The global sweet liqueurs market has witnessed steady growth every year since 2000, and in 2007 the overall global liqueurs market (including travel retail) rose by 1.4% to reach 79.2m nine-litre cases.

The liqueurs category is in transition. Its traditional role has been severely diminished by the decline in after-dinner drinking in many markets, with older and less well-supported brands appearing to be struggling, and younger, lower-strength products - the so-called modern liqueurs - faring better.

Fortunately though, traditional liqueurs have been thrown a lifeline with the growth of cocktail consumption. The cocktail culture is leading many bartenders to experiment with once relatively obscure liqueur categories, and suddenly catapult a brand or sub-segment to rapid and unexpected sudden growth.

Plus, many traditional liqueur brands have been busily re-inventing themselves, highlighting their youthful and contemporary appeal and their suitability as an ingredient in mixed drinks.

This is the third report in our series of just-drinks/The IWSR titles, and our first to focus on the liqueurs sector. We investigate trends, such as the move away from after-dinner drinking, and the number of full-strength spirits brands, (particularly vodka and rum), that are increasingly encroaching on liqueurs' territory by their move into flavours, and lower strength versions. We provide 18 volume data tables and 10 market share charts for the sector, and comment from industry executives, such as Bardinet export director Estelle Sauvage.

Chapter 1: Scope of the market - This first chapter takes a look at the liqueurs market, the role of cocktails in the sector, the performance of liqueurs by segment (from 2002 to 2012) and the structure of the industry (the liqueurs category is exceptional in that it contains an inordinate number of independent single-product companies). Comment from industry executives, such as Kahlúa global brand director Melissa Frank and Malibu global brand director Colin Westcott-Pitt are also included.

Chapter 2: The major markets - We investigate the major liqueurs markets (The Americas, Europe, Asia and Travel retail). For each country we include tables showing company market share and top ten brands (by volume) from 1997 through to 2007.

Commentary on the trends in each market, and input from industry executives, such as Marnier-Lapostolle Chief operating officer Claude de Jouvencel, and Lucas Bols CEO Huub van Doorne are also provided.

Chapter 3: Companies - This extensive chapter offers tables showing the global top ten companies and top ten liqueur brands (by volume). The companies and their brands are also expanded upon in this chapter. We discuss the new product development, mergers and acquisitions, marketing campaigns and brand performance.

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Chapter 1 Scope of the market
Market in transition
Role of cocktails
Performance by segment
Industry structure

Chapter 2 The major markets
The Americas
United States
Canada
Mexico
Rest of Americas
Argentina
Brazil
Europe
Germany
Spain
France
United Kingdom
Italy
The Netherlands
Russia
Asia
Japan
Travel retail

Chapter 3 Companies
Diageo (Baileys)
Pernod Ricard (Malibu, Kahlúa, Hiram Walker Liqueurs, Tia Maria)
Rémy Cointreau (Cointreau)
Lucas Bols
Beam Global (De Kuyper)
Marnier-Lapostolle (Grand Marnier)
Brown-Forman (Southern Comfort)
Heaven Hill (Hpnotiq)
L&L/Kobrand (Alizé)
Distell (Amarula)

List of figures
Figure 1: Company shares in United States liqueurs market by 2007 volume (%)
Figure 2: Company shares in Canadian liqueurs market by 2007 volume (%)
Figure 3: Company shares in German liqueurs market by 2007 volume (%)
Figure 4: Company shares in Spanish liqueurs market by 2007 volume (%)
Figure 5: Company shares in French liqueurs market by 2007 volume (%)
Figure 6: Company shares in UK liqueurs market by 2007 volume (%)
Figure 7: Company shares in Italian liqueurs market by 2007 volume (%)
Figure 8: Company shares in The Netherlands liqueurs market by 2007 volume (%)
Figure 9: Company shares in Japanese liqueurs market by 2007 volume (%).
Figure 10: Company shares in travel retail liqueurs market by 2007 volume (%)

List of tables
Table 1: Global liqueurs volume by segment, 2002-2012 ('000s nine-litre cases)
Table 2: North America liqueurs volume by segment, 1997-2007 ('000s nine-litre cases)
Table 3: Top ten liqueurs brands in United States by volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)
Table 4: Top ten liqueurs brands in Canada by volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)
Table 5: Rest of Americas liqueurs volume by segment, 1997-2007 ('000s nine-litre cases)
Table 6: Europe liqueurs volume by segment, 1997-2007 ('000s nine-litre cases)
Table 7: Top ten liqueurs brands in Germany by volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)
Table 8: Top ten liqueurs brands in Spain by volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)
Table 9: Top ten liqueurs brands in France by volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)
Table 10: Top ten liqueurs brands in United Kingdom by volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)
Table 11: Top ten liqueurs brands in Italy by volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)
Table 12: Top ten liqueurs brands in The Netherlands by volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)
Table 13: Asia liqueurs volume by segment, 1997-2007 ('000s nine-litre cases)
Table 14: Top ten liqueurs brands in Japan by volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)
Table 15: Travel retail liqueurs volume by segment, 1997-2007 ('000s nine-litre cases)
Table 16: Top ten liqueurs brands in travel retail by volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)
Table 17: Global top ten companies by liqueurs volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)
Table 18: Global top ten brands by liqueurs volume, 1997-2007 ('000s nine-litre cases) and 2006 value (US$'000s)