Spirits in the Netherlands to 2014

Introduction

This databook provides key data and information on the spirits market in the Netherlands. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Contains information on seven categories; whisk(e)y, gin & genever, liqueurs, vodka, tequila & mezcal, rum, and brandy

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2004-09) and forecast (2010-14) data

*Category level company and brand share as well as distribution share information for 2008 and 2009

*Review of the top two companies within the spirits market, including company overview, key facts and business description

Highlights

The market for spirits in the Netherlands increased at a compound annual growth rate of 0.5% between 2004 and 2009.

The gin & genever category led the spirits market in the Netherlands, accounting for a share of 31.9%.

Leading players in Dutch spirits market include Diageo plc, Bacardi Limited and Remy Cointreau.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the spirits market in the Netherlands

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements


Report Highlights

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: spirits 2
Summary category level: brandy 3
Summary category level: liqueurs 4
Summary category level: rum 5
Summary category level: gin & genever 6
Summary category level: whisk(e)y 7
Summary category level: tequila & mezcal 8
Summary category level: vodka 9
Chapter 2 Introduction 10
What is this report about? 10
How to use this report 10
Market definition 11
Chapter 3 Market Overview 27
Value analysis (Euro), 2004?09 27
Value analysis (Euro), 2009?14 28
Value analysis (US dollars), 2004?09 30
Value analysis (US dollars), 2009?14 31
Volume analysis, 2004?09 33
Volume analysis, 2009?14 34
Company and brand share analysis 37
Distribution analysis 44
Expenditure and consumption per capita 46
Chapter 4 Leading Company Profiles 52
Diageo plc 52
Bacardi Limited 55
Chapter 5 Category Analysis: Brandy 56
Value analysis (Euro), 2004?09 56
Value analysis (Euro), 2009?14 57
Value analysis (US dollars), 2004?09 59
Value analysis (US dollars), 2009?14 60
Volume analysis, 2004?09 61
Volume analysis, 2009?14 62
Company and brand share analysis 64
Distribution analysis 67
Expenditure and consumption per capita 69
Chapter 6 Category Analysis: Liqueurs 72
Value analysis (Euro), 2004?09 72
Value analysis (Euro), 2009?14 73
Value analysis (US dollars), 2004?09 75
Value analysis (US dollars), 2009?14 75
Volume analysis, 2004?09 77
Volume analysis, 2009?14 78
Company and brand share analysis 80
Distribution analysis 82
Expenditure and consumption per capita 84
Chapter 7 Category Analysis: Rum 87
Value analysis (Euro), 2004?09 87
Value analysis (Euro), 2009?14 88
Value analysis (US dollars), 2004?09 90
Value analysis (US dollars), 2009?14 90
Volume analysis, 2004?09 92
Volume analysis, 2009?14 93
Company and brand share analysis 95
Distribution analysis 98
Expenditure and consumption per capita 100
Chapter 8 Category Analysis: Gin & Genever 103
Value analysis (Euro), 2004?09 103
Value analysis (Euro), 2009?14 104
Value analysis (US dollars), 2004?09 105
Value analysis (US dollars), 2009?14 105
Volume analysis, 2004?09 106
Volume analysis, 2009?14 107
Company and brand share analysis 108
Distribution analysis 112
Expenditure and consumption per capita 114
Chapter 9 Category Analysis: Whisk(e)y 117
Value analysis (Euro), 2004?09 117
Value analysis (Euro), 2009?14 118
Value analysis (US dollars), 2004?09 120
Value analysis (US dollars), 2009?14 121
Volume analysis, 2004?09 123
Volume analysis, 2009?14 124
Company and brand share analysis 127
Distribution analysis 130
Expenditure and consumption per capita 132
Chapter 10 Category Analysis: Tequila & Mezcal 136
Value analysis (Euro), 2004?09 136
Value analysis (Euro), 2009?14 137
Value analysis (US dollars), 2004?09 138
Value analysis (US dollars), 2009?14 138
Volume analysis, 2004?09 139
Volume analysis, 2009?14 140
Company and brand share analysis 141
Distribution analysis 144
Expenditure and consumption per capita 146
Chapter 11 Category Analysis: Vodka 149
Value analysis (Euro), 2004?09 149
Value analysis (Euro), 2009?14 150
Value analysis (US dollars), 2004?09 151
Value analysis (US dollars), 2009?14 151
Volume analysis, 2004?09 153
Volume analysis, 2009?14 154
Company and brand share analysis 156
Distribution analysis 159
Expenditure and consumption per capita 161
Chapter 12 Country Comparison 164
Value 164
Volume 168
Market share 172
Chapter 13 New Product Development 173
Product launches over time 173
Recent product launches 175
Chapter 14 Macroeconomic Profile 176
Macroeconomic Indicators 176
Chapter 15 Research Methodology 181
Methodology overview 181
Secondary research 182
Market modeling 183
Creating an initial data model 183
Revising the initial data model 183
Creating a final estimate 184
Creating demographic value splits 184
Primary research 184
Data finalization 185
Ongoing research 185
Chapter 16 Appendix 186
Future readings 186
How to contact experts in your industry 186
Disclaimer 186

LIST OF FIGURES
Figure 1: Spirits, Netherlands, value by category (€m), 2004?14 29
Figure 2: Spirits, Netherlands, category growth comparison, by value, 2004?14 32
Figure 3: Spirits, Netherlands, volume by category (liters, million), 2004?14 35
Figure 4: Spirits, Netherlands, category growth comparison, by volume, 2004?14 36
Figure 5: Spirits, Netherlands, company share by volume (%), 2008?09 41
Figure 6: Spirits, Netherlands, distribution channels by volume (%), 2008?09 45
Figure 7: Brandy, Netherlands, value by segment (€m), 2004?14 58
Figure 8: Brandy, Netherlands, category growth comparison, by value, 2004?14 60
Figure 9: Brandy, Netherlands, volume by segment (liters, million), 2004?14 63
Figure 10: Brandy, Netherlands, category growth comparison, by volume, 2004?14 63
Figure 11: Brandy, Netherlands, company share by volume (%), 2008?09 65
Figure 12: Brandy, Netherlands, distribution channels by volume (%), 2008?09 68
Figure 13: Liqueurs, Netherlands, value by segment (€m), 2004?14 74
Figure 14: Liqueurs, Netherlands, category growth comparison, by value, 2004?14 76
Figure 15: Liqueurs, Netherlands, volume by segment (liters, million), 2004?14 79
Figure 16: Liqueurs, Netherlands, category growth comparison, by volume, 2004?14 79
Figure 17: Liqueurs, Netherlands, distribution channels by volume (%), 2008?09 83
Figure 18: Rum, Netherlands, value by segment (€m), 2004?14 89
Figure 19: Rum, Netherlands, category growth comparison, by value, 2004?14 91
Figure 20: Rum, Netherlands, volume by segment (liters, million), 2004?14 94
Figure 21: Rum, Netherlands, category growth comparison, by volume, 2004?14 94
Figure 22: Rum, Netherlands, company share by volume (%), 2008?09 96
Figure 23: Rum, Netherlands, distribution channels by volume (%), 2008?09 99
Figure 24: Gin & genever, Netherlands, value (€m), 2004?14 104
Figure 25: Gin & genever, Netherlands, volume (liters, million), 2004?14 107
Figure 26: Gin & genever, Netherlands, company share by volume (%), 2008?09 110
Figure 27: Gin & genever, Netherlands, distribution channels by volume (%), 2008?09 113
Figure 28: Whisk(e)y, Netherlands, value by segment (€m), 2004?14 119
Figure 29: Whisk(e)y, Netherlands, category growth comparison, by value, 2004?14 122
Figure 30: Whisk(e)y, Netherlands, volume by segment (liters, million), 2004?14 125
Figure 31: Whisk(e)y, Netherlands, category growth comparison, by volume, 2004?14 126
Figure 32: Whisk(e)y, Netherlands, company share by volume (%), 2008?09 128
Figure 33: Whisk(e)y, Netherlands, distribution channels by volume (%), 2008?09 131
Figure 34: Tequila & mezcal, Netherlands, value (€m), 2004?14 137
Figure 35: Tequila & mezcal, Netherlands, volume (liters, million), 2004?14 140
Figure 36: Tequila & mezcal, Netherlands, company share by volume (%), 2008?09 142
Figure 37: Tequila & mezcal, Netherlands, distribution channels by volume (%), 2008?09 145
Figure 38: Vodka, Netherlands, value by segment (€m), 2004?14 150
Figure 39: Vodka, Netherlands, category growth comparison, by value, 2004?14 152
Figure 40: Vodka, Netherlands, volume by segment (liters, million), 2004?14 155
Figure 41: Vodka, Netherlands, category growth comparison, by volume, 2004?14 155
Figure 42: Vodka, Netherlands, company share by volume (%), 2008?09 157
Figure 43: Vodka, Netherlands, distribution channels by volume (%), 2008?09 160
Figure 44: Global spirits market split (value terms, 2009), top five countries 165
Figure 45: Global spirits market value, 2004–09, top five countries 167
Figure 46: Global spirits market split (volume terms, 2009), top five countries 169
Figure 47: Global spirits market volume, 2004–09, top five countries 171
Figure 48: Annual data review process 182

