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Global Gin Insights

About this reportWe’ve taken a fresh look at how to deliver spirits category insight. This reports series is focused on providing data with meaning, backed up with actionable insights.Discover the essentials for your business, and what will drive profit and growth. Gain the most important global strategic insight, and quickly. Grab the facts and use them - instantly.

Use this report to gain a global view on the category with its:• top-down world drivers of leading markets, consumers and product

innovation;• future category growth hotspots - visualised;• top markets, brands, owners - ranked by volume and value;• insider information from leading brand owners;• Essential insight - in one quick-to-use package.

A trained newspaper journalist, Richard Woodard has been writing about the wine and spirits industries since 2000, including stints as editor of Wine & Spirit International, The Drinks Bulletin and The Spirits Business.

He is a regular freelance contributor to a wide range of trade and consumer drinks magazines and websites, and has been writing regularly for just-drinks since 2006, including a monthly column on the international white spirits sector.

Richard Woodard

Jose Luis has been with the IWSR since December 2000. In this time he has covered every continent for our research.

Due to his vast experience and knowledge Jose Luis is tasked with ensuring our research is of the highest quality and continues to improve each year. Currently Jose Luis covers the North African, Caribbean, South American and major Asian markets for us.

Jose Luis Hermoso

Alex has been with the IWSR for 15 years and has reported from all corners of the globe. He has a wide contact base and deep understanding of the global markets having written about the alcohol industry for 24 years.

Before joining the IWSR, Alex worked for Shanken International in London and New York and UPI on Capitol Hill.

Alexander Smith

About our analysts

Table of contentsWorld view dashboard ..........................................................................................................................1

Market conditions .................................................................................................................................2

Market key views ...................................................................................................................................3

Future category prospects ................................................................................................................... 6

Consumer drivers ..................................................................................................................................8

Consumer key views .............................................................................................................................9

Product innovation ................................................................................................................................10

Brands and owners ...............................................................................................................................12

EUROPE ..................................................................................................................................................19

Spain .......................................................................................................................................................20

United Kingdom .....................................................................................................................................24

France .....................................................................................................................................................28

Central/Northern Europe ......................................................................................................................32

Italy .........................................................................................................................................................40

Nordics ...................................................................................................................................................44

Turkey .....................................................................................................................................................49

Russia/Eastern Europe .........................................................................................................................52

THE AMERICAS .....................................................................................................................................56

United States .........................................................................................................................................57

Mexico ....................................................................................................................................................61

AFRICA ...................................................................................................................................................65

South Africa/ .........................................................................................................................................66

Sub-Saharan Africa ...............................................................................................................................66

ASIA-PACIFIC .........................................................................................................................................70

The Philippines ......................................................................................................................................71

India ........................................................................................................................................................75

Australia and New Zealand .................................................................................................................. 79

Travel retail .............................................................................................................................................86

Usage and copyright statements ........................................................................................................ 90

List of tables & figures

Top 20 markets for gin, 2009-2013 (‘000s nine-litre cases) .............................................................. 4

Top 20 global brands & owners’ volumes, 2009-2013 (‘000s nine-litre cases) ............................... 15

Top 20 global brands & owners’ retail values, 2009-2013 (‘000s US$) ............................................ 17

Top companies in Spain, retail value (000’s US$, ‘09 and ‘13 % share) ........................................... 21

Gin brands in Spain, 2009-2013 (‘000s nine-litre cases) ................................................................... 22

Gin brands in Spain (% Share 2009) .................................................................................................... 23

Gin brands in Spain (% Share 2013) ..................................................................................................... 23

Top companies in United Kingdom, retail value (000’s US$, ‘09 and ‘13 % share) ......................... 25

Gin brands in United Kingdom, 2009-2013 (‘000s nine-litre cases) ................................................. 26

Gin brands in United Kingdom (% Share 2009) .................................................................................. 27

Gin brands in United Kingdom (% Share 2013) ................................................................................... 27

