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SUMMARY
This Intelligence set represents excellent value for money. It includes
just-drinks' exclusive Global market review of malt whisky, along with
profiles of five major players in the drinks market, namely, Diageo plc,
Pernod Ricard SA, Sapporo Holdings - Beverages segment, LVMH - Wine & Spirits
and Takara Holdings Inc.
This 2006 edition of just-drinks malt whisky report has been written by Dave
Broom, and provides malt whisky estimates by total volume for the major
markets from 2000 to 2011. It examines the current state of play within the
malt whisky category and discusses how distillers and brand owners are facing
up to the next step-change in malt's evolution; from sector to category and
from product to brand. The report looks at the dilemma faced by brands in the
UK where supermarkets rather than brand owners have dictated marketing
strategies.
The author spoke with over 20 leading industry executives in producing this
report. The extracts of their interviews provide unique viewpoints on the
state of the industry, including executive commentary.
Malt whisky has been the most robust sector within Scotch whisky for over a
decade and although it still makes up a small percentage of overall Scotch
volumes (a maximum of 10% volume overall) its share of voice is considerably
higher. Neil Macdonald, malts marketing director at Chivas Bros: "The UK is
undoubtedly competitive and we have to fight for space but I do think we have
turned a corner and although price promotion is inevitable we are trying to
wean consumers away from it. We have managed to move The Glenlivet pricing up
and since the breaking of the GBP20 barrier the category appears to have moved
up. Certainly, GBP22.99 is a better position to be in than GBP19.99."
Market coverage includes the major markets of France, US, UK, other markets
including: Spain, Italy, Nordic Markets and Japan and emerging markets:
Taiwan, China and India.
TABLE OF CONTENTS
Introduction
Chapter 1 The markets
- United Kingdom
- A funny kind of year
- Beating the addiction
- Living in a post-mature market
- The post-mature consumer
- Potential withdrawal of brands?
- United States
- State of market
- Lack of maturity?
- Is the premium consumer the malt consumer?
- Engagement strategies
- Will malt tip?
- France
- Ripples across the Channel
- The land of connoisseurs?
- Difficulty of communication
- The old and the new
- Living with the malt maniacs
- Other markets
- Spain
- Italy
- Nordic markets
- Japan
- Emerging markets
- Taiwan
- China
- India
Chapter 2 Malt at the crossroads: the different strategies for creating a brand
- Malt as luxury
- Divergence of message
- The consumer
- Education
- A global consumer?..
- ...or a disparate one?..
- ...a luxury consumer?
- ...the maven?
- Will malt tip?
- Does malt want to tip?
- Is the door closing?
Chapter 3 Market and brand forecasts
List of tables
- Table 1: The top ten brands in United Kingdom ranked by 2005 total market
volume
- Table 2: Malt whisky total UK volume, 2000-2004 ('000 nine-litre cases)
- Table 3: The top ten brands in United States ranked by 2004 total market
volume
- Table 4: Malt whisky total US volume, 2000-2004 ('000 nine-litre cases)
- Table 5: The top ten brands in France ranked by 2004 total market volume
- Table 6: Malt whisky total volume in major markets, 2000-2011 ('000s
nine-litre cases)
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