The spirit to make an off-trade stake in

27 June, 2008

On the spirits front, Absolut has turned in the star performance and is perhaps ending years of relative under-achievement in the UK market. Pernod Ricard will find the brand in good shape in this country, thanks to the continued marketing support that Maxxium had provided and the array of flavoured variants that always seem to capture the imaginations of consumers.

It's a good time to be involved in vodka, which recently became the most important spirit in the off-trade after years of dominating the on-premise sector. Being positioned at the budget end of that market is also handy, given the economic circumstances. Glen's vodka has turnedin one of its characteristically solid performances but, interestingly, Scotch stablemate High Commissioner has done even better in our chart.

Marketing support for Jack Daniel's never wavers, it seems, and its 68 million sales take the lion's share of the 120 million imported whiskey category. That 57% slice of the market looks set to increase, as Jack accelerates faster than the category as a whole. The brand is up 19% compared with 12% for the category generally.




Bookmark this


Site Search

COMMENT

Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter