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Whiskey and Dark Rum - Ireland - February 2016

Whiskey and Dark Rum - Ireland - February 2016

“Improving consumer confidence and the influx of tourism to NI and RoI has helped to boost the overall alcohol industry in Ireland during 2015 – including the whiskey and rum markets. Moving forward into 2016, if economic improvement continues it will see the value sales of whiskey and rum continue – as more drinkers embrace these types of spirits.”

– Brian O’Connor, Senior Consumer Analyst

This report looks at the following issues:

Preference for Irish whiskeys
Whiskey and rum occasions
Home-brewed whiskeys preferred by Irish consumers


OVERVIEW
What you need to know
Issues covered in this report
EXECUTIVE SUMMARY
The market
Figure 1: Estimated total sales of whiskey and rum, by on-trade and off-trade, IoI, 2011-15
Forecast
Figure 2: Indexed estimated total sales of whiskey and rum, IoI, 2011-21
Market factors
Tourism levels increase – Boosting pub visits
Consumers more willing to spend
Minimum pricing legislation affected by EC ruling
The consumer
Preference for Irish whiskeys
Figure 3: Types of whiskey and rum drunk by consumers in the last three months, NI and RoI, November
2015
Whiskey and rum occasions
Figure 4: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three
months, NI and RoI, November 2015
Home-brewed whiskeys preferred by Irish consumers
Figure 5: Agreement with statements relating to whiskeys and/or dark spirits, NI and RoI, November 2015
THE MARKET – WHAT YOU NEED TO KNOW
Whiskey and rum sales value grow
Growing tourism helps to boost alcohol on-trade
Stronger confidence helping consumers to splash out more
Minimum pricing legislation thrown into doubt
MARKET SIZE AND FORECAST
2015 see increase in rum and whiskey sales
Figure 6: Estimated total sales of whiskey and rum, NI and RoI, 2011-21
Spirits’ on-trade sales increase in line with overall pub fortunes
Figure 7: Estimated on-trade sales of whiskey and rum, NI and RoI, 2011-21
Figure 8: Indexed retail bar sales, RoI, 2011-15
Off-trade whiskey and rum sales to improve in light of EU ruling
Figure 9: Estimated off-trade sales of whiskey and rum, NI and RoI, 2011-21
Increase in whiskey sales helped by increasing female user base
Figure 10: Estimated total sales value of whiskey/whisky, NI and RoI, 2011-21
On-trade whiskey sales benefit from improved tourism
Figure 11: Estimated total on-trade sales value of whiskey/whisky, NI and RoI, 2011-21
Off-trade whiskey sales
Figure 12: Estimated total off-trade sales value of whiskey/whisky, NI and RoI, 2011-21
Rum set for strong growth
Figure 13: Estimated total sales value of rum, NI and RoI, 2011-21
On-trade rum sales in RoI outperform NI
Figure 14: Estimated total on-trade sales value of rum, NI and RoI, 2011-21
Off-trade rum sales show stronger growth
Figure 15: Estimated total off-trade sales value of rum, NI and RoI, 2011-21
MARKET DRIVERS
Improving tourism levels could help boost whiskey usage in Irish pubs
Figure 16: Estimated total visitor numbers, 000s, IoI, NI and RoI, 2011-21
Whiskey association seeking to boost whiskey tourism
Consumer confidence boost helping to inflate spirit usage
Figure 17: Consumer confidence index, NI, December 2012-15
Figure 18: Consumer confidence index, RoI, September 2014-15
Figure 19: Indexed retail sales for pubs, bars, RoI, 2011-15
RoI spirit prices increase between 2012 and 2016
Figure 20: Consumer Price Index for spirits (on-trade and off-trade), RoI, 2012 to 2016*
NI spirit prices see steep fall in Q4 2015
Figure 21: Consumer Price Index for spirits, UK, 2012 to 2015
EU ruling on Scottish minimum pricing throws doubt on similar legislation for Ireland
KEY PLAYERS – WHAT YOU NEED TO KNOW
The whisky market experiences a surge in NPD driven by new packaging
Growth in launch of whiskey with premium and limited edition claims
Dark rum experiences a surge in NPD
Dark rum reinvents itself through premiumisation
Bacardi enters Scotch whisky
Brown-Forman enters Irish Whisky
Irish Distillers open micro-distillery in Cork
WHO’S INNOVATING?
New product launches in the whisky market soar
Figure 22: Share of new product launches in whiskey market, UK and Ireland, Feb 2011-15
New packaging dominates launch type in the whiskey market
Figure 23: Share of NPD by launch type within the whisky market, UK and Ireland, Feb 2011-15
Environmentally friendly packaging dominates whiskey claims
Figure 24: New product launches in the whiskey market, by claims, UK and Ireland Feb 2011-15
Dark rum experiences a surge in NPD in 2015
Figure 25: Share of new product launches in dark rum market, UK and Ireland, Feb 2011-15
