Spirits Market

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  1. Is the wine or spirits market larger?
    • Spirits: 20 billion 9-liter cases (more drinks)
    • Wine: 28 billion 9-liter cases (more volume)
  2. Which regions sell the most spirits
    • Asia Pacific: over half, increasing
    • Europe: x, declining
    • Latin America: x, flat
    • North America: x, increasing, esp. premium
  3. What spirits sell the most
    • Local spirits: baijiu (China), soju (Korea), Indian made foreign liquors
    • International spirits: some consider Cachaca a local spirit
    • vodka (1/4 volume of local spirits)
    • rum
    • brandy (exc. Cognac)
    • Scotch Whisky
    • liqueurs,
    • gin
    • whiskies other than Scotch
    • Tequila
    • Cognac
  4. Are the top selling spirit brands consistent from year to year?
    Yes (rank but not volume)
  5. Name the top 10 consumers of all spirits (local and international)
    • China
    • India
    • South Korea
    • Japan (6 int'l)
    • Thailand
    • Philippines
    • Russia
    • USA (1 int'l)
    • Brazil
    • Germany (3 int'l)
  6. Name the top brands of local spirits
    • Jinro soju (2 x Smirnoff)
    • Lotte soju
    • Emparador brandy (Philippines)
    • Tanduay rum (Philippines)
    • Pirassununga 51 cachaca
    • Officers' Choice Indian whisky
    • McDowell's No. 1 Indian whisky
    • Bagpiper Indian whisky
    • McDowell's No. 1 Celebration Indian rum
    • Red Star Er Guo Tou baijiu
  7. Name the top brands of international spirits
    • Smirnoff vodka
    • Bacardi rum
    • Johnnie Walker Scotch whisky
    • Absolut vodka
    • Jack Daniel's Tennessee whiskey
    • Captain Morgan rum
    • Nemiroff vodka
    • Bailey's Irish Cream liqueurs
    • Jagermeister bitters
    • Ballantine's Scotch whisky
  8. Name the top 10 consumers of international spirits
    • USA (8 total)
    • UK
    • Germany (10 total)
    • Spain
    • Canada
    • France
    • Japan (4 total)
    • South Africa
    • Italy
    • Argentina
  9. Name 5 growth trends (and 1 mature trend)
    • premium in North America: US and Irish whiskey, Ciroc, Grey Goose, Skyy vodkas
    • emerging markets for Int'l spirits: Brazil, China, India, Indonesia, Korea, Russia, Nigeria, Ghana
    • super-premium in travel retail: Europeans for inexpensive, others for luxury, exclusive, limited edition
    • spirits with a story: PDO/PGI (Scotch, Cognac, Plymouth gin), country of origin (Russia), Craft production
    • ready to drink (RTD): Jack Daniel's/cola in a can, Smirnoff cocktails bag-in-box, pay for convenience, don't pay high initial cost
    • Western Europe: mature, focus on reducing costs
  10. Discuss risks with emerging markets
    • Brazil: decline in disposable income
    • Russia: problematic route to market, tightened advertising
    • India: very high tariffs on imports
    • China: slowing economy; curbing lavish state banquets and gift giving
    • All: need local company to navigate complexity of routes to market
  11. Name the 6 largest spirits companies and their brands
    • Diageo: Scotch (Johnnie Walker, J&B Rare, Buchannan's, Windsor), Irish (Bushmills),Canadian (Crown Royal), Vokda (Smirnoff, Ciroc, Ketel One), Gin (Tanqueray), Rum (Captain Morgan, Zacapa), Liqueur (Bailey's), Tequila (Don Julio), Cognac (own's 34% Moet Hennessey)
    • Pernod Ricard: Icon (Absolut, Chivas Regal), Premium (Ballantiune's, Picard, Jameson, Malibu, Beefeater, Kahlua, Havana Club), Prestige (Martel Cordon Bleu Cognac, Glenlivit, Royal Salute blended Scotch), Local (Scotch and Indian whiskies, vodkas, rum and flavored spirits)
    • Bacardi (family-owned): Core (Bacardi, Grey Goose, Bombay Sapphire, Cazadores Tequila, Eristoff vodka, Dewar's), Non-Core (Otard Cognac, Benedictine liqueur, Aberfeldy Scotch)
    • Moet Hennessy (66% LVMH, 34% Diageo): Hennessy Cognac, Glenmorangie, Ardbeg, Belvedere vodka, 10 Cane, Wenjun (Chinese white spirit)
    • Brown-Forman: Jack Daniel's, Finlandia, Canadian Mist, Bourbon (Early Times, Woodford Reserve), Tequila (Herradura, el Jimador, Pepe Lopez), Liqueur (Southern Comfort, Chambord)
    • Beam (breakup of Fortune Brands): Power brands (Jim Beam, Maker's Mark, Courvoisier, Teacher's, Candanian Club, Sauza), Rising Stars (Cooley Irish Whisky, Laphroaig, Cru@n rum, Pucker flavored vodka, Sauza Hornitos, Effen, Knob Creek, Skinnygirl), Local jewels (De Kuyper liquers, DYC Spanish Whiskey, Larios Gin), Volume drivers (Ron Rico rum, Gilbey's gin)

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Spirits Market
2014-10-12 23:01:59

WSET Diploma Unit 4 - Spirits
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