It’s a tale of two extremes in the spirits market. At one end, sales of premium spirits are flying, boosted by eye-catching brand extensions such as Smirnoff Gold vodka featuring edible pieces of 23 carat gold, and Bacardi Gold rum with an abv increase from 37.5% to 40%.
At the other end of the market, brands such as Green Mark vodka are busy lowering their abv to keep their prices down, which – coupled with a double-digit spike in featured-space promotions – means cheaper brands are performing strongly, often at the expense of own label.
This growing polarisation reflects grocery shopping trends more generally, with premium retailers and discounters thriving while supermarkets in the middle are feeling increasingly squeezed. But will strong performances at either end of the market be enough to keep the overall sector in growth long term?
Look no further for crucial data, figures and analysis. Our exclusive and thorough report examines the recent rise and fall of hot desserts, asks if brand makeovers are enough to stimulate interest and looks at NPD within the category.
You can purchase our Spirits Category Report 2014 above. Alternatively, it is available free to existing subscribers.
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