This week, we took a look at PepsiCo’s sales in Europe after French retailer Carrefour began boycotting its products, highlighted the world’s top Tequila markets in the coming years as Spain’s Zamora Brands invested in the category and looked at Europe’s spirits exports to China as an anti-dumping investigation launched.
Questions over impact of Carrefour price spat on PepsiCo
The impact of a pricing spat between French supermarket chain Carrefour and PepsiCo Europe is yet to be defined but the region forms a sizeable percentage of the beverage giant’s total sales and earnings.
In PepsiCo’s 2022 fiscal year, the region contributed $12.7bn in revenue to the group total of $86.3bn, according to the company’s annual report for those 12 months. The contribution in Europe was equally split 50-50 between beverages and “convenient foods”.
PepsiCo’s 2023 financial year ended on 30 December, so any impact on sales is unlikely to be felt until at least the first quarter of the new year.
PepsiCo is set to post its fourth-quarter results on 9 February.
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Carrefour is boycotting PepsiCo snacks and drinks in its latest effort to bring down prices.
France kicked off the boycott campaign on 4 January and was then joined by Carrefour stores in Spain, Italy, Belgium and – this week – by Poland. The France-headquartered supermarket giant has put up banners in the outlets saying “we no longer sell this brand due to an unacceptable price increase”.
Europe is PepsiCo’s largest geographical market in terms of revenues, taking in brands such as Lay’s and Doritos snacks to 7Up and Pepsi beverages.
Grape-based spirits like brandy form majority of EU spirits exports to China
Brandy and other grape-based spirits formed the vast majority of spirits exports to China in 2022, data shows.
In its 2023 trade review, EU trade group SpiritsEurope estimated around 88% of exports were grape-based spirits, followed by 5% whisky and 4% liqueurs and cordials.
SpiritsEurope noted China as a “stable and open market for EU spirits, with a growth of our exports in value of 76% in ten years”.
It comes as China this month launched an anti-dumping probe into the EU around exports of brandy in response to complaints by the China Liquor Industry Association.
SpiritsEurope expressed confidence its members’ products and commercial practices adhere to international law, meanwhile, expressing confidence the pair would find “a constructive way to resolve any bilateral disputes, as has happened in the past over other matters”.
In 2022, China imported €875m ($958.7m) worth of spirits from EU member states, a 1% increase year on year, making it the region’s second-largest export market.
Alcohol inflation outstripped by food in Hungary for most of 2023
The rate of both food and alcohol inflation in Hungary slowed again in December, according to the Hungarian Central Statistical Office.
Food prices, which outstripped alcoholic beverages and tobacco for the majority of 2023, began slowing at a quicker pace than alcohol from October onwards.
It comes as this week Hungary’s government announced it would require bigger food retailers to indicate instances of “shrinkflation” by labelling products.
According to a statement from the country’s government, food retailers with a sales revenue larger than Ft1bn ($2.9m) will be obliged to display warnings on products that have shrunk in size while their prices have been maintained or increased.
The labels will have to signal any changes in weight or volume. The measures will be compared to the weight or volume of the same product between 1 January 2020 and 1 July 2023.
US, Mexico and Canada to keep top spots in Tequila consumption
The US and Mexico are set to retain their majority shares of the global Tequila market by 2027, data predicts.
Worth $12.2bn and $2.1bn in 2023, the US and Mexico’s Tequila markets are set to be worth $16.7bn and $3bn respectively by 2027 according to analysis by GlobalData, Just Drinks' parent company.
Spain is set to move from eleventh place in 2023 to ninth in 2027, surpassing Australia and Germany to reach $298.5m, up from $182.2m.
It comes as this week Spanish drinks group Zamora Brands launched a Tequila with backing from NFL star Dak Prescott. The brand, Tequila Volteo, is the group’s first Tequila and will initially launch in the US.
Irish alcohol exports dip
Ireland’s alcoholic beverage exports dropped 8% to €1.8bn ($1.97bn) last year, data shows.
Ireland’s total food and drink exports value dropped 4% amid pressure on spirits sales in North America, according to analysis by Bord Bia, Ireland’s state agency promoting food and drinks.
Bord Bia said the country’s spirits producers faced “headwinds in key markets” and pointed to “short-term market factors in the North American spirits sector”.
Beverage alcohol exports to North America fell 26% year on year. High stock levels carried over from 2022 and pressure on spending from inflation and increased interest rates in North America were cited for the decline.
Globally, Irish whiskey exports fell by 14% to €875m. Export sales of Irish beer and cider rose by 11% to €330m.