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The International Market for Prepared Cocktails and Alcohol Carbonates
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Mar 1, 1997
152 Pages - Pub ID: LA458
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- Executive Summary
The Products
- Prepared Cocktails a Century Old
- Australia Leads the New Alcopop Pack
- Prepared Cocktails, Not Coolers
- Alcohol and Carbonation Make the Alcopop
- Industry a Minefield of Regulation
- DISCUS Breaks with Tradition
- Alcopop Cartoons Create U.K. Controversy
The Market
- Retail Sales Estimated at $1.6 Billion
- Table 1-1: Retail Sales in the International Market for Prepared
- Cocktails and Alcoholic Carbonates, 1992-2001 (dollars)
- Factors Affecting Market Growth
The Marketers
- About 70 Marketers
- Marketer and Brand Share: Prepared Cocktails
- U.S. Marketers Timid About Alcopops
- Niche Marketing
- Beyond Print Advertising
- The Importance of Packaging
- Radical Cocktails
- Advertising Spends for Alcoholic Carbonates
Distribution and Retail
- International Distribution Agreements
- Distribution Paths and Alternatives
- Wholesaler Consolidation Cuts Both Ways
- Range of Price Points
The Consumer
- Young, Fickle, Female?
- The Prepared Cocktail Consumer
- The Legal Youth Market for Alcopops
- The Illegal Youth Market for Alcopops
- Figure 1-1: Median Age Statistics by Brand for Consumers of
- Prepared Cocktails, 1996 (year): U.S. Adults, All Prepared
- Cocktail Brands, Club Cocktails, Cocktails for Two, Heublein,
- Tropical Freezer, Chi-Chi's, Jim Beam, Other Prepared
- Cocktail Brands
Scope of Report
- Market Parameters
- Report Methodology
The Products
Scope of Report
- International Retail Sales of Prepared Cocktails and
- Alcoholic Carbonates
History of the Products
- Prepared Cocktails a Century Old
- Australia Leads the New Alcopop Pack
- Australia and United Kingdom Natural Starting Points
- An International Category Is Born
Product Definition and Categories
- Two Categories
- Prepared Cocktails, Not Coolers
- Prepared Cocktail Product Types
- Alcohol and Carbonation Make the Alcopop
- Positioning Narrows the Definition
- Alcoholic Carbonate Product Types
Packaging and Labeling
- Prepared Cocktail Containers
- Mudslide Alert
- Alcopops Are Beer and Soda Look-A-Likes
- Pirating Attention
Government Regulations
- Industry a Minefield of Regulation
- Government Regulations: United States
- Government Regulations: United Kingdom
- Table 2-1: Revised U.K. Duty Rates for Alcoholic Carbonates as
- of January 1, 1997 (pence): Alcoholic Carbonates and Beers
- Uniformity Pressures in European Union
- Alcohol and Taxes
- DISCUS Breaks with Tradition
- Government Opposition to DISCUS Reversal
- Alcopop Cartoons Create U.K. Controversy
- Advertising Concerns Are International
The Market
- Figure 3-1: International Retail Sales of Prepared Cocktails
- and Alcoholic Carbonates, 1992-1996 (dollars)
Market Size and Growth
- Note on Market Figures
- Retail Sales Estimated at $1.6 Billion
- Prepared Cocktail Category Is Fluid
- Breezers Desert and Depress the Category
- Prepared Cocktail Sales at $995 Million
- Pinning Down Alcoholic Carbonate Sales
- Alcoholic Carbonate Sales at $640 Million
- Table 3-1: International Retail Sales of Prepared Cocktails
- and Alcoholic Carbonates, 1992-1996 (dollars)
Market Composition
- Market Share by Product Category
- Figure 3-2: Prepared Cocktail and Alcoholic Carbonate Share of
- International Market, 1995 vs. 1996 (percent)
- International Composition of Prepared Cocktail Category
- Table 3-2: International Retail Sales of Prepared Cocktails,
- 1992-1996 (dollars): United States, Other Countries
- International Composition of Alcoholic Carbonate Category
- U.K. Sales Nearly Triple in One Year
- Table 3-3: International Retail Sales of Alcoholic Carbonates,
- 1994-1996 (dollars): United Kingdom, Other Countries
- Top Markets for Prepared Cocktails in the United States
- Young Adults Are Top Consumers
- Minorities as Prime Consumers
- Lemon Favorite Flavor for Alcopops
- Not Just for Summertime?
Factors Affecting Market Growth
- Prospects of Global Marketing
- Alcohol Consumption Generally in Decline
- Taxing the Market
- Economic Variables
- Demographic Shifts in United States
- Table 3-4: U.S. Households by Age of Householder, 1997 vs.
