Does advertising spend equate with volume sales success?

Would a more varied de-seasonalised spend above-the-line, result in a more balanced sales pattern?

Does the Internet have a role to play in the development of the sector?

Increased drinking of liqueurs in UK pubs and bars - as well as an uplift in sales of cream liqueurs in the off-trade - appear to be justifying the modernised approach that many brand owners have taken, in aiming to reposition their brands and expand consumer perception of the liqueurs sector. With a thriving economy resulting in consumer confidence in buying non-essentials, the market has witnessed increased range but little new product innovation, with success being found in the widening of the brand to encompass other premium products such as ice cream.

Does advertising spend equate with volume sales success?

Would a more varied de-seasonalised spend above-the-line, result in a more balanced sales pattern?

Does the Internet have a role to play in the development of the sector?

Increased drinking of liqueurs in UK pubs and bars - as well as an uplift in sales of cream liqueurs in the off-trade - appear to be justifying the modernised approach that many brand owners have taken, in aiming to reposition their brands and expand consumer perception of the liqueurs sector. With a thriving economy resulting in consumer confidence in buying non-essentials, the market has witnessed increased range but little new product innovation, with success being found in the widening of the brand to encompass other premium products such as ice cream.

Although many brands have been produced for generations and portray a particular image, will the increased presence of new 'style bars' which target the urban affluent drinker, give such products a increased modern stature? With a key factor being the ability to convince the younger drinker, can the success of the ready-made spirit market be repeated for liqueurs? Certainly, the improved standard of many on-trade premises has contributed to the quest for all-year sales performance of what is traditionally a seasonal market. Does the answer to future market growth lie in brand owners looking for new ways to repackage their products, or is the key to focus on generating interest throughout the on-trade - via sponsorship or promotion, and sampling or tasting opportunities? This report covers the UK market for liqueurs, in both the on- and off-trades. Can manufacturers succeed in dis-associating their products with the mature 'after-dinner' image, or is this still vital to building on established success? As we begin to see the 24-hour opening plan come into action for bars and pubs in the UK, Liqueurs assesses the current marketplace and determines consumer opinion on a sector in transformation.

Other Mintel reports of relevance include:

- Ales and Stouts, Market Intelligence, May 2000

- Alcoholic RTDs, Market Intelligence, April 2000

- Draught Lager, Market Intelligence, March 2000

- Bottled Lager, Market Intelligence, February 2000

- Canned Lager, Market Intelligence, January 2000

- In-home Drinking, Market Intelligence, September 1999

- Off-Licences, Retail Intelligence, May 1999

- Dark Spirits, Market Intelligence, April 1999

- White Spirits, Market Intelligence, March 1999

- Fortified Wine, Market Intelligence, December 1998

- Alcoholic Mixables, Market Intelligence, July 2000.

If you want more details about this particular report, please contact the Mintel information team on +44 (0)20 7606 6000 or email them at info@mintel.com.