World Alcoholic Beverages Market Brief

World Alcoholic Beverages Market Brief

The global outlook series on Alcoholic Beverages provides a collection of statistical findings, market briefs, and concise summaries of research findings. Amply illustrated with market data, tables, charts, and graphs, the report covers United States, Japan, Europe, Asia-Pacific, Latin America, and Middle East and Africa. European markets briefly discussed include Austria, Belgium, Bulgaria, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Norway, Poland, Russia, Spain, Sweden, Netherlands, Switzerland, United Kingdom, and Ukraine, among others. Asian and Latin American markets covered include Australia, New Zealand, China, Hong Kong, India, Indonesia, Malaysia, Singapore, South Korea, Thailand, Taiwan, and Philippines, Argentina, Brazil, Chile, Colombia, Mexico, and Venezuela, among others. Also included is a directory listing of addresses, and contact details of 1,076 companies worldwide.

ALCOHOLIC BEVERAGES GOS-001
A GLOBAL OUTLOOK, SEPTEMBER 2008


CONTENTS


1. Overview 1
Introduction 1
Market Drifts 1
Per Capita Consumption and Expenditure 1
Spirits Production: A Brief Overview 2
Imports and Exports 2
Distribution of Spirits: Off-Trade Vs On-Trade 3
Sales through Duty-Free Outlets 4
Packaging: Glass Format Continues to Dominate 4
Major Factors Impacting Demand 5
Tax Impositions and Drinking Habits 5
Influence of Culture and Tradition 5
Influence of Lifestyle 5
Impact of Tourism 6
Growing Health Concerns 6
Influence of Wealth 7
Market Trends 7
Evolving Alcohol Market Creates New Opportunities for
Manufacturers 7
Red Wines to Account for the Highest Number of New Launches 7
Eastern Europe and Asia-Pacific Hold Immense Growth Prospects 7
Premium Beer Market - Global Overview 8
Innovation to Play a Key Role in Driving Sales of Premium Beer 8
Growing Trend towards Premium Products 8
Rising Popularity of Alternatives 8
Major Issues 9
Contraband and Parallel Trade 9
Underage Drinking 10
Excessive Alcohol Consumption and Liver Cirrhosis 10
Advertising 11
Drunken Driving 11
Taxation on Spirits 11
Market Outlook 12
High Growth Potential in Emerging Markets 12
Expansions and Consolidations Expected to Increase 13
On-Trade Sales to Become Increasingly Significant 13
Table 1: Global Wine Market (2006 & 2011): Volume Sales in
Billion Liters by Product Type - Still Light Grape Wine,
Non-Grape Wine, Sparkling Wine, and Fortified Wine and
Vermouth 13

Table 2: Major Brands in the Global Liquor Market (2004 &
2005): Sales in Thousands of Nine-liter Cases for Johnnie
Walker, Absolut, Chivas Regal, Smirnoff, Baileys, Bacardi,
Ballantine's, William Grant's, Gordon's, and Jack Daniel's 14

Table 3: Global Spirits Market (2004 & 2005): Sales of
Duty-free Liquor in Thousands of Nine-liter Cases by Type -
Scotch Whiskey, Vodka, Liqueurs, Cognac/Armagnac, Rum, Gin,
Tequila, and Others 14

Table 4: Global Wine Market (2004 & 2005): Sales of
Duty-free Wine in Thousands of Nine-liter Cases by Category -
Still Light Wine, Champagne, Vermouth, Sherry, Port, and
Others 15

Table 5: Global Market Analysis for Alcoholic Beverages by
Geographic Region - USA, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America, and Rest of World Markets
Independently Analyzed with Annual Sales Figures in Millions
of Liters for Years 2004 through 2009 15

Table 6: Global Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Geographic Region -
USA, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Latin America, and Rest of World 16

Table 7: Global Market Analysis for Alcoholic Beverages by
Geographic Region - USA, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America, and Rest of World Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2004 through 2009 16

Table 8: Global Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Geographic Region -
USA, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Latin America, and Rest of World 17

Table 9: Global Brown Spirits Market Analysis by Segment -
Whisky, Rum, and Brandy Independently Analyzed with Annual
Sales Figures in Million Liters for Years 2004 through 2009 17

Table 10: Global Brown Spirits Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Segment - Whisky,
Rum, and Brandy 18

Table 11: Global Brown Spirits Market Analysis by Segment -
Whisky, Rum, and Brandy Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2004 through 2009 18