Gin brands in France, 2009-2013 (‘000s nine-litre cases) ................................................................. 29

Gin brands in France (% Share 2009) .................................................................................................. 30

Gin brands in France (% Share 2013) ................................................................................................... 30

Top companies in France, retail value (000’s US$, ‘09 and ‘13 % share) ......................................... 31

Gin brands in Austria, 2009-2013 (‘000s nine-litre cases) ................................................................. 33

Gin brands in Austria (% Share 2009) .................................................................................................. 34

Gin brands in Austria (% Share 2013) .................................................................................................. 34

Top companies in Germany, retail value (000’s US$, ‘09 and ‘13 % share)...................................... 35

Gin brands in Germany, 2009-2013 (‘000s nine-litre cases) .............................................................. 36

Gin brands in Germany (% Share 2009) ............................................................................................... 37

Gin brands in Germany (% Share 2013) ............................................................................................... 37

Gin brands in Switzerland, 2009-2013 (‘000s nine-litre cases)......................................................... 38

Gin brands in Switzerland (% Share 2009) .......................................................................................... 39

Gin brands in Switzerland (% Share 2013) .......................................................................................... 39

Top companies in Italy, retail value (000’s US$, ‘09 and ‘13 % share) .............................................. 41

Gin brands in Italy, 2009-2013 (‘000s nine-litre cases) ...................................................................... 42

Gin brands in Italy (% Share 2009) ....................................................................................................... 43

Gin brands in Italy (% Share 2013) ....................................................................................................... 43

Gin brands in Denmark, 2009-2013 (‘000s nine-litre cases) ............................................................. 45

Gin brands in Denmark (% Share 2009) ............................................................................................... 46

Gin brands in Denmark (% Share 2013) ............................................................................................... 46

Gin brands in Sweden, 2009-2013 (‘000s nine-litre cases) ............................................................... 47

Gin brands in Sweden (% Share 2009) ................................................................................................ 48

Gin brands in Sweden (% Share 2013) ................................................................................................. 48

Gin brands in Turkey, 2009-2013 (‘000s nine-litre cases) .................................................................. 50

Gin brands in Turkey (% Share 2009) ................................................................................................... 51

Gin brands in Turkey (% Share 2013) ................................................................................................... 51

Top companies in Russia, retail value (000’s US$, ‘09 and ‘13 % share) ......................................... 53

Gin brands in Russia, 2009-2013 (‘000s nine-litre cases) ................................................................. 54

Gin brands in Russia (% Share 2009) .................................................................................................. 55

Gin brands in Russia (% Share 2013) ................................................................................................... 55

Top companies in United States, retail value (000’s US$, ‘09 and ‘13 % share) .............................. 58

Gin brands in United States, 2009-2013 (‘000s nine-litre cases) ...................................................... 59

Gin brands in United States (% Share 2009) ....................................................................................... 60

Gin brands in United States (% Share 2013) ....................................................................................... 60

Top companies in Mexico, retail value (000’s US$, ‘09 and ‘13 % share) ........................................ 62

Gin brands in Mexico, 2009-2013 (‘000s nine-litre cases) ................................................................ 63

Gin brands in Mexico (% Share 2009) .................................................................................................. 64


Top companies in South Africa, retail value (000’s US$, ‘09 and ‘13 % share) ............................... 67

Gin brands in South Africa, 2009-2013 (‘000s nine-litre cases) ....................................................... 68



Top companies in The Philippines, retail value (000’s US$, ‘09 and ‘13 % share) .......................... 72

Gin brands in The Philippines, 2009-2013 (‘000s nine-litre cases) .................................................. 73

Gin brands in Philippines (% Share 2009) ........................................................................................... 74

Gin brands in Philippines (% Share 2013)............................................................................................ 74

Top companies in India, retail value (000’s US$, ‘09 and ‘13 % share) ............................................ 76

Gin brands in India, 2009-2013 (‘000s nine-litre cases) .................................................................... 77

