Pulse Report Alcohol Q1 2014

PULSE REPORT
IRI Pulse Report Alcohol

Welcome to the Pulse Q1 2014 edition for alcohol. We hope you find
it useful. Please do not hesitate to contact us if you have any
questions or comments at !."ar#etin$%IRI&orld&ide.com.
Q1 2014
IRI&orld&ide.eu
PULSE REPORT
A'out the Report
2
(his alcohol report is one of 10 super cate$ory reports desi$ned to sho& a hi$h)level
comparison and analysis for retail mar#ets across ma*or countries in urope.
(his report contains data $athered from around urope. (his mar#et &as split into the
follo&in$ cate$ories+ 'eer, cider, &ine, spirits, fortified &ines and alcoholic soft drin#s.
(he report hi$hli$hts #ey metrics, such as total sales fi$ures, mar#et trends, cate$ory
share and &inners and losers for urope and individual countries.
(he data has 'een sourced from IRI retail data'ases and urostat, the statistical 'ranch of
administration for the uropean -ommission.
(he countries included in the report are+ .rance, /ermany, Italy, the 0etherlands, 1pain
and the !2.
(he mar#et channels used for each country in this report are as follo&s+
Country Channels used
!2 3ypermar#ets, supermar#ets, dru$ stores and impulse outlets
1
3ypermar#ets, supermar#ets, hard discounters, and dru$ stores,
includin$ the -anary Islands
4 3ypermar#ets, supermar#ets, hard discounters and dru$ stores
05 3ypermar#ets, supermar#ets, hard discounters and dru$ stores
I(
3ypermar#ets, supermar#ets, small self service, hard discounters and
dru$ stores
.R
3ypermar#ets and supermar#ets
.or analytical purposes, the data sourced from availa'le retail data'ases has 'een
consolidated to provide consistent results. 3o&ever, for some countries it has not 'een
possi'le to source data pertainin$ to certain cate$ories. Where this is the case, it has 'een
documented in the notes section found at the end of the report.
PULSE REPORT
6n the Radar
3
POPULATION IN
ILLIONS
UNEPLO!ENT
"#$
A%ERA&E 12
ONT'
IN(LATION
RATES &)P IN ILLIONS "*$
7an.
2012
7an.
2018
1ep.
2018
Avera$e
2012
1ep.
2018
Avera$e
2012
2012
9stimate:
2018
9stimate:
(ran+e ,-.3 ,-., 11.1 10.2 /1.2 /2.- 200320212 200-103-3
&er4any 30.3 30.- -.2 -.- /1.3 /2.4 20,440200 20,140411
Italy -1.3 -1., 12.- 10.2 /1.3 /3.- 10-,-011, 10-,30333
Netherlands 1,.2 1,.3 2.0 -.3 /3.1 /2.3 ,000,33 ,0404-1
S5a6n 4,.3 4,.2 2,., 2-.0 /2.3 /2.3 100410-2- 100-1002,
Un6ted
76n8do4
,3.4 ,3.3 2.- 2.1 /2.2 /3.2 101010001 103-40120
ECONOIC (I&URES IN(LUENCIN& CONSUER 9E'A%IOR
1ource+ urostat, 1eptem'er 2018
1ales have 'een dramatically
impacted 'y ta; increases seen across
the mar#et, &ith $ro&th 'ein$ seen
predominantly in lo&er alcohol
content drin#s.
PULSE REPORT
1 211 1 1,2
1 3,1
1 --2
1 3-1
1 201
1 01,
322
312
1 0,4
1 00-
333
411
4-1
-32
-42
-11
423
1 232
1 021
1 012
1 243
1 2,1
1 032
4 332
4 022
4 -0-
4 211
4 333
4 1-4
3 031
2 -23
2 3,2
3 22,
3 222
2 204
0
2 000
4 000
, 000
3 000
10 000
12 000
14 000
30:d;+.:12 31:4ars:13 30:<u6n:13 21:se5t.:13 21:d;+.:13 30:4ars:14
6
l
l
6
o
n
s
Per6od End6n8
(ran+e
&er4any
Italy
Netherlands
S5a6n
U7
/56<A5 (R041
4
/1.1#
/0.4#
/4.3#
TOTAL EUROPE /2.4#
%ALUE SALES IN ILLIONS "*$
Total EU 4,0310
)E 1302,0
(R 1200,1
U7 -0423=
IT 40,32
ES 30213
NL 200,1
TOTAL ALCO'OL %ALUE SALES AN) # C'AN&E %ERSUS PRIOR !EAR
='ased on an e;chan$e rate of
>1.1?0 to the pound
/0.1#
/-.1#
/4.1#
TOTAL ALCO'OL %ALUE SALES (OR T'E LAST SI> QUARTERS
1ource+ IRI retail data'ases@ Period endin$ 80 "arch 2014
PULSE REPORT
A24
1,4BB
14,C04
10,BB0
1A,2?A
1.B
8.C
)1.0
C.D
2.4
<eer Wine 1pirits -ider .ortified
Wines
6
l
l
6
o
n
s
(otal > 1ales E > vs. FA
8C.4E
0.4E
1.AE
28.0E
82.2E
8.2E
<eer Wine 1pirits -ider .ortified Wines Alcoholic 1oft 4rin#s
urope
-
10,BB0
1,4BB
1CC
1A,2?A
14,C04
A24
E
u
r
o
s
0

