1. Global Consumer Trends and Key Consumer Targets in
Alcoholic Beverages
Report Details:
Published:September 2012
No. of Pages: 80
Price: Single User License – US$2950
Product Synopsis
This report offers comprehensive analysis of consumer''s Alcoholic Beverage drinking habits,
allowing marketers to understand people''s consumption patterns like never before. By accurately
determining consumption by different groups, and the key trends motivating their consumption, the
report offers unique opportunities to effectively target Alcoholic Beverage consumers across 10
core countries.
Introduction and Landscape
Why was the report written?
Limited volume growth in traditional markets means many Alcoholic Beverage marketers are
looking to the BRIC region for growth. In order to achieve this they need to be able to understand
who the key consumer groups are and what motivates them. There are clear differences between
consumers in the BRIC and Non-BRIC regions, making it crucial to understand how the marketing
landscape varies in detail.
What is the current market landscape and what is changing?
The single most important demographic group for alcohol consumption is Older Consumers,
reflecting their dominance of Wine consumption and their strong position in the Spirits market.
Demographic trends in the Non-BRIC region and China means the Older Consumers age group
will grow in importance. In contrast Young Adults are the most important age group in the Beer,
Cider and FABs market. Beer is a popular drink for Young Adults in India, China and Brazil, whose
large young populations will drive high volume growth, though Young Adults in Beer''s traditional
markets are beginning to expand their horizons and volume consumption is under pressure.
Indulgence is the key consumer trend across most markets; however, traditional consumers of
Beer are exploring new drinks with which to treat themselves.
What are the key drivers behind recent market changes?
Indulgence is the most important consumer trend across Alcoholic Beverage markets, and
consumers are increasingly treating themselves with alcoholic beverages other than Beer or

2. traditional Spirits, such as Cider, FABs, and Wine. In contrast, in the BRIC region young
consumers are turning to Beer and drinking fewer Specialty Spirits, highlighting a divergence in
global drinking patterns.
What makes this report unique and essential to read?
The analysis provided is unique in the market as it tracks drinking behavior through to its actual
impact on a product market. This provides readers with a unique analysis of the market, driven by
extensive survey-based data on consumer trends and groups, which is integrated with market
data. This allows marketing tactics and strategy to be updated in line with the very latest consumer
behaviors.
Key Features and Benefits
Unique integration of over 20,000 survey responses and market data provides market sizing
consumption by key consumer groups, both by age and by gender, quantifying the value of key
consumer groups by country.
Concise case studies identify how leading brands are aligning marketing practices to effectively
target consumer trends, and how to vary these tactics by country.
The impact of consumer trends is quantified by market and country to show exactly where
hotspots to target exist, how much they are worth, and exactly which trends are most important to
target.
Key Market Issues
Consumers who have historically been frequent Beer drinkers are broadening their drinks
repertoires. It is increasingly socially acceptable for men to drink Wine even without a meal, while
Spirits and mixers are also gaining share. Just as Beer heightens its position in non-traditional
markets, it is losing its position in traditional homelands.
Trends driving Spirits consumption evolve with age: younger consumers are particularly motivated
by Fun and Enjoyment, using Spirits as a going-out drink for special occasions, whereas older
consumers are much more likely to be motivated by Indulgence, consuming an aperitif before
dinner or a Whiskey as an evening drink. Interestingly, there is little difference in the leading
consumer trends influencing Spirits consumption between the BRIC and Non-BRIC regions.
When considering the importance of the Better Value for Money consumer trend, it is generally the
case that the cheapest beverages available in developing countries are local Specialty Spirits.
However, it is also important to bear in mind that not all Specialty Spirits are cheap: drinks
companies are beginning to produce premium Specialty Spirits designed for both consumption in
local markets and for export.

3. Growth in Whiskey, Brandy and Rum is being driven by the rising consumption of these categories
in the Indian market, including both domestic brands (at all price points) and high-end foreign
imports.
As well as being an overwhelmingly western drink, Wine is also overwhelmingly an older person''s
drink. Fortified Wine, however, is growing in popularity among younger consumers: favorable tax
regimes mean that Fortified Wine is one of the cheapest ways for drinkers with limited financial
resources to acquire alcohol.
Key Highlights
Consumers who have historically been frequent Beer drinkers are broadening their drinks
repertoires. It is increasingly socially acceptable for men to drink Wine even without a meal, while
Spirits and mixers are also gaining share. Just as Beer heightens its position in non-traditional
markets, it is losing its position in traditional homelands.
Trends driving Spirits consumption evolve with age: younger consumers are particularly motivated
by Fun and Enjoyment, using Spirits as a going-out drink for special occasions, whereas older
consumers are much more likely to be motivated by Indulgence, consuming an aperitif before
dinner or a Whiskey as an evening drink. Interestingly, there is little difference in the leading
consumer trends influencing Spirits consumption between the BRIC and Non-BRIC regions.
When considering the importance of the Better Value for Money consumer trend, it is generally the
case that the cheapest beverages available in developing countries are local Specialty Spirits.
However, it is also important to bear in mind that not all Specialty Spirits are cheap: drinks
companies are beginning to produce premium Specialty Spirits designed for both consumption in
local markets and for export.
Growth in Whiskey, Brandy and Rum is being driven by the rising consumption of these categories
in the Indian market, including both domestic brands (at all price points) and high-end foreign
imports.
As well as being an overwhelmingly western drink, Wine is also overwhelmingly an older person''s
drink. Fortified Wine, however, is growing in popularity among younger consumers: favorable tax
regimes mean that Fortified Wine is one of the cheapest ways for drinkers with limited financial
resources to acquire alcohol.
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Major points covered in Table of Contents of this report include
1 Executive Summary
2 Industry Dynamics

4. 2.1 Definitions
2.1.1 Market coverage definitions
2.1.2 Defining consumer trends
2.2 Introduction
2.3 Key Growth Markets for the Future
2.3.1 Spirits is the fastest growing Alcoholic Drinks market
2.3.2 Older Consumers drink the most alcohol
2.4 Country Hotspots
2.4.1 Strong growth in Brazil, India and China
2.4.2 Large Young Adult populations drive consumption in the BRIC region
2.5 Opportunity Map
2.5.1 Key Opportunities in BRIC Markets
2.5.2 Opportunities in Non-BRIC Markets
2.6 Leading Global Trends
3 The Global Landscape in Alcoholic Drinks
3.1 Beer, Cider and FABs
3.1.1 Lager is set to become even more dominant, everywhere
3.1.2 Beer and Ales are declining despite the craft movement
3.1.3 Low Alcohol Beer and Lager is growing thanks to health concerns
3.1.4 FABs'' growth is driven by Brazil and Russia
3.1.5 Cider''s UK success is not being repeated elsewhere
3.2 Spirits
3.2.1 Specialty Spirits dominate in the BRIC markets
3.2.2 Non-Specialty Spirits are important in all countries
3.3 Wine
4 Country Profiles
4.1 Alcoholic Beverages in Brazil
4.1.1 Beer, Cider and FABs in Brazil
4.1.2 Wine and Spirits in Brazil
4.2 Alcoholic Beverages in China
4.2.1 Beer, Cider and FABs in China
4.2.2 Wine and Spirits in China
4.3 Alcoholic Beverages in France
4.3.1 Beer, Cider and FABs in France
4.3.2 Wine and Spirits in France
4.4 Alcoholic Beverages in Germany
4.4.1 Beer, Cider and FABs in Germany
4.4.2 Wine and Spirits in Germany
4.5 Alcoholic Beverages in India
4.5.1 Beer, Cider and FABs in India
4.5.2 Wine and Spirits in India
4.6 Alcoholic Beverages in Italy

5. 4.6.1 Beer, Cider and FABs in Italy
4.6.2 Wine and Spirits in Italy
4.7 Alcoholic Beverages in Russia
4.7.1 Beer, Cider and FABs in Russia
4.7.2 Wine and Spirits in Russia
4.8 Alcoholic Beverages in Spain
4.8.1 Beer, Cider and FABs in Spain
4.8.2 Wine and Spirits in Spain
4.9 Alcoholic Beverages in the UK
4.9.1 Beer, Cider and FABs in the UK
4.9.2 Wine and Spirits in the UK
4.1 Alcoholic Beverages in the US
4.10.1 Beer, Cider and FABs in the US
4.10.2 Wine and Spirits in the US
5 Appendix
5.1 Supplementary Data
5.1.1 Supplementary Data for Figure 3: Young Adults dominate the Beer market, whilst Older
Consumers drink the most Wine
5.1.2 Supplementary Data for Figure 5: Younger drinkers are most important in the BRICs and in
the US
5.1.3 Supplementary Data for Figure 11: Lager and Low Alcohol Beer and Lager is particularly
important in the BRICs
5.1.4 Supplementary Data for Figure 25: Specialty Spirits are more popular among younger
consumers
5.1.5 Supplementary Data for Figure 26: The BRIC region dominates Specialty Spirits, and also
leads Non-Specialty Spirits
5.1.6 Supplementary Data for Figure 36: Older Consumers lead all Wine categories, particularly
Still Wine
5.1.7 Supplementary Data for Figure 37: Except for Fortified Wine, non-BRIC countries
overwhelmingly dominate Wine drinking
5.2 About This Report
5.3 Survey Methodology
5.4 Definitions
5.4.1 Trends Framework
5.4.2 Age Group Definitions
5.4.3 Country Coverage and Region Definition
5.5 About Canadean
5.6 DisclaimerTable 1: Market Volume Growth, 2006-2016 (%) and 2011 Market Volume (Million
Liters of Alcohol) 11
Table 2: Country Volume Growth, 2011-2016 (%), 2011 Per Capita Consumption (Liters of
alcohol) and 2011 Market Volume (Million Liters of Alcohol) 13
Table 3: Beer, Cider and FAB Consumption by Category (Liters Million) and Gender (%), 2011,

6. and 2006-2011 CAGR (%) 19
Table 4: Share of Volume Consumption by Age Group by Category in the Beer, Cider and FAB
Market (%), 2011 20
Table 5: Top 10 Consumer Trends in the Global Beer, Cider and FAB Market by Volume Share
Influenced (%), 2011 22
Table 6: Lager Per Capita Consumption by Gender, BRIC vs. Non-BRIC (Liters per head), 2011
25
Table 7: Lager Per Capita Consumption by Age Group, BRIC vs. Non-BRIC (Liters per head),
2011 25
Table 8: Beer and Ale Per Capita Consumption by Gender, BRIC vs. Non-BRIC (Liters per head),
2011 27
Table 9: Beer and Ale Per Capita Consumption by Age Group, BRIC vs. Non-BRIC (Liters per
head), 2011 27
Table 10: Top Eight Beer, Cider and FAB Brands in Spain by Volume (Million Liters), 2011 28
Table 11: Low Alcohol Beer and Lager Per Capita Consumption by Gender, BRIC vs. Non-BRIC
(Liters per head), 2011 30
Table 12: Low Alcohol Beer and Lager Per Capita Consumption by Age Group, BRIC vs. Non-
BRIC (Liters per head), 2011 30
Table 13: FAB Per Capita Consumption by Gender, BRIC vs. Non-BRIC (Liters per head), 2011
32
Table 14: FAB Per Capita Consumption by Age Group, BRIC vs. Non-BRIC (Liters per head),
2011 32
Table 15: Cider Per Capita Consumption by Gender, BRIC vs. Non-BRIC (Liters per head), 2011
34
Table 16: Cider Per Capita Consumption by Age Group, BRIC vs. Non-BRIC (Liters per head),
2011 34
Table 17: Spirits Consumption by Category (Liters Million) and Gender (%), 2011, and 2006-2011
CAGR (%) 36
Table 18: Spirits Market Volume Size (Million Liters) and Growth (%), 2006-2016 45
Table 19: Wine Consumption by Category (Liters Million) and Gender (%), 2011, and 2006-2011
CAGR (%) 48
Table 20: Share of Volume (Total Alcohol) Consumed by Age Group by Market (%), 2011 73
Table 21: Share of Volume (Total Alcohol) Consumed by Age Group by Country (%), 2011 73
Table 22: Beer, Cider and FAB Consumption by Category, BRIC vs. Non-BRIC: Total
Consumption (Million Liters) and Share of Global Consumption (%), 2011 74
Table 23: Share of Volume Consumption by Age Group in the Spirits Market, Specialty vs. Non-
Specialty Spirits (%), 2011 74
Table 24: Spirits Consumption, Specialty vs. Non-Specialty Spirits, BRIC vs. Non-BRIC: Total
Consumption (Million Liters) and Share of Global Consumption (%), 2011 75
Table 25: Share of Volume Consumption by Age Group in the Spirits Market, Specialty vs. Non-
Specialty Spirits (%), 2011 75
Table 26: Wine Consumption by Category, BRIC vs. Non-BRIC: Total Consumption (Million Liters)

7. and Share of Global Consumption (%), 2011 76
Table 27: Trends Framework 77
Table 28: Age Group Definitions 79
Table 29: Country Coverage and Region Definition 79Figure 1: Young Adults dominate the beer
market, whilst Older Consumers drink the most wine 8
Figure 2: Beer, Cider and FABs in the largest market, but Spirits is the fastest-growing 11
Figure 3: Young Adults dominate the Beer market, whilst Older Consumers drink the most Wine
12
Figure 4: China and India are the largest and highest growth markets 13
Figure 5: Younger drinkers are most important in the BRICs and in the US 14
Figure 6: Hotspots in BRIC Alcoholic Drinks Markets 15
Figure 7: Hotspots in Non-BRIC Alcoholic Drinks Markets 16
Figure 8: Changing Lifestages and Indulgence are the two most important trends globally 17
Figure 9: Beer, Cider and FABs is a Lager-dominated and a male-dominated market 18
Figure 10: Older Consumers are important in Beer and Ale and Cider, with Early Young Adults key
in FABs 20
Figure 11: Lager and Low Alcohol Beer and Lager is particularly important in the BRICs 21
Figure 12: Indulgence is the most important trend in Beer, Cider and FAB drinking overall 22
Figure 13: Male Beer, Cider and FAB drinkers seek products that are indulgent and meet specific
lifestage-related needs 23
Figure 14: Global Lager Key Facts at a Glance 24
Figure 15: Men drink far more lager than women in BRIC and non-BRIC countries alike 25
Figure 16: Global Beer and Ale Key Facts at a Glance 26
Figure 17: Beer and Ale is largely consumed by Non-BRIC males 27
Figure 18: Global Low Alcohol Beer and Lager Key Facts at a Glance 29
Figure 19: In the Non-BRIC Region, male and female Low Alcohol Beer and Lager consumption
levels are close 29
Figure 20: Global FAB Key Facts at a Glance 31
Figure 21: FABs are a female-dominated category in BRICs and non-BRICs alike 31
Figure 22: Global Cider Key Facts at a Glance 33
Figure 23: Cider consumption in BRIC is almost zero, with Non-BRIC Mid-Lifers dominating 34
Figure 24: Specialty Spirits lead the Spirits market by a substantial margin 36
Figure 25: Specialty Spirits are more popular among younger consumers 37
Figure 26: The BRIC region dominates Specialty Spirits, and also leads Non-Specialty Spirits 38
Figure 27: Targeting needs based on Lifestage and Age are key in the Spirits market 39
Figure 28: Changing Lifestages are important to Spirits across all groups and geographies 40
Figure 29: Global Specialty Spirits Key Facts at a Glance 41
Figure 30: In the major Specialty Spirits markets, consumption by age varies substantially 42
Figure 31: Better Value for Money and Health are consumer trends particularly connected to
Specialty Spirits 43
Figure 32: Global Non-Specialty Spirits Key Facts at a Glance 44
Figure 33: Non-Specialist Spirits growth is divided into two main clusters 45

8. Figure 34: Non-specialist spirits geographies and trends vary significantly by category 46
Figure 35: Still Wine is the largest and the fastest-growing Wine category 47
Figure 36: Older Consumers lead all Wine categories, particularly Still Wine 48
Figure 37: Except for Fortified Wine, non-BRIC countries overwhelmingly dominate Wine drinking
49
Figure 38: Indulgence is by far the most important trend driving Wine consumption 50
Figure 39: Indulgence is by far the most important trend driving Wine consumption 51
Figure 40: Beer, Cider and FAB Markets in Brazil 53
Figure 41: Wine and Spirits Markets in Brazil 54
Figure 42: Beer, Cider and FABs in China 55
Figure 43: Wine and Spirits Markets in China 56
Figure 44: Beer, Cider and FABs in France 57
Figure 45: Wine and Spirits Markets in France 58
Figure 46: Beer, Cider and FABs in Germany 59
Figure 47: Wine and Spirits Markets in Germany 60
Figure 48: Beer, Cider and FABs in India 61
Figure 49: Wine and Spirits Markets in India 62
Figure 50: Beer, Cider and FABs in Italy 63
Figure 51: Wine and Spirits Markets in Italy 64
Figure 52: Beer, Cider and FABs in Russia 65
Figure 53: Wine and Spirits Markets in Russia 66
Figure 54: Beer, Cider and FABs in Spain 67
Figure 55: Wine and Spirits Markets in Spain 68
Figure 56: Beer, Cider and FABs in the UK 69
Figure 57: Wine and Spirits Markets in the UK 70
Figure 58: Beer, Cider and FABs in the US 71
Figure 59: Wine and Spirits Markets in the US 72
Figure 60: Issue Report Methodology 77
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