Premium Alcohol Brands - UK - January 2011

This report focuses on what makes consumers perceive an alcohol brand as premium. Despite the current economic downturn this remains perhaps the key driver of future growth in a mature UK alcohol market, and Mintel explores how drinkers define premiumisation and how this differs by brands and drinks categories.

Table of contents

Table of Contents
Definition and Scope of the Report
A PDF on methodology
Beer/cider brands included
Spirits brands included
Wine brands included
Abbreviations
Future Opportunities
Trend: Brand USA
Trend: Minimise Me
Market in Brief
Why premiumisation is so important for the future of the alcohol industry
What premiumisation of alcohol means
Premium brands – winners and losers
How Important is Premiumisation to the Alcohol Market?
Key points
Figure 1: Trends in agreement with statements on premiumisation, 2006-10
Why premiumisation is likely to be key for the future
What Does Premiumisation in Alcohol Mean?
Key points
Different things to different people
But it primarily means a drink that tastes better
Figure 2: Rank of most important attributes in defining whether any alcohol brand is premium, December 2010
Different things in different markets
Figure 3: The most important premium brand cues for drinkers, by drinks category, December 2010
Which Brands are Considered the Most Premium?
Key points
Spirits is the most successful category for creating premium brands…
Figure 4: The top 10 alcohol brands perceived as most premium, December 2010
The major beer/cider brands massively outspend their competitors
Figure 5: Spend for top 20 brands in each drink category between 1st January 2008 and 31st December 2010
Guinness outperforms other premium beer/cider brands
Figure 6: The top ten beer/cider brands perceived as most premium, December 2010
Lager brands fail to convey a rich heritage
Cider successfully focuses on taste, while lager brands go abstract
You mostly get what you pay for when creating premium spirits
But niche Scotch brands have a huge untapped opportunity
How Smirnoff claimed the vodka market
The wine market can use branding to wrest control from the multiples
Attitudes Towards Premiumisation in Drinks
Key points
A self-styled nation of discerning drinkers
Figure 7: Statements about attitudes towards drinking, December 2010
Younger consumers more likely to be influenced by premium branding
Targeting Premium Drinkers Attitudinally
Key points
Two key premium targets
Figure 8: Target groups for drinking types, December 2010
Discerning and Demanding (26%)
What are their attitudes towards drinking?
Who are they?
Quality as a Badge (26%)
What are their attitudes towards drinking?
Who are they?
The Savvy Mainstream (27%)
What are their attitudes towards drinking?
Who are they?
Price, Not Taste (21%)
What are their attitudes towards drinking?
Who are they?
Appendix – How Important is Premiumisation to the Alcohol Market?
Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
Figure 10: Trends for consumer expenditure, at current and constant (2010) prices, 2008-15
Figure 11: Monthly % change in GfK NOP Consumer Confidence Index, January 2009-October 2010
Figure 12: Trends for agreement with lifestyle statements on premiumisation, 2001-2010
Appendix – What Does Premiumisation in Alcohol Mean?
Figure 13: Reasons why wine brands are considered to be premium/good quality, December 2010
Figure 14: Most popular reasons why wine brands are considered to be premium/good quality, by demographics, December 2010
Figure 15: Next most popular reasons why wine brands are considered to be premium/good quality, by demographics, December 2010
Figure 16: Other reasons why wine brands are considered to be premium/good quality, by demographics, December 2010
Figure 17: Reasons why beer/cider brands are considered to be premium/good quality, December 2010
Figure 18: Most popular reasons why beer/cider brands are considered to be premium/good quality, by demographics, December 2010
Figure 19: Next most popular reasons why beer/cider brands are considered to be premium/good quality, by demographics, December 2010
Figure 20: Other reasons why beer/cider brands are considered to be premium/good quality, by demographics, December 2010
Figure 21: Reasons why spirits brands are considered to be premium/good quality, December 2010
Figure 22: Most popular reasons why spirits brands are considered to be premium/good quality, by demographics, December 2010
