Consumer Trends in the Spirits Market in Italy

Synopsis
• Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

• The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

Summary
• Marketers in the Spirits market in Italy face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

• This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Spirits market in Italy they account for and which consumer trends drive their behaviour.

Scope
• Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

• The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

Reasons To Buy
• The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights
• Consumer survey data for the following specific categories: Brandy, Whiskey, Rum, Gin and Genever, Vodka, Tequila and Mezcal, Specialty Spirits, and Liqueurs.

• Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

• Volume shares in 2011 for brands and private label sales tracked by the survey.

• Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Spirits Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Brandy
2.2.2 Gin & Genever
2.2.3 Liqueurs
2.2.4 Rum
2.2.5 Specialty Spirits
2.2.6 Tequila & Mezcal
2.2.7 Vodka
2.2.8 Whiskey
2.3 Behavioral Trends and Market Value
2.3.1 Brandy
2.3.2 Gin & Genever
2.3.3 Liqueurs
2.3.4 Rum
2.3.5 Specialty Spirits
2.3.6 Tequila & Mezcal
2.3.7 Vodka
2.3.8 Whiskey
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Brandy
3.1.2 Gin & Genever
3.1.3 Liqueurs
3.1.4 Rum
3.1.5 Specialty Spirits
3.1.6 Tequila & Mezcal
3.1.7 Vodka
3.1.8 Whiskey
3.2 Consumer Profiles by Product Category
3.2.1 Brandy
3.2.2 Gin & Genever
3.2.3 Liqueurs
3.2.4 Rum
3.2.5 Specialty Spirits
3.2.6 Tequila & Mezcal
3.2.7 Vodka
3.2.8 Whiskey
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Spirits Brand Choice and Private Label Shares
4.2.1 Brandy
4.2.2 Gin & Genever
4.2.3 Liqueurs
4.2.4 Rum
4.2.5 Specialty Spirits
4.2.6 Tequila & Mezcal
4.2.7 Vodka
4.2.8 Whiskey
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Spirits
5.1.2 Brandy
5.1.3 Gin & Genever
5.1.4 Liqueurs
5.1.5 Rum
5.1.6 Specialty Spirits
5.1.7 Tequila & Mezcal
5.1.8 Vodka
5.1.9 Whiskey
6 Consumption Impact: Market Valuation
6.1 Spirits Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Spirits Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Spirits Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Survey-tracked Retailer Shares by Volume
7.1.1 Italy Spirits Survey-tracked Retailer Shares by Volume
7.2 Survey-tracked Retailer Shares by Volume by Category
7.2.1 Italy Brandy Survey-tracked Retailer Shares by Volume
7.2.2 Italy Gin & Genever Survey-tracked Retailer Shares by Volume
7.2.3 Italy Liqueurs Survey-tracked Retailer Shares by Volume
7.2.4 Italy Rum Survey-tracked Retailer Shares by Volume
7.2.5 Italy Specialty Spirits Survey-tracked Retailer Shares by Volume
7.2.6 Italy Tequila & Mezcal Survey-tracked Retailer Shares by Volume
7.2.7 Italy Vodka Survey-tracked Retailer Shares by Volume
7.2.8 Italy Whiskey Survey-tracked Retailer Shares by Volume
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Auchan Switching Analysis
7.3.3 Bennet SpA Switching Analysis
7.3.4 Carrefour Switching Analysis
7.3.5 Conad Switching Analysis
7.3.6 Coop Italia Switching Analysis
7.3.7 Esselunga Switching Analysis
7.3.8 Eurospin Switching Analysis
7.3.9 Interdis Switching Analysis
7.3.10 PAM Switching Analysis
7.3.11 Selex Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Spirits, by Retailer Used
7.4.1 Auchan
7.4.2 Bennet SpA
7.4.3 Carrefour
7.4.4 Conad
7.4.5 Coop Italia
7.4.6 Despar Servizi
7.4.7 Esselunga
7.4.8 Eurospin
7.4.9 Finiper
7.4.10 Interdis
7.4.11 PAM
7.4.12 Rewe Group
7.4.13 Schwarz Group
7.4.14 Selex
7.4.15 Sisa
7.4.16 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables
Table 1: Volume Units for the Spirits Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Italy Survey Respondent Profile (weighted), 2011
Table 4: Italy Spirits Value Share (%), by Age Groups, 2011
Table 5: Italy Spirits Value Share (%), by Gender, 2011
Table 6: Italy Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Spirits Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Spirits Value Share (%) by Wealth Groups, 2011
Table 9: Italy Spirits Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Brandy Consumer Group Share (% market value), 2011
Table 11: Italy Gin & Genever Consumer Group Share (% market value), 2011
Table 12: Italy Liqueurs Consumer Group Share (% market value), 2011
Table 13: Italy Rum Consumer Group Share (% market value), 2011
Table 14: Italy Specialty Spirits Consumer Group Share (% market value), 2011
Table 15: Italy Tequila & Mezcal Consumer Group Share (% market value), 2011
Table 16: Italy Vodka Consumer Group Share (% market value), 2011
Table 17: Italy Whiskey Consumer Group Share (% market value), 2011
Table 18: Italy Total Brandy Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Italy Total Gin & Genever Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Italy Total Liqueurs Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Italy Total Rum Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Italy Total Specialty Spirits Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: Italy Total Tequila & Mezcal Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: Italy Total Vodka Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 25: Italy Total Whiskey Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 26: Italy Brandy Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Italy Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Italy Gin & Genever Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Italy Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Italy Liqueurs Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Italy Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Italy Rum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Italy Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Italy Specialty Spirits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: Italy Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: Italy Tequila & Mezcal Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: Italy Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: Italy Vodka Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 39: Italy Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 40: Italy Whiskey Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 41: Italy Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 42: Italy Brandy Consumer Profiles (% consumers by sub-group), 2011
Table 43: Italy Gin & Genever Consumer Profiles (% consumers by sub-group), 2011
Table 44: Italy Liqueurs Consumer Profiles (% consumers by sub-group), 2011
Table 45: Italy Rum Consumer Profiles (% consumers by sub-group), 2011
Table 46: Italy Specialty Spirits Consumer Profiles (% consumers by sub-group), 2011
Table 47: Italy Tequila & Mezcal Consumer Profiles (% consumers by sub-group), 2011
Table 48: Italy Vodka Consumer Profiles (% consumers by sub-group), 2011
Table 49: Italy Whiskey Consumer Profiles (% consumers by sub-group), 2011