Table 12: Global Brown Spirits Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Segment - Whisky,
Rum, and Brandy 19

Table 13: Global White Spirits Market Analysis by Segment -
Vodka, Gin, and Rum Independently Analyzed with Annual Sales
Figures in Million Liters for Years 2004 through 2009 19

Table 14: Global White Spirits Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Segment - Vodka,
Gin, and Rum 20

Table 15: Global White Spirits Market Analysis by Segment -
Vodka, Gin, and Rum Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2004 through 2009 20

Table 16: Global White Spirits Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Segment - Vodka,
Gin, and Rum 21

Table 17: Global Liqueurs & Other Specialties Market
Analysis by Geographic Region - USA, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America, and Rest of
World Independently Analyzed with Annual Sales Figures in
Million Liters for Years 2004 through 2009 21

Table 18: Global Liqueurs & Other Specialties Market (2005 &
2009): Percentage Breakdown of Volume Sales by Geographic
Region - USA, Canada, Japan, Europe, Asia-Pacific (excluding
Japan), Latin America, and Rest of World 22

Table 19: Global Liqueurs & Other Specialties Market
Analysis by Geographic Region - USA, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America, and Rest of
World Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2004 through 2009 22

Table 20: Global Liqueurs & Other Specialties Market (2005 &
2009): Percentage Breakdown of Dollar Sales by Geographic
Region - USA, Canada, Japan, Europe, Asia-Pacific (excluding
Japan), Latin America, and Rest of World 23

Table 21: Global Other Alcoholic Beverages Market Analysis
by Geographic Region - USA, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America, and Rest of
World Independently Analyzed with Annual Sales Figures in
Million Liters for Years 2004 through 2009 23

Table 22: Global Market for Other Alcoholic Beverages (2005 &
2009): Percentage Breakdown of Volume Sales by Geographic
Region - USA, Canada, Japan, Europe, Asia-Pacific (excluding
Japan), Latin America, and Rest of World 24

Table 23: Global Other Alcoholic Beverages Market Analysis
by Geographic Region - USA, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America, and Rest of
World Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2004 through 2009 24

Table 24: Global Market for Other Alcoholic Beverages (2005 &
2009): Percentage Breakdown of Dollar Sales by Geographic
Region - USA, Canada, Japan, Europe, Asia-Pacific (excluding
Japan), Latin America, and Rest of World 25

2. Mergers & Acquisitions 25

3. Strategic Corporate Developments 48

4. Product Launches 54

A REGIONAL PERSPECTIVE

1. North America 59

1a. United States 59
Overview of Spirits Market 59
Wine Sales Surges 59
Perspective of Beer Industry 59
Market Scenario 60
Alcohol as a Cooking Ingredient 60
Competitive Scenario 60
Factors Delineating Fragmentation 60
Private Labels: A Small Sector 60
Market Conditions 60
Red Wine Sales Increases 60
Growing Influence of Latin Culture 60
Growth in Super-Premium Products 61
Growing Popularity of Liqueurs in Younger Population 61
Declining Demand for Gin and Whisky 61
Pricing Trends 62
Packaging Trends 62
New Product Trends 63
Regulatory Overview 63
Regulations on Advertising 63
Regulations on Opening Hours 64
Regulations on Drunken Driving 64
Regulations on Underage Drinking 64
Regulations on Distribution 65
Taxation on Distilled Spirits 65
Contraband Trade 65
Parallel Trade 65
Functions of BATF 66
Vodka Market 66
Market Players 66
Brown, White and Specialty Spirits market 66
Spirits - Market Conditions 66
Tequila - A Variable Market 67
Market Players 67
Table 25: Private Label Beer Market in the US (2006-2007):
Sales in Volume (Thousand Cases) and Value (US$ Million) by
Product Type - Imported, Micro/Craft, and Domestic
Sub-Premium 67

Table 26: Private Label Spirits Market in the US (2006-2007):
Sales in Volume (Thousand Cases) and Value (US$ Million) by
Product Type - Domestic Vodka, Rum, North American Whiskey,
Domestic Gin, Tequila, Imported Vodka, Domestic Brandy,
Scotch Whiskey, and Cognac 68

Table 27: Leading Domestic Beer Brands in the US (2006-2007):
Sales in US$ Million for Bud Light, Budweiser, Miller Lite,
Coors Light, Miller Genuine Draft, Budweiser Select, Coors,
IceHouse, Yuengling Traditional Lager, and Bud Ice 68