6
n

4
6
l
l
6
o
n
s
urope includes+ .rance, /ermany, Italy, 0etherlands, 1pain and !nited 2in$dom
TOP - CATE&ORIES? E%OLUTION
Galue sales 9>: and E chan$e vs. year a$o
1ource+ IRI retail data'ases@ period endin$ 80 "arch 2014
7E! TREN)S
(a; increases in .rance, 1pain and the
0etherlands have transferred demand from
spirits to lo&er alcohol content drin#s such
as 'eer.
<eer and &ine account for D1.BE of the
total alcoholic 'evera$e turnover in
urope. -om'ined $ro&th &as H?E
versus year a$o.
<eer has $ro&n in all countries e;cept
1pain due to the 'ad climate.
In /ermany, &e see a hi$her $ro&th in
non alcoholic 'eers.
In the !2, ciders are $ro&in$, than#s to
$ood value propositions.
Wine has $ro&n in all countries &here &e
measure the cate$ory e;cept in /ermany.
CATE&OR! %ALUE SALES
IN T'E LAST !EAR
CATE&OR! S'ARE O( %ALUE
IN T'E LAST !EAR
PULSE REPORT
urope
,
CATE&OR! INSI&'TS
5ess promotional activity has ta#en place this quarter 9compared &ith last yearIs quarter
&hich included aster: and ta; hi#es in .rance have increased the 'eer cate$oryIs value sales
dramatically. .rance accounts for almost half of the value $ro&th &ithin urope. 1pecialty
and alcohol)free 'eer sales have continued to develop in most uropean countries.
(he &ine cate$ory has e;perienced stron$ $ro&th in all countries e;cept in /ermany, due to
less promotion 9versus aster promotions last year:. (he hi$hest value $ro&th in countries
affected 'y ta; increases &as in .rance 9contri'uted ?DE of &ine sales e;pansion: and the
0etherlands.
1pirit volume sales in urope continued to decline due to a com'ination of inflation and ta;
increases in .rance and /ermany, &here &e sa& some value $ro&th.
Innovation is provin$ successful amon$ aromatiJed 9honey, spiced, etc.: drin#s in various
cate$ories 9'eers, spirits, fortified &ines: in .rance, flavoured spar#lin$ &ines in /ermany,
Radler <eers in the 0etherlands, -anary Islands and in 1pain as &ell as flavoured ciders in
the !2.
urope includes+ .rance, /ermany, Italy, 0etherlands, 1pain and !nited 2in$dom
TOP LOSERS? %ALUE SALES
C'AN&E %ERSUS !EAR A&O "*$
TOP @INNERS? %ALUE SALES
18.1
1B.C
12C.?
842.?
BDA.8
0 200 400 ,00 300
9eer
@6ne
C6der
Al+ohol6+ SoAt
)r6nBs
(ort6A6ed
@6nes
) 110.1
:1-0 :100 :-0 0
S56r6ts
. 6ll6ons 6ll6ons
PULSE REPORT
112
4AA
4,080
2,0CD
?,880
?.C
8.A
1B.C
4.4
1.B
Wine 1pirits <eer .ortified
Wines
-ider
6
l
l
6
o
n
s
44.2E
0.1E
0.CE
1D.4E
88.4E
4.0E
Wine 1pirits <eer .ortified Wines -ider Alcoholic 1oft 4rin#s
.rance
2
7E! TREN)S
.ast "ovin$ -onsumer /oods 9."-/: sales
have increased 'y 0.BE in volume and
1.AE in value over the year.
In this period, ."-/ e;perienced an
improved trend &ith a H1.4E increase in
volume and H2.8E increase in value.
Alcoholic 'evera$es are still 'enefittin$ from
a 'etter trend than ."-/.
In this period, spirits and &ine &ere
impacted 'y no Passover promotions 9that
too# place in 2018:.
(here is a $ro&th opportunity and a
transversal trend for aromatiJed 'evera$es.
4,080
2,0CD
4AA
18
?,880
112
E
u
r
o
s
0

