Language selection

Search

Sector Trend Analysis – Beer, spirits, wine and ready-to-drink/high strength premixes in the European Union

October 2018

Executive summary

Alcohol sales continue to rise in their millions in supermarkets as retailers continue to build on 'premiumization,' according to new figures.

Premiumization is the most significant trend influencing the European alcoholic drinks market. That has led to an explosion in the number of craft producers and brands in almost every category. European consumers show a willingness to pay a premium for an alcohol product that offers an authentic experience. This ties into the craft beer trend in particular, with the rise of brew pubs and growing consumer interest in the manufacturing process.

European consumers are increasingly looking out for their health, and this extends to their choice of drinks. Sales of alcohol-free and low-alcohol beers and wines are improving among non-drinkers and people who are managing their alcohol intake and prefer the taste of beer over soft drinks.

In line with the European generational shift, E-commerce and innovative solutions for home deliveries will increase convenience for consumers. Digital marketing encourages European alcohol merchants to be present on different social networks. Combining traditional communication strategies with new digital marketing strategies to attract new customers with loyalty programs is the new reality.

CETA overview

The Canada-European Union (EU) Comprehensive Economic and Trade Agreement (CETA) will provide an attractive and important market for Canadian producers. Its 28 member-states have a population of 500 million consumers, which will open new benefits as Canadian wine exports continue to grow. CETA will offer many more immediate and tangible benefits to the Canadian wine industry, reducing costly tariffs, providing greater protection for authentic "Icewine" and streamlining complex technical and administrative barriers to trade.

The most visible advantage of CETA for our producers and exporters is the elimination of virtually all tariffs in Canada-EU trade. EU tariff lines on Canadian wine, beer and spirits are duty-free, which includes the removal of all import tariffs on vinicultural and winery equipment entering Europe from Canada (tanks, harvesters, bottles, etc.) with varying levels of tariffs. Additionally, through the implementation of CETA, Canada and the EU agreed on rules that will significantly improve the competitive situation of Canadian products in Europe. Overall, the trade agreement should allow Canadians to further increase their share of the EU market for agricultural products. Canadian agri-food producers have the potential for greater revenue streams by incorporating European products into their supply chain; the same situation applies to European producers incorporating Canadian products.

A familiar legal environment

The Canada Wine and Spirits Agreement (CEWSA), ratified and operating since 2004, is the foundation for the wine chapter in CETA. Due to the prior negotiation of CEWSA, the majority of trade concerns with the EU for wine, beer and spirits had already been addressed prior to the launch of CETA negotiations, including mutual recognition of oenological practices, the protection of Geographical Indications and a common definition of Icewine. This allows Canadians to better address concerns that may arise about the 'behind-the-border treatment' of Canadian wines, beers and spirits.

Geographic indication

CETA includes numerous provisions pertaining to Geographical Indications (GI). A GI identifies an agricultural product or foodstuff as originating in a particular territory where a given quality or reputation is essentially attributable to its origin, for example, Jambon de Bayonne or Brie de Meaux.

European Union wine and grape support programs

EU member states will no longer be permitted to use any export subsidies. EU support for wine promotion in Canada will be permitted unless it can be proven that this government support is causing a negative impact on Canadian producers.

Retail sales and trends

European retail value sales of alcohol by category for 2017, US$ millions
Description of this image follows.
Description of above image
  • Alcoholic drinks: $377,455.0
    • Wine: $120,820.7
    • Beer: $145,927.5
    • Spirits: $99,448.6
    • Ready-to-drink (RTDs)/high-strength premixes: $4,728.4
    • Cider/Perry: $6,529.9

Source: Euromonitor International, 2018

Premiumization

Premiumization is arguably the most significant trend influencing the global alcoholic drinks market. Most regions and markets in Europe have seen consumers trading up to higher-value products, across a wide range of categories. Similarly, consumers are increasingly looking for original spirits products with a unique story behind the brand and a solid grounding in a region or locality. This has led to an explosion in the number of craft producers and brands in almost every category.

Aging population and millennial

Retiring baby boomers and frugal millennials are driving a rotation of consumer preferences. Europe is faced with an aging population. By 2050, approximately 28% of the European population is estimated to be 65 and older, as opposed to 19% in 2015. An aging population is leading to a growing niche in the European wine market. In general, consumers in this niche drink less often, but buy higher value products. Aging consumers aimed for branding they are comfortable with and which they can rely on by experience.

Millennials (people born between 1982 and 2000) are being more adventurous in their tastes. This consumer segment has a thirst for new regions and particularly, products that are thoughtfully produced (craft beers, artisan wines, local distillery, etc.). Moreover, this generation's perception of and consumption habits regarding certain alcohol products, such as wine, differ from that of previous generations. Millennials view wine as a social drink and preferably buy wine in the on-trade channel, accounting for 29% of its volume (Wine Intelligence, 2016). Millennials are also open to other channels when buying alcohol and will likely drive the rise of the Internets of drinks. Besides social media such as Facebook, YouTube and Twitter, wine apps such as Vivino and Wotwine are gaining popularity among millennial consumers as they use them to obtain information, ratings and reviews on wines.

Healthy lifestyle

The consumer desire to lead a healthier lifestyle has led to increased value sales but also, in most categories except spirits, to stagnant or declining volume sales growth. Consumers aim to drink less, but they want what they consume to be of a higher quality, leading to a rise in price. Low/no-alcohol drinks represented a significant share of new product launches in 2017, particularly in beer, with launches including Heineken 0.0 and Budweiser Prohibition Brew. Although this category is starting from a relatively small base, there is high growth potential for low/no-alcohol drinks, including among spirits.

E-commerce

While still in the early stages, internet retail has historically played a very limited role in alcoholic drinks, but this is changing. Online market development changes the way marketing is done. Social media and online marketing give the companies a direct line to customers and serves as an instrument to convince consumers of the value of their premium products. Internet retailing has underpinned generational shifts in how consumers browse and buy all types of products and services.

The convenience of such services aims to appeal to time-pressed consumers, niche market consumers and price-sensitive consumers looking for value for money and has the potential to drive brand loyalty at the same time. Online markets can be an opportunity for Canadian alcohol exporters who are targeting the premium, luxury, low-volume segment. A strong online presence will favor macro offerings, but independent producers will also be forced to catch up.

E-commerce continued to gain popularity and share of sales volume in the United Kingdom (UK). An increase attributable in part to growth in home delivery services by specialty retailers. The value for money and simplicity offered by these premium home delivery services are continuing to persuade an increasing number of consumers to shop with them. Online retailing will continue to grow, although supermarkets and hypermarkets will continue to dominate distribution over the forecast period (2018 to 2022).

Historical and forecast European consumer foodservice digital purchases, online retail value sales, US$ millions and period growth (%)  –  fixed 2017 exchange rates
Countries 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
United Kingdom 4,854.4 9,889.6 11,712.6 24,496.5 19.5 20.3
France 224.7 2,060.2 3,079.8 9,851.8 74.0 33.7
Germany 128.0 396.0 489.2 1,038.3 32.6 20.7

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

European internal market

Europeans have enjoyed a barrier-free internal market since 1993, with high transport limits that can be cumulated and repeated throughout the year. Those limits are 10 liters alcoholic beverages above 22% strength, 20 liters alcoholic beverages below 22% strength, 90 liters wine (only 60 liters of which can be sparkling wine) and 110 liters beer.

On-trade and off-tradeFootnote 1

The off-trade witnessed more dynamic growth than the on-trade over 2011-2016. The global economic crisis has been driving many consumers to more closely track their finances, meaning that socializing outside the home has become a less frequent occurrence. In general, during times of economic instability, consumers saved money on dining out by eating in. Currently, economic conditions are improving, and more consumers are willing to buy wine in bars and restaurants. This is leading to a return to growth in the on-trade channel.