List of tables & figures

Gin brands in India (% Share 2009) ...................................................................................................... 78

Gin brands in India (% Share 2013) ...................................................................................................... 78

Top companies in Australia, retail value (000’s US$, ‘09 and ‘13 % share) ..................................... 80

Gin brands in Australia, 2009-2013 (‘000s nine-litre cases).............................................................. 81

Gin brands in Australia (% Share 2009) ............................................................................................... 82

Gin brands in Australia (% Share 2013) ............................................................................................... 82

Top companies in New Zealand, retail value (000’s US$, ‘09 and ‘13 % share) .............................. 83

Gin brands in New Zealand, 2009-2013 (‘000s nine-litre cases) ....................................................... 84

Gin brands in New Zealand (% Share 2009) ........................................................................................ 85

Gin brands in New Zealand (% Share 2013) ........................................................................................ 85

Top companies in travel retail, retail value (000’s US$, ‘09 and ‘13 % share) .................................. 87

Gin brands in travel retail, 2009-2013 (‘000s nine-litre cases) .......................................................... 88

Gin brands in travel retail (% Share 2009) ........................................................................................... 89

Gin brands in travel retail (% Share 2013) ........................................................................................... 89

World view dashboardAmericas

Travel retail

Africa & Middle East Europe CIS Asia Pacific

XXXX

XXXXXXXXXXXXXXXXXXXX

1. XXXX2. XXXX3. XXXX






XXXX

XXXX

XXXX XXXX XXXX XXXXFASTEST GROWING BRAND

TOP BRANDS

CAGR

Market conditionsA broadly flat global market: The global gin market amounted to 45.3m nine-litre cases in 2013 (domestic and travel retail). At first glance, gin’s global performance over the last decade looks unremarkable: if we exclude the Philippines, where cheap local juniper-flavoured spirit Ginebra San Miguel has shed 12m cases since 2003, the market would be broadly flat over the period.

Quote

Quote

Bulldog Gin chief marketing officer Bob Beleson

Hayman Distillers director Miranda Hayman

Review

We summarise the global market situation, product innovation and consumer drivers

Insight

We highlight salient points gained from our drinks analysts’ many years of industry experience

Future

In as few words as possible, we outline the short-term outlook across markets, product innovation and consumer drivers

Strategy

We aim to convey what this insight means for you and summarise recommended future strategy

Market key views

Top 20 markets for gin, 2009-2013 (‘000s nine-litre cases)Source: IWSR

Rank Market 2009 2010 2011 2012 2013 % CAGR

1 XXXX XXXX XXXX XXXX XXXX XXXX XXXX




















Future category prospects

xxxx xxxx xxxx

BelgiumCanadaGermany

JapanSpainUK

Quote

Quote


Hayman Distillers director Miranda Hayman

Future category prospects

Global retail value of gin XXXX last year.

Main contributors to XXXX

United KingdomUnited StatesSpain

Consumer driversWhat goes around... The theory of generational cycles could help explain gin’s revival. Younger drinkers tend to reject drinks enjoyed by their parents and, just as Baby Boomers adopted vodka to distinguish themselves from their parents’ love of gin and whisky, so millennials are now showing signs of returning to gin (and, indeed, whisky).

Quote

Quote


Caorunn Gin global brand manager Ibolya Bakos-Tonner

Review


Insight


Future


Strategy


Consumer key views

Premium on the up: Premium gin enjoyed a respectable 4% CAGR between 2008 and 2013, led by Bombay Sapphire and Tanqueray – and was up 7% in 2013. Other notable and emerging premium brands include Bulldog and Broker’s. The US accounts for 53% of premium consumption, while the UK has 10% and Spain 5%.

A growing appetite for luxury gin: Super-premium had a five-year CAGR of 32%, led by Hendrick’s and Tanqueray Ten, and supported by Martin Miller’s, Citadelle, London No. 1 and G’Vine. The US leads super-premium gin consumption with a 37% share, followed by Spain at 24% and the UK at 11.2%.