LIST OF TABLES
Table 1: Spirits category definitions 12
Table 2: Spirits distribution channels 13
Table 3: Spirits, Netherlands, value by category (€m), 2004?09 27
Table 4: Spirits, Netherlands, value forecast by category (€m), 2009?14 28
Table 5: Spirits, Netherlands, value by category ($m), 2004?09 30
Table 6: Spirits, Netherlands, value forecast by category ($m), 2009?14 31
Table 7: Spirits, Netherlands, volume by category (liters, million), 2004?09 33
Table 8: Spirits, Netherlands, volume forecast by category (liters, million), 2009?14 34
Table 9: Spirits, Netherlands, brand share by volume (%), 2008?09 37
Table 10: Spirits, Netherlands, volume by brand (liters, million), 2008?09 39
Table 11: Spirits, Netherlands, company share by volume (%), 2008?09 42
Table 12: Spirits, Netherlands, volume by company (liters, million), 2008?09 43
Table 13: Spirits, Netherlands, distribution channels by volume (%), 2008?09 44
Table 14: Spirits, Netherlands, volume by distribution channel (liters, million), 2008?09 44
Table 15: Spirits, Netherlands, expenditure per capita (€), 2004?09 46
Table 16: Spirits, Netherlands, forecast expenditure per capita (€), 2009?14 47
Table 17: Spirits, Netherlands, expenditure per capita ($), 2004?09 48
Table 18: Spirits, Netherlands, forecast expenditure per capita ($), 2009?14 49
Table 19: Spirits, Netherlands, consumption per capita (liters), 2004?09 50
Table 20: Spirits, Netherlands, forecast consumption per capita (liters), 2009?14 51
Table 21: Diageo plc key facts 52
Table 22: Bacardi Limited key facts 55
Table 23: Brandy, Netherlands, value by segment (€m), 2004?09 56
Table 24: Brandy, Netherlands, value forecast by segment (€m), 2009?14 57
Table 25: Brandy, Netherlands, value by segment ($m), 2004?09 59
Table 26: Brandy, Netherlands, value forecast by segment ($m), 2009?14 60
Table 27: Brandy, Netherlands, volume by segment (liters, million), 2004?09 61
Table 28: Brandy, Netherlands, volume forecast by segment (liters, million), 2009?14 62
Table 29: Brandy, Netherlands, brand share by volume (%), 2008?09 64
Table 30: Brandy, Netherlands, volume by brand (liters, million), 2008?09 64
Table 31: Brandy, Netherlands, company share by volume (%), 2008?09 66
Table 32: Brandy, Netherlands, volume by company (liters, million), 2008?09 66
Table 33: Brandy, Netherlands, distribution channels by volume (%), 2008?09 67
Table 34: Brandy, Netherlands, volume by distribution channel (liters, million), 2008?09 67
Table 35: Brandy, Netherlands, expenditure per capita (€), 2004?09 69
Table 36: Brandy, Netherlands, forecast expenditure per capita (€), 2009?14 69
Table 37: Brandy, Netherlands, expenditure per capita ($), 2004?09 70
Table 38: Brandy, Netherlands, forecast expenditure per capita ($), 2009?14 70
Table 39: Brandy, Netherlands, consumption per capita (liters), 2004?09 71
Table 40: Brandy, Netherlands, forecast consumption per capita (liters), 2009?14 71
Table 41: Liqueurs, Netherlands, value by segment (€m), 2004?09 72
Table 42: Liqueurs, Netherlands, value forecast by segment (€m), 2009?14 73
Table 43: Liqueurs, Netherlands, value by segment ($m), 2004?09 75
Table 44: Liqueurs, Netherlands, value forecast by segment ($m), 2009?14 75
Table 45: Liqueurs, Netherlands, volume by segment (liters, million), 2004?09 77