Historical and forecast European retail value sales on-trade/off-trade by category, US$ millions and period growth (%) – fixed 2017 exchange rates
Categories On-trade / off-trade 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
Alcoholic drinks Off-trade 133,920.6 144,710.1 149,322.1 169,660.4 2.0 3.2
On-trade 222,047.8 232,744.9 239,209.1 267,811.5 1.2 2.9
Beer Off-trade 45,673.7 49,161.7 50,793.8 57,641.9 1.9 3.2
On-trade 91,401.9 96,765.8 99,689.6 112,014.9 1.4 3.0
Wine Off-trade 51,249.8 55,778.4 57,488.5 65,890.4 2.1 3.5
On-trade 62,361.8 65,042.3 66,552.2 74,387.1 1.1 2.8
Spirits Off-trade 32,278.8 34,958.3 36,075.8 40,554.1 2.0 3.0
On-trade 62,174.2 64,490.3 66,320.0 73,976.6 0.9 2.8
Cider/Perry Off-trade 2,557.2 2,634.1 2,723.9 3,154.5 0.7 3.7
On-trade 3,499.0 3,895.8 4,055.8 4,641.1 2.7 3.4
Ready-to-drink/high-strength premixes Off-trade 2,161.1 2,177.7 2,240.1 2,419.6 0.2 1.9
On-trade 2,610.9 2,550.7 2,591.6 2,791.8 −0.6 1.9

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Beer and cider trends

The global beer category has not witnessed any significant volume growth for many years, but in value terms sales continue to rise. There is an ongoing shift in consumer habits. People are prioritizing spending money on experiences and events rather than commodities. Premiumization remains the defining trend in beer. Lager remains the largest category in each of Western Europe's five largest markets. Most lagers sold in Germany are produced domestically; these have been steadily declining due to increasing interest in other alcoholic drinks categories, consumers who are drinking less and the rise of non/low-alcohol beer.

Historical and forecast European retail value sales and of beer and cider/perry, by category,US$ millions and period growth (%) – fixed 2017 exchange rates
Categories 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
Beer (total) 137,075.6 145,927.5 150,483.4 169,656.8 1.6 3.0
Lager 110,340.0 115,479.0 118,561.1 132,116.1 1.1 2.7
Flavoured/mixed lager 5,375.7 6,656.8 7,102.7 8,870.9 5.5 5.7
Domestic lager 89,811.1 92,906.1 95,017.8 104,550.3 0.9 2.4
Domestic premium 41,461.9 44,301.9 45,801.6 52,393.6 1.7 3.4
Domestic mid-priced 44,533.7 44,932.1 45,527.4 48,322.7 0.2 1.5
Domestic economy 3,815.6 3,672.1 3,688.8 3,834.0 −1.0 1.0
Imported lager 15,153.1 15,916.1 16,440.6 18,694.8 1.2 3.3
Imported premium 11,303.9 11,998.9 12,457.8 14,400.0 1.5 3.7
Imported mid-priced 3,497.3 3,507.7 3,562.8 3,833.9 0.1 1.9
Imported economy 351.9 409.5 420.0 460.9 3.9 2.4
Dark beer 19,017.8 21,744.8 22,794.4 26,582.3 3.4 3.9
Ale 11,760.9 13,975.6 14,826.8 17,985.6 4.4 4.9
Weissbier/weizen/wheat 7,256.9 7,769.1 7,967.6 8,596.7 1.7 1.9
Non-alcoholic beer 4,036.3 4,892.4 5,225.7 6,600.4 4.9 6.0
Stout 3,681.5 3,811.3 3,902.2 4,358.0 0.9 2.8
Cider/perry 6,056.1 6,529.9 6,779.6 7,795.6 1.9 3.0

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Historical and forecast European on and off trade value sales of beer, by category,US$ millions and period growth (%) – fixed 2017 exchange rates
Categories 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
Beer (total) On-trade 91,401.90 96,765.80 99,689.60 112,014.90 1.4 3
Off-trade 45,673.70 49,161.70 50,793.80 57,641.90 1.9 3.2
Lager On-trade 72,060.30 75,231.00 77,259.90 86,214.10 1.1 2.8
Off-trade 38,279.70 40,248.00 41,301.10 45,902.00 1.3 2.7
Dark beer On-trade 13,515.00 15,182.80 15,840.30 18,182.70 3 3.5
Off-trade 5,502.80 6,561.90 6,954.10 8,399.60 4.5 4.8
Non-alcoholic beer On-trade 2,942.40 3,400.00 3,582.40 4,298.20 3.7 4.7
Off-trade 1,093.90 1,492.40 1,643.30 2,302.30 8.1 8.8
Stout On-trade 2,884.20 2,952.00 3,006.90 3,320.00 0.6 2.5
Off-trade 797.3 859.3 895.3 1,038.00 1.9 3.8
Cider/perry On-trade 3,499.00 3,895.80 4,055.80 4,641.10 2.7 3.4
Off-trade 2,557.20 2,634.10 2,723.90 3,154.50 0.7 3.7

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

European beer markets

Historical and forecast in top five European markets, retail value sales of beer by main categories, US$ millions and period growth (%) – fixed 2017 exchange rates
Country total and products 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022 Market share (%) 2017 Market share (%) 2022
Germany 30,788.9 31,784.7 32,335.6 34,359.3 0.8 1.5 100.0 100.0
Dark beer 6,280.1 6,339.5 6,423.4 6,672.6 0.2 1.0 23.8 27.7
Lager 23,322.8 23,985.5 24,367.3 25,773.9 0.7 1.4 73.9 69.7
Non-alcoholic beer 1,060.8 1,315.8 1,394.4 1,736.7 5.5 5.6 1.5 1.9
Stout 125.3 143.9 150.5 176.1 3.5 4.0 0.8 0.7
Cider/perry 17.1 39.7 45.7 64.7 23.4 9.1 3.6 3.2
United Kingdom 25,906.3 26,761.6 27,599.1 30,906.1 0.8 2.9 100.0 100.0
Dark beer 5,620.8 5,965.7 6,197.4 7,159.7 1.5 3.7 19.9 19.4
Lager 18,765.7 19,154.9 19,685.8 21,748.6 0.5 2.5 75.5 75.0
Non-alcoholic beer 239.8 316.6 341.0 431.1 7.2 6.0 4.1 5.1
Stout 1,280.1 1,324.4 1,374.9 1,566.6 0.9 3.3 0.5 0.5
Cider/perry 3,904.8 4,102.2 4,239.5 4,761.1 1.2 2.9 0.1 0.2
Spain 14,621.9 16,314.1 17,156.5 20,882.7 2.8 5.0 100.0 100.0
Dark beer 145.8 153.1 158.7 181.8 1.2 3.5 13.7 13.2
Lager 12,495.6 14,143.1 14,955.0 18,533.8 3.1 5.5 80.2 81.2
Non-alcoholic beer 1,895.0 1,926.3 1,947.9 2,058.1 0.4 1.4 0.6 0.6
Stout 85.5 91.5 94.9 108.9 1.7 3.5 5.5 5.0
Cider/perry 307.3 341.4 370.8 504.8 2.7 8.0 0.0 0.0
France 9,649.9 11,311.3 11,837.1 13,422.9 4.1 3.2 100.0 100.0
Dark beer 1,832.1 2,686.8 2,936.3 3,713.1 10.0 6.0 0.9 0.9
Lager 7,598.3 8,361.0 8,621.9 9,360.9 2.4 2.1 86.7 88.8
Non-alcoholic beer 116.5 171.1 188.3 256.2 10.1 8.0 11.8 9.9
Stout 103.0 92.5 90.6 92.6 −2.7 0.5 0.6 0.5
Cider/perry 397.5 409.0 410.5 433.6 0.7 1.4 2.1 2.4
Italy 8,982.4 9,648.6 10,044.6 12,258.7 1.8 5.1 100.0 100.0
Dark beer 1,138.8 1,326.1 1,382.9 1,620.9 3.9 4.0 22.3 23.2
Lager 7,284.3 7,738.2 8,062.9 9,958.9 1.5 5.4 71.6 70.4
Non-alcoholic beer 55.1 57.4 59.6 72.0 1.0 4.8 1.2 1.4
Stout 504.2 526.8 538.8 607.0 1.1 3.0 4.9 5.1
Cider/perry 0.2 0.3 0.3 0.6 10.7 18.9 15.3 15.4