Figure 23: Next most popular reasons why spirits brands are considered to be premium/good quality, by demographics, December 2010
Figure 24: Other reasons why spirits brands are considered to be premium/good quality, by demographics, December 2010
Appendix – Analysis of Which Beer/Cider Brands Are Considered Premium
Figure 25: Average premiumisation score for beer/cider brands, December 2010
Figure 26: Average premiumisation score for beer/cider brands, by demographics, December 2010
Figure 27: Average premiumisation score for beer/cider brands, by demographics, December 2010
Figure 28: Average premiumisation score for beer/cider brands, by demographics, December 2010
Figure 29: Reasons why Stella Artois is considered to be premium/good quality, December 2010
Figure 30: Most popular reasons why Stella Artois is considered to be premium/good quality, by demographics, December 2010
Figure 31: Next most popular reasons why Stella Artois is considered to be premium/good quality, by demographics, December 2010
Figure 32: Other reasons why Stella Artois is considered to be premium/good quality, by demographics, December 2010
Figure 33: Reasons why Stella Artois 4% is considered to be premium/good quality, December 2010
Figure 34: Reasons why Kronenbourg 1664 is considered to be premium/good quality, December 2010
Figure 35: Reasons why Peroni is considered to be premium/good quality, December 2010
Figure 36: Reasons why Beck’s Vier is considered to be premium/good quality, December 2010
Figure 37: Reasons why Budweiser is considered to be premium/good quality, December 2010
Figure 38: Reasons why Grolsch is considered to be premium/good quality, December 2010
Figure 39: Reasons why Heineken is considered to be premium/good quality, December 2010
Figure 40: Reasons why Carlsberg Export is considered to be premium/good quality, December 2010
Figure 41: Reasons why Beck’s is considered to be premium/good quality, December 2010
Figure 42: Reasons why San Miguel is considered to be premium/good quality, December 2010
Figure 43: Reasons why Strongbow is considered to be premium/good quality, December 2010
Figure 44: Reasons why Magners is considered to be premium/good quality, December 2010
Figure 45: Reasons why Bulmers is considered to be premium/good quality, December 2010
Figure 46: Reasons why Guinness is considered to be premium/good quality, December 2010
Figure 47: Most popular reasons why Guinness is considered to be premium/good quality, by demographics, December 2010
Figure 48: Next most popular reasons why Guinness is considered to be premium/good quality, by demographics, December 2010
Figure 49: Other reasons why Guinness is considered to be premium/good quality, by demographics, December 2010
Appendix – Analysis of Which Spirits Brands Are Considered Premium
Figure 50: Average premiumisation score for spirits brands, December 2010
Figure 51: Average premiumisation score for spirits brands, by demographics, December 2010
Figure 52: Average premiumisation score for spirits brands, by demographics, December 2010
Figure 53: Average premiumisation score for spirits brands, by demographics, December 2010
Figure 54: Reasons why Smirnoff Red Label is considered to be premium/good quality, December 2010
Figure 55: Most popular reasons why Smirnoff Red Label is considered to be premium/good quality, by demographics, December 2010
Figure 56: Next most popular reasons why Smirnoff Red Label is considered to be premium/good quality, by demographics, December 2010
Figure 57: Other reasons why Smirnoff Red Label is considered to be premium/good quality, by demographics, December 2010
Figure 58: Reasons why Russian Standard is considered to be premium/good quality, December 2010
Figure 59: Reasons why Absolut is considered to be premium/good quality, December 2010
Figure 60: Most popular reasons why Absolut is considered to be premium/good quality, by demographics, December 2010
Figure 61: Next most popular reasons why Absolut is considered to be premium/good quality, by demographics, December 2010
Figure 62: Other reasons why Absolut is considered to be premium/good quality, by demographics, December 2010
Figure 63: Reasons why Tanqueray is considered to be premium/good quality, December 2010
Figure 64: Reasons why Gordon’s is considered to be premium/good quality, December 2010
Figure 65: Reasons why Jack Daniel’s is considered to be premium/good quality, December 2010