Table 46: Liqueurs, Netherlands, volume forecast by segment (liters, million), 2009?14 78
Table 47: Liqueurs, Netherlands, brand share by volume (%), 2008?09 80
Table 48: Liqueurs, Netherlands, volume by brand (liters, million), 2008?09 80
Table 49: Liqueurs, Netherlands, company share by volume (%), 2008?09 81
Table 50: Liqueurs, Netherlands, volume by company (liters, million), 2008?09 81
Table 51: Liqueurs, Netherlands, distribution channels by volume (%), 2008?09 82
Table 52: Liqueurs, Netherlands, volume by distribution channel (liters, million), 2008?09 82
Table 53: Liqueurs, Netherlands, expenditure per capita (€), 2004?09 84
Table 54: Liqueurs, Netherlands, forecast expenditure per capita (€), 2009?14 84
Table 55: Liqueurs, Netherlands, expenditure per capita ($), 2004?09 85
Table 56: Liqueurs, Netherlands, forecast expenditure per capita ($), 2009?14 85
Table 57: Liqueurs, Netherlands, consumption per capita (liters), 2004?09 86
Table 58: Liqueurs, Netherlands, forecast consumption per capita (liters), 2009?14 86
Table 59: Rum, Netherlands, value by segment (€m), 2004?09 87
Table 60: Rum, Netherlands, value forecast by segment (€m), 2009?14 88
Table 61: Rum, Netherlands, value by segment ($m), 2004?09 90
Table 62: Rum, Netherlands, value forecast by segment ($m), 2009?14 90
Table 63: Rum, Netherlands, volume by segment (liters, million), 2004?09 92
Table 64: Rum, Netherlands, volume forecast by segment (liters, million), 2009?14 93
Table 65: Rum, Netherlands, brand share by volume (%), 2008?09 95
Table 66: Rum, Netherlands, volume by brand (liters, million), 2008?09 95
Table 67: Rum, Netherlands, company share by volume (%), 2008?09 97
Table 68: Rum, Netherlands, volume by company (liters, million), 2008?09 97
Table 69: Rum, Netherlands, distribution channels by volume (%), 2008?09 98
Table 70: Rum, Netherlands, volume by distribution channel (liters, million), 2008?09 98
Table 71: Rum, Netherlands, expenditure per capita (€), 2004?09 100
Table 72: Rum, Netherlands, forecast expenditure per capita (€), 2009?14 100
Table 73: Rum, Netherlands, expenditure per capita ($), 2004?09 101
Table 74: Rum, Netherlands, forecast expenditure per capita ($), 2009?14 101
Table 75: Rum, Netherlands, consumption per capita (liters), 2004?09 102
Table 76: Rum, Netherlands, forecast consumption per capita (liters), 2009?14 102
Table 77: Gin & genever, Netherlands, value (€m), 2004?09 103
Table 78: Gin & genever, Netherlands, value forecast (€m), 2009?14 104
Table 79: Gin & genever, Netherlands, value ($m), 2004?09 105
Table 80: Gin & genever, Netherlands, value forecast ($m), 2009?14 105
Table 81: Gin & genever, Netherlands, volume (liters, million), 2004?09 106
Table 82: Gin & genever, Netherlands, volume forecast (liters, million), 2009?14 107
Table 83: Gin & genever, Netherlands, brand share by volume (%), 2008?09 108
Table 84: Gin & genever, Netherlands, volume by brand (liters, million), 2008?09 109
Table 85: Gin & genever, Netherlands, company share by volume (%), 2008?09 111
Table 86: Gin & genever, Netherlands, volume by company (liters, million), 2008?09 111
Table 87: Gin & genever, Netherlands, distribution channels by volume (%), 2008?09 112
Table 88: Gin & genever, Netherlands, volume by distribution channel (liters, million), 2008?09 112
Table 89: Gin & genever, Netherlands, expenditure per capita (€), 2004?09 114