6
n

4
6
l
l
6
o
n
s
IN T'E LAST !EAR
IN T'E LAST !EAR
Galue sales 9>: and E chan$e versus year a$o
PULSE REPORT
) 0.D
:1 :1 :1 0 0 0
Al+ohol6+ SoAt
)r6nBs
.
.rance
3
CATE&OR! INSI&'TS
<eer remains the &innin$ se$ment 'oth in value and volume sales. /ro&th is driven 'y a ran$e
of factors such as nice &eather 9H?K-:, innovations 9such as aromatiJed drin#s:, &ider
portfolios throu$h ne& product launches and clear value propositions on la$er and specialties.
(he increase in sales of &ine is lin#ed to still &ines. 1till &ine $ro&th has 'een driven 'y
varietal &ines, rosL, 'a$ in a 'o; &ine and private la'el. (he rosL mar#et has e;perienced
some chan$es, includin$ an increase of non appellation of ori$in &ines from the south of .rance
due to lo& harvest in Provence, a trend for li$hter colors and the moderniJation of the &ine
ima$e &ith the continuous launch of aromatiJed &ines or rosL &ines to drin# on the roc#s. 5ast
year spar#lin$ &ine demand suffered compared &ith champa$ne and other spar#lin$ &ines,
ho&ever, this year the decrease is less important for 'oth se$ments. (he mar#et &as impacted
in "arch 'y the shift of Passover promotions.
1pirits sta'iliJed in volume &hile value sales increased slo&ly. In 2014, the &innin$ se$ments
remain vod#a, &hite rum, 'our'on and coc#tails. Innovation arose &ith aromatiJed drin#s
9honey, spiced, etc.: and sales &ere impacted in "arch due to the drop in promotions.
.ortified &ines $re& 'y ?2E in 2014, supported 'y aromatiJed &ines and a positive on shelf
trend 9increase of product ran$e:. (raditional fortified &ine volume continues to suffer.
B.8
20.4
B8.0
1C?.D
802.4
0 100 200 300 400
9eer
@6ne
S56r6ts
(ort6A6ed
@6nes
C6der
6ll6ons 6ll6ons
PULSE REPORT
104 120
?,2B4
4,DDC
D,C88
)2.8
2.8
)2.4
21.8 )0.1
<eer Wine 1pirits Alcoholic
1oft
4rin#s
.ortified
Wines
6
l
l
6
o
n
s
48.4E
0.8E
0.BE
2B.2E
2A.AE
0.DE
<eer Wine 1pirits Alcoholic 1oft 4rin#s .ortified Wines -ider
/ermany
1
7E! TREN)S
Promotional activity has remained fairly
constant year on year. 3o&ever, promotions
had a smaller impact &hich has ne$atively
affected $ro&th and volume sales in this
first quarter. specially in mar#ets &here
promotion sales &ere reducin$ losses over
the last month, the consequences have 'een
hi$her losses in volume and value compared
&ith last year.
(here has 'een a hu$e impact on decreasin$
cate$ories due to hard discounters.
Golume losses for still &ine continue &hile
retailers are stru$$lin$ to attract shoppers
&ith lo& promotional prices.
Golume losses in spar#lin$ &ine only appear
in the hard discount channel. 6verall, trends
to&ards flavored spar#lin$ &ine are still
stron$.
Within spirits, only &his#y is currently
sho&in$ increasin$ volumes. Rum, &ith
stron$ sales last year supported 'y
promotions, lost almost AE.
?,2B4
4,DDC
120 B0
D,C88
104
E
u
r
o
s
0

