Abstract
Traditional Flavoured Alcoholic Beverages (FABs) have been in double-digit decline; however, classic premix spirits and a new breed of premix cocktails have given the category a much needed boost and seen a move towards premiumisation, with much innovation.
Whilst classic premix spirits have been around for the last ten years, the new premix cocktails and premix long drinks are in their infancy. A low awareness of new options and a threat of association with the negative values of the traditional FABs is alienating some consumers, and little investment in advertising means many are totally unaware of the products.
Key report themes:
- Consumer demand for premium drinks and for convenience is driving innovation and expands the small premixed spirits category.
- Explosion of new companies developing premix spirits, specifically during 2008.
- The need for convenience is driving off-trade dominance in the premix spirit category.
- There is a general confusion, both within the trade and more so from the consumer side, in the varied RTD category and ingredients used for premix cocktails.
- Future opportunities and where the market is heading.
Table of Contents
- Issues in the Market
- Key themes
- Definition
- Market in Brief
- RTD expansion
- Premix spirits opportunity
- Premix cocktails innovation
- Confined to take home
- Niche market
- Confused boundaries
- Internal Market Environment
- Key points
- Binge drinking scapegoat
- Natural and authentic
- Blind tasting
- Simplexity
- On-trade
- Festivals fever
- Green issues
- Packaging
- Watching the Waistline
- Broader Market Environment
- Key points
- Smoking ban not all that bad after all
- Figure 1: How the smoking ban has affected pub visiting habits, July 2008
- Labelling units
- Duty increases
- Population changes
- Figure 2: Trends and projections in UK population (' 000s), by age group,
2003-13
- Credit crunch
- Strict advertising rules
- Competitive Context
- Key points
- Drinking repertoires widen
- Figure 3: UK volume sales of alcoholic drinks, by type, 2005-07
- Popularity of wine
- Free-pouring long drinks
- Latin quarter
- Fruitful spirits
- Cold as ice
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Double-digit growth...
- Figure 4: UK retail sales of premix spirits and cocktails, 2007-08 (to
end of year)
- ....albeit from a small base
- The future of the market
- A niche but growing market
- Figure 5: Forecast of pre-mixed spirits volume, 2007-13
- Figure 6: Forecast of current and real value of pre-mixes, 2007-13
- Cocktails to overtake spirits by 2013
- Figure 7: Forecast of market share of cocktails and spirits, 2007-13
- Segment Performance
- Key points
- Premix spirits dominance
- Figure 8: UK retail sales of premix spirits and cocktails, by type,
2007-08
- Premixed spirits -- the long drink opportunity
- Figure 9: UK retail sales of premix spirits, 2007-08
- Premix cocktail growth
- Figure 10: UK retail sales of premix cocktails, 2007-08
- Market Share
- Key points
- Manufacturer shares
- Figure 11: Manufacturers' branded shares (value) in the premix spirits
and cocktails market, 2007-08
- Diageo dominance
- Greenall' s is No.1 premix spirit
- New entrants
- Companies and Products
- Key points
- Diageo
- G&J Greenall
- Anglo Drinks
- Manchester Drinks Co
- Global Brands Ltd
- West Eleven
- Halewood International
- Beverage Brands
- Own-label
- Others
- Brand Communication and Promotion
- Key points
- Advertising costs
- Fresh communication
- Figure 12: Main monitored media advertising expenditure by advertiser,
2004-08
- Channels to Market
- Key points
- Off-trade bias
- On-trade rejecters or slow to adopt?
- Figure 13: Sales of premix spirits and cocktails, by trade, 2007-08
- Supermarkets lead the way
- The Consumer -- Usage
- Key points
- General alcohol consumption decline
- Figure 14: Consumption of alcoholic drinks in the last 12 months, by
location, 2003-07
- Penetration reaches one in five
- Figure 15: Types of spirit mixables drinks drunk in the last year, May
2008
- Older, richer and wiser
- Potential penetration
- Consumption frequency needs to be increased
- Figure 16: Changes in alcoholic cocktail consumption in the last two
years, May 2008
- Appendix
- Advertising data
- Abbreviations
- Appendix: The Consumer -- Usage
- Figure 24: Trends for alcohol consumption by frequency and location,
2003-07
- Figure 25: Trends for alcohol consumption, by alcohol type, 2003-07
- Figure 26: Usage of premixed spirits and alcoholic carbonates in the
past 12 months, by demographic, 2007
- Figure 27: Frequency of overall usage of premixed spirits and alcoholic
carbonates in the past 12 months, by demographic, 2007
- Figure 28: Frequency of in-home usage of premixed spirits and alcoholic
carbonates in the past 12 months, by demographic, 2007
- Figure 29: Frequency of usage elsewhere of premixed spirits and
alcoholic carbonates in the past 12 months, by demographic, 2007
- Figure 30: Trends for frequency of usage of premixed spirits and
alcoholic carbonates in the past 12 months, 2003-07
- Figure 31: Trends for frequency of usage of premixed spirits and
alcoholic carbonates by alcoholic drinkers in the past 12 months, 2003-07
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