographics, NI, November 2015
-
- Figure 46: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last three months, by demographics, NI, November 2015
-
- Figure 47: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last three months, by demographics, NI, November 2015 (continued)
-
- Figure 48: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three months, by demographics, NI, November 2015
-
- Figure 49: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three months, by demographics, NI, November 2015 (continued)
-
- Figure 50: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three months, by demographics, NI, November 2015 (continued)
-
- Figure 51: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three months, by demographics, NI, November 2015 (continued)
-
- Figure 52: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three months, by demographics, NI, November 2015
-
- Figure 53: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three months, by demographics, NI, November 2015 (continued)
-
- Figure 54: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by demographics, NI, November 2015
-
- Figure 55: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by demographics, NI, November 2015 (continued)
-
- Figure 56: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, NI, November 2015
-
- Figure 57: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, NI, November 2015 (continued)
-
- Figure 58: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, NI, November 2015 (continued)
-
- Figure 59: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, NI, November 2015 (continued)
-
- Figure 60: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, NI, November 2015 (continued)
-
- Figure 61: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, NI, November 2015 (continued)
- RoI Toluna tables
-
- Figure 62: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by demographics, RoI, November 2015
-
- Figure 63: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by demographics, RoI, November 2015 (continued)
-
- Figure 64: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three months, by demographics, RoI, November 2015
-
- Figure 65: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three months, by demographics, RoI, November 2015 (continued)
-
- Figure 66: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by demographics, RoI, November 2015
-
- Figure 67: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by demographics, RoI, November 2015
-
- Figure 68: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last three months, by demographics, RoI, November 2015
-
- Figure 69: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last three months, by demographics, RoI, November 2015 (continued)
-
- Figure 70: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three months, by demographics, RoI, November 2015
-
- Figure 71: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three months, by demographics, RoI, November 2015 (continued)
-
- Figure 72: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three months, by demographics, RoI, November 2015 (continued)
-
- Figure 73: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three months, by demographics, RoI, November 2015 (continued)
-
- Figure 74: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three months, by demographics, RoI, November 2015
-
- Figure 75: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three months, by demographics, RoI, November 2015 (continued)
-
- Figure 76: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by demographics, RoI, November 2015
-
- Figure 77: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by demographics, RoI, November 2015 (continued)
-
- Figure 78: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, RoI, November 2015
-
- Figure 79: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, RoI, November 2015 (continued)
-
- Figure 80: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three months, by demographics, RoI, November 2015 (continued)
-
- Figure 81: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, RoI, November 2015 (continued)
-
- Figure 82: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, RoI, November 2015 (continued)
-
- Figure 83: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, RoI, November 2015 (continued)
Back to top