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Channel distributions for beer in top three European markets, 2013-2017
Channel of distributionand countries % Breakdown 2013 % Breakdown 2017
Germany 100 100
Grocery retailers 99.8 99.5
Discounters 23.4 25.0
Food/drink/tobacco specialists 25.4 23.7
Hypermarkets 18.2 17.6
Small grocery retailers 9.8 9.5
Convenience stores 0.9 1.0
Forecourt retailers 5.9 5.7
Independent small groceries 3.0 2.7
Supermarkets 21.8 22.5
Non-store retailing (internet) 0.3 0.5
United Kingdom 100 100
Grocery retailers 95.5 94.9
Discounters 5.3 6.4
Food/drink/tobacco specialists 3.5 3.4
Hypermarkets 37.1 36.1
Small grocery retailers 29.8 28.7
Convenience stores 11.6 11.2
Forecourt retailers 2.0 1.9
Independent small groceries 16.2 15.6
Supermarkets 19.8 20.4
Non-store retailing (internet) 4.5 5.1
France 100 100
Grocery retailers 97.9 97.3
Discounters 11.6 11.5
Food/drink/tobacco specialists 3.0 3.1
Hypermarkets 42.9 43.1
Small grocery retailers 8.4 7.6
Convenience stores 2.4 2.6
Forecourt retailers 2.0 1.8
Independent small groceries 3.9 3.2
Supermarkets 32.1 32.0
Non-store retailing (internet) 2.1 2.7
Source: Euromonitor International, 2018

European craft beers

Market share of top three largest national companies selling beer, top five European markets, 2013-2017
Countries National companies Market share (%) 2013 Market share (%) 2017
United Kingdom Heineken UK Ltd 17.9 18.1
Inbev UK Ltd 12.7 14.1
Molson Coors Brewing Co (UK) Ltd 11.8 12.2
Germany Radeberger Gruppe KG 9.8 10.0
Aldi* Einkauf GmbH & Co oHG 6.2 6.4
Anheuser-Busch InBev Germany Holding GmbH 5.7 5.2
France Heineken Entreprise SAS 12.2 14.1
Brasseries Kronenbourg SA 11.9 12.8
Castel Frères SAS 5.2 5.8
Spain Heineken España SA 22.8 22.9
Mahou SA 21.7 22.8
Damm SA 9.0 9.0
Italy Heineken Italia SpA 10.2 10.2
Birra Peroni Srl 8.3 8.3
Birra Castello SpA 3.9 4.0

Source: Euromonitor International, 2018

*: Aldi (Germany) is a chain of retailers with manufacturing units

Canadian beer exports

German import figures for Canadian beer (as well as for wines, spirits, RTGs, etc.) have increased significantly over the past historical review (2013-2017). However, Germany acts as a distribution hub for the other EU/non-EU countries, which means that not all of these increased volumes have in fact been consumed in Germany, but custom-cleared and possibly reshipped to other markets.

Top ten European markets for Canadian beer exports, 2013-2017
Countries 2013 2014 2015 2016 2017 CAGR* % 2013-2017 Market share (%) 2017
European Union (total) 3,534,933.0 4,336,609.0 5,885,623.0 5,470,855.0 5,580,298.0 12.1 100
France 366,902.0 510,881.0 684,745.0 810,565.0 1,161,923.0 33.4 20.8
Germany 65,563.0 113,053.0 374,599.0 702,782.0 1,136,530.0 104.0 20.4
United Kingdom 2,296,897.0 2,745,396.0 3,430,798.0 1,877,392.0 1,035,365.0 −18.1 18.6
Italy 369,318.0 419,516.0 549,554.0 752,790.0 608,899.0 13.3 10.9
Spain 98,738.0 157,213.0 271,196.0 352,300.0 442,066.0 45.5 7.9
Belgium 25,580.0 8,980.0 157,512.0 262,254.0 340,529.0 91.0 6.1
Denmark 132,564.0 178,529.0 184,697.0 192,344.0 317,265.0 24.4 5.7
Netherlands 90.0 54,876.0 932.0 179,030.0 300,360.0 N/A 5.4
Sweden 64,747.0 52,250.0 116,164.0 207,842.0 150,617.0 23.5 2.7
Ireland 110,255.0 95,295.0 97,045.0 107,933.0 62,820.0 −13.1 1.1

Source: Global Trade Tracker, 2018

*CAGR: Compound annual growth rate

N/A: Not applicable

Harmonized system (HS) code: 220300

Wine

Historical and forecast European retail value sales of wine, by category,US$ millions and period growth (%) – fixed 2017 exchange rates
Categories 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
Wine (total) 113,611.6 120,820.7 124,040.7 140,277.5 1.5 3.1
Light grape wine[1] 84,100.9 88,648.0 90,760.7 101,398.7 1.3 2.8
Red wine 42,601.2 43,596.3 44,257.1 48,378.1 0.6 2.3
Rosé wine 8,653.9 9,405.4 9,741.5 11,172.5 2.1 3.5
White wine 32,845.8 35,646.3 36,762.1 41,848.1 2.1 3.3
Sparkling wine 22,075.0 24,579.7 25,500.7 30,236.1 2.7 4.4
Champagne 10,351.7 10,905.2 11,088.0 12,098.6 1.3 2.2
Other sparkling wine 11,723.3 13,674.6 14,412.8 18,137.5 3.9 5.9
Fortified wine and vermouth 6,690.5 6,822.4 6,989.3 7,764.4 0.5 2.7
Port 1,359.1 1,384.2 1,400.5 1,501.8 0.5 1.8
Sherry 709.9 638.5 635.4 636.8 −2.6 0.1
Vermouth 3,615.5 3,806.9 3,948.5 4,551.5 1.3 3.6
Other fortified wine 1,006.0 992.8 1,004.9 1,074.3 −0.3 1.7
Non-grape wine 745.1 770.6 790.0 878.3 0.8 2.7
Apple wine 215.5 251.9 263.1 317.1 4.0 4.8
Fruit wine[2] 77.1 86.7 88.9 100.4 3.0 3.1
Non-grape dessert wine 58.0 63.8 62.6 59.1 2.4 −1.4
Other non-grape wine 203.2 199.9 202.4 212.0 −0.4 1.2

