The IWSR Global Premium Report 2012
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1 The IWSR Global Premium Report 2012 Date: September 2012 the IWSR & the IWSR Magazine Goswell Road, London EC1V 7EB t: +44 (0) f: +44 (0) e:
2 Index The IWSR Premium Report... 1 Global Premium-and-above Market Overview... 4 Chart: Map showing global premium-and-above consumption... 4 Chart: Market growth by quality segment... 4 Chart: Category market share (volume)... 5 Chart: Category market share (value)... 5 Chart: Top 5 premium-and-above categories... 5 Table: Top 10 premium-and-above companies... 6 Chart: Top premium-and-above markets... 6 Chart: Top premium-and-above brands... 6 Guide to Key Whisk(e)y and Cognac Brands by Quality... 7 Top 5 Premium-and-above Countries... 9 Table: Top 5 premium-and-above countries... 9 Table: US premium-and-above market by category... 9 Table: China premium-and-above market by category... 9 Table: Duty Free/Travel Retail premium-and-above market by category Table: France premium-and-above market by category Table: UK premium-and-above market by category Table: Premium-and-above market data The Premium Market Chart: Map showing global premium consumption Chart: Top 5 premium categories Chart: Category market share (volume) Chart: Premium market by category Table: Premium market by region Chart: Top 10 premium companies Table: Top 10 premium brands Table: Premium market data The Super-Premium Market Chart: Map showing global super-premium consumption Chart: Top 5 super-premium categories Chart: Category market share (volume) Table: Super-premium market by region Chart: Top 10 super-premium companies Table: Top 10 super-premium brands Table: Super-premium market data The Ultra-Premium Market Chart: Map showing global ultra-premium consumption Chart: Top 5 ultra-premium categories Chart: Category market share (volume) Table: Ultra-premium market by region Chart: Top 10 ultra-premium companies Table: Top 10 ultra-premium brands Table: Ultra-premium market data... 25
3 The Prestige Market Chart: Map showing global prestige consumption Chart: Prestige category growth Chart: Top 10 prestige companies Table: Top 10 prestige brands Table: Prestige market data Top Premium-and-above Companies Chart: Top premium-and-above company quality mix (volume) Table: Top premium-and-above companies (volume) Diageo Chart: Premium-and-above value growth Chart: Top premium-and-above brands Chart: Top markets by volume Pernod Ricard Chart: Premium-and-above value growth Chart: Top premium-and-above brands Chart: Top markets by volume Brown-Forman Chart: Premium-and-above value growth Chart: Top premium-and-above brands Chart: Top markets by volume LVMH Chart: Premium-and-above value growth Chart: Top premium-and-above brands Chart: Top markets by volume Bacardi-Martini Chart: Premium-and-above value growth Chart: Top premium-and-above brands Chart: Top markets by volume Beam Chart: Premium-and-above value growth Chart: Top premium-and-above brands Chart: Top markets by volume Rémy Cointreau Chart: Premium-and-above value growth Chart: Top premium-and-above brands Chart: Top markets by volume Champagne Chart: Champagne market by quality segment Chart: Top 10 growth markets Chart: Premium-and-above Champagne companies Table: Top 10 premium-and-above Champagne brands Table: Premium-and-above Champagne market data... 42
4 Scotch Whisky Chart: Scotch market by quality segment Chart: Top 10 growth markets Chart: Premium-and-above Scotch companies Table: Top 10 premium-and-above Scotch brands Table: Premium-and-above Scotch market data US Whiskey Chart: US whiskey market by quality segment Chart: Top 10 growth markets Chart: Premium-and-above US whiskey companies Table: Top 10 premium-and-above US whiskey brands Table: Premium-and-above US whiskey market data Other Whisky (Canadian, Irish & National) Chart: Other whisky category market growth Table: Top 10 premium-and-above other whisky brands Canadian Whisky Chart: Top Canadian whisky companies Chart: Canadian whisky category by quality Table: Canadian whisky market data National Whisky Chart: Top national whisky companies Chart: National whisky category by quality Table: National whisky market data Irish Whiskey Chart: Top Irish whiskey companies Chart: Irish whiskey category by quality Table: Irish whiskey market data Table: Premium-and-above other whisky market data Gin/Genever Chart: Gin/genever market by quality segment Chart: Top 10 growth markets Chart: Premium-and-above gin/genever companies Table: Top 10 premium-and-above gin/genever brands Table: Premium-and-above gin/genever market data Vodka Chart: Vodka market by quality segment Chart: Top 10 growth markets Chart: Premium-and-above vodka companies Table: Top 10 premium-and-above vodka brands Table: Premium-and-above vodka market data Tequila Chart: Tequila market by quality segment Chart: Top 10 growth markets Chart: Premium-and-above tequila companies Table: Top 10 premium-and-above tequila brands Table: Premium-and-above tequila market data... 62
5 Rum Chart: Rum market by quality segment Chart: Top 10 growth markets Chart: Premium-and-above rum companies Table: Top 10 premium-and-above rum brands Table: Premium-and-above rum market data Cognac Chart: Cognac market by quality segment Chart: Top 10 growth markets Chart: Premium-and-above Cognac companies Table: Top 10 premium-and-above Cognac brands Table: Premium-and-above Cognac market data National Brandy Chart: National brandy market by quality segment Chart: Top 10 growth markets Chart: Premium-and-above national brandy companies Table: Top 10 premium-and-above national brandy brands Table: Premium-and-above national brandy market data Flavoured Spirits Chart: Premium-and-above flavoured spirits market by category Chart: Top 10 growth markets Table: Premium-and-above flavoured spirits by category Chart: Premium-and-above flavoured spirits companies Table: Top 10 premium-and-above US whiskey brands Table: Premium-and-above flavoured spirits market data Baijiu Chart: Baijiu market by quality segment Table: Baijiu vs imported spirits in China Table: Top 5 baijiu brands Cachaça Chart: Cachaça market by quality segment Table: Top premium-and-above cachaça brands... 77
