• Client log in
  •   All Countries  
      All Countries  
    Everything in
      All Countries  
      UK  
      US  
      France  
      Germany  
      Italy  
      Ireland  
      Spain  
      China  
      Other  
    Unlocked in
      All Countries  
      UK  
      US  
      France  
      Germany  
      Italy  
      Ireland  
      Spain  
      China  
      Other  
  • | Contact Us   
Contents
Report homepage
Contents
Issues in the Market
Future Opportunities
Market in Brief
Internal market environment
Broader Market Environment
Competitive Context
Strengths and Weaknesses in the Market
Who’s Innovating?
Market Size and Forecast
Segment Performance
Channels to market
Market Share
Companies and Products
Brand Elements
Brand Communication and Promotion
The Consumer – Frequency and Usage of Rum
The Consumer – Frequency and Usage of Brandy
The Consumer – Attitudes towards Dark and Golden Rum
The Consumer – Attitudes towards Cognac and Brandy
The Consumer – Target Groups for Dark and Golden Rum
The Consumer – Target Groups for Brandy and Cognac
Appendix
Appendix – Internal Market Environment
Appendix – Who’s Innovating?
Appendix – The Consumer: Frequency and Usage of Rum
Appendix – The Consumer: Frequency and Usage of Brandy
Appendix – The Consumer: Attitudes to Dark and Golden Rum
Appendix – The Consumer: Attitudes to Cognac and Brandy
Appendix – The Consumer: Typologies
download as rtf | download as zip | print
Dark Rum, Cognac and Brandy - UK - April 2009
Table of Contents

Issues in the Market

Future Opportunities

Cultivating cocktails

RTD possibilities in the off-trade

Endorsement works

Something from the trolley, sir?

Finding the right mix

That’s not my name…

Stimulating use

Cognac image boost?

Pushing provenance and authenticity

Market in Brief

Mojito momentum

Sales fall in real terms

Brandy/Cognac takes bulk of sales

An ageing customer base

Recent growth in off-trade sales driven by deals and duties

Price rises to hit European brandies

Major spirits players fight it out

Off-trade growth reflects general trends in market

Key to future is increasing ways that dark spirits are used

Internal market environment

Cider - UK - February 2012 -
...more >>

Key points

Easy on the sauce

Figure 1: Trends for alcohol consumption, by frequency and in and out of home, 2004-08

‘Vodka fatigue’ setting in?

Figure 2: Drinking trends, by alcohol type, 2004-08

A drop of the good stuff

Figure 3: Trends for agreement with drink lifestyle statements, 2004-08
Figure 4: Lifestyle statements on expensive tastes, by social grade, 2008

Consumers watching their waistlines

Figure 5: Trends in health lifestyle statements, 2004-08

Heavy discounting in the off-trade

Pubs going out of business

Link between brandy, gin and vodka drinkers

Figure 6: Cross-drinking of alcoholic drinks, November 2008

Cocktail crowd prime target market for dark spirits

Figure 7: Vodka attitudinal groups, by what spirits they drink, November 2008

Shaken not stirred

Spirit of the Caribbean

Never show your true age

Shrouded in mystery

Broader Market Environment

Wine - UK - July 2011 -
...more >>

Key points

Here come the boys

Figure 8: Structure of the 18+ UK population, by age and gender, 2004-14

‘Haves’ and ‘have nots’ up and down

Figure 9: Forecast 15+ adult population trends, by socio-economic group, 2004-14

Alcohol excessively dutiful

Figure 10: UK excise duty on spirits for every 1% of strength per 100 litres, 1998-2009

Failing harvests squeeze producers

Phylloxera subsidies phased out

Competitive Context

Cider - UK - February 2012 -
...more >>

Key points

Dark spirits in context

Figure 11: UK value sales of alcoholic drinks, by sector, 2004-08

A fluid market

Cider points the way?

Connecting to food

The vodka juggernaut

Flavoured possibilities?