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

  • 1: Light grape wine is so called because of its alcohol content, which usually falls into the 8-14% abv bracket and thus excludes fortified wine. Semi-sparkling wines are included here. These are sparkling wines that contain no more than 2.5 atmospheres of carbon dioxide.
  • 2: Fruit wines may not be sold under the name of wine in France, Spain and Italy.
Historical and forecast European on and off trade value sales of wine, by category,US$ millions and period growth (%) – fixed 2017 exchange rates
Categories 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
Wine On-trade 62,361.80 65,042.30 66,552.20 74,387.10 1.1 2.8
Off-trade 51,249.80 55,778.40 57,488.50 65,890.40 2.1 3.5
Light grape wine On-trade 44,562.00 46,338.90 47,356.50 52,563.30 1 2.8
Off-trade 39,538.90 42,309.10 43,404.20 48,835.40 1.7 2.5
Sparkling wine On-trade 13,221.30 14,007.70 14,373.70 16,430.30 1.5 3.9
Off-trade 8,853.70 10,572.10 11,127.10 13,805.80 4.5 1.7
Fortified wine and vermouth On-trade 4,286.10 4,365.60 4,479.10 4,993.70 0.5 3.4
Off-trade 2,404.50 2,456.70 2,510.20 2,770.70 0.5 5.5
Non-grape wine On-trade 292.4 330.1 342.9 399.8 3.1 2.6
Off-trade 452.8 440.5 447.1 478.5 −0.7 3

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

German consumers drank a total of 17.2 hectoliters of wine in the last wine fiscal year (from August 1, 2016 to July 31, 2017). This corresponds to a per-capita consumption of 20.9 liters (0.2 liters less than in the previous year), recorded by the German Wine Institute. One of the main reasons was the demographic change, according to Monika Reule, Managing Director of the German Wine Institute. "A positive sign is that younger consumers more frequently buy wine in the food retail trade; however, this growth can unfortunately not compensate the decline in wine purchases of the older generation."

Historical and forecast in top five European markets, retail value sales of wine by main categories,US$ millions and period growth (%) – fixed 2017 exchange rates
Categories and countries 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022 Market share (%) 2017 Market share (%) 2022
France 28,633.4 29,665.5 29,984.3 32,095.7 0.9 1.7 100 100
Light grape wine 16,528.1 17,443.9 17,676.9 19,093.9 1.4 1.9 58.8 59.5
Sparkling wine 9,716.2 9,922.5 10,015.1 10,701.5 0.5 1.7 33.4 33.3
Fortified wine and vermouth 2,389.0 2,299.0 2,292.3 2,300.3 −1.0 0.1 7.7 7.2
Non-grape wine N/A N/A N/A N/A N/A N/A N/A N/A
United Kingdom 18,762.4 19,670.2 20,107.9 22,220.5 1.2 2.5 100 100
Light grape wine 15,624.8 15,674.2 15,873.0 17,030.5 0.1 1.8 79.7 76.6
Sparkling wine 2,466.8 3,269.0 3,481.0 4,327.4 7.3 5.6 16.6 19.5
Fortified wine and vermouth 622.9 672.7 697.6 797.4 1.9 3.4 3.4 3.6
Non-grape wine 48 54.3 56.3 65.2 3.1 3.7 0.3 0.3
Italy 14,840.7 16,108.9 16,723.8 20,587.8 2.1 5.3 100 100
Light grape wine 11,935.6 12,531.4 12,822.7 14,718.7 1.2 3.5 77.8 71.5
Sparkling wine 3,948.2 3,880.8 3,935.8 4,222.0 −0.4 1.8 26.3 25.5
Fortified wine and vermouth 253 213.2 209.9 209.5 −4.2 0.0 1.3 1
Non-grape wine 48.5 50.3 51.5 58.3 0.9 3.1 0.3 0.3
Germany 14,437.9 14,759.7 15,085.9 16,528.6 0.6 2.3 100 100
Light grape wine 9,665.0 10,036.9 10,283.7 11,304.6 0.9 2.4 68 68.4
Sparkling wine 3,948.2 3,880.8 3,935.8 4,222.0 −0.4 1.8 26.3 25.5
Fortified wine and vermouth 547.4 519 528.3 596.1 −1.3 3.1 3.5 3.6
Non-grape wine 277.3 323.1 338.2 405.9 3.9 4.7 2.2 2.5
Spain 4,911.9 5,646.3 5,884.9 6,867.9 3.5 3.9 100 100
Light grape wine 3,537.9 4,108.3 4,283.8 4,990.5 3.8 3.9 72.8 72.7
Sparkling wine 539 563.1 573.2 606.9 1.1 1.4 10.0 8.8
Fortified wine and vermouth 835 974.9 1,028.0 1,270.5 3.9 5.4 17.3 18.5
Non-grape wine N/A N/A N/A N/A N/A N/A N/A N/A

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

N/A: Not applicable

Channel distributions for winein top three European markets, 2013-2017
Channel by countries % Breakdown 2013 % Breakdown 2017
Germany 100 100
Grocery retailers 89.3 89.5
Discounters 47.3 47.5
Food/drink/specialists 3.2 3.0
Hypermarkets 8.9 9.6
Small grocery retailers 8.3 7.6
Convenience stores 0.4 0.5
Forecourt retailers 4.0 3.6
Independent small groceries 3.8 3.5
Supermarkets 11.9 15.0
Non-store retailing 10.8 10.5
Home shopping 5.3 4.0
Internet retailing 2.3 3.8
United Kingdom 100 100
Grocery retailers 90.3 86.8
Discounters 3.9 4.8
Food/drink/specialists 12.0 12.1
Hypermarkets 42.4 39.8
Small grocery retailers 9.1 8.0
Convenience stores 4.7 4.6
Forecourt retailers 1.8 1.1
Independent small groceries 2.7 2.4
Supermarkets 22.9 22.2
Non-store retailing 9.7 13.3
Home shopping 2.9 2.7
Internet retailing 6.8 10.6
France 100 100
Grocery retailers 93.5 92.7
Discounters 9.3 8.9
Food/drink/specialists 8.4 8.7
Hypermarkets 37.1 37.1
Small grocery retailers 10.1 9.8
Convenience stores 5.1 5.4
Forecourt retailers 4.0 3.6
Independent small groceries 1.0 0.8
Supermarkets 28.5 28.2
Non-store retailing 6.5 7.3
Home shopping 2.1 1.6
Internet retailing 3.1 4.4
Source: Euromonitor International, 2018

The wine corporate environment in Western Europe is very fragmented, mainly because of consumers' attachment to regional products such as traditional châteaux and local domains.

Market share of top three largest companies selling wine, top five European markets, 2013-2017
Countries Companies Market share (%) 2013 Market share (%) 2017
France Castel Frères SAS 10.3 12.0
Carrefour SA* 8.3 8.2
ITM Entreprises SA* 4.5 4.6
Italy CAVIRO - Cooperative Agricole Viti-Frutticoltori Italiani Riuniti Organizzati Scarl 6.6 5.8
Cantine Riunite & CIV SC Agr 2.9 2.8
Gruppo Italiano Vini SpA 2.6 2.6
Spain J García Carrión SA 10.4 9.7
Mercadona SA* 5.5 5.5
Félix Solís Avantis SA 3.2 3.7
United Kingdom Accolade Wines Ltd 11.2 12.4
Tesco Plc* 5.4 5.6
Concha y Toro UK Ltd 3.2 4.1
Germany Aldi Einkauf GmbH & Co oHG* 24.1 24.4
Lidl & Schwarz Stiftung & Co KG* 12.9 13.1
Rotkäppchen-Mumm Sektkellereien GmbH 5.2 5.4

Source: Euromonitor International, 2018

*: Carrefour, ITM, Mercadona, Tesco, Aldi, Lidl are chains of retailers with manufacturing units.

Alternative trends

Canadian wine exports

Top European importers of Canadian wine, Can$, 2013-2017
Countries 2013 2017 CAGR* % 2013-2017 Market share (%)
European Union (EU-28) 2,774,106.0 3,400,954.0 5.2 100
Netherlands 25,978.0 1,255,705.0 163.7 36.9
United Kingdom 1,970,846.0 804,291.0 −20.1 23.6
Germany 253,780.0 561,308.0 22.0 16.5
Finland 42,035.0 248,712.0 56.0 7.3
Denmark 107,836.0 156,440.0 9.7 4.6
France 124,170.0 106,088.0 −3.9 3.1
Austria 15,882.0 63,712.0 41.5 1.9
Sweden 161,531.0 50,176.0 −25.3 1.5
Italy 25,919.0 37,401.0 9.6 1.1
Belgium 28,333.0 35,149.0 5.5 1.0

Source: Global Trade Tracker, 2018

*CAGR: Compound annual growth rate

HS code: 2204

Shipment requirements

Shipment of wines packaged in bottles of 200 millilitres (ml) is not permitted as per EU Directive 2007/45/EC. Bottles of 200 ml are acceptable for sparkling wines, liqueur wines, aromatised wines and spirits.

Range of nominal quantities of contents of prepackages:

Wine
On the interval from 100 ml to 1,500 ml only the following 8 nominal quantities (ml): 100, 187, 250, 375, 500, 750, 1,000, 1,500
Yellow wine
On the interval from 100 ml to 1,500 ml only the following nominal quantity (ml): 620
Sparkling wine
On the interval from 125 ml to 1,500 ml only the following 5 nominal quantities (ml): 125, 200, 375, 750, 1,500
Liqueur wine
On the interval from 100 ml to 1,500 ml only the following 7 nominal quantities (ml): 100, 200, 375, 500, 750, 1,000, 1,500
Aromatised wine
On the interval from 100 ml to 1,500 ml only the following 7 nominal quantities (ml): 100, 200, 375, 500, 750, 1,000, 1,500
Spirit drinks
On the interval from 100 ml to 2,000 ml only the following 9 nominal quantities (ml): 100, 200, 350, 500, 700, 1 000, 1,500, 1,750, 2,000

Source: EUR-Lex: Access to European Union Law

Icewine

A great deal of work goes into making Icewine and Canadian winemakers have become experts in this field. Due to the lower yield of grapes and the difficulty of processing, Icewines are more expensive than table wines. They are sold in half-bottles (375mL bottles) in a high price bracket and they enhance the prestige of wine-making regions able to create these wines.

The increase in ice wine market shares in Europe is mainly attributable to the Dutch market. Also, for the first four months of 2018 (February-April), sales in France have already doubled compared to 2016.

Top ten European importers of Canadian Icewine, Can$, 2013-2017
Countries 2013 2014 2015 2016 2017 CAGR* % 2013-2017
European Union (EU-28) 658,799 1,308,633 1,781,603 1,424,877 1,894,723 30.2
Netherlands N/A 5,966 22,068 78,301 1,078,945 465.5
United Kingdom 526,250 786,996 1,202,939 916,703 252,907 −16.7
Germany 6,474 404,190 266,014 163,056 241,128 147.0
Denmark 17,672 48,150 78,187 108,932 105,975 56.5
France 28,854 20,610 35,405 81,036 41,809 9.7
Finland 8,460 1,038 90,329 N/A 35,194 42.8
Austria N/A 2,600 9,525 12,685 34,629 137.0
Belgium N/A N/A 45,538 33,030 16,520 N/A

Source: Catsnet, 2018

*CAGR: Compound annual growth rate

N/A: Not applicable

HS code: 22042110

Spirits

Historical and forecast European retail value sales of spirits, by category,US$ millions and period growth (%) – fixed 2017 exchange rates
Categories 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
Spirits (Total) 94,453.0 99,448.6 102,395.8 114,530.7 1.3 2.8
White spirits 23,173.6 26,056.0 27,175.8 31,614.8 3.0 3.9
Gin 5,485.7 7,303.3 7,863.0 9,980.8 7.4 6.1
Vodka 17,687.9 18,752.7 19,312.8 21,634.0 1.5 2.9
Whiskies 21,036.1 22,284.3 22,939.1 25,628.0 1.5 2.8
Bourbon/other U.S. whisky 3,510.7 4,244.6 4,467.6 5,210.3 4.9 3.9
Canadian whisky 257.8 236.4 232.5 233.3 −2.1 0.1
Irish whiskey 1,394.8 1,562.7 1,621.9 1,899.5 2.9 4.0
Blended scotch whisky 13,412.8 13,408.7 13,658.9 14,758.6 0.0 2.0
Single grain scotch whisky 0.2 49.9 55.8 77.7 297.4 8.6
Single malt scotch whisky 1,875.6 2,102.4 2,179.4 2,572.6 2.9 4.2
Other whiskies 519.5 533.6 549.9 620.7 0.7 3.1
Liqueurs 19,680.0 21,204.5 21,924.2 24,684.5 1.9 3.0
Bitters 9,835.5 10,754.6 11,111.3 12,365.4 2.3 2.7
Cream-based liqueurs 2,028.9 2,124.9 2,194.4 2,460.4 1.2 2.9
Other liqueurs 7,815.7 8,324.9 8,618.4 9,858.7 1.6 3.4
Other spirits 14,060.2 13,225.6 13,298.4 13,872.4 −1.5 1.1
Rum 8,992.5 9,519.2 9,857.2 11,197.3 1.4 3.2
Dark rum 4,690.6 4,982.8 5,183.2 6,021.3 1.5 3.8
White rum 4,301.9 4,536.5 4,674.0 5,176.0 1.3 2.6
Brandy and cognac 6,522.0 6,108.5 6,123.4 6,325.1 −1.6 0.8
Brandy 4,799.6 4,440.8 4,436.5 4,510.4 −1.9 0.4
Cognac 1,722.4 1,667.7 1,686.8 1,814.7 −0.8 1.8
Tequila (and mezcal) 988.6 1,050.5 1,077.8 1,208.8 1.5 2.9

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Historical and forecast European on and off trade value sales of spirits, by category,US$ millions and period growth (%) – fixed 2017 exchange rates
Categories 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
Spirits On-trade 62,174.2 64,490.3 66,320.0 73,976.6 0.9 2.8
Off-trade 32,278.8 34,958.3 36,075.8 40,554.1 2.0 3.0
White spirits On-trade 14,044.6 15,776.2 16,474.9 19,365.7 2.9 4.1
Off-trade 9,129.1 10,279.8 10,700.9 12,249.1 3.0 3.4
Whiskies On-trade 13,140.4 13,526.9 13,878.3 15,285.7 0.7 2.4
Off-trade 7,895.7 8,757.4 9,060.8 10,342.2 2.6 3.4
Liqueurs On-trade 14,164.6 15,135.5 15,651.1 17,650.7 1.7 3.1
Off-trade 5,515.4 6,069.0 6,273.1 7,033.8 2.4 2.9
Other spirits On-trade 9,002.9 8,232.4 8,234.3 8,445.5 −2.2 0.6
Off-trade 5,057.3 4,993.2 5,064.1 5,426.9 −0.3 1.7
Rum On-trade 6,724.7 6,997.6 7,235.9 8,182.1 1.0 3.1
Off-trade 2,267.8 2,521.6 2,621.3 3,015.2 2.7 3.6
Brandy and cognac On-trade 4,244.7 3,912.5 3,912.6 4,000.9 −2.0 0.6
Off-trade 2,277.2 2,196.0 2,210.7 2,324.2 −0.9 1.3
Tequila and mezcal On-trade 852.3 909.2 933.0 1,046.0 1.6 2.9
Off-trade 136.4 141.3 144.8 162.7 0.9 3.0