6 The IWSR Premium Report This report is an in-depth analysis of the premium-and-above Champagne and spirits market, analysing each quality segment at market, company and brand level. This report is based on data from the IWSR s individual country reports which cover 134 domestic markets combined with the IWSR s duty free/travel retail database. The IWSR s unique methodology, visiting over 1,200 operators globally each year (including producers, importers, distributors and industry experts) ensures our researchers collect the most reliable brand figures, as well as collecting together local expertise and insight into market trends. The report contains analysis by quality segment (premium, super-premium, ultra-premium and prestige), as well as an overview of the top owners of premium-and-above brand and individual product category analysis. The report provides a comprehensive overview of the global premium-and-above market, highlighting and explaining key trends across the market and providing background information to the data. For the purposes of this report: Premium (and super-premium, ultra-premium and prestige) volumes are comprised of those brands that sell at a premium (or super-premium, ultra-premium or prestige) level in each individual country. There may be some crossover with some brands classed as standard in some countries and premium in others, depending on the market and region. This classification is based on market analysis by country and is updated yearly in the IWSR individual country reports. Only volumes classed in the premium (or super-premium, ultra-premium or prestige) segment are included in this report. Therefore some brand figures may not represent total global volumes. Average retail price of quality segments (US$) (see note below): Premium: $20-$30 Super-Premium: $30-$50 Ultra-Premium: $50-$100 Prestige: $100+ All values in the report are based on retail price (US$). Care should be taken when using these figures as value can be distorted by high taxes. The average price per case is based on constant 2011 exchange rates. The average retail price for baijiu has been estimated to sit at the top end of each quality price band (premium - $30; super-premium - $50; ultra-premium - $100) due to the category s high price positioning and lack of sufficient information at brand level. Company volumes are based on brand ownership in Volumes for a company that acquired a particular brand in 2010 will also include all the brand s historic volumes. E.g. Edrington acquired Brugal rum in 2008, but all past Brugal volumes will be included in Edrington s totals. The report focuses on the premium-and-above Champagne and spirits market, consisting of: Champagne Scotch whisky US whiskey Irish whiskey Canadian whisky National whisky Gin Vodka Tequila Rum Cognac National brandy Flavoured spirits Baijiu Cachaça Copyright The IWSR 1
7 The report does not cover sparkling wine other than Champagne due to the category s much lower average retail price. Other categories not covered include sherry, due to the category s small volumes, and light aperitifs, where no premium market currently exists. There is a significant premium-and-above Port market, but due to the high number of own-label products and insufficient data the category has been excluded from the report. There is a large top end market of soju (Korea) and sake/shochu (Japan) that is currently not included in the IWSR global volume data. Baijiu figures (China) split by quality are also best estimates by industry operators in China, as no consumption figures currently exist. IWSR volumes are based on government production figures. Volumes for the premium-and-above still light wine market are not included in this report. This may distort consumption figures of premium-and-above products particularly in Europe where consumption of top end wine is much more widespread than in other parts of the world. There are a large number of small craft and/or artisanal brands at the very top end in each category which are not picked up by the IWSR. It is almost certain that volumes of ultra-premium and prestige brands in many of the categories are underreported. Due to China s vast domestic baijiu market which heavily distorts global volumes, the market has been broken out into China Domestic (baijiu) and China Imported in the quality segment analysis tables. For regional analysis, Old Europe comprises North West Europe, Southern Europe and the Nordic markets; New Europe includes Central and Eastern Europe. The markets have been grouped as such due to the similar behaviours and trends within each geographical region. Conditions of Sale: This report is provided for the sole use of the recipient company. The report may be used freely within the recipient company and any 100%-owned subsidiary, but may not be transferred by any means to any third party without the prior written permission of The IWSR. To enquire about other reports or for more information on The IWSR products and services please contact: t: +44 (0) or e: info@iwsr.co.uk Copyright The IWSR 2
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