●Don’t let Grouse’s growth fool you. Blended Scotch is struggling. It is the only major spirit in decline.
● Grouse’s gains have been to the detriment of its blended rivals – note that three of the five biggest losers in spirits are Scotch whiskies – and are not incremental. Grouse’s core Famous line delivered most growth, driven by a 3.3% fall in price arising from fierce deals at Christmas and Father’s Day.
● Diageo’s Smirnoff and Gordon’s are growing thanks to a combination of shrewd featured space deals on litre bottles at key trading periods and activity aimed at cashing in on the trend for cocktails at home.
● Gin’s huge growth is also thanks to smaller brands, says Kantar analyst Roy Mattar. “Luxury spirits, especially gin, remain in a strong position,” he adds.
Source: Kantar Worldpanel 52 w/e 21 May 2017