Table 90: Gin & genever, Netherlands, forecast expenditure per capita (€), 2009?14 114
Table 91: Gin & genever, Netherlands, expenditure per capita ($), 2004?09 115
Table 92: Gin & genever, Netherlands, forecast expenditure per capita ($), 2009?14 115
Table 93: Gin & genever, Netherlands, consumption per capita (liters), 2004?09 116
Table 94: Gin & genever, Netherlands, forecast consumption per capita (liters), 2009?14 116
Table 95: Whisk(e)y, Netherlands, value by segment (€m), 2004?09 117
Table 96: Whisk(e)y, Netherlands, value forecast by segment (€m), 2009?14 118
Table 97: Whisk(e)y, Netherlands, value by segment ($m), 2004?09 120
Table 98: Whisk(e)y, Netherlands, value forecast by segment ($m), 2009?14 121
Table 99: Whisk(e)y, Netherlands, volume by segment (liters, million), 2004?09 123
Table 100: Whisk(e)y, Netherlands, volume forecast by segment (liters, million), 2009?14 124
Table 101: Whisk(e)y, Netherlands, brand share by volume (%), 2008?09 127
Table 102: Whisk(e)y, Netherlands, volume by brand (liters, million), 2008?09 127
Table 103: Whisk(e)y, Netherlands, company share by volume (%), 2008?09 129
Table 104: Whisk(e)y, Netherlands, volume by company (liters, million), 2008?09 129
Table 105: Whisk(e)y, Netherlands, distribution channels by volume (%), 2008?09 130
Table 106: Whisk(e)y, Netherlands, volume by distribution channel (liters, million), 2008?09 130
Table 107: Whisk(e)y, Netherlands, expenditure per capita (€), 2004?09 132
Table 108: Whisk(e)y, Netherlands, forecast expenditure per capita (€), 2009?14 133
Table 109: Whisk(e)y, Netherlands, expenditure per capita ($), 2004?09 133
Table 110: Whisk(e)y, Netherlands, forecast expenditure per capita ($), 2009?14 134
Table 111: Whisk(e)y, Netherlands, consumption per capita (liters), 2004?09 134
Table 112: Whisk(e)y, Netherlands, forecast consumption per capita (liters), 2009?14 135
Table 113: Tequila & mezcal, Netherlands, value (€m), 2004?09 136
Table 114: Tequila & mezcal, Netherlands, value forecast (€m), 2009?14 137
Table 115: Tequila & mezcal, Netherlands, value ($m), 2004?09 138
Table 116: Tequila & mezcal, Netherlands, value forecast ($m), 2009?14 138
Table 117: Tequila & mezcal, Netherlands, volume (liters, million), 2004?09 139
Table 118: Tequila & mezcal, Netherlands, volume forecast (liters, million), 2009?14 140
Table 119: Tequila & mezcal, Netherlands, brand share by volume (%), 2008?09 141
Table 120: Tequila & mezcal, Netherlands, volume by brand (liters, million), 2008?09 141
Table 121: Tequila & mezcal, Netherlands, company share by volume (%), 2008?09 143
Table 122: Tequila & mezcal, Netherlands, volume by company (liters, million), 2008?09 143
Table 123: Tequila & mezcal, Netherlands, distribution channels by volume (%), 2008?09 144
Table 124: Tequila & mezcal, Netherlands, volume by distribution channel (liters, million), 2008?09 144
Table 125: Tequila & mezcal, Netherlands, expenditure per capita (€), 2004?09 146
Table 126: Tequila & mezcal, Netherlands, forecast expenditure per capita (€), 2009?14 146
Table 127: Tequila & mezcal, Netherlands, expenditure per capita ($), 2004?09 147
Table 128: Tequila & mezcal, Netherlands, forecast expenditure per capita ($), 2009?14 147
Table 129: Tequila & mezcal, Netherlands, consumption per capita (liters), 2004?09 148