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Historical and forecast top five European markets, retail value sales of spirit by main categories,US$ millions and period growth (%) – fixed 2017 exchange rates
Categories and countries 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022 Market share (%) 2017 Market share (%) 2022
France 18,499.0 18,852.7 19,112.1 20,324.6 0.5 1.5 100 100
Brandy and cognac 264.5 253.8 251.6 249.0 −1.0 −0.3 1.3 1.2
Liqueurs 2,685.2 2,901.4 2,991.9 3,279.9 2.0 2.3 15.4 16.1
Rum 1,660.2 2,094.2 2,221.9 2,607.2 6.0 4.1 11.1 12.8
Tequila and mezcal 95.0 92.1 92.4 96.4 −0.8 1.1 0.5 0.5
Whiskies 6,798.6 7,113.8 7,238.9 7,758.6 1.1 1.7 37.7 38.2
White spirits 1,692.5 1,762.5 1,802.0 2,042.5 1.0 3.2 9.3 10.0
Other spirits 5,303.1 4,634.9 4,513.4 4,290.9 −3.3 −1.3 24.6 21.1
Germany 17,496.7 18,193.1 18,665.1 20,258.2 1.0 2.1 100 100
Brandy and cognac 2,388.5 2,095.8 2,066.8 2,035.4 −3.2 −0.4 11.5 10.0
Liqueurs 6,904.8 7,274.7 7,454.4 7,945.2 1.3 1.6 40.0 39.2
Rum 1,087.4 1,156.8 1,200.2 1,356.1 1.6 3.1 6.4 6.7
Tequila and mezcal 253.9 242.4 243.9 257.5 −1.2 1.4 1.3 1.3
Whiskies 2,182.8 2,459.1 2,567.0 2,948.9 3.0 3.5 13.5 14.6
White spirits 1,635.2 2,099.2 2,236.3 2,712.4 6.4 4.9 11.5 13.4
Other spirits 3,044.2 2,865.3 2,896.4 3,002.7 −1.5 0.9 15.7 14.8
United Kingdom 13,891.40 15,822.70 16,645.10 19,700.4 3.3 4.3 100 100
Brandy and cognac 1,069.40 1,143.60 1,190.30 1,370.90 1.7 3.6 7.2 7
Liqueurs 1,655.20 2,039.00 2,195.60 2,774.60 5.4 6.0 12.9 14.1
Rum 1,592.80 1,769.80 1,856.80 2,254.40 2.7 5.0 11.2 11.4
Tequila and mezcal 146.8 187.4 199.1 247.2 6.3 5.6 1.2 1.3
Whiskies 3,362.10 3,820.90 3,991.10 4,605.20 3.2 3.6 24.1 23.4
White spirits 5,652.90 6,457.20 6,795.90 7,988.90 3.4 4.1 40.8 40.6
Other spirits 412.2 405 416.4 459.2 −0.4 2.5 2.6 2.3
Spain 9,317.2 9,671.9 9,967.1 11,152.6 0.9 2.8 100 100
Brandy and cognac 669.1 616.7 608.4 564.3 −2.0 −1.9 6.4 5.1
Liqueurs 708.9 852.2 918.2 1,170.4 4.7 6.3 8.8 10.5
Rum 1,705.3 1,563.2 1,562.8 1,574.0 −2.2 0.2 16.2 14.1
Tequila and mezcal 117.5 127.1 127.0 127.7 2.0 0.1 1.3 1.1
Whiskies 2,802.9 2,579.7 2,619.9 2,806.5 −2.1 1.7 26.7 25.2
White spirits 2,346.6 2,926.6 3,082.5 3,695.6 5.7 4.6 30.3 33.1
Other spirits 966.9 1,006.5 1,048.3 1,214.2 1.0 3.7 10.4 10.9
Italy 9,299.6 8,859.7 9,037.3 10,184.5 -1.2 3.0 100 100
Brandy and cognac 499.8 368.0 359.3 351.2 −7.4 −0.6 4.2 3.4
Liqueurs 3,013.5 3,106.2 3,188.1 3,641.1 0.8 3.4 35.1 35.8
Rum 1,439.5 1,303.7 1,331.4 1,513.5 −2.4 3.3 14.7 14.9
Tequila and mezcal 61.7 64.4 66.5 76.9 1.1 3.7 0.7 0.8
Whiskies 721.8 612.4 612.1 629.6 −4.0 0.7 6.9 6.2
White spirits 1,783.4 1,793.9 1,853.8 2,226.9 0.1 4.7 20.2 21.9
Other spirits 1,779.8 1,611.0 1,626.2 1,745.4 −2.5 1.8 18.2 17.1

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Throughout Europe, discounters have benefited from the poor economic conditions, with consumers switching to these outlets as finances became tighter. In contrast, specialist retailers have seen their share of categories shrink in volume terms. Online sales grew rapidly between 2008 and 2017 in some markets such as the UK and Ireland, mainly due to an efficient distribution network and relatively liberal retail legislation.

Channel distributions for spiritsin top three European markets, 2013-2017
Channel and countries % Breakdown 2013 % Breakdown 2017
France 100.0 100.0
Grocery retailers 95.8 95.2
Discounters 10.2 10.2
Food/drink/tobacco specialists 5.7 5.7
Hypermarkets 40.1 40.2
Small grocery retailers 9.4 8.7
Convenience stores 3.9 4.0
Forecourt retailers 3.1 2.7
Independent small groceries 2.3 2.0
Supermarkets 30.2 30.1
Other grocery retailers 0.3 0.3
Non-store retailing 4.2 4.8
Home shopping and direct selling 1.6 1.3
Internet retailing 2.6 3.4
Germany 100.0 100.0
Grocery retailers 97.5 97.2
Discounters 28.6 29.7
Food/drink/tobacco specialists 20.0 18.6
Hypermarkets 16.3 15.9
Small grocery retailers 9.9 9.4
Convenience stores 1.1 1.1
Forecourt retailers 5.5 5.3
Independent small groceries 3.3 3.0
Supermarkets 19.8 21.2
Other grocery retailers 2.9 2.4
Non-store retailing 2.5 2.8
Home shopping and direct selling 1.8 1.4
Internet retailing 0.8 1.3
United Kingdom 100.0 100.0
Grocery retailers 94.1 92.6
Discounters 4.9 5.7
Food/drink/tobacco specialists 8.0 7.9
Hypermarkets 37.7 36.4
Small grocery retailers 23.8 22.8
Convenience stores 9.8 9.5
Forecourt retailers 2.1 1.8
Independent small groceries 12.0 11.5
Supermarkets 19.6 19.9
Other grocery retailers N/A N/A
Non-store retailing 5.9 7.4
Home shopping and direct selling 0.8 0.7
Internet retailing 5.2 6.7

Source: Euromonitor International, 2018

N/A: Not applicable

European craft spirits

Market share of top three companies selling spirits by top five European markets, 2013-2017
Countries Companies Market share (%) 2013 Market share (%) 2017
United Kingdom Diageo Plc 24.4 26.2
Bacardi Brown-Forman Brands 8.3 8.2
Pernod Ricard UK Ltd 5.7 6.5
Germany Pernod Ricard Deutschland GmbH 5.5 6.1
Campari Deutschland GmbH 4.9 5.6
Diageo Deutschland GmbH 3.9 4.7
France Ricard SA 17.8 16.5
La Martiniquaise SVS 11.3 12.2
Marie Brizard & Roger International SAS 8.8 9.6
Spain Pernod Ricard Larios SA 21.3 21.0
Maxxium España SL 15.6 15.8
Diageo España SA 11.9 11.5
Italy Campari Milano SpA, Davide 19.0 21.5
Diageo Italia SpA 7.5 9.3
Pernod Ricard Italia SpA 8.6 8.6
Source: Euromonitor International, 2018