Cocktail base

Potential for premium power in rum and brandy

Strengths and Weaknesses in the Market

White Spirits and RTDs - UK - March 2011 -
...more >>

Strengths

Playing the heritage card
Boost from gifting and special occasions
Financial muscle counts
Colour gives possibilities
Aspirational element to products
Tremendous latent potential

Weaknesses

At the mercy of the elements
New money threatens low yield markets
Brandy becomes less competitive on price
Vulnerable to competition?
An old-fashioned image…
…and reliance on older consumers
Ad budgets need a boost

Who’s Innovating?

Liqueurs - UK - January 2012 -
...more >>

Key points

Short measures in product launches

Figure 12: Rum and brandy in context of other alcoholic drinks launches, 2003-08

In pursuit of the premium dream

Figure 13: Top ten UK claims, by category, 2007-08

Techniques of the Caribbean

Premium from the inside out

Showing your age

Make me look younger

The golden age of colour

Own label delivers value

Global trends

Sweet and clear
Some like it hot
For ladies that latte

Market Size and Forecast

Wine - UK - July 2011 -
...more >>

Key points

Engine of growth loses momentum

Figure 14: UK volume and value sales of brandy, Cognac and dark/golden rum market, 2004-14
Figure 15: Value of dark spirits market, by sector, 2004-14

Future of the market

Factors used in the forecast

Segment Performance

White Spirits and RTDs - UK - March 2011 -

Key points

Rum stars as Cognac misses out on seasonal boost

Figure 16: UK volume sales of dark spirits, by type, 2006-08
Figure 17: UK value sales of dark spirits, by type, 2006-08

Brandy (excluding Cognac and Armagnac)

Figure 18: UK retail sales of brandy, by volume and value, 2004-14

Subsidies withdrawal to push up prices

Recession prompts launch of budget products and downtrading

Cognac and Armagnac

Figure 19: UK retail sales of Cognac and Armagnac, by volume and value, 2004-14

Cognac misses out on traditional festive bonanza

Discounting prevalent

Own label gets in on the act

VS Cognacs dominate

Figure 20: UK volume and value share of Cognac/armagnac sales, by type, 2007-08

Brand owners try to encourage wider use

Manufacturers try to build pub business

Dark rum (excluding golden rum)

Figure 21: UK retail sales of dark rum, by volume and value, 2004-14

A shift in attitudes

Still plenty of scope for growth

Golden rum

Figure 22: UK retail sales of golden rum, by volume and value, 2004-14

Cocktail culture and provenance driving sales

Own-label penetration to grow?

Channels to market

Drinking in the Home - UK - July 2011 -
...more >>

Key points

Off-trade grows as on-trade fades

Figure 23: UK volume and value distribution of dark spirits, by trade sector and outlet type, 2004-08

Brandy

Figure 24: UK volume and value distribution of brandy, by trade sector, 2004-08

Cognac/Armagnac

Figure 25: UK volume and value of Cognac/armagnac, by trade sector, 2004-08

Dark rum

Figure 26: UK volume and value of dark rum, by trade sector, 2004-08

Golden rum

Figure 27: Retail distribution of golden rum, by trade sector, 2004-08

On-trade issues

Off-trade issues

Market Share

White Spirits and RTDs - UK - March 2011 -

Key points

Key brand analysis

Three Barrels outperforms brandy sector

Figure 28: Estimated UK off-trade brand shares in brandy, by volume, 2007-08
Three Barrels (First Drinks)
Other brands
Own label
On-trade market shares

Fortunes of Cognac/Armagnac sector dictated by major VS brands

Figure 29: Estimated UK off-trade brand shares in Cognac/armagnac, by volume, 2007-08

Courvoisier (Beam Global)

Martell (Pernod Ricard)

Remy Martin (First Drinks)

