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SPAIN: Super premium spirits growth - research

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Super premium spirits rose in Spain in 2007, despite an overall decline in the country's spirits consumption during the year, new research shows. 

Consumption of so-called super premium products grew in all major spirits categories in 2007, suggesting a trend towards trading up, according to The IWSR's Spain report.

Super premium gin, priced at circa EUR30 per bottle, sold an estimated 15,000 cases in 2007, from virtually nothing three years ago. Led by Hendricks, London Gin, Tanqueray Ten and Citadelle are also present in the market.

Super-premium vodka, led by Grey Goose and Belvedere, remains smaller at less than 10,000 cases.

Aged golden rums sell more than 40,000 cases annually, the report said. The brands of Matusalem, Brugal Siglo de Oro, Barcelo Imperial, Santa Teresa 1796 and aged Flor de Caña and Zacapa Centenario rums are all boosting sales, it added.

The report also noted a developing ultra premium rum segment for aged golden rum, typically selling for more than EUR80 and including Brugal Siglo de Oro, Zacapa Centenario XO and Flor de Caña 21 years.

Super-premium and ultra-premium Scotch whisky are comparatively small in Spain at circa 6,000 cases, as the vast majority of Scotch is consumed mixed with Coca-Cola, the report said. Nonetheless, sales are increasing both in terms of volume and market share.

It remains to be seen whether the current trend towards super premium spirits can be maintained in the face of a global economic downturn, unprecedented in the post-World War Two era.

Click here to get your copy of the full IWSR report.  


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