Differentiating through botanicals: Producers are evolving gin’s traditional, juniper-led botanical formula. Hendrick’s, for instance, uses cucumber and rose petals, while Beefeater 24 has Japanese sencha tea. Whitley Neill’s African botanical mix includes baobab fruit and Cape gooseberries.

Product innovation

Quote

Quote

Diageo global white spirits portfolio director Peter Fairbrother

Chivas Brothers international marketing director Eric Benoist

Review


Insight


Future


Strategy


Product key views

Diageo

Diageo is the largest gin producer with a XXXshare of the global market (duty free and domestic, excluding low-priced brands), or XXX cases.

Super-premium Tanqueray has seen modest growth, rising by a CAGR of XXX from 2008 to 2013 to just over XXX cases. The US remains by far the brand’s largest market following a XXX rise in 2013 to 1.33m cases. It has also enjoyed significant growth in Spain, with a XXX five-year CAGR to XXX cases to 2013. Tanqueray’s recent performance in Canada and the UK has partially helped to offset earlier sales dips in the US.

Brands and owners

Bacardi

Bacardi, the third-largest gin producer, had sales of 2.87m cases in 2013, giving it a XXX share of the market.

Bombay Sapphire has been one of the most successful brands in the global marketplace, posting a XXX CAGR between 2008 and 2013 to reach XXX cases. Moreover, it is broad-based: sales in the US surpassed the 1m-case mark in 2013 (duty free and domestic), while sales in its next-largest market – the UK – enjoyed high single-digit growth between 2012 and 2013. The brand also performs strongly in travel retail, where it overtook previous market leader Gordon’s in 2012.

Brands and owners

QUOTEQUOTE

QUOTE

Hayman Distillers director Miranda HaymanBeefeater global brand director Paco Recuero

Caorunn Gin global brand manager Ibolya Bakos-Tonner

Top 20 global brands & owners’ volumes, 2009-2013 (‘000s nine-litre cases)Source: IWSR

Rank Brand Owner Volume 2009 Volume 2010 Volume 2011 Volume 2012 Volume 2013 % CAGR % Share Volume 2013

1 XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX




















Top 20 global brands & owners’ retail values, 2009-2013 (‘000s US$)Source: IWSR

Rank Brand Owner Retail Value 2009

Retail Value 2010

Retail Value 2011

Retail Value 2012

Retail Value 2013 % CAGR % Share Value

2013





















EUROPE

With more than one-third of the global gin market and a mix of mature and emerging markets, Europe is arguably the most exciting region for the category in 2014.

SpainTotal gin sales (excluding travel retail) climbed by 5% to just under 3.6m cases in 2013. Gin is virtually the only spirits category to post growth over the past five years – and that despite the deep recession.

Top companies in Spain, retail value (000’s US$, ‘09 and ‘13 % share)Source: IWSR

Owner 2009 2010 2011 2012 2013 % Share 09 % Share 13

XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX






Source: IWSR

Top companies in Spain, retail value

0.000.000.000.000.000.000.000.000.000.000.00

2009 2010 2011 2012 2013

XXXX XXXX XXXX XXXX XXXX

Gin brands in Spain, 2009-2013 (‘000s nine-litre cases)Source: IWSR

Brand 2009 2010 2011 2012 2013

XXXX XXXX XXXX XXXX XXXX XXXX











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Copyright statement

© 2014 All content copyright Aroq Limited and The IWSR. All rights reserved.This report is the product of extensive research work. It is protected by copyright under the Copyright, Designs and Patents Act 1988. The authors of Aroq Limited’s and The IWSR’s research reports are drawn from a wide range of professional and academic disciplines. The facts within this report are believed to be correct at the time of publication but cannot be guaranteed. All information within this study has been reasonably verified to the author’s and publisher’s ability, but neither accept responsibility for loss arising from decisions based on this report.

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