6
n

4
6
l
l
6
o
n
s
IN T'E LAST !EAR
IN T'E LAST !EAR
PULSE REPORT
/ermany
10
CATE&OR! INSI&'TS
In the past, volume $ro&th has 'een driven throu$h promotional activity. (he 'eer mar#et
has $ained volume in the first quarter of 2014 mainly &ithout promotional activity, especially
alcohol)free 'eer, &hich is sho&in$ $ro&th rates, alon$ &ith the lar$est mar#et of la$er.
Rum, one of the hi$h trend mar#ets last year, is losin$ lar$e volumes throu$h hard discounts
equatin$ to 1M8. 3i$her prices and sli$htly increased promotional sales cant compensate
these losses. Whis#y instead profits from hard discount activities, althou$h this trend
se$ment is decreasin$ in total. A detailed vie& of the mar#et sho&s $ro&th only for flavored
variants. (he other mar#et se$ments such as liquors, &hite spirits and 'randy still stru$$le
and are heavily affected 'y lo&er interest in these mar#ets from the hard discount chains.
.lavored spar#lin$ &ine is continuin$ to $ro& due to ne& products, enlar$ed distri'ution and
throu$h promotion. In the first quarter, /erman spar#lin$ se$ments could not compete &ith
the flavored trend in promotion. (herefore, the traditional spar#lin$ se$ment lost volume in
sales and promotional sales, 'ut the $ap in sales &hich &as reduced 'y &ins in promotion
sales in the prior quarters could not 'e closed in Q1 2014. A si$nificant positive result &as
reached once a$ain 'y alcohol)free spar#lin$ &ine. 1lo&ly, the Prosecco friJJante se$ment
has 'een increasin$ after recent developments from its decrease over the last fe& years.
1till &ine is decreasin$, althou$h promotion prices have reached their lo&est level in the last
18 months. (he decrease is not 'ein$ driven 'y discount, nor mainly affected 'y private
la'els nor is the ne$ative trend driven 'y only /erman or forei$n &ines. 6ver all channels,
sales per shop and &ee# are decreasin$ &ith items sold per shop also seein$ declines,
illustratin$ decreased shopper interest in the still &ine cate$ory.
) 2.4
) 11B.8
) B.1
:1-0 :100 :-0 0
(ort6A6ed
@6nes
@6ne
S56r6ts
.
0.8
21.2
1A1.?
0 -0 100 1-0 200
9eer
Al+ohol6+ SoAt
)r6nBs
C6der
6ll6ons 6ll6ons
PULSE REPORT
14
4D
1,8A4
C?C
2,288
)22.?
8.D
)2.A
)4.0 0.4
Wine <eer 1pirits .ortified
Wines
Alcoholic
1oft
4rin#s
6
l
l
6
o
n
s
0.8E 20.DE
2C.AE
4A.2E
1.0E
Wine <eer 1pirits .ortified Wines Alcoholic 1oft 4rin#s
Italy
11
1,8A4
C?C
14
2,288
4D
E
u
r
o
s
0

