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Global market review of world whiskies – forecasts to 2014
http://www.reportlinker.com/p0183525/Global-market-review-of-world-whiskies-–-forecasts-to-2014.html
The non-Scotch whisk(e)y market – chiefly comprising Irish, American, Canadian, Indian and Japanese whiskies – is one of the largest growth areas of the global wine and spirits industry. The performance of the three most international non-Scotch whisk(e)y categories – US, Canadian and Irish – has been more varied. Irish whiskey is currently the most rapidly rising of the three, accelerating at an impressive rate and rising by 8% CAGR between 2003 and 2008 to reach 4.46m cases.
The real reason for optimism in Irish whiskey is the development of the US market where sales surpassed 1m cases for the first time in 2008. Irish whiskey remained among the fastest growing categories in 2009 despite the economic crisis. Much of this has been driven by Jameson, which has a premium price positioning in the US. There is a sense that both the brand and category is at the beginning of what could be explosive long-term growth in this lucrative market. Diageo is also very strong in the US and it is only a matter of time before it uses that distribution clout to establish Bushmills to a greater extent.
The significantly larger US whiskey category is also enjoying a period of steady growth, with volumes rising by 2% CAGR between 2003 and 2008 to reach 29.4m cases.
Non-Scotch whiskies tend to be more mixable than Scotch because they are unpeated. Bourbon, in particular, has a sweeter product profile and tends to mix well with cola. This is an important consideration at a time when cocktail consumption is growing around the world.
With over 70 data tables providing brand consumption volumes across all major markets, plus interviews with the leading brand owners, this report is essential reading for anyone involved in this developing sector of the international spirits industry.
The report begins with Chapter 1 Executive summary, then provides a market overview in Chapter 2 Scope of the market.
The increase in the various categories within non-Scotch whisk(e)y has been far from uniform. Indian whisky has been enjoying tearaway growth as economic prosperity encourages consumers to trade up from local unbranded spirits to branded whisky and other spirits. Brazilian whisky has been growing for similar reasons – albeit at a slower pace – and displayed 1% CAGR between 2003 and 2008, reaching 1.5m cases.
Cooley Distillery sales and marketing director Jack Teeling says: "The culture and the people of Central and Eastern Europe have none of the history of drinking Scotch whisky, so you're not competing with this entrenched perception that whisk(e)y should be Scotch. They also have a great affiliation with Irish culture and its associated pub culture. These countries see Ireland as a fun, easy and accessible nation and all things Irish are perceived to be of a high quality. You're finding that American and Irish whiskey are taking a much larger percentage of those markets than they are in more mature markets where they're competing against a very strong tradition and knowledge of Scottish whisky."
Chapter 3 Industry structure
On the whole, non-Scotch whiskies have relatively underdeveloped super-premium segments – at least compared with other categories such as Scotch, brandy or vodka. This tends to limit their appeal in markets such as north-east Asia, Russia and travel retail, where purchasing for prestige, status and gifting is a key motivation.
This is beginning to change. For instance, American whiskey producers have enjoyed some success in the US recently in developing super-premium 'small batch' whiskies.
This chapter looks at the different non-Scotch categories and how the industry is structured for them. It also discusses the underdeveloped super-premium tier, mixability, innovations, demand and supply, and US whiskey's march.
Chapter 4 The markets
This chapter provides a complete review of the major global markets for world whiskies.
Heaven Hill president Max Shapira: "US whiskey is one of the better-performing categories in the entire range of distilled spirits, which is a tribute to the robust base that has been built for category and brands within it. When the domestic and worldwide economies recover, Bourbon is poised to continue to expand and increase market share within the whisk(e)y category in the years ahead."
This chapter provides market volumes of the top categories, brands and brand owners in each key market reviewed (United States, Canada, Mexico, Brazil, United Kingdom, Ireland, Italy, France, Spain, Germany, Sweden, Poland, Czech Republic, Russia, China, Japan, India, Australia, South Africa, and Travel Retail).
Chapter 5 The companies
Here, the main players are profiled including Pernod Ricard, Beam Global Spirits & Wine, Brown-Forman and Diageo. Each company's top brands' global volumes are provided and each of their leading brand's major market volumes are also given.
