This positive top-line figure, however, disguises negative trends in many of the main markets for the hugely-diverse, 150m-case flavoured spirits category. Seven out of the sector’s top ten are expected to record sales declines in the period to 2021.
The challenges outlined in the Global Flavoured Spirits Insights report are encapsulated by the liqueurs segment, which shed some 13m cases between 2011 and 2015, seeing its slice of the global flavoured spirits market drop to 48% in the process.
Notoriously hard to assess because of its sheer diversity, the liqueurs segment is led by cream products, which have largely held their own in recent years, while range liqueurs (which includes brands such as Bols and De Kuyper) and low-strength vodkas have fallen back.
Meanwhile, bitters/spirit aperitifs reached a 25% share of the global flavoured spirits market in 2015 – amounting to just over 38m cases – thanks to the growth of marquee bitters brands Jägermeister and Fernet-Branca. Spirit aperitifs, led by Aperol, are now gaining ground.
Traditional aniseed liqueurs – pastis in France, raki in Turkey and Sambuca in Italy – are generally in the grip of long-term decline thanks to an ageing consumer base in their home markets.
The joint Global Flavoured Spirits Insights report was published last week.
About the IWSR
The IWSR is the leading source of data and analysis on the beverage alcohol market. The IWSR’s database, essential to the industry, quantifies the global market of wine, spirits, beer and mixed drinks by volume and value, and provides insight into short- and long-term trends. Our data is used by all of the largest multinational companies, as well as many more local companies. The IWSR’s unique methodology allows us to get closer to what is actually consumed and better understand how markets work. The IWSR conducts face-to-face interviews with over 1,500 companies in 118 countries each year, with further input from 350 companies. The IWSR tracks overall consumption and trends at brand, quality and category level. The IWSR Magazine, written by the IWSR’s specialist international analysts, features industry news, new products, interviews with key industry players and in-depth market analysis based on unique access to the IWSR’s data.
just-drinks.com is the online news, insight and research portal for the global drinks industry. Our editorial team includes contributors from around the world, while our commentators comprise experts in their respective fields of beer, bottled water, soft drinks, spirits (both brown and white) and wine. Under the direction of managing editor Olly Wehring, we offer an impartial voice and are driven by our passion for the drinks industry.
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SOURCE just-drinks and The IWSR