6
n

4
6
l
l
6
o
n
s
IN T'E LAST !EAR
IN T'E LAST !EAR
7E! TREN)S
Galue trends sho&ed three different
situations for our cate$ories+
o /ro&th for &ine
o 1teady for 'eer
o 4eclines for spirits
If &e analyJe the volume trend of Q1 2014,
there are t&o confirmations and one
chan$e+
o A continuin$ ne$ative trend for spirits+
)A.4E 9confirmation:
o An increasin$ result for 'eer in volume+
H8.2E 9second confirmation:
o A 'etter result for the &ine cate$ory
versus prior quarter, 'ut still in decline+
)4.2E.
With ater fallin$ in April in 2014, it is hard
to directly compare a$ainst last yearIs Q1
sales.
PULSE REPORT
Italy
12
CATE&OR! INSI&'TS
<eer N -ompanies must continue on the path follo&ed in the last t&o years. very 'rand
needs to invest in distinctive and differentiatin$ aspects to distin$uish themselves from
others 'rands. (his could 'e a #ey of success for a 'rand.
Wine N Galue &ill 'e important in the ne;t fe& months. (his means less promotional intensity
9too much promotion devalues the 'rand: and a steady price on the shelf, &ithout $reat
fluctuationsO
1pirits N It is increasin$ly difficult to $ain in this cate$ory. 0e& ta;es, a lon$ macroeconomic
crisis and social and demo$raphic chan$es create a situation of alarm. It &ill 'e very
important to communicate and to follo& the continuin$ chan$e in fashion and to tal# the
same lan$ua$e of the ne& era of potential consumers.
TOP - LOSERS? %ALUE SALES
TOP - @INNERS? %ALUE SALES
) 2D.2
) 2.0
) 4.0
:40 :30 :20 :10 0
(ort6A6ed
@6nes
Al+ohol6+ SoAt
)r6nBs
S56r6ts
.
A0.1
0 20 40 ,0 30 100
@6ne
9eer
6ll6ons 6ll6ons
PULSE REPORT
1 ?2
A4C
A1
1,0A?
2.1
B.?
)4.A 0.A 4.2
<eer Wine .ortified
Wines
Alcoholic
1oft
4rin#s
-ider
6
l
l
6
o
n
s
0.1E
41.0E
?2.?E
8.CE
2.?E
<eer Wine .ortified Wines Alcoholic 1oft 4rin#s -ider
0etherlands
13
7E! TREN)S
Alcohol related cate$ories are
outperformin$ supermar#et $ro&th &ith an
increase of 2.0E.
/ro&th &ithin the alcoholic se$ments is
mainly due to hi$her prices &ithin the 'eer
and &ine cate$ories.
A4C
A1
1
1,0A?
?2
E
u
r
o
s
0

6
n

4
6
l
l
6
o
n
s
IN T'E LAST !EAR
IN T'E LAST !EAR
PULSE REPORT
0etherlands
14
CATE&OR! INSI&'TS
-ompared to last year, alcoholic drin#s $re& in value sales 9108: mostly driven 'y 'eer, &ith
a $ro&th of ?E.
Within the 'eer cate$ory, $ro&th &as driven 'y hi$her promotional pressure 98A.CE on
movin$ annual total 'ase:, hi$her priced products 9specialty 'eers:, and a 'i$ $ro&th of
alcohol)free and Radler products.
(hese factors made the 'eer cate$ory sta'le in volume $ro&th.
/ro&th in &ine &as driven 'y increased ta;es. Wine declined in volume, e;cept for &hite
&ine, &hich is sta'le. (his is despite hi$her promotional pressure 9up to 81.CE:.
.ortified &ines suffered from declinin$ sales fi$ures &ithin supermar#ets. Innovation levels
are still lo&.
Alcoholic soft drin#s sho&ed a small increase in value sales. 0evertheless, volume sales
sho&ed a sli$ht decrease, mainly caused 'y ne& products and mi;ed cans &hich replaced
hi$her sellin$ products li#e <acardi Red 4ra$on.
1ource+ IRI retail data'ases@ Period endin$ 80 "arch 2014
) 4.1
:- :4 :3 :2 :1 0
(ort6A6ed
@6nes
.
0.0
0.4
84.0
BB.8
0 20 40 ,0 30
9eer
@6ne
Al+ohol6+ SoAt
)r6nBs
C6der
6ll6ons 6ll6ons
PULSE REPORT
88 104
1,22D
AC2
1,?42
1.0 )0.4
)8.2 1.2 8.8
<eer Wine 1pirits .ortified
Wines
-ider
6
l
l
6
o
n
s
0.CE
40.BE
82.8E
28.?E
2.DE
<eer Wine 1pirits .ortified Wines -ider
1pain
1-
7E! TREN)S
."-/ sales $re& 'y 0.DE in 1pain, &hilst
'evera$es decreased 'y 1.0E, affected 'y
lo&er avera$e temperatures.
In the same conte;t, 'eers sho&ed a sli$ht
reduction 9)0.4E:.
Wine &as the top)performin$ cate$ory
driven 'y lo&er priced &ines and &hite
&ines, &hile spirit sales continued to
decline.
Whis#y 9)?E:, rum 9)CE: and vod#a
9)BE: continued to lose value, &hile $in
sales continued to $ro& 9HCE:, 'oosted 'y
trends seen in $in and tonic.
1,22D
AC2
104
1,?42
88
E
u
r
o
s
0