Own-label

On-trade market shares

Golden variants driving rum market growth

Figure 30: Estimated UK brand off-trade shares in rum, by volume, 2007-08

Morgan’s Spiced (Diageo)

Captain Morgan (Diageo)

Lamb’s Navy Rum (Halewood International)

Morton’s OVD (First Drinks)

Mount Gay (First Drinks)

Other brands

Own-label

Companies and Products

Liqueurs - UK - January 2012 -
...more >>

Brand map

Figure 31: Brand map, UK dark spirits market (exclusing whisky), 2009

Bacardi-Martini

Beam Global

CL World Brands

Diageo

First Drinks Brands

Halewood International

LMVH

Pernod Ricard

J Wray and Nephew

Others

Brand Elements

Brand map

Figure 32: Attitudes and usage of dark rum and brandy brands, February 2009

Courvoisier

What the brand is trying to achieve

What the consumer thinks

Figure 33: Attitudes towards the Courvoisier brand, February 2009

Captain Morgan

What the brand is trying to achieve

What the consumer thinks

Figure 34: Attitudes towards the Captain Morgan brand, February 2009

Three Barrels

What the brand is trying to achieve

What the consumer thinks

Figure 35: Attitudes towards the Three Barrels brand, February 2009

Havana Club

What the brand is trying to achieve

What the consumer thinks

Figure 36: Attitudes towards the Havana Club brand, February 2009

Brand qualities of dark rum and brandy brands

Courvoisier most authentic

Figure 37: Personalities of various dark rum and brandy brands, February 2009

Experience of dark rum and brandy brands

Courvoisier most recently drunk, but Captain Morgan joint most tried

Figure 38: Consumer usage of various dark rum and brandy brands, February 2009

Brand intentions for dark rum and brandy brands

Courvoisier, Rémy Martin have highest retention

Figure 39: Consideration of various dark rum and brandy brands, February 2009

Brand momentum for dark rum and brandy brands

Lamb’s Navy losing most ground, others mainly gaining

Figure 40: Momentum of various dark rum and brandy brands, February 2009

Brand satisfaction for dark rum and brandy brands

Rémy Martin has highest excellent satisfaction

Figure 41: Satisfaction with various dark rum and brandy brands, February 2009

Brand commitment to dark rum and brandy brands

Courvoisier, Rémy Martin have most loyal customers

Figure 42: Commitment to various dark rum and brandy brands, February 2009

Round up

Brand Communication and Promotion

Lager - UK - November 2009 -

Key points

Education leaves rum stranded

Figure 43: Main monitored media advertising spend on dark and golden rum, 2004-08

Morgan’s spices up the seasons

Figure 44: Main monitored media advertising spend on rum, by top ten advertising brands, 2004-08

Shaking up Christmas cocktails

Waving the West Indies flag

Cognac tops the ad bill

Figure 45: Main monitored media advertising spend on brandy and Cognac, 2004-08
Figure 46: Main monitored media advertising spend on brandy and Cognac, by leading brands, 2004-08

Remy goes for the heart

Modern Martell for loyalists

Hennessey for the luxury lifestyle

Rum and brandy are good sports

The Consumer – Frequency and Usage of Rum

Key points

Rum holding its own

Figure 47: Trends in dark and golden rum consumption, 2004-08
Figure 48: Trends in dark and golden rum usage, 2006-08

Rum must beware migration towards less frequent drinking

Figure 49: Dark and golden rum usage frequency, by demographics, 2008

There go the girls

The Consumer – Frequency and Usage of Brandy

White Spirits and RTDs - UK - March 2011 -

Key points

Brandy in danger of being abandoned

Figure 50: Trends in brandy usage, 2004-08

Luxury with traditional northern roots

Figure 51: Trends in brandy usage frequency, 2004-08
Figure 52: Brandy usage frequency, by gender, age and socio-economic group, 2008

Brandy champions for women

The Consumer – Attitudes towards Dark and Golden Rum

Liqueurs - UK - January 2012 -
Whiskies - UK - August 2010 -
Liqueurs - UK - June 2010 -
<< less...