Table 28: Leading Individual Spirit Brands in the US
(2006-2007): Sales in US$ Million for Smirnoff Vodka, Bacardi
Rum, Captain Morgan Rum, Jack Daniels Whiskey, Absolut Vodka,
Jose Cuervo Tequila, Crown Royal Whiskey, Jim Beam Whiskey,
Skyy Vodka, and Baileys Cream Liqueur 69

Table 29: Leading Individual Wine Brands in the US
(2006-2007): Sales in US$ Million for Yellow Tail, Sutter
Home, Franzia, Woodbridge by Robert Mondavi, K-J Vintners
Reserve, Carlo Rossi, Beringer, Livingston Cellars, Clos Du
Bois, and Robert Mondavi Private Selection 69

Table 30: US Alcoholic Beverages Market Analysis by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy), White
Spirits (Vodka, Gin and Rum), Liqueurs & Other Specialties,
and Others Independently Analyzed with Annual Sales Figures
in Million Liters for Years 2004 through 2009 70

Table 31: US Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Product Group/Segment -
Brown Spirits (Whisky, Rum and Brandy), White Spirits
(Vodka, Gin and Rum), Liqueurs & Other Specialties, and
Others 70

Table 32: US Alcoholic Beverages Market Analysis by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy), White
Spirits (Vodka, Gin and Rum), Liqueurs & Other Specialties,
and Others Independently Analyzed with Annual Sales Figures
in US$ Million for Years 2004 through 2009 71

Table 33: US Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Product Group/Segment -
Brown Spirits (Whisky, Rum and Brandy), White Spirits
(Vodka, Gin and Rum), Liqueurs & Other Specialties, and
Others 71

1b. Canada 72
Overview 72
Influence of Brand Loyalty 72
Canadian Wine Industry 72
Liquor Boards in Canada 72
Wines Register Highest Sales Growth Among Alcoholic Drinks 72
Trends in Packaging 73
Trends in New Product Introductions 73
Trends in Distribution 73
Imports and Exports 73
Regulatory Overview 73
Regulations on Advertising 73
Regulations on Opening Hours 74
Regulations on Drunken Driving 74
Taxes on Wine 74
Taxation on Spirits 74
Contraband and Parallel Trade 74
Table 34: Whisky Market in Canada (2005): Value Sales in C$
Million by Product Category - Canadian Whisky, Blended Scotch
Whisky, Single Malt Scotch Whisky, Bourbon/Other US Whisky,
and Irish Whisky 75

Table 35: Major Whisky Brands in Canada (2005): Volume Sales
in Thousands of 9-Liter Cases for Crown Royal, Black Velvet,
and Canadian Mist 75

Table 36: Canadian Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others Independently Analyzed with Annual
Sales Figures in Million Liters for Years 2004 through 2009 76

Table 37: Canadian Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Product Group/Segment -
Brown Spirits (Whisky, Rum and Brandy), White Spirits
(Vodka, Gin and Rum), Liqueurs & Other Specialties, and
Others 76

Table 38: Canadian Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2004 through 2009 77

Table 39: Canadian Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Product Group/Segment -
Brown Spirits (Whisky, Rum and Brandy), White Spirits
(Vodka, Gin and Rum), Liqueurs & Other Specialties, and
Others 77

2. Japan 78
Overview 78
Market Trends 78
Growing Popularity of Spirits Used for Mixers and Cocktails 78
Growing Number of Women Consumers 78
Trends in Pricing 78
Trends in Packaging 78
Trends in Distribution 79
Regulatory Overview 79
Regulations on Advertising 79
Regulations on Opening Hours 79
Regulations on Drunken Driving 79
The Liquor Licensing Law 79
Taxation on Spirits 80
Impact of Contraband/Parallel Trade 80
Issues Concerning Alcohol Abuse 80
Table 40: Japanese Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others Independently Analyzed with Annual
Sales Figures in Million Liters for Years 2004 through 2009 80

Table 41: Japanese Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Product Group/Segment -
Brown Spirits (Whisky, Rum and Brandy), White Spirits
(Vodka, Gin and Rum), Liqueurs & Other Specialties, and
Others 81

Table 42: Japanese Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2004 through 2009 81