6
n

4
6
l
l
6
o
n
s
IN T'E LAST !EAR
IN T'E LAST !EAR
PULSE REPORT
1pain
1,
CATE&OR! INSI&'TS
(he &ine cate$ory value rose 'y ?.0E 9versus movin$ annual total endin$ "arch 2018:,
&hile demand continued to decrease 9)2.0E: especially driven 'y &ines &ith no appellation
of ori$in 9)B.0E:. In this conte;t, itIs important to emphasiJe that over the past 10 years,
&ine consumption per person in 1pain fell from 8? litres to 20 litres, &hile other
nei$h'ourin$ countries present hi$her levels of consumption per person+ .rance 94B litres:,
Portu$al 942 litres: and Italy 98A litres:.
<y types, &hite and rose &ines had hi$her value $ro&th 9HA.0E:. Possi'le strate$ies to
overcome the sta$nant &ine consumption are to focus on quality, diversification and the
promotion of e;ports.
<eers and soft drin#s continued to 'e the most resilient cate$ories to the present economic
crisis. 3o&ever, 'eer e;perienced a sli$ht reduction 9)0.4E versus movin$ annual total
endin$ "arch, 2018:, affected 'y lo&er temperatures. (he main strate$ies companies are
puttin$ into place to tac#le the crisis are to recover demand from 'ars and restaurants, &hich
account for t&o thirds of total sales, and to focus on internationalisation 9e;ports:.
(he outloo# for spirits remains su'dued. 1ales for the se$ment have 'een decreasin$ over
the last 10 years, lately &orsened 'y the increase in ta;es 9GA( in 1eptem'er 2012 and an
additional special ta; for spirits, 10.0E, in place since 7uly 2018:. In this conte;t, the
unequal ta; treatment for spirits compared to other alcoholic 'evera$es seriously dama$es
sector recovery. While spirits are ta;ed at C.18> per litre of pure alcohol, 'eers only incur a
1.C> per litre ta;. (he mar#et contraction has affected all spirits, &ith the e;ception of $in,
&hich continued to $ro& 9C.0E versus movin$ annual total endin$ "arch 2018:.
) ?.D
) 2C.B
:30 :2- :20 :1- :10 :- 0
9eer
S56r6ts
.
0.8
1.2
8A.A
0 10 20 30 40 -0
@6ne
(ort6A6ed
@6nes
C6der
6ll6ons 6ll6ons
PULSE REPORT
1,2?C
4,21A
8.1
10.A
<eer -ider
6
l
l
6
o
n
s
28.0E
DD.0E
<eer -ider
!nited 2in$dom
12
7E! TREN)S
(he 'eer, &ine and spirits 9<W1: mar#et
sho&ed positive $ro&th in Q1 2014, &ith
volume up H8.8E versus last year.
/ro&th has 'een driven 'y 'eer and cider,
&ith value sales increasin$ 'y PB1,CAD,?20
in the latest 12 &ee#s, accountin$ for ??E
of <W1 incremental sales.
<eer and cider increased in sales 'y B.BE
in Q1 2014.
-ider outperformed the cate$ory, $ro&in$
HA.0E in the latest 12 &ee#s compared to
last year.
1,2?C
4,21A
E
u
r
o
s
0