Table 130: Tequila & mezcal, Netherlands, forecast consumption per capita (liters), 2009?14 148
Table 131: Vodka, Netherlands, value by segment (€m), 2004?09 149
Table 132: Vodka, Netherlands, value forecast by segment (€m), 2009?14 150
Table 133: Vodka, Netherlands, value by segment ($m), 2004?09 151
Table 134: Vodka, Netherlands, value forecast by segment ($m), 2009?14 151
Table 135: Vodka, Netherlands, volume by segment (liters, million), 2004?09 153
Table 136: Vodka, Netherlands, volume forecast by segment (liters, million), 2009?14 154
Table 137: Vodka, Netherlands, brand share by volume (%), 2008?09 156
Table 138: Vodka, Netherlands, volume by brand (liters, million), 2008?09 156
Table 139: Vodka, Netherlands, company share by volume (%), 2008?09 158
Table 140: Vodka, Netherlands, volume by company (liters, million), 2008?09 158
Table 141: Vodka, Netherlands, distribution channels by volume (%), 2008?09 159
Table 142: Vodka, Netherlands, volume by distribution channel (liters, million), 2008?09 159
Table 143: Vodka, Netherlands, expenditure per capita (€), 2004?09 161
Table 144: Vodka, Netherlands, forecast expenditure per capita (€), 2009?14 161
Table 145: Vodka, Netherlands, expenditure per capita ($), 2004?09 162
Table 146: Vodka, Netherlands, forecast expenditure per capita ($), 2009?14 162
Table 147: Vodka, Netherlands, consumption per capita (liters), 2004?09 163
Table 148: Vodka, Netherlands, forecast consumption per capita (liters), 2009?14 163
Table 149: Global spirits market value, 2009 164
Table 150: Global spirits market split (value terms ($m), 2009), top five countries 167
Table 151: Global spirits market volume, 2009 168
Table 152: Global spirits market split (volume terms, 2009), top five countries 171
Table 153: Leading players, top five countries 172
Table 154: Netherlands spirits new product launches reports, by company (top five companies), 2009 173
Table 155: Netherlands spirits new product launches SKUs, by company (top five companies), 2009 173
Table 156: Netherlands spirits new product launches (reports), by flavor and fragrances (top 10 flavors), 2009 174
Table 157: Netherlands spirits new product launches (reports), by ingredients (top 10 ingredients), 2009 174
Table 158: Netherlands spirits new product launches (reports), by package tags or claims, 2009 175
Table 159: Netherlands spirits new product launches - recent five launches (2009) 175
Table 160: Netherlands population, by age group, 2004?09 (millions) 176
Table 161: Netherlands population forecast, by age group, 2009?14 (millions) 177
Table 162: Netherlands population, by gender, 2004?09 (millions) 177
Table 163: Netherlands population forecast, by gender, 2009?14 (millions) 178
Table 164: Netherlands nominal GDP, 2004?09 (€bn, nominal prices) 178
Table 165: Netherlands nominal GDP forecast, 2009?14 (€bn, nominal prices) 178
Table 166: Netherlands real GDP, 2004?09 (€bn, 2000 prices) 179
Table 167: Netherlands real GDP forecast, 2009?14 (€bn, 2000 prices) 179
Table 168: Netherlands real GDP, 2004?09 ($bn, 2000 prices) 179
Table 169: Netherlands real GDP forecast, 2009?14 ($bn, 2000 prices) 180
Table 170: Netherlands consumer price index, 2004?09 (2000=100) 180
Table 171: Netherlands consumer price index, 2009?14 (2000=100) 180



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