Table 43: Japanese Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Product Group/Segment -
Brown Spirits (Whisky, Rum and Brandy), White Spirits
(Vodka, Gin and Rum), Liqueurs & Other Specialties, and
Others 82

Table 44: Alcoholic Beverages Market in Japan (2005):
Percentage Breakdown of Production by Type - Beer, Happoshu,
and Sparkling Liquor 82

3. Europe 83
Overview 83
Per Capita Consumption and Expenditure in Western Europe 83
Per Capita Consumption and Expenditure in Eastern Europe 83
Table 45: Leading Duty-free Liquor Brands in Europe (2005):
Sales in Thousands of Nine-liter Cases for Johnnie Walker,
Absolut, Smirnoff, Bacardi, and Baileys 84

3a. Austria 84
Overview 84
Declining Overall Volume Sales 84
Major Growing Sub-Segments 84
Competitive Scenario 85
Trends in Distribution 85
Regulatory Overview 85

3b. Belgium 86
Overview 86
Premium Products Offset Declines in Whisky 86
Declining Genièvre Sales 86
Competitive Scenario 86
Trends in Distribution 86

3c. Bulgaria 86
Overview 86
Domestic Manufacturers Dominate 86
Packaging Trends 87
Trends in Distribution 87
Parallel and Contraband Trade: A Major Issue 87

3d. Czech Republic 87
Overview 87
High Consumption Levels 87
Competitive Scenario 87
Trends in Distribution 87
Regulatory Environment 88
Regulations on Advertising 88
Regulations on Opening Hours 88
Regulations Regarding Packaging and Label 88
Parallel and Contraband Trade 88

3e. Denmark 88
Overview 88
White Spirits: The Fastest Growing Segment 88
Trend towards Premium Products 88
Trends in Distribution 88
Regulatory Overview 88
Regulations on Advertising 88
Regulations on Drunken Driving 89
Taxation on Spirits 89
Parallel and Contraband Trade 89

3f. Estonia 89
Overview 89
Decline of Beer and Vodka Exports 89

3g. Finland 90
Overview 90
Spirits: A Controlled Sector 90
Trends in Distribution 90
Regulatory Overview 90
Regulations on Advertising 90
Regulations on Drunken Driving 90
Taxation on Spirits 90

3h. France 91
Overview 91
Whisky and White Spirits Drive Growth 91
Tequila Hit by the Agave Crisis 92
Cognac Enjoys Strong Growth 92
French Wine Producers Team Up to Introduce National Brand 92
Competitive Scenario 92
Trends in Pricing 92
Trends in Packaging 93
Trends in Distribution 93
Regulatory Overview 93
Regulations on Advertising 93
Regulations on Drunken Driving 93
Taxation on Distilled Spirits 93
Table 46: French Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs &
Other Specialties, and Others Independently Analyzed with
Annual Sales Figures in Million Liters for Years 2004
through 2009 94

Table 47: French Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others 94

Table 48: French Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs &
Other Specialties, and Others Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2004 through
2009 95

Table 49: French Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others 95

3i. Germany 96
Overview 96
Declining Consumption Levels 96
Soft Spirits Exhibit Declining Trend 96
Competitive Scenario 96
Table 50: Leading Players in the German Alcoholic Beverages
Market (2006): Sales in € Million for Radeberger Gruppe KG,
InBev deutschland GmbH, Brau Holding International GmbH &
Co.KgaA, Eckes spirituosen &wein GmbH, and Gorbatschow wodka
KG 97
Pricing Trends 97
Packaging Trends 97
Distribution Trends 98
Regulatory Overview 98
Regulations on Advertising 98
Regulations on Drunken Driving 98
Taxation of Spirits 99
Governmental Efforts to Curb Consumption Levels 99
Contraband and Parallel Trade: A Major Issue 99
Table 51: German Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others Independently Analyzed with Annual
Sales Figures in Million Liters for Years 2004 through 2009 100

Table 52: German Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Product Group/Segment -
Brown Spirits (Whisky, Rum and Brandy), White Spirits
(Vodka, Gin and Rum), Liqueurs & Other Specialties, and
Others 100

Table 53: German Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2004 through 2009 101

Table 54: German Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Product Group/Segment -
Brown Spirits (Whisky, Rum and Brandy), White Spirits
(Vodka, Gin and Rum), Liqueurs & Other Specialties, and
Others 101