6
n

4
6
l
l
6
o
n
s
IN T'E LAST !EAR
IN T'E LAST !EAR
PULSE REPORT
!nited 2in$dom
13
CATE&OR! INSI&'TS
(laCoured C6der
.lavoured cider drove mar#et $ro&th, &ith value sales $ro&in$ 'y ??.BE in Q1 versus last
year.
/ro&th in flavoured cider &as driven 'y the launch of 1tron$'o& 4ar# .ruits and innovation
&ithin -arlin$ <ritish -ider.
(he flavoured trend loo#s set to continue, &ith A< In<ev launchin$ a ne& Rasp'erry variant
into the 1tella Artois -idre ran$e for Q2.
Q1 '68hl68hts
(he latest quarter has seen si$nificant focus in no and lo& alcoholic 'eers, &ith .osters Radler
Qero and <avaria 0on Alcoholic 5a$er comin$ to mar#et in time for summer.
Within total 'eer and cider, "olson -oors is the 'i$$est &inner this quarter, $ro&in$ 'y 1C.1E
in value sales 9an incremental P1A,848,D44 versus last year:.
/ro&th in -oors has 'een led 'y $ro&th in -arlin$ 1tandard 5a$er, HP10,8B8,04A in value in
the latest 12 &ee#s. (his has 'een driven 'y promotional activity, drivin$ do&n avera$e price
'y )?E versus Q1 2018.
-arls'er$ stru$$les, &ith sales declinin$ 'y P?,8B0,?A4 in the latest quarter, &ith -arls'er$
1tandard 5a$er losin$ P2,A1A,C1B in value and 2.B" liters in Q1, led 'y delists in -arls'er$
four)pac# ?00ml can.
:-0 :40 :30 :20 :10 0 10
.
122.B
12A.8
113 120 122 124 12, 123 130
9eer
C6der
6ll6ons 6ll6ons
PULSE REPORT
.inal 0otes
11
Notes on Cate8ory )eA6n6t6ons Aor Countr6es
4ue to the diverse products found in individual countries across this mar#et, it &as necessary
to consolidate the availa'le data into the cate$ories in this report. In some cases, it &asnIt
possi'le to ali$n products across all B countries. (hose e;ceptions are listed 'elo&.
C6der
(he Italy data in this report includes cider &ithin the fortified &ines cate$ory.
(he 0etherlands data in this report does not include pear cider.
@6ne
(he !2 data in this report does not include this cate$ory.
S56r6ts
(he 0etherlands data in this report does not include this cate$ory.
(he .rance data in this report includes punch and coc#tails and the other countries do not.
(ort6A6ed @6nes
Al+ohol6+ SoAt )r6nBs
(he 1pain data in this report does not include this cate$ory.
PULSE REPORT
Resources
20
ADout IRI. IRI is a leader in deliverin$ po&erful mar#et and shopper information, predictive analysis and the foresi$ht
that leads to action. We $o 'eyond the data to i$nite e;traordinary $ro&th for our clients in the -P/, retail and over)
the)counter healthcare industries 'y pinpointin$ &hat matters and illuminatin$ ho& it can impact their 'usinesses
across sales and mar#etin$. "ove your 'usiness for&ard at IRIEorldE6de.eu
Arlin$ton 1quare, 4o&nshire Way, <rac#nell, <er#shire R/12 1WA, (el H44 90: 1844 D4B000
-opyri$ht R2014 Information Resources, Inc. 9IRI:. All ri$hts reserved. IRI, the IRI lo$o and the names of IRI products and services
referenced herein are either trademar#s or re$istered trademar#s of IRI. All other trademar#s are the property of their respective
o&ners.
.6R "6R I0.6R"A(I60
Please contact 5eandro -hiesa, -onsultant,
IRI at Leandro.Ch6esaFIRIEorldE6de.+o4 or
H88 1 80 0B 28 B2 &ith questions or comments a'out this report.
(o $ain insi$ht into opportunities across specific cate$ories, se$ments, channels or retailers,
contact your IRI client service representative re$ardin$ custom analyses levera$in$ the
follo&in$ resources+
IRI InAoS+an Census
G
is a syndicated retail trac#in$ service that ena'les manufacturers
and retailers to acquire industry insi$hts used to ma#e 'etter 'usiness decisions. Info1can
-ensus utiliJes the data that IRI collects from $rocery, dru$, and mass merchandise retailers
to provide the most comprehensive and accurate syndicated data offerin$ in the ."-/
sector. With access to accurate, $ranular detail 'y cate$ory, $eo$raphy, measure, and time
period, clients have the tools needed to develop mar#etin$ and sales strate$ies 'ased on
product performance, distri'ution, and promotion responsiveness. All data a'out alcohol
comes from InAoS+an CensusG.
IRI Consult6n8 provides strate$ic insi$hts and advice levera$in$ a variety of data sources,
predictive analytics, ena'lin$ technolo$ies, and 'usiness analyses to help ."-/
manufacturers and retailers address si$nificant sales and mar#etin$ issues effectively.

Pulse Report Alcohol Q1 2014

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Pulse Report Alcohol Q1 2014

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PULSE REPORT

IRI Pulse Report Alcohol

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