Global flavoured spirits insights - market forecasts, product innovation and consumer trends

Global flavoured spirits insights - market forecasts, product innovation and consumer trends

Published: June 2017
Publisher: just-drinks / IWSR Insights
Product ref: 276651
Pages: 182
Format: PDF
Delivery: Immediate download

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Slow decline, but marginal gains on the horizon

The US is the leading market for flavoured spirits (excluding low-priced spirits and full-strength spirits) at 20.4m cases. The next-largest markets are Germany, France, Italy and Argentina. The UK, Japan and Turkey follow, with volumes either side of the 5m-case mark. 

Cream rises to the top: Cream liqueur is the largest sub-segment of the liqueurs category, accounting for around 13.8m cases.

Slow resurgence: The slow recovery in Europe and North America, the sector’s largest markets, allied to continued investment by brand owners in new product development and Millennial-targeted advertising, has clearly benefited the sector. However, it is too early to predict whether the cream liqueur category can sustain a longer-term resurgence.

Cocktail beckons full-strength: The leading traditional full-strength liqueur brands, such as Cointreau and Grand Marnier, are making the transition from their primary after-dinner role towards cocktail usage. The growth of the cocktail culture around the world has presented these brands with a lifeline.

Marginal gains: The broad flavoured spirits market will move slowly up after initial losses in the next five years, at a CAGR of +0.28% and adding nearly 2.2m cases to reach just under 156m cases in 2021.

Senior industry executives contributed to the research and provided some interesting views on the state of the sector:

Matthijs Wilhelmus, global marketing manager liqueurs, De Kuyper: “Asia is fluctuating greatly and local trends have not yet latched on internationally to full effect. While markets may seem alike – a lot of colleagues employ identical tactics in South Korea and Japan, for instance – underneath the surface there’s a lot more to it.”

Mike Sheldon, global brand director rums, Bacardi: “There is a big trend in spirits today, which is Millennial guys wanting to ‘look tough, drink easy’ and this is what is driving the explosion in flavoured dark spirits, as well as a genuine interest and hunger for trying new products.”

This report has been jointly published between just-drinks and The IWSR

What's inside this market research report:

This all-new report aims to deliver the most vital flavoured spirits data, insights, forecasts and strategic drivers in an easy-to-use package.

Our experienced drinks industry specialists have summarised the global market conditions for the major flavoured spirits categories, regions and markets.

The very latest market forecast data and brand market shares for are provided, offering an instant view on the most important and interesting markets for the coming five years.

The report provides a short-form, visual view of future flavoured spirits market growth hotspots, consumer drivers, product trends, plus a review of recent brands' and owners' rankings across the world.

Each key market is covered with much of our analysts' deeper insight being exclusive to this report.

Why this market research report is essential:

We’ve taken a fresh look at how to deliver wine and spirits category insight. This market review series is focused on providing actionable insights backed up by strategic-level data.

Discover the essentials for your business, and what will drive profit and growth. Grab the facts and use them - instantly.

Use this report to gain an instant view on the category with its:

  • Strategic drivers of leading markets, consumers and product innovation
  • Future category growth hotspots - visualised
  • Largest and fastest growing markets, brands and owners ranked by volume and value
  • Interviews from leading brand owners

The following analysis and data is included:


The analysis is unique to these reports and cannot be found in other just-drinks or IWSR products.

Beginning with global insights, we provide:

  • A round-up of flavoured spirits market conditions, including 'key views'; our analysts' views of the short-term future and likely strategies brand owners might adopt
  • Visual heatmap for the category's future growth hotspots around the world
  • The important consumer trends and insights for the category, including our analysts' key views
  • Latest product strategies, packaging and flavours, plus what's shaping trends around NPD. Once again, backed up with our analysts' key views
  • Recent brands' and owner market shares, rankings, performance and activity
  • All supported by exclusive quotes from major brand owners

The second half of the report covers the recent performance of the category, region and its major markets. The analysis is category-specific and exclusive to this report.

Our unique analysis tool: 'key views'

  • Review: we summarise the global market situation, product innovation and consumer drivers
  • Insight: we highlight salient points gained from our drinks analysts' many years of industry experience
  • Future: in as few words as possible, we outline the short-term outlook across markets, product innovation and consumer drivers
  • Strategy: we aim to convey what this insight means for you and summarise recommended future strategy


World view dashboard containing:

  • 2011-2015 CAGRs for each region's volume
  • Top three brand owners' volume market shares per region
  • Fastest growing brand per region
  • Regions: Asia Pacific, Americas, Europe, Africa & Middle East, CIS, Travel retail

2016 to 2021 forecast ranking tables for the top 20 flavoured spirits markets and the top 20 largest growing markets, over the period.

Ranking tables showing top flavoured spirits, liqueurs, bitters and aniseed markets' 2011 to 2016* volumes, plus CAGRs.

Ranking table showing top 20 brands' (and their owners) 2011 to 2015 volumes, plus CAGRs and % share.

The same, but for retail value instead of volume, to show comparison of volume against value.

*2016-year data was forecasted in 2016 and is not full-year actual data as the numbers weren't available at the time of publishing

Then, for each of the major countries:

  • Top brands' volumes and total country volumes for all flavoured spirits, '11-'15, plus 2011 and 2015 shares
  • Top companies' retail values and total country values, '11-'15, plus '11 and '15 shares
  • 2011 and 2015 share by quality for each of these countries
  • Liqueur segments' volumes, '11-'16, plus '11 and '16 shares

This report will help you and your company by:

  • Delivering only the most important global strategic business information
  • Providing short-from, punchy insights aimed at specific teams
  • Gaining insider quotes directly from competitor brand producers
  • Benchmarking strategic plans using our drinks industry specialist insight
  • Instantly recognising future category growth using our visual summaries
  • Quickly ranking the most critical global markets, brands and owners

Essential insight - in one quick-to-use package

Choose your licence:

individual-user licence

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Digital Download $1500.00

Don't worry. No payment is taken yet

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Related research categories

By sector: Spirits, Trends, Consumer (in Trends)

By market: Global

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