3j. Greece 102
Overview 102
Female Consumers Drive Cream Liqueurs 102
The Seasonality Aspect 102
Global Players Dominate 102
Packaging Trends 102
Regulatory Overview 102
Regulations on Advertising 102
Regulations on Drunken Driving 102
Taxation on Spirits 102

3k. Hungary 103
Overview 103
Dominance of Domestic Products 103
Competitive Scenario 103
Packaging Trends 104
Regulatory Environment 104
Regulations on Advertising 104
Regulations on Drunken Driving 104
Parallel and Contraband Trade 104

3l. Ireland 104
Overview 104
Smirnoff: The Leading Vodka Brand 104
Bacardi Dominates White Rum 104
Tequila and Cream Liqueurs: Niche Sectors 105
Competitive Scenario 105
Trends in Distribution 105
Major Issues 105
Underage Drinking 105
Parallel and Contraband Trade 106
Regulatory Overview 106
Regulations on Advertising 106
Regulations on Opening Hours 106
Regulations on Drunken Driving 106
Taxation on Spirits 106

3m. Italy 107
Overview 107
Rising Popularity of Dark Rum 107
Declining Popularity of Flavored Vodka 107
Bourbon Witnessing Growth 107
Growing Trend towards Super-Premium Single Malt Products 107
Rising Popularity of Imported Brandy 108
Cognac Reflects Trends in Brandy 108
Liqueurs Still Popular 108
Competitive Scenario 108
Market Trends 109
Changing Consumption Patterns 109
Rising Trend Towards Low Alcohol Drinks 109
Pricing Trends 109
Packaging Trends 109
Trends in Distribution 109
Regulatory Overview 110
Regulations on Advertising 110
Other Regulations 110
Taxation on Spirits 110
Table 55: Italian Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs &
Other Specialties, and Others Independently Analyzed with
Annual Sales Figures in Million Liters for Years 2004
through 2009 111

Table 56: Italian Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others 111

Table 57: Italian Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs &
Other Specialties, and Others Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2004 through
2009 112

Table 58: Italian Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others 112

3n. Norway 113
Overview 113
Spirits Consumption: Fashion Driven 113
Popularity of Aquavit 113
Competitive Scenario 113
Packaging Trends 113
Trends in Distribution 113
Regulatory Overview 113
Regulations on Advertising 113
Regulations on Drunken Driving 113
Parallel and Contraband Trade 114

3o. Poland 114
Overview 114
Declining Volume Sales 114
Trend Towards Premium Products 114
Mixers, Cocktails and Other Spirits Remain Unpopular 114
Popularity of Nalewkas 114
Packaging Trends 114
Trends in Distribution 114
Regulatory Environment 115
Regulations on Advertising 115
Restrictions in On-trade Licensing 115
Regulations on Drunken Driving 115
Taxation on Spirits 115
Parallel and Contraband Trade 115

3p. Portugal 116
Overview 116
Blended Scotch Dominates the Whisky Sub-Segment 116
Single Malts Drive the Whisky Sub-Segment 116
Brandy and Cognac Exhibit Declining Trend 116
Competitive Scenario 116
Packaging Trends 116
Trends in Distribution 116

3q. Romania 116
Overview 116
Spirits Sales Decline 116
Branding Gains Acceptance 117
Local Manufacturers Dominate 117
Packaging Trends 117
Trends in Distribution 117
Parallel and Contraband Trade 117

3r. Russia 118
Overview 118
Russian Vodka Market Poised to Grow 118
Premium Products 118
Domestic Players Foray into Cream Liqueurs 118
Table 59: Alcoholic Beverages Market in Russia (2006):
Production in Decaliters by Product Type - Beer, Grape Wine,
Sparkling Wine, Brandy, and Fruit Wine 118
Competitive Scenario 118
Packaging Trends 119
Trends in Distribution 119
Regulatory Environment 119
Regulations on Advertising 119
Regulations on Opening Hours 119
Taxation on Spirits 119
Parallel and Contraband Trade 119
Table 60: Russian Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others Independently Analyzed with Annual
Sales Figures in Million Liters for Years 2004 through 2009 120

Table 61: Russian Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Product Group/Segment -
Brown Spirits (Whisky, Rum and Brandy), White Spirits
(Vodka, Gin and Rum), Liqueurs & Other Specialties, and
Others 120

Table 62: Russian Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2004 through 2009 121

Table 63: Russian Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Product Group/Segment -
Brown Spirits (Whisky, Rum and Brandy), White Spirits
(Vodka, Gin and Rum), Liqueurs & Other Specialties, and
Others 121

