全球威士忌市場：2014年為止的預測 是由出版商just-drinks.com在2010年03月所出版的。
這份英文市場調查報告書包含119 Pages 價格從美金1272起跳。
全球葡萄酒・蒸餾酒業界中成長最快的領域之一就是愛爾蘭、美國、加拿大、印度、日本的威士忌。中愛爾蘭威士忌更是現在擴張幅度最大的，2003∼2008年為止CAGR成長率增至8%，2008年達到446萬件。
本報告書為全球威士忌市場概要之外，還加上各範疇與各國市場動向、業界構造以及市場的參入企業簡介，概述如下。
第1章 總綱
第2章 市場範圍
第3章 業界構造
- 愛爾蘭威士忌
- 加拿大威士忌
- 美國威士忌
- 開發中的超高及產品
- 混合物
- 技術革新
- 需要與供給
- 美國威士忌的進展
- 輸出市場中的愛爾蘭威士忌
第4章 市場
- 南北美洲
- 美國
- 墨西哥
- 加拿大
- 巴西
- 歐洲
- 英國
- 義大利
- 法國
- 西班牙
- 德國
- 瑞典
- 東歐
- 波蘭
- 捷克共和國
- 俄羅斯
- 亞太地區諸國
- 中國
- 日本
- 印度
- 澳洲
- 南非
第5章 主要企業
- Pernod Ricard
- Beam Global Spirits & Wine
- Brown-Forman
- Diageo
圖表
Abstract
The non-Scotch whisk(e)y market - chiefly comprising Irish, American,
Canadian, Indian and Japanese whiskies - is one of the largest growth areas of
the global wine and spirits industry. The performance of the three most
international non-Scotch whisk(e)y categories - US, Canadian and Irish - has
been more varied. Irish whiskey is currently the most rapidly rising of the
three, accelerating at an impressive rate and rising by 8% CAGR between 2003
and 2008 to reach 4.46m cases.
The real reason for optimism in Irish whiskey is the development of the US
market where sales surpassed 1m cases for the first time in 2008. Irish
whiskey remained among the fastest growing categories in 2009 despite the
economic crisis. Much of this has been driven by Jameson, which has a premium
price positioning in the US. There is a sense that both the brand and category
is at the beginning of what could be explosive long-term growth in this
lucrative market. Diageo is also very strong in the US and it is only a matter
of time before it uses that distribution clout to establish Bushmills to a
greater extent.
The significantly larger US whiskey category is also enjoying a period of
steady growth, with volumes rising by 2% CAGR between 2003 and 2008 to reach
29.4m cases.
Non-Scotch whiskies tend to be more mixable than Scotch because they are
unpeated. Bourbon, in particular, has a sweeter product profile and tends to
mix well with cola. This is an important consideration at a time when cocktail
consumption is growing around the world.
With over 70 data tables providing brand consumption volumes across all major
markets, plus interviews with the leading brand owners, this report is
essential reading for anyone involved in this developing sector of the
international spirits industry.
The report begins with Chapter 1 - Executive summary, then provides a
market overview in Chapter 2 - Scope of the market.
The increase in the various categories within non-Scotch whisk(e)y has been
far from uniform. Indian whisky has been enjoying tearaway growth as economic
prosperity encourages consumers to trade up from local unbranded spirits to
branded whisky and other spirits. Brazilian whisky has been growing for
similar reasons - albeit at a slower pace - and displayed 1% CAGR between 2003
and 2008, reaching 1.5m cases.
Cooley Distillery sales and marketing director Jack Teeling says: “The
culture and the people of Central and Eastern Europe have none of the history
of drinking Scotch whisky, so you' re not competing with this entrenched
perception that whisk(e)y should be Scotch. They also have a great affiliation
with Irish culture and its associated pub culture. These countries see Ireland
as a fun, easy and accessible nation and all things Irish are perceived to be
of a high quality. You' re finding that American and Irish whiskey are taking a
much larger percentage of those markets than they are in more mature markets
where they' re competing against a very strong tradition and knowledge of
Scottish whisky.”
Chapter 3 - Industry structure
On the whole, non-Scotch whiskies have relatively underdeveloped super-premium
segments - at least compared with other categories such as Scotch, brandy or
vodka. This tends to limit their appeal in markets such as north-east Asia,
Russia and travel retail, where purchasing for prestige, status and gifting is
a key motivation.
This is beginning to change. For instance, American whiskey producers have
enjoyed some success in the US recently in developing super-premium
‘small batch' whiskies.
This chapter looks at the different non-Scotch categories and how the industry
is structured for them. It also discusses the underdeveloped super-premium
tier, mixability, innovations, demand and supply, and US whiskey' s march.
Chapter 4 - The markets
This chapter provides a complete review of the major global markets for world
whiskies.
Heaven Hill president Max Shapira: “US whiskey is one of the
better-performing categories in the entire range of distilled spirits, which
is a tribute to the robust base that has been built for category and brands
within it. When the domestic and worldwide economies recover, Bourbon is
poised to continue to expand and increase market share within the whisk(e)y
category in the years ahead.”