- 2001 (percent): Under Age 25 to Age 75 and Older
- Demographic Shifts in United Kingdom
- Table 3-5: Population of United Kingdom by Age Bracket, 1995 vs.
- 2000 (number): Age 0 to 75+
- Alcohol as Health Food
- Low-Alcohol Trend
- The Upscale/Cult Boost
- Niche Marketing
- Proliferation of Products
- Focus on Flavor
- Bad Press Better than No Press?
- Alcopops and America
- Figure 3-3: Projected International Retail Sales of Prepared Cocktails
- and Alcoholic Carbonates, 1996-2001 (dollars)
Projected Market Growth
- Sales to Reach $2.4 Billion by 2001
- Prepared Cocktail Category Mature
- Alcoholic Carbonate Category Vital but Slowing
- Table 3-6: Projected International Retail Sales of Prepared Cocktails
- and Alcoholic Carbonates, 1996-2001 (dollars)
The Marketers
The Marketers
- About 70 Marketers
- Players in Both Fields
- Prepared Cocktail Players
- Alcoholic Carbonate Players
- Note on Table of Marketers
- Table 4-1: Selected International Marketers and Brands of
- Prepared Cocktails and Alcoholic Carbonates
Marketer and brand Share
- Marketer Share: Prepared Cocktails
- Figure 4-1: Share of U.S. Prepared Cocktail Market by Leading
- Marketers, 1995 (percent): Heublein, Brown-Forman,
- Bacardi-Martini, Kobrand, Hiram Walker, Others
- Top Prepared Cocktail Brands
- Figure 4-2: Share of U.S. Prepared Cocktail Market by Leading
- Brands, 1995 (percent): Tropical Freezers, Jack Daniel's
- Country Cocktails, Club Cocktails/Cocktails for Two, T.G.I.
- Friday's, Jose Cuervo, Bacardi Breezers, Alize, Others
- Marketer and Brand Share: Alcoholic Carbonates
- Figure 4-3: Share of U.K. Alcoholic Carbonate Market by Leading
- Marketers, Year-End 1995 vs. Year-End 1996 (percent): Bass,
- Two Dogs, Others
Competitive Situation
- Easy Entry to Market—At First
- But the Gateway Narrows
- Partnerships Make Strange Bedfellows
- But Who Belongs to Whom?
- Private Labels Compete
- U.S. Marketers Timid About Alcopops
- Local Competition Increases the Number of Products
- Crowded Field Requires Differentiation
- Cider Comes Calling
- Coffee and Herbal Highs
- Narrowing Inevitable
Competitive Profile: Allied Domecq
- Corporate Overview
- Kahlua Combos
- Salvador's Margaritas
- Chantelle
- Barking Frog
Competitive Profile: Bass Plc
- Corporate Overview
- Hooper's Hooch Debuts in 1995
- Carlsberg-Tetley
Competitive Profile: Brown-Forman Corp.
- Corporate Overview
- Tropical Freezes
- Jack Daniel's
- Southern Comfort
Competitive Profile: Grand Metropolitan Plc
- Corporate Overview
- Heublein, Inc.
- Heublein on the Prepared Cocktail Front
- T.G.I. Friday's, Inc.
Competitive Profile: Groupe Pernod Ricard
- Corporate Overview
- Prepared Cocktail and Alcoholic Carbonate Lines
- Acquisition of Two Dogs
- Two Dogs Holdings Ltd.
- Two Dogs Expansion
- Two Dogs Line Extensions
Competitive Profiles: Other Marketers
- Bacardi-Martini U.S.A., Inc.
- Canandaigua Wine Co. Ltd.
- Cott Beverages
- Fortune Brands, Inc.
- Foster's Brewing Group Ltd./Molson Breweries, Carlton
- Kobrand Corp.
- LVMH Moet Hennessy Louis Vuitton S.A.
- Marston Thompson & Evershed Plc
- Merrydown Wine Plc
- Minnesota Brewing Co.
- Philip Morris Cos., Inc./Miller Brewing Co.
- Sazerac Co., Inc.
- Seagram Co. Ltd.
- Stroh Brewing Co.
- Suntory Ltd.