New launches in the flavoured and spiced rum segment are contributing to gains.
Dark rum market reinvents itself through premiumisation
Captain Morgan appeals to Millennials
COMPANIES AND BRANDS
Bacardi Limited
Key facts
Product portfolio
Brand NPD
Recent developments
Barry & Fitzwilliam
Key facts
Product portfolio
Recent developments
Brown-Forman
Key facts
Product portfolio
Brand NPD
Recent developments
Diageo
Key Facts
Product portfolio
Brand NPD
Recent developments
Findlater Wine & Spirit Group
Key facts
Product portfolio
Recent developments
Irish Distillers Pernod Ricard
Key facts
Product portfolio
Recent developments
MCM Spirits & Liqueurs
Key facts
Product portfolio
William Grant & Sons Limited
Key facts
Product portfolio
Brand NPD
THE CONSUMER – WHAT YOU NEED TO KNOW
Over 60% have drunk Irish whiskey, younger consumers opting for bourbon
Whiskey and rum most likely to be drunk in a pub/bar
Preference for Irish-made whiskies
TYPES OF WHISKEY AND RUM USED
Six in 10 have drunk Irish whiskey
Figure 32: Types of whiskey and rum drunk by consumers in the last three months, NI and RoI, November 2015
Irish whiskey most likely to be drunk neat
Figure 26: How consumers drink Irish whiskey (eg Jameson, Bushmills), by methods of consumption, NI and RoI, November 2015
Figure 27: Consumers that have drunk Irish whiskey (eg Jameson, Bushmills), by gender and age, NI and
RoI, November 2015
Bourbon sees strong usage with colas
Figure 28: How consumers drink bourbon (eg Jack Daniels), by methods of consumption, NI and RoI,
November 2015
18-24-year-olds show strong bourbon usage
Figure 29: Consumers that have drunk bourbon (eg Jack Daniels), by age, NI and RoI, November 2015
Golden/spiced rum usage outpaces dark rum usage
Figure 30: How consumers drink golden/spiced rum (Captain Morgans), by methods of consumption, NI
and RoI, November 2015
NI women show strong rum usage
Figure 31: Consumers that have drunk golden/spiced rum and dark rum, by gender, NI and RoI, November
2015
OCCASIONS FOR WHISKEY AND RUM USAGE
Half of consumers have drunk dark spirits in pubs/bars
Figure 32: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three
months, NI and RoI, November 2015
Affluent consumers most likely to drink dark spirits at the pub
Figure 33: Consumers that have drunk whiskeys or dark spirits in a pub/bar the last three months, by social
class, NI and RoI, November 2015
NI consumers more likely to drink dark spirits while relaxing at home
Figure 34: Consumers that have drunk whiskeys or dark spirits while relaxing at home in the last three
months, by gender, NI and RoI, November 2015
Strong spirit usage at parties
Figure 35: Consumers that have drunk whiskeys or dark spirits while at a party (their home/friends home)
in the last three months, by age group, NI and RoI, November 2015
Single consumers more likely to ‘pre-game’ with spirits
Figure 36: Consumers that have drunk whiskeys or dark spirits at home before a night out in the last three
months, by age group, NI and RoI, November 2015
ATTITUDES TO WHISKEY AND RUM
Irish consumers prefer Irish whiskeys
Figure 37: Agreement with statements relating to whiskeys and/or dark spirits, NI and RoI, November 2015 .. 63
RoI consumers show stronger desire for Irish whiskeys
Figure 38: Agreement with the statement ‘I prefer to drink whiskeys made in my own country’, by gender
and age, NI and RoI, November 2015
Younger consumers show greater levels of interest in foreign whiskeys
Figure 39: Agreement with the statement ‘I am interested in trying whiskies from different countries (eg
Japanese whisky)’, by age and social class, NI and RoI, November 2015
Expense a barrier to experimentation
Fewer consumers would pay for craft spirits compared to craft beer
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Market size rationale
Data sources
Consumer data sources
Abbreviations
APPENDIX – THE CONSUMER
NI Toluna tables
Figure 40: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by
demographics, NI, November 2015
Figure 41: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by
demographics, NI, November 2015 (continued)
Figure 42: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three
months, by demographics, NI, November 2015
Figure 43: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three
months, by demographics, NI, November 2015 (continued)
Figure 44: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by
demographics, NI, November 2015
Figure 45: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by
demographics, NI, November 2015
Figure 46: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last
three months, by demographics, NI, November 2015
Figure 47: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last