This chapter provides market volumes of the top categories, brands and brand
owners in each key market reviewed (United States, Canada, Mexico, Brazil,
United Kingdom, Ireland, Italy, France, Spain, Germany, Sweden, Poland, Czech
Republic, Russia, China, Japan, India, Australia, South Africa, and Travel
Retail).
Chapter 5 - The companies
Here, the main players are profiled including Pernod Ricard, Beam Global
Spirits & Wine, Brown-Forman and Diageo. Each company' s top brands' global
volumes are provided and each of their leading brand' s major market volumes
are also given.
Table of Contents
Chapter 1 - Executive summary
Chapter 2 - Scope of the market
Chapter 3 - Industry structure
- Irish whiskey
- Canadian whisky
- US whiskey
- Underdeveloped super-premium tier
- Mixability
- Innovations
- Demand and supply
- US whiskey on the march
- Irish whiskey explodes in export markets
Chapter 4 - The markets
- The Americas
- United States
- US whiskey
- Canadian whisky
- Irish whiskey
- Canada
- Canadian whisky
- US whiskey
- Mexico
- US whiskey
- Brazil
- US whiskey
- Brazilian whisky
- Europe
- The UK
- US whiskey
- Irish whiskey
- Ireland
- Irish whiskey
- Italy
- US whiskey
- France
- Irish whiskey
- Canadian whisky
- US whiskey
- Spain
- US whiskey
- Local Spanish whiskies
- Germany
- US whiskey
- Irish whiskey
- Sweden
- Irish whiskey
- Canadian whisky
- Eastern Europe
- Poland
- US whiskey
- The Czech Republic
- Irish whiskey
- Russia
- US whiskey
- Irish whiskey
- Asia-Pacific
- China
- US whiskey
- Japan
- US whiskey
- Japanese whisky
- India
- US whiskey
- Indian whisky
- Australia
- US whiskey
- Canadian whiskey
- The rest of the world
- South Africa
- US whiskies
- Irish whiskey
- Canadian whisky
- South African whisky
- Travel retail
- US whiskey
- Irish whiskey
Chapter 5 - The companies
- Pernod Ricard
- Beam Global Spirits & Wine
- Brown-Forman
- Diageo
List of tables
- Table 1: Total global consumption volume for US, Canadian, Irish and Other
whisk(e)y, 2003-2014 (000' s nine-litre cases)
- Table 2: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac
in Brazil, 2003-2014 (% share)
- Table 3: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac
in Russia, 2003-2014 (% share)
- Table 4: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac
in India, 2003-2014 (% share)
- Table 5: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac
in China, 2003-2014 (% share)
- Table 6: Top 5 Irish whiskey brand owners, 2003-2008 (000' s nine-litre
cases)
- Table 7: Top ten Canadian whisky brand owners, 2003-2008 (000' s nine-litre
cases)
- Table 8: Top ten US whiskey brand owners, 2003-2008 (000' s nine-litre
cases)
- Table 9: Top 25 US whiskey markets, 2003-2014 (000' s nine-litre cases)
- Table 10: Top 30 Irish whiskey markets, 2003-2014 (000' s nine-litre cases)
- Table 11: US whiskey volume in United States by quality, 2003-2014 (000' s
nine-litre cases)
- Table 12: Top nine brand volumes of US whiskey in United States, 2003-2008
(000' s nine-litre cases)
- Table 13: Canadian whisky volume in United States by quality, 2003-2014
(000' s nine-litre cases)
- Table 14: Top nine brand volumes of Canadian whisky in United States,
2003-2008 (000' s ninelitre cases)
- Table 15: Irish whiskey volume in United States by quality, 2003-2014
(000' s nine-litre cases)
- Table 16: Top nine brand volumes of Irish whiskey in United States,
2003-2008 (000' s nine-litre cases)
- Table 17: Canadian whisky volume in Canada by quality, 2003-2014 (000' s
nine-litre cases)
- Table 18: Top ten brand volumes of Canadian whisky in Canada, 2003-2008
(000' s nine-litre cases)
- Table 19: US whiskey volume in Canada by quality, 2003-2014 (000' s
nine-litre cases)
- Table 20: Top ten brand volumes of US whiskey in Canada, 2003-2008 (000' s
nine-litre cases)
- Table 21: Top 5 brand volumes of US whiskey in Mexico, 2003-2008 (000' s
nine-litre cases)
- Table 22: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac
in Mexico, 2003-2014 (% share)
- Table 23: Top ten brand volumes of non-Scotch in Brazil, 2003-2008 (000' s
nine-litre cases)
- Table 24: US whiskey volume in UK by quality, 2003-2014 (000' s nine-litre
cases)
- Table 25: Top eight brand volumes of US whiskey in UK, 2003-2008 (000' s
nine-litre cases)
- Table 26: Irish whiskey volume in UK by quality, 2003-2014 (000' s
nine-litre cases)