- Whitbread Plc
Marketing Trends
- Marketers Follow Consumers
- Marketers Lead Consumers
- Globalization of the Market
- Niche Marketing
- Beyond Print Advertising
- Globalization and the World Wide Web
- Troubles with Mascots, Logos, and Slogans
- Hooper's Hooch Charged with Sexism
- Public Pressures for Change
- Distancing the Marketer from the Brand
- Public-Relations Advertising
- Examples of Alcoholic Carbonate Graphics
Product Trends
- A Quest for Something Different
- The Importance of Packaging
- Logo Fever
- Products du Jour
- Fruits Are Big
- Alcopops Get Textural
- Esoteric Flavors and Ingredients Also Weigh In
- Alcohol for the Health Conscious
- Alcohol for the Calorie Conscious
- Radical Cocktails
- Note on New Product Introductions Table
- Table 4-2: Selected New Product Introductions in the International
- Market for Prepared Cocktails and Alcoholic
- Soft Drinks, 1995-1996
Consumer Advertising Expenditures
- Expenditures on Prepared Cocktails
- Share of Advertising Voice by Media
- The Big Spenders
- Advertising Spends for Alcoholic Carbonates
Consumer Advertising Positioning
- Targeting Young Adults, Without Being Targeted
- Bringing Women into the Family
- Convenience and Cocktails
- Targeting Generation X
Consumer Promotions
- Heublein Buys an Island
- Tried and True Still Around
- Alcoholic Carbonates: From Below- to Above-the-Line
- Examples of Consumer Promotional Materials
Trade Advertising and Promotion
- Trade Promotions: Prepared Cocktails
- Trade Promotions: Alcoholic Carbonates
- Examples of Trade Promotional Materials
Distribution And Retail
Distribution
- International Distribution Agreements
- Three-Tier Distribution in the United States
- Distribution Paths and Alternatives
- Alcoholic Carbonates and Distributor Profits
- Monopolies and Wannabes
- Consolidation Cuts Both Ways
- The Importance of Distribution Relationships
Retail
- Range of Retailers
- Retail Sales by Channel
- Figure 5-1: Share of U.S. Retail Sales of Jose Cuervo Cocktails by
- Retail Outlet, 1996 (percent): Supermarkets, Drugstores, Mass
- Merchandisers
- Range of Price Points: Prepared Cocktails
- Range of Price Points: Alcoholic Carbonates
- Proliferation of SKUs: Prepared Cocktails
- Proliferation of SKUs: Alcoholic Carbonates
- Private Labels
- Putting Old SKUs to Sleep
- Single-Serve Sales
- On-Premise Introductions
- Shelving of Products
The Consumer
Consumer Overview
- Young, Fickle, Female?
- Alcohol Consumption by Age
- Drinking at Home
- Figure 6-1: Median Age Statistics by Brand for Consumers of Prepared
- Cocktails, 1996 (year): U.S. Adults, All Prepared Cocktail
- Brands, Club Cocktails, Cocktails for Two, Heublein, Tropical
- Freezer, Chi-Chi's, Jim Beam, Other Prepared Cocktail Brands
- The Figure 6-2: Median Household Income Statistics by Brand for
- Consumers of Prepared Cocktails, 1996 (dollars): U.S. Adults, All
- Prepared Cocktail Brands, Club Cocktails, Cocktails for Two,
- Heublein, Tropical Freezer, Chi-Chi's, Jim Beam, Other
- Prepared Cocktail Brands
The Prepared Cocktail Consumer
- Simmons Market Research Bureau Data
- The Consumer According to Simmons
- Indicators and Resisters for Prepared Cocktails
- Table 6-1: Demographic Characteristics of U.S. Consumers Favoring
- Use of Prepared Cocktails, 1996 (U.S. adult population)
- Three from Heublein
- Heublein Cocktails Deviates
- Tropical Freezes Fits In
- Chi-Chi's Checks In
- Jim Beam: An Exception to the Rule
- Other Prepared Cocktail Brands
- Table 6-2a: Demographic Characteristics of U.S. Consumers Favoring
- Use of Prepared Cocktails by Selected Brands, 1996:
- Club Cocktails, Cocktails for Two, Heublein
- Table 6-2b: Demographic Characteristics of U.S. Consumers Favoring
- Use of Prepared Cocktails by Selected Brands, 1996:
- Tropical Freezers, Chi-Chi's
- Table 6-2c: Demographic Characteristics of U.S. Consumers Favoring
- Use of Prepared Cocktails by Selected Brands, 1996:
- Jim Beam, Other Brands
The Alcoholic Carbonate Consumer
- The Legal Youth Market
- The Illegal Youth Market for Alcopops
- Thirtysomething Drinkers
- The Female Factor
- The Importance of Testosterone
- The Education Factor
- African Americans a Potential Target?
Appendix I: Examples Of Advertising, Promotions,
And Packaging
Appendix II: Addresses Of Selected Marketers
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