Global market review of absinthe – forecasts to 2016
FIRST EVER ABSINTHE REPORT FROM JUST-DRINKS
Report description
Absinthe is a category that was prohibited in many markets for much of the 20th century. In about 1990, a similar spirit started to be produced in the Czech Republic and sold as ‘absinth’; this tended to have added sugar, green colouring and a high alcohol content of around 70% abv. The product gradually became cheaper – commonly laced with sugar and colourings – finding its broadest market among tourists.
Traditional absinthe now accounts for around 70% of the global market and is growing. Modern Czech-style absinth accounts for about 20% of sales and is declining. Ersatz absinth, which falls under neither category and often claims exaggerated thujone levels to appeal to thrill-seekers, is around 10% and falling fast.
Many of the legal restrictions have been lifted in recent years in key markets. With the current trend for premium spirits and consumers seeking out both novelty and ‘heritage’, some companies are endeavouring to reintroduce absinthe to the mainstream and are working to overcome the preconceptions that it carries with it.
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.
Chapter 1 Industry structure
This chapter looks at the fascinating history and evolution of the absinthe category.
Pernod Absinthe international director Jean-François Collobert says: “Although we did have an absinthe-like product on the market [before the lifting of the French ban], we weren't comfortable marketing a product that was not exactly authentic absinthe. Since the restrictions were lifted in France in 2011 we decided to accelerate the redevelopment of our absinthe brand both in terms of the product itself, but also in terms of geographic expansion. We are currently in some 20 markets. We intend to sharpen our strategy and accelerate the deployment now that it is legal in our home market.
“I am often asked ‘Is absinthe going to be the new vodka or new rum?’ I don’t know the answer, but it is undoubtedly going to be an exciting new drink and category, and something worthy of investing behind.”
Chapter 2 Scope of the market
This chapter reviews where the current sector is in performance terms, providing a table of global historic, actual (2010) and forecast data on key markets to 2016. Topics analysed include the dichotomy of the category, the importance of cocktails, the fragmented industry, and Pernod Ricard's strategy.
Chapter 3 The markets
All major markets are analysed at length with data comprising the historic and latest volumes of the top brands and brand owners in each market. Markets include United States, Russia, United Kingdom, Spain, and Czech Republic.
Table of contents
Executive summaryChapter 1 Industry structure
Chapter 2 Scope of the market
Dichotomy
Importance of cocktails
Unfortunate timing
Fragmented industry
Pernod Ricard’s strategy
Chapter 3 The markets
The United States
Russia
The United Kingdom
Spain
Czech Republic
Other markets
List of tables
Table 1: Absinthe sales by total volume consumption - world total and by major market, 2005-2016 ('000s nine-litre cases)
Table 2: Top five absinthe brands in the United States by total sales volume, 2005-2010 ('000s nine-litre cases)
Table 3: Top absinthe brand in Russia by total sales volume, 2005-2010 ('000s nine-litre cases)
Table 4: Top four absinthe brands in the United Kingdom by total sales volume, 2005-2010 ('000s nine-litre cases)
Table 5: Top two absinthe brands in Spain by total sales volume, 2005-2010 ('000s nine-litre cases)
Table 6: Top five absinthe brands in the Czech Republic by total sales volume, 2005-2010 ('000s nine-litre cases)
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