The increasing dominance of big brands is arguably more applicable to the liqueurs category than any other in the drinks market. There are dozens of brands with a multiplicity of flavours, but only a relative handful dominate the trade. Traditionally, the market has been highly seasonal, with some 40-50% of volume being sold in the run-up to Christmas, while the category has had to shift consumer perspectives from usage focused primarily on the after-dinner occasion in order to progress.

The increasing dominance of big brands is arguably more applicable to the liqueurs category than any other in the drinks market. There are dozens of brands with a multiplicity of flavours, but only a relative handful dominate the trade. Traditionally, the market has been highly seasonal, with some 40-50% of volume being sold in the run-up to Christmas, while the category has had to shift consumer perspectives from usage focused primarily on the after-dinner occasion in order to progress.

Manufacturers are spending increasing amounts in trying to make their products more appealing to younger drinkers all year round and future growth is likely to be driven by non-dinner occasions. Today's target market is likely to be a sophisticated twenty-something, wearing designer label clothing, and frequenting trendy style bars - the liqueur category has been an important contributor to the renaissance of the cocktail culture. Consumer perceptions of liqueurs as an occasion drink are slowly changing and both volumes and values have risen steadily since the Millennium celebrations.

Mintel last investigated the liqueurs market in Market Intelligence, June 2000.

Other Mintel reports of relevance include:

- Ales and Stouts, Market Intelligence - UK Report, May 2002

- Dark Spirits, Market Intelligence - UK Report, April 2001

- White Spirits, Market Intelligence - UK Report, March 2001

- Alcoholic RTDs, Market Intelligence - UK Report, April 2000

- Draught Lager, Market Intelligence - UK Report, March 2000

- Bottled Lager, Market Intelligence - UK Report, February 2000

- Canned Lager, Market Intelligence - UK Report, January 2000

- In-home Drinking, Market Intelligence - UK Report, September 1999

- Off-Licences, Retail Intelligence - UK Report, May 1999

and the forthcoming:

- Alcoholic Mixables, Market Intelligence - UK Report, July 2002

- Whiskies, Market Intelligence - UK Report, August 2002

- Fortified Wine, Market Intelligence - UK Report, December 2002.