three months, by demographics, NI, November 2015 (continued)
Figure 48: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three
months, by demographics, NI, November 2015
Figure 49: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three
months, by demographics, NI, November 2015 (continued)
Figure 50: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three
months, by demographics, NI, November 2015 (continued)
Figure 51: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three
months, by demographics, NI, November 2015 (continued)
Figure 52: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three
months, by demographics, NI, November 2015
Figure 53: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three
months, by demographics, NI, November 2015 (continued)
Figure 54: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by
demographics, NI, November 2015
Figure 55: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by
demographics, NI, November 2015 (continued)
Figure 56: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three
months, by demographics, NI, November 2015
Figure 57: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three
months, by demographics, NI, November 2015 (continued)
Figure 58: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three
months, by demographics, NI, November 2015 (continued)
Figure 59: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, NI,
November 2015 (continued)
Figure 60: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, NI,
November 2015 (continued)
Figure 61: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, NI,
November 2015 (continued)
RoI Toluna tables
Figure 62: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by
demographics, RoI, November 2015
Figure 63: Types of whiskeys and dark spirits drunk by consumers (any) in the last three months, by
demographics, RoI, November 2015 (continued)
Figure 64: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three
months, by demographics, RoI, November 2015
Figure 65: Types of whiskeys and dark spirits drunk neat (on its own) by consumers in the last three
months, by demographics, RoI, November 2015 (continued)
Figure 66: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by
demographics, RoI, November 2015
Figure 67: Types of whiskeys and dark spirits drunk with cola by consumers in the last three months, by
demographics, RoI, November 2015
Figure 68: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last
three months, by demographics, RoI, November 2015
Figure 69: Types of whiskeys and dark spirits drunk with a tonic/soda/ginger ale by consumers in the last
three months, by demographics, RoI, November 2015 (continued)
Figure 70: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three
months, by demographics, RoI, November 2015
Figure 71: Types of whiskeys and dark spirits drunk with juice (eg orange) by consumers in the last three
months, by demographics, RoI, November 2015 (continued)
Figure 72: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three
months, by demographics, RoI, November 2015 (continued)
Figure 73: Types of whiskeys and dark spirits drunk with any other mixer by consumers in the last three
months, by demographics, RoI, November 2015 (continued)
Figure 74: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three
months, by demographics, RoI, November 2015
Figure 75: Types of whiskeys and dark spirits drunk as part of a cocktail by consumers in the last three
months, by demographics, RoI, November 2015 (continued)
Figure 76: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by
demographics, RoI, November 2015
Figure 77: Types of whiskeys and dark spirits drunk not drunk by consumers in the last three months, by
demographics, RoI, November 2015 (continued)
Figure 78: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three
months, by demographics, RoI, November 2015
Figure 79: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three
months, by demographics, RoI, November 2015 (continued)
Figure 80: Types of occasions on which consumers have drunk whiskeys or dark spirits in the last three
months, by demographics, RoI, November 2015 (continued)
Figure 81: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, RoI,
November 2015 (continued)
Figure 82: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, RoI,
November 2015 (continued)
Figure 83: Agreement with statements relating to whiskeys and/or dark spirits, by demographics, RoI,
November 2015 (continued)
UK RESEARCH METHODOLOGY
Consumer research
Sampling and weighting
Qualitative Research
Further Analysis
Brand & Social Media Research
Trade research
Informal
Formal
Desk research
Statistical Forecasting

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