The IWSR Insights Report 2011

Report description
The IWSR Insights Report 2011 distills the latest trends observed in over 115 countries following The IWSR’s unique interviews with over 1,100 local companies. The report is intended to supplement The IWSR’s data and explain what is happening in the global market by region, by product category and in key trend-setting countries. It is also intended to highlight trends, hot brands, flavours or new styles of drinking that are likely to spread into neighbouring markets and internationally.

The analysis is drawn from the essence of The IWSR's unique methodology. Each year, The IWSR’s researchers visit over 115 countries to interview in excess of 1,100 local operators – experts in their own markets and regions. These interviews are conducted not only to get the numbers right but also, and crucially, to get the story behind the numbers and the insight into what is really going on.

The IWSR Insights Report 2011 highlights:

• Key global consumer trends
• The latest hot flavours
• What threats are on the way
• Where the best opportunities lie
• What is hot and what is not

The report also includes data on global consumption by product category and an overview of which categories are growing or declining in each country.

Some key findings from The IWSR Insights Report 2011

The IWSR Insight Report 2011 reveals the market is ready for a return to brand innovation and that consumers are keen to discover new tastes and categories, despite their continued cautious spending.

Flavour experimentation is on the rise with flavours as diverse as cherry, chilli and chocolate leading the way. Traditional spirits, such as whisk(e)y and rum are driving growth with innovative flavours, while flavoured niche products, such as sambuca, and new product innovations are also making progress.

Whiskies are seeing strong growth in traditionally white spirits markets, such as Russia and Poland, which are now moving towards brown spirits, as they carry more status than white spirits. Likewise in India, vodka is perceived as being more modern than local brown spirits and has huge growth potential.

In many markets the strongest growth is still driven by price promotions and own-label brands are gaining ground. Paradoxically premium products are benefitting from the switch from on- to off-premise consumption, and increasing wealth is allowing consumers to trade up in parts of Latin America and the CIS.

Another key finding from The IWSR Insights Report 2011 is the continued growth of prosecco and cava. Consumers are increasing their understanding of the products and are seeing sparkling wine as a drink not just restricted to celebrations. The trend of mixing sparkling wine, and in particular prosecco, with Aperol is spreading across Europe and signs of it stretching beyond Europe are evident.

Wine culture and matching wine with food is increasing in Asia. The explosive growth of still light wine in China has once again exceeded even the most optimistic expectations. China is poised to become the largest market for imported still light wines in Asia.

Table of contents

INTRODUCTION
Overview of the unique IWSR methodology
Structure and Geographical Scope of the Report
Methodology

PART 1 GLOBAL SUMMARY
Key Global Trends
Global Consumption by Product Category: ‘000s 9-litre cases

PART 2 REGIONAL TRENDS
North America – Regional Trends
Latin America – Regional Trends
Asia – Regional Trends
Australasia – Regional Trends
The CIS – Regional Trends
Europe – Regional Trends

PART 3 KEY MARKET TRENDS
United Kingdom – Key Market Trends
United States – Key Market Trends
Germany – Key Market Trends
Russia – Key Market Trends
China – Key Market Trends

PART 4 – BRAND TRENDS
North America – Brand Trends
Latin America – Brand Trends
Asia – Brand Trends
Australasia – Brand Trends
The CIS – Brand Trends
Europe – Brand Trends

PART 5 – CATEGORY TRENDS
Still Light Wine
Sparkling Wine
Whisky
Gin
Vodka
Tequila
Rum
Brandy
Liqueurs
Bitters and Spirit Aperitifs
RTDs

PART 6 – SPECIALITY CATEGORIES
Absinthe
Cachaça
Sambuca

CATEGORY ANALYSIS BY COUNTRY
The Americas
Asia-Pacific
The CIS
Central, Eastern and Northern Europe
Southern and Western Europe

Related research categories

By sector: Trends