- Table 27: Top ten brand volumes of Irish whiskey in UK, 2003-2008 (000' s
nine-litre cases)
- Table 28: Irish whiskey volume in Ireland by quality, 2003-2014 (000' s
nine-litre cases)
- Table 29: Top nine brand volumes of Irish whiskey in Ireland, 2003-2008
(000' s nine-litre cases)
- Table 30: Top three brand volumes of US whiskey in Ireland, 2003-2008
(000' s nine-litre cases)
- Table 31: Top ten brand volumes of non-Scotch in Italy, 2003-2008 (000' s
nine-litre cases)
- Table 32: Top six brand volumes of Irish whiskey in France, 2003-2008
(000' s nine-litre cases)
- Table 33: Top five brand volumes of Canadian whisky in France, 2003-2008
(000' s nine-litre cases)
- Table 34: Top ten brand volumes of US whiskey in France, 2003-2008 (000' s
nine-litre cases)
- Table 35: Top nine brand volumes of US whiskey in Spain, 2003-2008 (000' s
nine-litre cases)
- Table 36: Top four brand volumes of Spanish whisky in Spain, 2003-2008
(000' s nine-litre cases)
- Table 37: Top ten brand volumes of US whiskey in Germany, 2003-2008 (000' s
nine-litre cases)
- Table 38: Top five brand volumes of Irish whiskey in Germany, 2003-2008
(000' s nine-litre cases)
- Table 39: Top ten brand volumes of non-Scotch in Poland, 2003-2008 (000' s
nine-litre cases)
- Table 40: Top ten brand volumes of non-Scotch in Czech Republic, 2003-2008
(000' s nine-litre cases)
- Table 41: Top ten brand volumes of non-Scotch in Russia, 2003-2008 (000' s
nine-litre cases)
- Table 42: Top ten brand volumes of non-Scotch in China, 2003-2008 (000' s
nine-litre cases)
- Table 43: Top ten brand volumes of non-Scotch in Japan, 2003-2008 (000' s
nine-litre cases)
- Table 44: Top ten brand volumes of non-Scotch (excl. Japanese) in Japan,
2003-2008 (000' s ninelitre cases)
- Table 45: Top ten brand volumes of Japanese whisky in Japan, 2003-2008
(000' s nine-litre cases)
- Table 46: Top Japanese whisky producers, 2003-2008 (000' s nine-litre cases)
- Table 47: Top eight brand volumes of non-Scotch (excl. Indian) in India,
2003-2008 (000' s ninelitre cases)
- Table 48: Top brand lines of Indian whisky, 2003-2008 (000' s nine-litre
cases)
- Table 49: Top eight Indian whisky producers, 2003-2008 (000' s nine-litre
cases)
- Table 50: US whiskey volume in Australia by quality, 2003-2014 (000' s
nine-litre cases)
- Table 51: Top ten brand volumes of US whiskey in Australia, 2003-2008
(000' s nine-litre cases)
- Table 52: Canadian whisky volume in Australia by quality, 2003-2014 (000' s
nine-litre cases)
- Table 53: Top brand volumes of Canadian whisky in Australia, 2003-2008
(000' s nine-litre cases)
- Table 54: Top ten brand volumes of non-Scotch in South Africa, 2003-2008
(000' s nine-litre cases)
- Table 55: Share of imported Scotch, non-Scotch whisk(e)y, Cognac/Armagnac
in South Africa, 2003-2014 (% share)
- Table 56: Top nine brand volumes of US whiskey in Travel retail, 2003-2008
(000' s nine-litre cases)
- Table 57: US whiskey volume in Travel retail by quality, 2003-2014 (000' s
nine-litre cases)
- Table 58: Top 5 US whiskey brand owners in Travel retail, 2003-2008 (000' s
nine-litre cases)
- Table 59: Top nine brand volumes of Irish whiskey in Travel retail,
2003-2008 (000' s nine-litre cases)
- Table 60: Irish whiskey volume in Travel retail by quality, 2003-2014
(000' s nine-litre cases)
- Table 61: Top four Irish whiskey brand owners in Travel retail, 2003-2008
(000' s nine-litre cases)
- Table 62: Top nine brand volumes of Canadian whisky in Travel retail,
2003-2008 (000' s nine-litre cases)
- Table 63: Top five Canadian whisky brand owners in Travel retail,
2003-2008 (000' s nine-litre cases)
- Table 64: Canadian whisky volume in Travel retail by quality, 2003-2014
(000' s nine-litre cases)
- Table 65: Top ten markets for Jameson, 2003-2008 (000' s nine-litre cases)
- Table 66: Pernod Ricard' s top 11 Irish whiskey brands, 2003-2008 (000' s
nine-litre cases)
- Table 67: Beam Global' s top ten non-Scotch whisk(e)y brands, 2003-2008
(000' s nine-litre cases)
- Table 68: Top ten markets for Jim Beam, 2003-2008 (000' s nine-litre cases)
- Table 69: Brown Forman' s top five non-Scotch whisk(e)y brands, 2003-2008
(000' s nine-litre cases)
- Table 70: Top ten markets for Jack Daniel' s, 2003-2008 (000' s nine-litre
cases)
- Table 71: Diageo' s top ten non-Scotch whisk(e)y brands, 2003-2008 (000' s
nine-litre cases)
- Table 72: Top ten markets for Crown Royal, 2003-2008 (000' s nine-litre
cases)
|
