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Growth Strategies in Alcoholic Drinks: Emerging trends in beer, wine and spirits Product Image

Growth Strategies in Alcoholic Drinks: Emerging trends in beer, wine and spirits

  • ID: 461163
  • April 2007
  • 160 Pages
  • Scripp Business Insights

The global alcoholic drinks market is undergoing fundamental changes that are redefining the way manufacturers develop, produce and market their products. Consumers are choosing to trade up to better quality products, whilst moderating consumption. At the same time, changes in demographics are creating new opportunities for alcoholic drinks manufacturers.

Growth Strategies in Alcoholic Drinks: Emerging trends in beer, wine and spirits is a new management report analyzing all product development and product introductions in the global alcoholic drinks market between 2004 and 2006. It examines the emerging trends and sets these against changing market conditions to identify those that will become mainstream in the future. Create more effective new product development strategies and increase returns on investment with this new report.

“Europe had the largest share of new alcoholic drink product introductions in 2006. This was driven by the wine category which amassed a share of 58% of all new product introductions in Europe. The wine category has been driven forward by opportunities in emerging European markets and by the trend towards healthier alcoholic products...”

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Growth Strategies in Alcoholic Drinks
Executive Summary 10
Market drivers and issues 10
Growth opportunities in alcoholic drinks 11
Overview of NPD and innovation in alcoholic drinks 12
Key trends in the alcoholic drinks market 13
Conclusions 14

Chapter 1 Market drivers and issues 16
Summary 16
Introduction 17
Social and cultural change 17
Population shifts 17
The LDA-24 age segment 19
The 25-49 age segment 22
Seniors (50+) 23
The threat of private label 25
Tension between premiumization and cheaper private labels 27
Private label positioning 29
Proliferation of product portfolios 31
InBev 31
Anheuser-Busch 33
Advertising alcoholic drinks 35
Binge drinking 36
Legislation and self-regulation 38
New developments in advertising regulation and self-regulation 38
Self-regulation 41
Advertising moving forward 43
Linking up with sports 44
Advertising to young adults 44
‘Health’ claims and advertising 45

Chapter 2 Growth opportunities in alcoholic
drinks 48
Summary 48
Introduction 49
Alcoholic drinks market value 49
Alcoholic drinks market value by country 51
Alcoholic drinks market value by category 55
Beer, cider and FABs 55
Spirits 57
Wine 59
Alcoholic drinks market volume 61
Alcoholic drinks market volume by country 62
Alcoholic drinks market volume by category 66
Beer, cider and FABs 67
Spirits 68
Wine 68
Future potential 69

Chapter 3 Innovation and NPD in alcoholic
drinks 72
Summary 72
Introduction 73
Growth of alcoholic drinks in terms of new product launches 73
Share of alcoholic drinks launched by category 75
Category analysis 76
Alcohol beverage substitutes and low alcohol 76
Beer and ale 78
Emerging markets 79
Premiumization 80
Health 81
Liqueurs and other alcoholic drinks 83
Wine and wine coolers 85
Health 85
Organic 86
Premiumization 86
Regional analysis 87
Europe 88
North America 90
Asia-Pacific 91
Innovative alcoholic drinks 93
Innovation in formulation 94
Functional formulation 94
Energy 97
Unusual and exotic flavour combinations 99
Innovation in packaging 100
Aesthetic 101
Green 102
Functional 104
Technical 105
Innovation by category 107
Liqueurs and other alcoholic drinks 107
Beer and ale 109
Innovation by type of manufacturer 110
Innovative manufacturers 111
Product tags on alcoholic drinks 113
Flavour trends 116

Chapter 4 Key trends in the alcoholic drinks
market 120
Summary 120
Introduction 120
Health 121
Natural and organic 123
Additive free 124
Functional 126
Low calorie and low carbohydrate 129
Energy 130
Premiumization 132
Luxury and indulgence 134
Purity of ingredients 135
Gourmet, rarity and exclusivity 137
Food trends 138
Repertoire drinking 139
Fashion and alcohol 140
Packaging and convenience 144
Rarity and exclusivity 145
Environmentally friendly/recycling trend 147
Protection of integrity of ingredients 147
Easy to open/portable 148
Recreating the on-trade experience at home 150
Straight to fridge 151

Chapter 5 Conclusions 154
Summary 154
Introduction 155
Market influences 155
Population shifts 155
Changes in regulations 155
Health concerns 155
Value growth outstripping volume growth in mature markets 156
Market opportunities 156
Premiumization 156
Health 157
Convenience 157
Emerging markets 158
Index 159

