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Global Market Review Of Gin - Forecasts To 2014Published by: just-drinks Published: Oct. 1, 2009 - 40 Pages Table of Contents
AbstractWith over 30 data tables providing total consumption volume for all major markets and brands, this brand new first edition of our global market review of gin provides an excellent overview of the historic, present and future market for the sector. This edition includes 2008 actual full-year volumes, recently updated by The IWSR.Use this report to establish where the future growth opportunities lie in the global gin sector - find out what brand strategies will be most successful and which markets will grow. The premiumisation trend, so apparent in other white spirits categories such as vodka and Tequila, has been far less evident in gin. Nevertheless, a handful of brands - Beefeater (owned by Pernod Ricard), Tanqueray (Diageo) and Bombay Sapphire (Bacardi) - are outperforming the gin category. A number of newer premium and super-premium gin brands, notably Hendrick’s from William Grant and Martin Miller’s, are also showing some signs of gaining consumer traction. Diageo gin company global brand director Shivaun Lucey explains that, for a long time, gin was the definitive white spirit in the US. In fact, many of the classic cocktails, such as the Martini, were originally made with gin. Then gin was eclipsed by the tremendous growth in vodka: “What happened is that a lot of gins started trying to compete and be like vodka, as opposed to being proud of what gin was about, which is great depth of flavour and richness, whereas vodka is distilled to be the ideal mixable spirit. Our view is that we will eventually be able to take back the role as the definitive white spirit, if we focus on what we are good at - and that is taste, the intrinsic aspect about gin.” G & J Greenall marketing director Scott Watson: “Gin hasn’t innovated to the same extent as vodka and has therefore been less able to capture the consumer and trade imagination. Also, gin is certainly a different flavour experience than vodka, so proper sampling is critical to ensure consumer engagement and enjoyment. The more consumers experience the nuances of super-premium gin through sampling, word of mouth, and gifting, the more growth the category will enjoy.” Chapter 1 Scope of the market This chapter provides analysis of the major issues facing the global gin market. With extensive extracts of interviews with the leading brand players, it discusses the identity crisis in the US, the increasing number of premium brands launching into the market, how brands are creating points of difference, and the real need for consumer education. This chapter contains the report's global market data comprising world gin sales from 2004 to 2014 for each major market. This table contains data for 16 markets - all with historic data up to and including full-year 2008 and forecasted data to 2014. Chapter 2 Country reports This chapter reviews each of the key markets for gin worldwide, commenting on their 2008 performance and providing data (2004 to 2008 volumes) for the top ten brands and top five owners in each of the key markets. Strategic acquisitions, consumer trends and interviews with the key brands all feature. Research fact: Spain is the only market in the world where the super-premium gin segment is far larger than super-premium vodka. Commenting on key markets: Hendrick’s Gin global brand manager Nick Williamson: “What we have found in a lot of our markets, such as Spain, the US and the UK, is that the brands in the middle or premium segment, are getting squeezed. The people that purchase at that end may be struggling and worried about their jobs. They may be trading down from Bombay Sapphire to Gordon’s and Beefeater. However, others in that category may be feeling more buoyant, with a little more disposable income, thanks to lower interest rates. These consumers may be trading up to the super-premiums from brands such as Tanqueray Ten to brands such as Hendrick’s. The growth of Hendrick’s is accelerating today.” Commenting on the UK market: Brand director for Beefeater Nick Blacknell: “There are echoes of what is happening in the US, but it depends where you are. If you drink in the top-end bars then you’re definitely seeing most of the best bars having a strong gin focus. Again, like the US, that has not necessarily trickled down into the mainstream consumer market. There are lots of promising signs, but we’ve yet to see wholesale changes in attitude towards gin.” Chapter 3 Corporate structure This chapter provides market size data for the leading brands and provides news and analysis of the category's global brand structure and new product launches. Get Full Details About This Report >> |
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