3s. Slovak Republic 122
Overview 122
High Consumption Levels 122
Spirits: Relatively Stable 122
Packaging Trends 122
Trends in Distribution 122
Regulatory Environment 122
Regulations on Advertising 122
Parallel and Contraband Trade 122

3t. Spain 123
Overview 123
Whisky: The Largest Variety 123
Dark Rum Exhibits Strong Performance 123
Vodka: Another Growth Driver 123
Traditional Spirits Losing Out 123
Sluggishness in Brandy Sales 124
Tequila: On-Trade Sales Drives Growth 124
Contrasting Trends in the Liqueurs Segment 124
Market Trends 124
Younger Consumers Drive Growth in Certain Sub-Segments 124
Healthy Economy Drives the Trend Towards Premium Products 125
Impact of Price Polarizations 125
Rising Trend towards Non-Alcoholic Habits 125
Pricing Trends 125
Packaging Trends 125
Trends in Distribution 125
Regulatory Overview 126
Regulations on Advertising 126
Regulations on Opening Hours 126
Taxation on Spirits 126
Table 64: Spanish Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs &
Other Specialties, and Others Independently Analyzed with
Annual Sales Figures in Million Liters for Years 2004
through 2009 127

Table 65: Spanish Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others 127

Table 66: Spanish Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs &
Other Specialties, and Others Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2004 through
2009 128

Table 67: Spanish Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others 128

3u. Sweden 129
Overview 129
Premium Products: The In-Thing 129
Influence of Fashion 129
Popularity of Traditional Drinks 129
Table 68: Beer Market in Sweden (2004-2006): Consumption in
Million Liters 129
Table 69: Beer Market in Sweden (2004-2006): Production in
Million Liters 129
Packaging Trends 130
Regulatory Overview 130
Regulations on Advertising 130
Regulations on Distribution 130
Regulations Regarding Opening Hours 130
Regulations on Drunken Driving 130
Parallel and Contraband Trade 130

3v. Switzerland 131
Overview 131
The Trend Towards Premium Products 131
Influence of Fashion 131
Packaging Trends 131
Trends in Distribution 131
Regulatory Overview 132
Regulations on Advertising 132
Regulations on Opening Hours 132
Regulations on Drunken Driving 132

3w. The Netherlands 133
Overview 133
Popularity of Jenever 133
Whisky: Premium Products Drive Growth 133
Liqueurs Exhibit Declining Trend 133
Rum Exudes Strong Performance 133
Vodka Entirely Imported 133
Remy Martin Leads Cognac 133
Competitive Scenario 134
Trends in Distribution 134
Regulations on Advertising 134
Regulations on Opening Hours 134
Regulations on Drunken Driving 134
Taxation on Spirits 134

3x. The United Kingdom 135
Overview 135
Demand for Organic Alcohol on Rise 135
White Spirits Market Scenario 135
Table 70: White Spirits Market in the UK (2006): Sales in
Million Pounds by Category - Vodka, Gin, White Rum, and
Others 135
Agave Crisis Restricts Tequila Growth 136
Other Liqueurs Dominate the Liqueurs Segment 136
Rum Exhibiting Declining Trend 136
Influence of Consumption Habits 136
Regional Variations in Consumption 137
Table 71: Alcoholic Beverages Market in the UK (2006-2007*):
Sales in £ Million by Product Type - Beer, RTDs, Wine, and
Spirits 137

Table 72: Beer and Cider Market in the UK (2006-2007): Sales
in £ Million by Product Type - Lager, Ale, Cider, and Stout 137
Competitive Scenario 137
Table 73: Alcoholic Drinks Market in the UK (2006): Value
Sales in Million Pounds by Category - Beer, Wine, White
Spirits, Cider, Dark Spirits, and Others 138
Packaging Trends 138
Major Issues 138
Contraband and Parallel Trade 138
Alcohol Abuse 139
Regulatory Environment 139
Regulations on Advertising 139
Regulations on Opening Hours 139
Regulations on Drunken Driving 139
Taxation on Spirits 140
Table 74: UK Alcoholic Beverages Market Analysis by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others Independently Analyzed with Annual
Sales Figures in Million Liters for Years 2004 through 2009 141

Table 75: UK Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Volume Sales by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others 141