List of Figures

Figure 1.1: Importance of consumer age groups for alcoholic drinks marketers over the next 5
years 20
Figure 1.2: Female positioning, Yazi ginger flavoured vodka 21
Figure 1.3: ‘Going out’ occasions represent 93% of young adults’ alcohol drinking occasions 22
Figure 1.4: Glenmorangie Limited Edition, Vintage 1987 24
Figure 1.5: Growth potential of alcoholic drinks brands over the next 5 years 28
Figure 1.6: InBev’s diversified product portfolio 32
Figure 1.7: Anheuser-Busch’s diversified product portfolio 34
Figure 1.8: The level of impact certain threats will have on alcoholic drinks NPD over the next 5
years 36
Figure 2.9: Le Certeza Tequila 57
Figure 2.10: Vodka 14, ‘pure’ positioning 58
Figure 2.11: Regions that will provide the most sales growth potential for alcoholic drinks
manufacturers over the next 5 years 70
Figure 3.12: % growth of alcoholic drinks in terms of growth of share of new product launches,
2004-2006 73
Figure 3.13: Share of alcoholic drink launches by category, 2004-2006 75
Figure 3.14: Suntory’s Chu-Hi Calorie and Mercian’s Honshibori Chu-Hi 78
Figure 3.15: Global brands introduced to the emerging Russian market 79
Figure 3.16: Beer NPD, broadening appeal in mature markets 80
Figure 3.17: SAB Miller’s Micky Stinger 81
Figure 3.18: Healthier beer positioning 82
Figure 3.19: Drinking less but of the best 84
Figure 3.20: Premiumization, the importance of message and packaging 87
Figure 3.21: % share of alcoholic drinks launched in each region, 2004-2006 87
Figure 3.22: Organic wine introductions 89
Figure 3.23: Supermarket private label brands in growing in Europe 90
Figure 3.24: Sparks Plus drinks 91
Figure 3.25: Healthier alcoholic drinks, launched in Japan 2006 93
Figure 3.26: Healthy beer formulations launched in the US and Europe 96
Figure 3.27: Energy formulations, launched in the US and Brazil 98
Figure 3.28: Formulation; unusual and exotic flavour combinations 100
Figure 3.29: Creating collectable packaging 102
Figure 3.30: Environmentally friendly packaging 103
Figure 3.31: Functional, convenient packaging 105
Figure 3.32: Technical innovation in packaging – cooling systems 106
Figure 3.33: Innovation in alcoholic drinks, 2003-2006 107
Figure 3.34: Innovation in liqueurs and other alcoholic drinks; novelty packaging 108
Figure 3.35: Types of companies that have the most influence on innovation in alcoholic drinks
now and will have over the next 5 years 110
Figure 3.36: Diageo - leading with product innovation 113
Figure 4.37: Importance of health features in alcoholics drinks NPD over the next 5 years 122
Figure 4.38: Organic product offers distributed in the UK by Vintage Roots 124
Figure 4.39: Pure: Hawaii Sea Spirits, New Ocean Vodka 125
Figure 4.40: Healthy formulations 127
Figure 4.41: Low calorie and low carbohydrate alcoholic drinks 129
Figure 4.42: Energy drinks targeted at young male consumers 131
Figure 4.43: The importance of premium positionings in alcoholic drinks NPD over the next 5
years 133
Figure 4.44: EZE ready-to-drink cocktails 135
Figure 4.45: Pure positioning 136
Figure 4.46: Premiumization; food and alcohol 138
Figure 4.47: Premium sample sets 140
Figure 4.48: Premiumization; fashion and alcohol 141
Figure 4.49: Premium offers driven by popular culture 142
Figure 4.50: First ‘Urban Wine’ Brand 143
Figure 4.51: Importance of packaging features in alcoholics drinks NPD over the next 5 years 144
Figure 4.52: Rarity and exclusivity, conveyed through packaging 146
Figure 4.53: Beer cooling system 148
Figure 4.54: Portable packaging 149
Figure 4.55: Premiumization; home centred quality 151
Figure 4.56: Fridge packs 152

List of Tables

Table 1.1: Adult population by age group, m, Europe & the US, 2000-2010 18
Table 1.2: Seniors' alcoholic drinks market value and volume, litres of pure alcohol, m, Europe &
US, 2000-2010 23
Table 1.3: Private label penetration and sales, by country, $m, Europe & US, 2001-2011 25
Table 1.4: European and US private label drinks market, $m, 2001-2011 27
Table 2.5: Alcoholic drinks market value, $m, Europe & US, 2006-2010 49
Table 2.6: Alcoholic drinks market value, $m, by category, Europe & US, 2006-2010 51
Table 2.7: Alcoholic drinks market value by type, $m, Europe and US, 2006-2010 55
Table 2.8: Alcoholic drinks market volume, litres, m, Europe & US, 2006-2010 61
Table 2.9: Alcoholic drinks market volume, litres, m by category, Europe & US, 2006-2010 63
Table 2.10: Alcoholic drinks market volume by category, litres m, Europe & US, 2006-2010 66
Table 3.11: % of types of innovation within innovative alcoholic drinks products, 2003-2006 94
Table 3.12: Top 10 innovative alcoholic drinks manufacturers 111
Table 3.13: Top 20 product tags on new product packaging - % of all alcoholic drinks launched,
2004-2006 114
Table 3.14: Top 20 flavours of new product introductions - % of all alcoholic drinks launched,
2004-2006 117

Note: Product cover images may vary from those shown
Note: Product cover images may vary from those shown

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