Chapter 1 Executive summary
Chapter 2 Scope of the market
Chapter 3 Industry structure
Irish whiskey
Canadian whisky
US whiskey
Underdeveloped super-premium tier
Mixability
Innovations
Demand and supply
US whiskey on the march
Irish whiskey explodes in export markets
Chapter 4 The markets
The Americas
United States
US whiskey
Canadian whisky
Irish whiskey
Canada
Canadian whisky
US whiskey
Mexico
US whiskey
Brazil
US whiskey
Brazilian whisky
Europe
US whiskey
Irish whiskey
Ireland
Irish whiskey
Italy
US whiskey
France
Irish whiskey
Canadian whisky
US whiskey
Spain
US whiskey
Local Spanish whiskies
Germany
US whiskey
Irish whiskey
Sweden
Irish whiskey
Canadian whisky
Eastern Europe
Poland
US whiskey
The Czech Republic
Irish whiskey
Russia
US whiskey
Irish whiskey
Asia-Pacific
China
US whiskey
Japan
US whiskey
Japanese whisky
India
US whiskey
Indian whisky
Australia
US whiskey
Canadian whiskey
The rest of the world
South Africa
US whiskies
Irish whiskey
Canadian whisky
South African whisky
Travel retail
US whiskey
Irish whiskey
Chapter 5 The companies
Pernod Ricard
Beam Global Spirits & Wine
Brown-Forman
List of tables
Table 1: Total global consumption volume for US, Canadian, Irish and Other whisk(e)y, 2003-2014 (000's nine-litre cases)
Table 2: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac in Brazil, 2003-2014 (% share)
Table 3: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac in Russia, 2003-2014 (% share)
Table 4: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac in India, 2003-2014 (% share)
Table 5: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac in China, 2003-2014 (% share)
Table 6: Top 5 Irish whiskey brand owners, 2003-2008 (000's nine-litre cases)
Table 7: Top ten Canadian whisky brand owners, 2003-2008 (000's nine-litre cases)
Table 8: Top ten US whiskey brand owners, 2003-2008 (000's nine-litre cases)
Table 9: Top 25 US whiskey markets, 2003-2014 (000's nine-litre cases)
Table 10: Top 30 Irish whiskey markets, 2003-2014 (000's nine-litre cases)
Table 11: US whiskey volume in United States by quality, 2003-2014 (000's nine-litre cases)
Table 12: Top nine brand volumes of US whiskey in United States, 2003-2008 (000's nine-litre cases)
Table 13: Canadian whisky volume in United States by quality, 2003-2014 (000's nine-litre cases)
Table 14: Top nine brand volumes of Canadian whisky in United States, 2003-2008 (000's ninelitre cases)
Table 15: Irish whiskey volume in United States by quality, 2003-2014 (000's nine-litre cases)
Table 16: Top nine brand volumes of Irish whiskey in United States, 2003-2008 (000's nine-litre cases)
Table 17: Canadian whisky volume in Canada by quality, 2003-2014 (000's nine-litre cases)
Table 18: Top ten brand volumes of Canadian whisky in Canada, 2003-2008 (000's nine-litre cases)
Table 19: US whiskey volume in Canada by quality, 2003-2014 (000's nine-litre cases)
Table 20: Top ten brand volumes of US whiskey in Canada, 2003-2008 (000's nine-litre cases)
Table 21: Top 5 brand volumes of US whiskey in Mexico, 2003-2008 (000's nine-litre cases)
Table 22: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac in Mexico, 2003-2014 (% share)
Table 23: Top ten brand volumes of non-Scotch in Brazil, 2003-2008 (000's nine-litre cases)
Table 24: US whiskey volume in UK by quality, 2003-2014 (000's nine-litre cases)
Table 25: Top eight brand volumes of US whiskey in UK, 2003-2008 (000's nine-litre cases)
Table 26: Irish whiskey volume in UK by quality, 2003-2014 (000's nine-litre cases)
Table 27: Top ten brand volumes of Irish whiskey in UK, 2003-2008 (000's nine-litre cases)
Table 28: Irish whiskey volume in Ireland by quality, 2003-2014 (000's nine-litre cases)
Table 29: Top nine brand volumes of Irish whiskey in Ireland, 2003-2008 (000's nine-litre cases)
Table 30: Top three brand volumes of US whiskey in Ireland, 2003-2008 (000's nine-litre cases)
Table 31: Top ten brand volumes of non-Scotch in Italy, 2003-2008 (000's nine-litre cases)