Canadian spirit exports

Top European markets for Canadian whiskies, 2013 to 2017 (value in Can$)
Countries 2013 2014 2015 2016 2017 CAGR* % 2013-17 Marketshare (%) 2017
European Union 20,610,252.0 26,178,340.0 22,159,020.0 26,603,367.0 28,514,602.0 8.5 100
France 5,846,254.0 9,425,788.0 8,158,422.0 10,533,542.0 9,589,058.0 13.2 33.6
Germany 2,883,406.0 4,480,051.0 4,457,614.0 6,358,661.0 6,199,025.0 21.1 21.7
Finland 2,988,004.0 2,642,748.0 2,434,189.0 2,834,969.0 3,942,341.0 7.2 13.8
Sweden 1,861,383.0 2,079,079.0 2,229,029.0 2,107,260.0 1,975,352.0 1.5 6.9
Netherlands 2,210,717.0 1,963,148.0 676,590.0 1,118,405.0 1,716,406.0 −6.1 6.0
United Kingdom 1,023,792.0 1,932,836.0 711,470.0 674,247.0 1,392,077.0 8.0 4.9
Slovenia 534,648.0 707,394.0 535,134.0 557,019.0 785,071.0 10.1 2.8
Belgium 238,759.0 173,111.0 162,049.0 336,915.0 716,450.0 31.6 2.5
Denmark N/A 33,709.0 3,894.0 N/A 495,548.0 N/A 1.7
Lithuania 362,403.0 372,828.0 417,997.0 501,528.0 411,211.0 3.2 1.4

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

N/A: Not applicable

HS code: 220830

Top five European markets for Canadian rum and other spirits obtained by distilling fermented sugar-cane products, 2013 to 2017 (value in Can$)
Countries 2013 2014 2015 2016 2017 CAGR* % 2013-17 Market share (%) 2017
European Union (EU-28) 75,950.0 104,767.0 4,299.0 53,775.0 65,406.0 −3.7 100
United Kingdom N/A N/A N/A 1,526.0 33,293.0 N/A 50.9
Germany 50,662.0 79,665.0 1,299.0 40,800.0 21,160.0 −19.6 32.4
Netherlands 8,582.0 88.0 1,813.0 288.0 5,959.0 −8.7 9.1
France 15,502.0 10,357.0 1,094.0 2,455.0 4,953.0 −24.8 7.6
Denmark N/A 13,122.0 N/A 8,455.0 42.0 N/A 0.1

Source: Global Trade Tracker, 2018

*CAGR: Compound annual growth rate

N/A: Not applicable

HS code: 220840

Top ten European markets for Canadian ethyl alcohol of an alcoholic strength of < 80% vol, not denatured; spirits and other spirituous beverages, 2013 to 2017 (value in Can$)
Countries 2013 2014 2015 2016 2017 CAGR* % 2013-17 Market share (%) 2017
European Union (EU-28) 301,755.0 349,524.0 477,298.0 624,929.0 1,526,439.0 50.0 100
United Kingdom 56,742.0 93,887.0 92,197.0 102,019.0 640,571.0 83.3 42.0
Germany 1,771.0 21,132.0 121,351.0 238,359.0 438,103.0 296.6 28.7
France 95,921.0 94,633.0 180,962.0 206,869.0 325,797.0 35.8 21.3
Sweden 73,561.0 47,991.0 95.0 41,068.0 84,919.0 3.7 5.6
Netherlands 4,323.0 13,786.0 5,776.0 9,312.0 22,669.0 51.3 1.5
Belgium N/A 377.0 18,637.0 26,915.0 9,966.0 197.9 0.7
Italy N/A N/A 1,767.0 N/A 2,136.0 N/A 0.1
Spain N/A N/A 123.0 90.0 1,173.0 N/A 0.1
Ireland N/A N/A 7,777.0 N/A 1,094.0 N/A 0.1
Denmark N/A N/A 1,513.0 N/A 12.0 N/A N/A

Source: Global Trade Tracker, 2018

*CAGR: Compound annual growth rate

N/A: Not applicable

HS code: 220890

Top ten European markets for Canadian liqueurs and cordials, 2013 to 2017 (value in Can$)
Countries 2013 2014 2015 2016 2017 CAGR* % 2013-17 Market share (%) 2017
European Union (EU-28) 297,220.0 461,510.0 918,210.0 2,214,840.0 2,857,657.0 76.1 100
Spain N/A N/A N/A 583,565.0 1,151,875.0 N/A 40.3
Sweden 57,438.0 265,247.0 139,383.0 116,870.0 1,000,937.0 104.3 35.0
United Kingdom 76,887.0 N/A 484,354.0 727,205.0 203,543.0 27.6 7.1
France 56,464.0 75,464.0 88,606.0 130,610.0 161,952.0 30.1 5.7
Netherlands N/A 9,303.0 8,517.0 9,089.0 99,946.0 N/A 3.5
Austria N/A 620.0 N/A 95,685.0 45,264.0 317.9 1.6
Estonia N/A N/A N/A 143,150.0 44,038.0 N/A 1.5
Germany 76,178.0 2,053.0 69,299.0 215,216.0 40,913.0 N/A 1.4
Greece N/A 33,716.0 N/A N/A 36,841.0 N/A 1.3
Belgium 2,523.0 58,547.0 27,944.0 44,328.0 23,688.0 N/A 0.8

Source: Global Trade Tracker, 2018

*CAGR: Compound annual growth rate

N/A: Not applicable

HS code: 220870

Ready-to-drink/high-strength premixes

Historical and forecast European retail value sales of ready-to-drink/high-strength premixes, by category, US$ millions and period growth (%) – fixed 2017 exchange rates
Categories 2013 2017 2018 2022 CAGR* % 2013-17 CAGR* % 2018-22
RTDs/High-strength premixes 4,772.0 4,728.4 4,831.8 5,211.4 −0.2 1.9
High-strength premixes 930.1 896.0 901.8 924.2 −0.9 0.6
RTDs 3,841.9 3,832.4 3,930.0 4,287.2 −0.1 2.2
Malt-based RTDs 57.8 34.9 29.0 34.1 −11.8 4.1
Spirit-based RTDs 2,716.5 2,641.4 2,708.3 2,942.1 −0.7 2.1
Wine-based RTDs 864.1 987.6 1,025.5 1,142.5 3.4 2.7
Other RTDs 203.5 168.5 167.2 168.6 −4.6 0.2

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Historical and forecast European on and off trade value sales of ready-to-drink/high-strength premixes, by category, US$ millions and period growth (%) – fixed 2017 exchange rates
Categories 2013 2017 2018 2022 CAGR* % 2013-17 CAGR* % 2018-22
Ready-to-drink/high-strength premixes On-trade 2,610.9 2,550.7 2,591.6 2,791.8 −0.6 1.9
Off-trade 2,161.1 2,177.7 2,240.1 2,419.6 0.2 1.9
High-strength premixes On-trade 523.2 502.5 506.1 521.9 −1.0 0.8
Off-trade 406.9 393.5 395.7 402.3 −0.8 0.4
Ready-to-drink On-trade 2,087.8 2,048.2 2,085.6 2,269.9 −0.5 2.1
Off-trade 1,754.2 1,784.2 1,844.5 2,017.3 0.4 2.3
Malt-based Ready-to-drink On-trade 30.8 22.2 20.4 23.8 −7.9 3.9
Off-trade 27.0 12.7 8.6 10.3 −17.2 4.6
Spirit-based Ready-to-drink On-trade 1,607.8 1,555.7 1,584.4 1,718.2 −0.8 2.0
Off-trade 1,108.7 1,085.8 1,123.9 1,223.9 −0.5 2.2
Wine-based Ready-to-drink On-trade 330.0 377.7 389.8 439.3 3.4 3.0
Off-trade 534.1 610.0 635.7 703.2 3.4 2.6
Other Ready-to-drink On-trade 119.1 92.7 91.0 88.7 −6.1 −0.6
Off-trade 84.4 75.8 76.2 79.9 −2.7 1.2

