100 Gin sales boom in Europe Whiskey and cocktails spur US growth Brandy suppliers tackle turnaround challenge Prosecco responds to global demand Craft drives US beer market theIWSR.com | July 2015 magazine The REAL The definitive top 100 global brands
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The definitive top 100 global brands - IWSR samples/IWSR July 2015 top100... · The definitive top 100 global brands. ... whisk(e)y, vodka, brandy and rum are certainly well represented,
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100
Gin sales boom in EuropeWhiskey and cocktails spur US growthBrandy suppliers tackle turnaround challengeProsecco responds to global demandCraft drives US beer market
theIWSR.com | July 2015magazine
The REAL
The definitive top 100 global brands
spirits reviewChanges afoot in Real 100 listGuy Shingles analyses the fortunes of the world’s top 100 brands by volume in 2014
This month sees the publication of theIWSR’s annual Real 100 list of the world’slargest spirits brands by volume. Based onprimary research compiled using our uniqueand assiduous methodology, we believe itprovides the definitive picture of the topbrands in the global marketplace.
Given that the Real 100 brands account fornearly 27% of total spirits consumption, it isunsurprising that the list ultimately reflects thecomposition and trends of today’s complexmarket. The major spirits categories ofwhisk(e)y, vodka, brandy and rum are certainlywell represented, but so too are national spiritssuch as soju and cachaça. Similarly, while theongoing consolidation of the spirits marketensures that international powerhouses likeDiageo, Pernod Ricard and Bacardi featureprominently on the list, they sit alongsidenumerous local and regional players.
After seeing growth slow to a marginal 0.3%in 2013, the global spirits market actuallycontracted in 2014 for the first time since1999. A decline of -0.1%, or 3.1m cases,meant that total spirits consumption fell backto 3.08bn cases, according to the latest IWSRresearch. This was primarily due to weak
growth in theconsumption ofnational spirits, whichincreased by only 3.5%between 2013 and2014 compared with a2008-13 compoundannual growth rate(CAGR) of 9.4%.
Reversals in thefortunes of severalother categorieshave alsocontributed tothe decline intotal spirits,however.Followingconsecutiveyears of growth,brandy was flatin 2013 and fell -1.9% last year,while whisk(e)y’sgrowth rate hasalso slowedconsiderably to
2.8%. It is no coincidence that thesebeleaguered categories derive a high proportionof sales from emerging markets like China,India, Thailand, the Philippines, Ukraine andPoland, which have all registered a significantslowdown in overall spirits consumption inrecent years.
The decline in global spirits consumption ismirrored in this year’s Real 100 list, theaggregated volume of which fell -1.1% to827m cases versus the previous year. Thosebrandy and national spirits brands featured onthe list also reflected global trends quiteclosely, with combined 2013-14 volumegrowth of -0.9% and 1.9% respectively. Bycontrast, the story in whisk(e)y wassomewhat different, as the Real 100 brandsfar outstripped total category growth. This
strong performance will be examined inmore detail later in this article.
Leading brandsIn spite of developments at a global level,the situation remains relativelyunchanged at the top of the latest Real100 list. The top three brands are thesame as last year, with Hite Brewery’s
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