Table 32: Top six brand volumes of Irish whiskey in France, 2003-2008 (000's nine-litre cases)
Table 33: Top five brand volumes of Canadian whisky in France, 2003-2008 (000's nine-litre cases)
Table 34: Top ten brand volumes of US whiskey in France, 2003-2008 (000's nine-litre cases)
Table 35: Top nine brand volumes of US whiskey in Spain, 2003-2008 (000's nine-litre cases)
Table 36: Top four brand volumes of Spanish whisky in Spain, 2003-2008 (000's nine-litre cases)
Table 37: Top ten brand volumes of US whiskey in Germany, 2003-2008 (000's nine-litre cases)
Table 38: Top five brand volumes of Irish whiskey in Germany, 2003-2008 (000's nine-litre cases)
Table 39: Top ten brand volumes of non-Scotch in Poland, 2003-2008 (000's nine-litre cases)
Table 40: Top ten brand volumes of non-Scotch in Czech Republic, 2003-2008 (000's nine-litre cases)
Table 41: Top ten brand volumes of non-Scotch in Russia, 2003-2008 (000's nine-litre cases)
Table 42: Top ten brand volumes of non-Scotch in China, 2003-2008 (000's nine-litre cases)
Table 43: Top ten brand volumes of non-Scotch in Japan, 2003-2008 (000's nine-litre cases)
Table 44: Top ten brand volumes of non-Scotch (excl. Japanese) in Japan, 2003-2008 (000's ninelitre cases)
Table 45: Top ten brand volumes of Japanese whisky in Japan, 2003-2008 (000's nine-litre cases)
Table 46: Top Japanese whisky producers, 2003-2008 (000's nine-litre cases)
Table 47: Top eight brand volumes of non-Scotch (excl. Indian) in India, 2003-2008 (000's ninelitre cases)
Table 48: Top brand lines of Indian whisky, 2003-2008 (000's nine-litre cases)
Table 49: Top eight Indian whisky producers, 2003-2008 (000's nine-litre cases)
Table 50: US whiskey volume in Australia by quality, 2003-2014 (000's nine-litre cases)
Table 51: Top ten brand volumes of US whiskey in Australia, 2003-2008 (000's nine-litre cases)
Table 52: Canadian whisky volume in Australia by quality, 2003-2014 (000's nine-litre cases)
Table 53: Top brand volumes of Canadian whisky in Australia, 2003-2008 (000's nine-litre cases)
Table 54: Top ten brand volumes of non-Scotch in South Africa, 2003-2008 (000's nine-litre cases)
Table 55: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac in South Africa, 2003-2014 (% share)
Table 56: Top nine brand volumes of US whiskey in Travel retail, 2003-2008 (000's nine-litre cases)
Table 57: US whiskey volume in Travel retail by quality, 2003-2014 (000's nine-litre cases)
Table 58: Top 5 US whiskey brand owners in Travel retail, 2003-2008 (000's nine-litre cases)
Table 59: Top nine brand volumes of Irish whiskey in Travel retail, 2003-2008 (000's nine-litre cases)
Table 60: Irish whiskey volume in Travel retail by quality, 2003-2014 (000's nine-litre cases)
Table 61: Top four Irish whiskey brand owners in Travel retail, 2003-2008 (000's nine-litre cases)
Table 62: Top nine brand volumes of Canadian whisky in Travel retail, 2003-2008 (000's nine-litre cases)
Table 63: Top five Canadian whisky brand owners in Travel retail, 2003-2008 (000's nine-litre cases)
Table 64: Canadian whisky volume in Travel retail by quality, 2003-2014 (000's nine-litre cases)
Table 65: Top ten markets for Jameson, 2003-2008 (000's nine-litre cases)
Table 66: Pernod Ricard's top 11 Irish whiskey brands, 2003-2008 (000's nine-litre cases)
Table 67: Beam Global's top ten non-Scotch whisk(e)y brands, 2003-2008 (000's nine-litre cases)
Table 68: Top ten markets for Jim Beam, 2003-2008 (000's nine-litre cases)
Table 69: Brown Forman's top five non-Scotch whisk(e)y brands, 2003-2008 (000's nine-litre cases)
Table 70: Top ten markets for Jack Daniel's, 2003-2008 (000's nine-litre cases)
Table 71: Diageo's top ten non-Scotch whisk(e)y brands, 2003-2008 (000's nine-litre cases)
Table 72: Top ten markets for Crown Royal, 2003-2008 (000's nine-litre cases)
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Alcoholic Drink Industry: Global market review of world whiskies – forecasts to 2014
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