Table 76: UK Alcoholic Beverages Market Analysis by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2004 through 2009 142

Table 77: UK Alcoholic Beverages Market (2005 & 2009):
Percentage Breakdown of Dollar Sales by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others 142

3y. Turkey 143
Overview 143
Tourism Drives Market Growth 143
Raki: The Largest Variety 143
Bourbon Exhibits High Growth 143
Vodka Dominates White Spirits 143
Trends in Distribution 143
Regulatory Overview 143
Regulations on Distribution 143
Regulations on Advertising 144
Regulations on Opening Hours 144
Regulations on Drunken Driving 144
Taxation on Spirits 144
Parallel and Contraband Trade 144

3z. Ukraine 144
Overview 144
Exports of Alcohol Wanes 144
Popularity of Vodka 144
Robust Brandy Sales 145
Illegal Spirits: A Major Issue 145
Packaging Trends 145
Trends in Distribution 145
Regulatory Environment 146
Regulations on Advertising 146
Taxation on Spirits 146
Parallel and Contraband Trade 146

4. Asia-Pacific 147

4a. Australia 147
Overview 147
Whisky: The Largest Sub-Segment 147
Vodka Drives White Spirits 147
Factors Inhibiting Growth 147
Market Trends 148
Consolidation of Retail Business 148
Trends in Distribution 148
Regulatory Overview 148
Regulations on Advertising 148
Regulations on Drunken Driving 148
Regulations on Legal Age for Drinking 148
Taxation on Distilled Spirits 148
Table 78: Australian Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs &
Other Specialties, and Others Independently Analyzed with
Annual Sales Figures in Million Liters for Years 2004
through 2009 149

Table 79: Australian Alcoholic Beverages Market (2005 &
2009): Percentage Breakdown of Volume Sales by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others 150

Table 80: Australian Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Spirits (Vodka, Gin and Rum), Liqueurs &
Other Specialties, and Others Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2004 through
2009 150

Table 81: Australian Alcoholic Beverages Market (2005 &
2009): Percentage Breakdown of Dollar Sales by Product
Group/Segment - Brown Spirits (Whisky, Rum and Brandy),
White Spirits (Vodka, Gin and Rum), Liqueurs & Other
Specialties, and Others 151

4b. New Zealand 151
Overview 151
Consumer Awareness Impacts Sales of High Alcohol Spirits 151
Factors Inhibiting Growth 151
Competitive Scenario 152
Regulatory Environment 152
Regulations on Advertising 152
Regulations on Opening Hours 152
Regulations on Drunken Driving 153
Table 82: Wine Exports from New Zealand (2005): Percentage
Breakdown by Region Country - UK, USA, Australia, and Others 153

5. Asia 153
Overview 153
Per Capita Consumption and Expenditure 153

5a. China 154
Overview 154
Parallel Trade Restricts Growth of Imported Brands 154
Highly Fragmented Market 155
Imported Spirits Exhibit Declining Trend 155
Low/Non-Alcohol Drinks - Major Threat to Spirits Market 155
Sales of Imported Spirits Reflect Regional Development 155
Per Capita Consumption High in Northern Regions 155
Glass Dominates the Spirits Packaging Market 156
Distribution Scenario 156

5b. Hong Kong 156
Overview 156
Impact of Shift in Consumer Preferences 156
Cognac: Ideal During Special Celebrations 156
Competitive Scenario 156
High Duties Affect Premium Products 156
Packaging Trends 157
Trends in Distribution 157
Regulatory Overview 157
Regulations on Advertising 157
Regulations on Intoxicated Driving 157
Taxation on Spirits 157
Illegal Trade 157

5c. India 157
Overview 157
White Spirits Exhibit High Growth 158
Other Spirits: A Large But Unorganized Sector 158
Whisky: The Largest Sub-Segment 158
Shift in Consumer Preferences 159
Domestic Players Lead the Market 159
North and South - Major Markets 159
Packaging Trends 159
Rising Popularity of Smaller Packs 160
Trends in Distribution 160
Regulatory Overview 160
Regulations on Advertising 160
Restrictions on Distribution 161
Regulations on Drunken Driving 161
Taxation on Spirits 161
Taxes Differ from State to State 161
Parallel Trade Thrives Due to Unaffordable Products 162
Table 83: Indian Alcoholic Beverages Market Analysis by
Product Group/Segment - Brown Spirits (Whisky, Rum and
Brandy), White Sp