Global Distilled Spirits Market - Insights
Distilled spirits are a class of alcoholic beverage obtained from distillation of mixture produced from alcoholic fermentation. The distillation process primarily increases the alcohol content and reduces the dilution by components such as water. This results in higher alcohol content in distilled spirits compared to brewed beverages. The minimum alcohol content in distilled spirit is 20% by volume and is therefore called hard liquor. However, the minimum alcohol content in wine, cider and beer is less than 10% by volume, therefore the drinks are not classified as spirits.
The increasing demand for alcoholic beverages among steadily growing adult and young demographic worldwide, is major factor propelling growth of the market. Moreover, rise in number of distribution channels such as outlets in airports, online sales, and separate counters for females fuel demand for alcoholic beverages, which in turn boosts the global distilled spirits market growth. R&D in manufacturing of distilled spirits plays an important role in the distilled spirits market, as demand for these products largely depends on changing taste and preferences of consumers.
However, stringent government regulations in several economies such as ban on advertisement of alcoholic beverages in public places and limited, permissible consumption of these products are the factors hindering growth of the distilled spirits market.
In terms of revenue, Europe dominated the distilled spirits market in 2016 and accounted for a share of 45%. This dominance is majorly due to the extensive consumption of alcoholic beverages and the steadily growing young population (0 to 14 years old) or working population (15 to 64 years old) in the region. According to the Eurostat-European Commission, in 2016, young people made up 15.6% and the working age population accounted for 65.3% of the total population in the region. Whereas, the geriatric population (aged 65 or over) has a small share of only 19.2%. In addition to this, according to the World Health Organization Europe (WHO), in 2012, adults had consumed three alcoholic drinks per day on average and 12.5 liters of pure alcohol equivalent per year on average was consumed in Europe in 2012. This high consumption of alcoholic beverages is thereby, aiding to the market growth of distilled spirits.
Asia Pacific is anticipated to be the fastest growing market for distilled spirits, witnessing the highest CAGR, during the forecast period (2017 - 2025). Major factors propelling the growth of this market include the steadily increasing demand for the alcoholic beverages and the rising consumption of alcohol in the emerging economies including India and China. According to Coherent Market Insights, in China, the sales of imported spirits have grown to almost four times in the last ten years. In addition to this, the high demand for the local white spirit, commonly known as baijiu is further aiding to the market growth of distilled spirits in China. According to the data provided by National Center for Biotechnology Information (NCBI) in 2017, around 70% of the total alcoholic beverages consumed annually in China, is in the form of spirits.
Figure1. Global Spirits Market Share, By Product, 2016
Source: Coherent Market Insights (2017)
Based on product, the market is segmented into whiskey, vodka, rum, gin, tequila, brandy and others. Vodka segment dominated the distilled spirits market in 2016. This dominance is due to the increasing demand for the premium and super-premium categories of vodka. Premium range of vodkas contain high-quality water this in turn, differentiates them from the regular varieties.
Based on the distribution channel, the distilled spirits market is segmented into supermarkets, hypermarkets, specialty stores, drug stores, online and others. The marketing strategies of these beverages is changing rapidly. According to WHO, alcoholic beverages marketing is not only restricted to traditional media including television and radio but also utilizes the direct marketing technologies including podcasts and internet.
Major players operating in the global distilled spirits market include Diageo plc, Pernod-Ricard SA, Constellation Brands Inc., Brown-Forman Corporation, Remy Cointreau SA, Marie Brizard Wine & Spirits, Lapostolle SA and Berentzen-Gruppe AG.