Key points

Figure 53: Agreement with statements about dark and golden rum, November 2008

(Dark) rum leaves a bad taste in the mouth

Young palates put off by rum

Rum falls off the radar

Rum is all at sea

The Consumer – Attitudes towards Cognac and Brandy

White Spirits and RTDs - UK - March 2011 -

Key points

Brandy is in poor taste

Figure 54: Agreement with statements about Cognac and brandy, November 2008

Women turned off by taste

Ditch the fuddy duddy image

Snob value reserved for after dinner occasion

The Consumer – Target Groups for Dark and Golden Rum

Key points

Targeting the consumer attitudinally

Figure 55: How rum attitudinal groups differentiate on key statements, November 2008

Mixing Enthusiasts (12%)

A rum deal (88%)

The Consumer – Target Groups for Brandy and Cognac

Key points

Figure 56: How Cognac and brandy attitudinal groups differentiate on key statements

Purists (10%)

A celebration tipple (10%)

Turned off (81%)

Appendix

Consumer research

ACORN

Advertising data

Abbreviations

Appendix – Internal Market Environment

Figure 57: Drinking lifestyle statements, by detailed demographics, 2008
Figure 58: Health lifestyle statements, by detailed demographics, 2008
Figure 59: Lifestyle statements on expensive tastes, by detailed demographics, 2008

Appendix – Who’s Innovating?

Figure 60: New product development by top 10 countries, by category, 2007-08
Figure 61: Top 10 global new product claims, by category, 2007-08

Appendix – The Consumer: Frequency and Usage of Rum

Figure 62: Dark and golden rum usage, by detailed demographics, 2008
Figure 63: Trends in branded versus own-label dark and golden rum usage, 2004-08
Figure 64: Dark and golden rum usage frequency, by detailed demographics, 2008
Figure 65: Trends in in-home and out-of-home dark and golden rum usage, 2004-08
Figure 66: In-home dark and golden rum usage frequency, by detailed demographics, 2008
Figure 67: Out-of-home dark and golden rum usage frequency, by detailed demographics, 2008

Appendix – The Consumer: Frequency and Usage of Brandy

Figure 68: Brandy usage, by detailed demographics, 2008
Figure 69: Trends in branded versus own-label brandy usage, 2006-08
Figure 70: Brandy usage frequency, by detailed demographics, 2008
Figure 71: Trends for in-home and out-of-home brandy usage, 2004-08
Figure 72: In-home brandy usage frequency, by detailed demographics, 2008
Figure 73: Out-of-home brandy usage frequency, by detailed demographics, 2008

Appendix – The Consumer: Attitudes to Dark and Golden Rum

Figure 74: Agreement with statements about dark and golden rum, by detailed demographics, November 2008
Figure 75: Agreement with statements about dark and golden rum, by detailed demographics, November 2008
Figure 76: Agreement with statements about dark and golden rum, by detailed demographics, November 2008

Appendix – The Consumer: Attitudes to Cognac and Brandy

Figure 77: Agreement with statements about Cognac and brandy, by detailed demographics, November 2008
Figure 78: Agreement with statements about Cognac and brandy, by detailed demographics, November 2008
Figure 79: Agreement with statements about Cognac and brandy, by detailed demographics, November 2008

Appendix – The Consumer: Typologies

Figure 80: Rum attitudinal groups, by statements they agree with, November 2008
Figure 81: Rum attitudinal groups, by demographics, November 2008
Figure 81: Rum attitudinal groups, by what spirits they drink, November 2008
Figure 82: Cognac and brandy attitudinal groups, by statements they agree with, November 2008
Figure 83: Cognac and brandy attitudinal groups, by detailed demographics, November 2008
Figure 84: Cognac and brandy attitudinal groups, by which spirits they drink, November 2008