Figure 66: Most popular reasons why Jack Daniel’s is considered to be premium/good quality, by demographics, December 2010
Figure 67: Next most popular reasons why Jack Daniel’s is considered to be premium/good quality, by demographics, December 2010
Figure 68: Other reasons why Jack Daniel’s is considered to be premium/good quality, by demographics, December 2010
Figure 69: Reasons why Jameson is considered to be premium/good quality, December 2010
Figure 70: Reasons why Glenfiddich is considered to be premium/good quality, December 2010
Figure 71: Most popular reasons why Glenfiddich is considered to be premium/good quality, by demographics, December 2010
Figure 72: Next most popular reasons why Glenfiddich is considered to be premium/good quality, by demographics, December 2010
Figure 73: Other reasons why Glenfiddich is considered to be premium/good quality, by demographics, December 2010
Figure 74: Reasons why Jose Cuervo is considered to be premium/good quality, December 2010
Figure 75: Reasons why Bacardi Superior White Rum is considered to be premium/good quality, December 2010
Figure 76: Reasons why Baileys Original is considered to be premium/good quality, December 2010
Figure 77: Most popular reasons why Baileys Original is considered to be premium/good quality, by demographics, December 2010
Figure 78: Next most popular reasons why Baileys Original is considered to be premium/good quality, by demographics, December 2010
Figure 79: Other reasons why Baileys Original is considered to be premium/good quality, by demographics, December 2010
Figure 80: Reasons why Morgan’s Spiced is considered to be premium/good quality, December 2010
Figure 81: Reasons why Southern Comfort is considered to be premium/good quality, December 2010
Figure 82: Reasons why Malibu is considered to be premium/good quality, December 2010
Appendix – Analysis of Which Wine Brands Are Considered Premium
Figure 83: Average premiumisation score for wine brands, December 2010
Figure 84: Average premiumisation score for wine brands, by demographics, December 2010
Figure 85: Average premiumisation score for wine brands, by demographics, December 2010
Figure 86: Reasons why Blossom Hill label is considered to be premium/good quality, December 2010
Figure 87: Most popular reasons why Blossom Hill label is considered to be premium/good quality, by demographics, December 2010
Figure 88: Next most popular reasons why Blossom Hill label is considered to be premium/good quality, by demographics, December 2010
Figure 89: Other reasons why Blossom Hill label is considered to be premium/good quality, by demographics, December 2010
Figure 90: Reasons why Hardys label is considered to be premium/good quality, December 2010
Figure 91: Reasons why Gallo label is considered to be premium/good quality, December 2010
Figure 92: Reasons why Jacob’s Creek label is considered to be premium/good quality, December 2010
Figure 93: Most popular reasons why Jacob’s Creek label is considered to be premium/good quality, by demographics, December 2010
Figure 94: Next most popular reasons why Jacob’s Creek label is considered to be premium/good quality, by demographics, December 2010
Figure 95: Next most popular reasons why Jacob’s Creek label is considered to be premium/good quality, by demographics, December 2010
Figure 96: Reasons why Lindeman’s label is considered to be premium/good quality, December 2010
Figure 97: Reasons why Echo Falls label is considered to be premium/good quality, December 2010
Figure 98: Reasons why Wolf Blass label is considered to be premium/good quality, December 2010
Figure 99: Reasons why Stowells label is considered to be premium/good quality, December 2010
Figure 100: Reasons why Kumala label is considered to be premium/good quality, December 2010
Appendix – Attitudes Towards Premiumisation in Drinks
Figure 101: Agreement with the statement “I opt for quality over quantity”, by gender and age, December 2010
Figure 102: Agreement with the statement “I can taste the difference when drinking premium brands”, by gender and age, December 2010
Appendix – Targeting Premium Drinkers
Figure 103: Attitudes towards drinking alcohol, by target groups, December 2010
Figure 104: Target groups, by demographics, December 2010
Figure 105: Types of alcohol drunk, by target groups, December 2010

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By sector: General alcohol

By market: United Kingdom (in Europe)