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

High-strength premixes, Europe top ten market 2017, US$ millions
Description of this image follows.
Description of above image
Country Value
United Kingdom 3,198.8
Italy 3,063.6
Germany 2,744.0
Finland 1,168.4
Spain 486.5
France 390.3
Netherlands 338.2
Sweden 234.7
Ireland 231.0
Austria 226.3
Others 1,249.5

Source: Euromonitor International, 2018

Historical and forecast in top five European markets, retail value sales of ready-to-drink/high-strength premixes by main categories, US$ millions and period growth (%) – fixed 2017 exchange rate
Countries total and subcategories 2013 2017 2018 2022 CAGR* % 2013-17 CAGR* % 2018-22
United Kingdom (total) 1,283.1 1,074.1 1,065.6 1,044.0 −4.3 −0.5
High-strength premixes 30.3 23.5 23.2 22.5 −6.2 −0.8
RTDs 1,252.7 1,050.6 1,042.5 1,021.5 −4.3 −0.5
Spirit-based RTDs 1,037.2 878.0 871.9 850.6 −4.1 −0.6
Wine-based RTDs 12.1 13.4 13.9 15.6 2.6 2.9
Other RTDs 203.5 159.2 156.7 155.3 −6.0 −0.2
Italy 894.7 1,067.8 1,110.7 1,295.7 4.5 3.9
High-strength premixes 117.0 139.8 146.9 178.7 4.6 5.0
RTDs 777.7 928.0 963.9 1,116.9 4.5 3.8
Spirit-based RTDs 626.8 747.5 775.8 896.9 4.5 3.7
Wine-based RTDs 150.8 180.5 188.1 220.0 4.6 4.0
Other RTDs N/A N/A N/A N/A N/A N/A
Germany 895.1 1,051.6 1,102.6 1,238.9 4.1 3.0
High-strength premixes 428.3 410.7 412.5 405.2 −1.0 −0.4
RTDs 466.8 640.9 690.1 833.7 8.2 4.8
Spirit-based RTDs 185.8 288.0 320.2 404.4 11.6 6.0
Wine-based RTDs 281.0 352.9 369.9 429.3 5.9 3.8
Other RTDs N/A N/A N/A N/A N/A N/A
Finland 429.0 393.6 415.2 443.2 −2.1 1.6
High-strength premixes 15.4 12.2 12.2 11.7 −5.7 −1.0
RTDs 413.6 381.3 403.0 431.5 −2.0 1.7
Spirit-based RTDs 214.7 179.1 186.4 195.7 −4.4 1.2
Wine-based RTDs 198.9 202.2 216.6 235.8 0.4 2.1
Other RTDs N/A N/A N/A N/A N/A N/A
Spain 218.4 173.7 175.1 180.9 −5.6 0.8
High-strength premixes 52.8 34.6 32.6 26.7 −10.0 −4.9
RTDs 165.6 139.1 142.5 154.2 −4.3 2.0
Spirit-based RTDs 73.6 45.2 46.6 51.2 −11.5 2.4
Wine-based RTDs 92.1 93.9 95.9 103.0 0.5 1.8

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

N/A: Not applicable

Channel distribution for ready-to-drink/high-strength premixes, top three European markets, 2013-2017
Channel of distribution and countries Breakdown % 2013 Breakdown % 2017
United Kingdom 100 100
Grocery retailers 96.9 96.8
Discounters 3.7 4.0
Food/drink/tobacco specialists 12.1 11.8
Hypermarkets 37.4 36.5
Small grocery retailers 25.0 25.8
Convenience stores 8.3 8.8
Forecourt retailers 2.8 3.0
Independent small groceries 13.9 14.0
Supermarkets 18.6 18.8
Other grocery retailers N/A N/A
Non-store retailing 3.2 3.2
Italy 100 100
Grocery retailers 99.2 99.0
Discounters 14.8 15.0
Food/drink/tobacco specialists 1.7 1.7
Hypermarkets 30.5 30.6
Small grocery retailers 6.0 5.9
Convenience stores 2.8 3.0
Forecourt retailers N/A N/A
Independent small groceries 3.2 2.9
Supermarkets 41.6 41.4
Other grocery retailers 4.7 4.5
Non-store retailing 0.8 1.0
Germany 100 100
Grocery retailers 98.3 98.2
Discounters 23.0 23.5
Food/drink/tobacco specialists 34.2 24.5
Hypermarkets 14.7 13.3
Small grocery retailers 6.4 5.4
Convenience stores 1.0 1.0
Forecourt retailers 1.5 1.4
Independent small groceries 3.8 3.0
Supermarkets 19.2 30.6
Other grocery retailers 0.9 0.9
Non-store retailing 1.6 1.8

Source: Euromonitor International, 2018

N/A: Not applicable

Market share of top three companies sellingready-to-drink/high-strength premixes in top five European markets, 2013-2017
Countries National companies Market share (%) 2013 Market share (%) 2017
United Kingdom Beverage Brands (UK) Ltd 26.1 23.3
Halewood International Ltd 23.3 21.0
Diageo Plc 14.5 17.7
Italy Campari Milano SpA, Davide 39.9 31.5
Martini & Rossi SpA 18.5 15.4
Stock Srl 4.5 3.7
Germany Aldi Einkauf GmbH & Co oHG* 15.9 14.0
Brown-Forman Deutschland GmbH 6.7 9.6
Rotkäppchen-Mumm Sektkellereien GmbH N/A 8.4
Finland Hartwall Oy Ab 40.0 33.3
Sinebrychoff Oy Ab 20.2 20.7
Olvi Oyj 17.5 15.3
Spain J García Carrión SA 22.1 24.3
Orangina Schweppes España 20.7 19.9
Mercadona SA* 15.5 17.3

Source: Euromonitor International, 2018

*: Mercadona and Aldi are chains of retailers with manufacturing units.

For more information

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found on the International agri-food market intelligence page, arranged by region.

For additional Information on Anuga 2018, please contact:

Ben Berry, Deputy Director
Trade Show Strategy and Delivery
Agriculture and Agri-Food Canada
ben.berry@canada.ca

Resources

Sector Trend Analysis – Beer, spirits, wine and ready-to-drink/high strength premixes in the European Union
Global Analysis Report

Prepared by: François Thériault, Market Analyst

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2018).

Photo credits
All photographs reproduced in this publication are used by permission of the rights holders.
All images, unless otherwise noted, are copyright Her Majesty the Queen in Right of Canada.

To join our distribution list or to suggest additional report topics or markets, please contact:

Agriculture and Agri-Food Canada, Global Analysis
1341 Baseline Road, Tower 5, 3rd floor
Ottawa, Ontario
Canada, K1A 0C5
Email: aafc.mas-sam.aac@canada.ca

The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada (AAFC) assumes no liability for any actions taken based on the information contained herein.

Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of Agriculture and Agri-Food Canada as the owner of the copyright in the document, through a reference citing AAFC, the title of the document and the year. Where the reproduction or redistribution includes data from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document.

Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge.

Report a problem on this page
Please select all that apply:

Date modified: