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WHITE SPIRITS: OVERVIEW
almost unimaginable. Added to clearly in a confident mood.
PREMIUM-AND-ABOVE
this, at the lower end of the market,
AT THE LAST
“While the vodka market is a
one retailer is offering two bottles of notoriously crowded one, it is also
WHITE SPIRITS
vodka for just £9 – so with crazy COUNT THERE extremely dynamic,” says Causer. UK
pricing on those lines it’s logical
WERE 49 VODKAS
“We see a clear opportunity for UIforwardPremium white spirits sales
that brand owners would look more Dannoff, which offers a premium reached 1m cases in 2007
to the premium end, just in a bid to
– PROBABLY 50
vodka at an affordable price.” growing at +24.8% (2005-07)
make money.
“There are only a handful of big
NOW – IN THE UK
UIforwardPremium-and-above vodka
Bring on the Bacardi represents over 613,000 cases,
volume brands,” says First Drinks’
OFF-TRADE ALONE
While vodka continues to with around half accounted for by
senior brand manager for Russian dominate proceedings and gins, Absolut
Standard Andy Corris. “We want to
AND THAT’S
along with Tequilas, secure more UIforwardPremium-and-above gin
be in this handful – and to do that
EXCLUDING OWN-
and more headlines in the white represents 372,000 cases (37%
it’s important that we have a spirits melée it is easy to overlook of white spirits) and is growing
balanced distribution.” LABEL BREWS – SO white rum – read Bacardi Superior. at +7%
Russian Standard burst onto the
THE
This is a brand which has for years UIforwardGrowth of premium-and-above
UK scene last October complete dominated its sector to such an gin represents 14.3% of total UK
with an above and below the line
COMPETITION FOR
extent that it is seen firstly as premium-plus white spirits growth
support package running to £8m – Bacardi and secondly as white
which positions it very much as a
SHELF SPACE IS
rum. On its own in the UK it US
Russian vodka and with all the
ALMOST
accounts for an impressive 12.1% UIforwardSuper-premium white spirits
surrounding heritage that entails. share of the whole white spirits on- sales have reached 8m cases in
“We are already the third biggest UNIMAGINABLE trade market making it the 2007, growing at +26.8%
premium vodka after Smirnoff and number two brand behind (2005-07)
Absolut,” says Corris. “The next Smirnoff – while in the off-trade, UIforwardSuper-premium vodka
aim is to be number two and which accounts for 77% of white accounted for 4.9m cases in
the scale of investment underlines spirits volume, it is the number 2007, and super-premium
our intentions.” three brand with a 7.4% cut Tequila 2.8m cases
Dannoff is another vodka behind Smirnoff, and Gordon’s UIforwardSuper-premium gin represents
newcomer which is pitching for a Gin. All of which gives it a 153,000 cases (2% of white
goodly share of this action. commanding 88% volume share spirits), growing at +11.9%
Positioned on a premium at an of the white rum sector. UIforwardGrey Goose vodka and Patrón
affordable price platform, the This summer saw the launch of Tequila represent 59% of total
brand’s UK debut is marked by a a £15m Mojito campaign, as segment and 72% of growth in
significant £3.5m support package well as a £1m Summer Drinks 2005-07 (Source: IWSR)
that comprises POS material, drive, in which over 29,000
sponsorship, sampling events and mixability kits were distributed Clearly, Bacardi has transcended
“tactical consumer campaigns”. throughout the UK on-trade. Both the white rum category, and has
Produced in Latvia, it is handled by these initiatives underline the successfully moved beyond the
the Sheffield-based UB Drinks, and brand’s core mixability message white rum box to become a white
the off-trade is the prime focus. which has dominated the last 12 spirit brand in its own right. It’s
“A recent poll has revealed that month’s proceedings. interesting then that Chivas Bros is
60% of Britons now spend Saturday In addition, over 110 top industry now looking to do just that with its
nights with friends and family at bartenders attended the La Beefeater, so too Patrón with its
each other’s homes, rather than Legació evenings which mark the Tequila and Grey Goose with its
going out and spending money in company’s Founders Day (4 vodka. It’s also interesting to note
bars,” says national sales director February) and these have proved that in the UK white rum has a
Andy Causer. “This trend creates so successful in the UK the idea is 10.6% share of the all-important
an opportunity to drive off-trade being rolled out to other global off-trade compared to vodka’s
sales in the vodka market.” markets. Off the back of these 69.1% and gin’s 20.3%.
With its competitive price tag of events the Legacy Cocktail Book Furthermore, the overall brand
just £9.99 and the fact that off- featuring cocktails from leading honours are split between the
trade vodka sales are growing by bartenders was launched and this vodka Smirnoff, the gin Gordon’s
21% year on year, the company is will become an annual release. and the white rum Bacardi. db
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