Whiskey (Whisky) in Canada to 2014 (Spirits)

Introduction

This databook provides key data and information on the Whiskey (Whisky) in Canada (Spirits). 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

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2003-2008) and forecast (2009-2013) data
*Category level company and brand share as well as distribution share information for 2007 and 2008

Highlights

*The whisk(e)y category was valued at C$1,795.3m ($1,682.5m) in 2009.
*By the end of 2014, the whisk(e)y category will be worth C$1,857.6m ($1,740.9m), with an expected CAGR of 0.7% between 2009 and 2014.
*The whisk(e)y market volume totaled 43.3 million liters in 2009, representing a negative CAGR of 0.3% since 2004.
*By the end of 2014, the whisk(e)y market will total 42.9 million liters, with an expected negative CAGR of 0.2% between 2009 and 2014.
*The whisk(e)y market was led by Canadian whiskey (representing 72.3% of the total value) followed by Scotch whisky and American whiskey, with a 21.2% and 4.7% market share, respectively. Irish whiskey and other whisk(e)y constitute the remaining segments with a 1.1% and 0.8% market share, respectively.
*Pernod Ricard is the market leader with a 52.7% share of the market.
Whiskey (Whisky) in Canada (Spirits)

*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

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary category level: whisk(e)y 2
Chapter 2 Definition 3
Chapter 3 Category Analysis: Whisk(e)y 9
Value analysis (Canadian Dollar), 2004?09 9
Value analysis (Canadian Dollar), 2009?14 10
Value analysis (US dollars), 2004?09 12
Value analysis (US dollars), 2009?14 13
Volume analysis, 2004?09 15
Volume analysis, 2009?14 16
Company and brand share analysis 18
Distribution analysis 22
Expenditure and consumption per capita 24
Chapter 4 Macroeconomic Profile 30
Macroeconomic Indicators 30
Chapter 5 Research Methodology 35
Methodology overview 35
Secondary research 36
Market modeling 37
Creating an initial data model 37
Revising the initial data model 37
Creating a final estimate 38
Creating demographic value splits 38
Primary research 38
Data finalization 39
Ongoing research 39

LIST OF FIGURES
Figure 1: Whisk(e)y, Canada, value by segment (C$m), 2004?14 11
Figure 2: Whisk(e)y, Canada, category growth comparison, by value, 2004?14 14
Figure 3: Whisk(e)y, Canada, volume by segment (liters, million), 2004?14 17
Figure 4: Whisk(e)y, Canada, category growth comparison, by volume, 2004?14 17
Figure 5: Whisk(e)y, Canada, company share by volume (%), 2008?09 20
Figure 6: Whisk(e)y, Canada, distribution channels by volume (%), 2008?09 23
Figure 7: Annual data review process 36

LIST OF TABLES
Table 1: Whisk(e)y category definitions 3
Table 2: Whisk(e)y distribution channels 4
Table 3: Whisk(e)y, Canada, value by segment (C$m), 2004?09 9
Table 4: Whisk(e)y, Canada, value forecast by segment (C$m), 2009?14 10
Table 5: Whisk(e)y, Canada, value by segment ($m), 2004?09 12
Table 6: Whisk(e)y, Canada, value forecast by segment ($m), 2009?14 13
Table 7: Whisk(e)y, Canada, volume by segment (liters, million), 2004?09 15
Table 8: Whisk(e)y, Canada, volume forecast by segment (liters, million), 2009?14 16
Table 9: Whisk(e)y, Canada, brand share by volume (%), 2008?09 18
Table 10: Whisk(e)y, Canada, volume by brand (liters, million), 2008?09 19
Table 11: Whisk(e)y, Canada, company share by volume (%), 2008?09 21
Table 12: Whisk(e)y, Canada, volume by company (liters, million), 2008?09 21
Table 13: Whisk(e)y, Canada, distribution channels by volume (%), 2008?09 22
Table 14: Whisk(e)y, Canada, volume by distribution channel (liters, million), 2008?09 22
Table 15: Whisk(e)y, Canada, expenditure per capita (C$), 2004?09 24
Table 16: Whisk(e)y, Canada, forecast expenditure per capita (C$), 2009?14 25
Table 17: Whisk(e)y, Canada, expenditure per capita ($), 2004?09 26
Table 18: Whisk(e)y, Canada, forecast expenditure per capita ($), 2009?14 27
Table 19: Whisk(e)y, Canada, consumption per capita (liters), 2004?09 28
Table 20: Whisk(e)y, Canada, forecast consumption per capita (liters), 2009?14 29
Table 21: Canada population, by age group, 2004?09 (millions) 30
Table 22: Canada population forecast, by age group, 2009?14 (millions) 31
Table 23: Canada population, by gender, 2004?09 (millions) 31
Table 24: Canada population forecast, by gender, 2009?14 (millions) 32
Table 25: Canada nominal GDP, 2004?09 (C$bn, nominal prices) 32
Table 26: Canada nominal GDP forecast, 2009?14 (C$bn, nominal prices) 32
Table 27: Canada real GDP, 2004?09 (C$bn, 2000 prices) 33
Table 28: Canada real GDP forecast, 2009?14 (C$bn, 2000 prices) 33
Table 29: Canada real GDP, 2004?09 ($bn, 2000 prices) 33
Table 30: Canada real GDP forecast, 2009?14 ($bn, 2000 prices) 34
Table 31: Canada consumer price index, 2004?09 (2000=100) 34
Table 32: Canada consumer price index, 2009?14 (2000=100) 34



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