Whiskey (Whisky) in North America to 2014 (Spirits)

Introduction

This databook provides key data and information on the Whiskey (Whisky) in North America (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 $14,659.3m in 2009, representing a CAGR of 1% since 2004.
*By the end of 2014, the whisk(e)y category will be worth $14,975.7m, with an expected CAGR of 0.4% between 2009 and 2014.
*The whisk(e)y market volume totaled 467.5 million liters in 2009, representing a CAGR of 0.1% since 2004.
*By the end of 2014, the whisk(e)y market will total 459.4 million liters, with an expected negative CAGR of 0.4% between 2009 and 2014.
*The whisk(e)y market was led by Canadian whiskey (representing 36.2% of the total value) followed by scotch whisky and American whiskey, with a 29% and 27.3% market share, respectively. Other whisk(e)y and Irish whiskey constitute the remaining segments with a 4.2% and 3.4% market share, respectively.
*Diageo plc is the market leader with a 25.1% share of the market.
Whiskey (Whisky) in North America (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 8
Value analysis (US Dollar), 2004?09 8
Value analysis (US Dollar), 2009?14 9
Volume analysis, 2004?09 11
Volume analysis, 2009?14 12
Company share analysis 14
Distribution analysis 17
Expenditure and consumption per capita 19
Chapter 4 Research Methodology 22
Methodology overview 22
Secondary research 23
Market modeling 24
Creating an initial data model 24
Revising the initial data model 24
Creating a final estimate 25
Creating demographic value splits 25
Primary research 25
Data finalization 26
Ongoing research 26

LIST OF FIGURES
Figure 1: Whisk(e)y, North America, value by segment ($m), 2004?14 10
Figure 2: Whisk(e)y, North America, category growth comparison, by value, 2004?14 10
Figure 3: Whisk(e)y, North America, volume by segment (liters, million), 2004?14 13
Figure 4: Whisk(e)y, North America, category growth comparison, by volume, 2004?14 13
Figure 5: Whisk(e)y, North America, company share (top five companies) by volume (%), 2008?09 16
Figure 6: Whisk(e)y, North America, distribution channels by volume (%), 2008?09 18
Figure 7: Annual data review process 23

LIST OF TABLES
Table 1: Whisk(e)y category definitions 3
Table 2: Whisk(e)y distribution channels 4
Table 3: Whisk(e)y, North America, value by segment ($m), 2004?09 8
Table 4: Whisk(e)y, North America, value forecast by segment ($m), 2009?14 9
Table 5: Whisk(e)y, North America, volume by segment (liters, million), 2004?09 11
Table 6: Whisk(e)y, North America, volume forecast by segment (liters, million), 2009?14 12
Table 7: Whisk(e)y, North America, company share by volume (%), 2008?09 14
Table 8: Whisk(e)y, North America, volume by company (liters, million), 2008?09 15
Table 9: Whisk(e)y, North America, distribution channels by volume (%), 2008?09 17
Table 10: Whisk(e)y, North America, volume by distribution channel (liters, million), 2008?09 17
Table 11: Whisk(e)y, North America, expenditure per capita ($), 2004?09 19
Table 12: Whisk(e)y, North America, forecast expenditure per capita ($), 2009?14 20
Table 13: Whisk(e)y, North America, consumption per capita (liters), 2004?09 20
Table 14: Whisk(e)y, North America, forecast consumption per capita (liters), 2009?14 21


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