Table 50: Italy Spirits Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 51: Italy Brandy Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 52: Italy Gin & Genever Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 53: Italy Liqueurs Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 54: Italy Rum Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 55: Italy Specialty Spirits Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 56: Italy Tequila & Mezcal Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 57: Italy Vodka Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 58: Italy Whiskey Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 59: Italy, Overall Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 60: Italy, Brandy: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 61: Italy, Gin & Genever: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 62: Italy, Liqueurs: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 63: Italy, Rum: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 64: Italy, Specialty Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 65: Italy, Tequila & Mezcal: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 66: Italy, Vodka: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 67: Italy, Whiskey: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 68: Italy Spirits Market Value (Euro million), by Category, 2011
Table 69: Italy Spirits Market Value (US$ million), by Category, 2011
Table 70: Italy Spirits Market Volume (Ltrs m), by Category, 2011
Table 71: Italy Spirits Market Share (US$ million), by Category, 2011
Table 72: Italy Spirits Expenditure Per Capita (Euro), by Category, 2011
Table 73: Italy Spirits Expenditure Per Capita (US$), by Category, 2011
Table 74: Italy Spirits Expenditure Per Household (Euro), by Category
Table 75: Italy Spirits Expenditure Per Household (US$), by Category
Table 76: Italy Spirits Market Volume Share (Ltrs m), by Category, 2011
Table 77: Italy Spirits Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 78: Italy Spirits Consumption Per Household (Ltrs m / Households m), by Category, 2011
Table 79: Italy Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Table 80: Italy Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 81: Italy Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 82: Italy Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 83: Italy Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 84: Italy Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 85: Italy Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 86: Italy Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 87: Italy Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 88: Italy: Switchers to Auchan for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: Italy: Switchers From Auchan for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: Italy: Switchers to Bennet SpA for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: Italy: Switchers From Bennet SpA for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: Italy: Switchers to Carrefour for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 93: Italy: Switchers From Carrefour for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 94: Italy: Switchers to Conad for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 95: Italy: Switchers From Conad for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 96: Italy: Switchers to Coop Italia for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 97: Italy: Switchers From Coop Italia for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 98: Italy: Switchers to Esselunga for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 99: Italy: Switchers From Esselunga for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 100: Italy: Switchers to Eurospin for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 101: Italy: Switchers From Eurospin for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 102: Italy: Switchers to Interdis for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 103: Italy: Switchers From Interdis for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 104: Italy: Switchers to PAM for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 105: Italy: Switchers From PAM for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 106: Italy: Switchers to Selex for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 107: Italy: Switchers From Selex for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 108: Italy: Switchers to Other for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 109: Italy: Switchers From Other for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 110: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 111: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2011
Table 112: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 113: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 114: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 115: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2011
Table 116: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 117: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2011
Table 118: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Finiper (% by Subgroup, as tracked by the Survey), 2011
Table 119: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2011
Table 120: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 121: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 122: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 123: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2011
Table 124: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2011
Table 125: Italy: Profile of Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Italy Spirits Value Share (%), by Age Groups, 2011
Figure 3: Italy Spirits Value Share (%), by Gender, 2011
Figure 4: Italy Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Spirits Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Spirits Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Spirits Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Brandy Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Brandy Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Gin & Genever Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Gin & Genever Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Liqueurs Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Liqueurs Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Rum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Italy Rum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Italy Specialty Spirits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Italy Specialty Spirits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Italy Tequila & Mezcal Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Italy Tequila & Mezcal Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Italy Vodka Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: Italy Vodka Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: Italy Whiskey Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 23: Italy Whiskey Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 24: Italy Spirits Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 25: Italy Spirits Market Share (US$ million), by Category, 2011
Figure 26: Italy Spirits Expenditure Per Capita (US$), by Category, 2011
Figure 27: Italy Spirits Expenditure Per Household (US$), by Category
Figure 28: Italy Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Figure 29: Italy Brandy Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 30: Italy Gin & Genever Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 31: Italy Liqueurs Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 32: Italy Rum Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 33: Italy Specialty Spirits Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 34: Italy Tequila & Mezcal Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 35: Italy Vodka Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 36: Italy Whiskey Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 37: Italy: People Who Have Switched Retailer for their Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Related research categories

By sector: Spirits, Trends, Consumer (in Trends)

By market: Italy (in Europe)