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Global market review of vodka - forecasts to 2018

Some interesting developments have been occuring within the Vodka category since the publication of our previous global market review of Vodka.

Previous trends, such as premiumisation have certainly continued but it is flavours in particular which have have seen the most evolution.

Although brands have always innovated to some extent, the pace at which they have done so has tended to be relatively slow.

More recently, however, the industry has experienced a surge in new product development.

This latest edition of the report therefore explores the burgeoning trend for confectionery-style flavours, spicy, all-natural and esoteric flavours plus a resurgence of old traditional flavours.

Local artisanal products and craft-distilled vodkas are also becoming more mainstream.

It considers the effect on the category of an increasing cocktail trend, more knowledgeable mixologists, the rise of a new generation of alcohol consumers and those seeking new flavours.

Vodka mixed with energy drinks continues to be popular as does mixing the drink with wine.

Producers have been altering alcohol strength to both lower and higher proofs whilst others promote the consumtion of neat vodka.

An increasing trend that has increased in importance since the last report is that of packaging and the need to differentiate between products and consider consumer perecption.

The report provides insight to the performance of the category in 33 regions around the world and the specific influences in these individual markets.

13 of the leading vodka companies are also profiled.

With over 50 tables of data and quotes from some of the leading players, this report brings some great insight to this innovative and versatile of categories.

QUOTES FROM:

  • Diageo global category director vodka, gin and rum Edward Pilkington
  • Claire Smith, head of spirit creation and mixology for Belvedere (LVMH),
  • The Absolut Company vice-president global marketing Jonas Tahlin
  • Nemiroff chairman Alexander Glus
  • Brown-Forman global managing director, vodka, Carmen d'Asendis
  • Diageo global innovation director Syl Saller
  • Blake Howard, vice-president of design solutions at Affinnova.
  • Diageo global design director Jeremy Lindley
  • Synergy founder and chairman Alexander Mechetin
  • Pernod Ricard deputy chief executive and chief executive elect Alexandre Ricard
  • Beam general manager Deb Boyda
  • White Gold CEO Kirill Kirakozov
  • Altia CEO Antti Pankakoski
  • Ladoga Group president Veniamin Grabar
  • Galakta marketing director Maria Annenskaya
  • Russian Standard vice-president for strategy Preston Mendenhall
  • La Martiniquaise president Jean-Pierre Cayard
  • Diageo managing director for Paraguay, Uruguay and Brazil, Olga Martinez
  • Brown-Forman marketing director, global travel retail Tim Young
  • Eraman Duty Free general manager Fawzy Ahmad

Table of Contents

Introduction

Chapter 1 - Premiumisation

  • Export growth

Chapter 2 - Push into flavours and the role of innovation

Chapter 3 - Need for packaging differentiation

Chapter 4 - Industry structure

  • Leading selected vodka companies
  • Diageo
  • Roust (including CEDC)
  • Pernod Ricard
  • Synergy
  • Bacardi Limited
  • Beam Inc.
  • Brown-Forman
  • Constellation Brands
  • Behn Group
  • Stock Spirits
  • White Gold
  • Altia
  • Ladoga Group

Chapter 5 - The markets

  • The CIS
  • Russia
  • Ukraine
  • Europe
  • Poland
  • Czech Republic
  • Bulgaria
  • Scandinavia & the Baltic markets
  • Germany
  • Austria
  • The UK
  • Ireland
  • France
  • Greece
  • Turkey
  • Spain
  • The Americas
  • The US
  • Canada
  • Mexico
  • Brazil
  • Dominican Republic
  • Asia-Pacific
  • Australia
  • New Zealand
  • India
  • Vietnam
  • Greater China (Including Hong Kong & Taiwan)
  • South Korea
  • Japan
  • Other markets
  • South Africa
  • Israel
  • Travel retail

List of tables

  • Table 1: Global vodka volume consumption by major and minor region, 2007-2012 (000's nine-litre cases)
  • Table 2: Global top 20 vodka markets volume consumption, 2007-2018 (000's nine-litre cases)
  • Table 3: Global vodka value by major and minor region, 2007-2012 (millions US dollars)
  • Table 4: Global top 20 vodka markets value, 2007-2012 (millions US dollars)
  • Table 5: Global vodka volume consumption by quality, 2007-2012 (000's nine-litre cases)
  • Table 6: Global top 20 vodka markets showing % share of flavoured vodka, 2007-2012 (000's nine-litre cases)
  • Table 7: Global top 20 vodka companies volume, 2007-2012 (000's nine-litre cases)
  • Table 8: Global top 20 vodka brands, 2007-2012 (000's nine-litre cases)
  • Table 9: Global top 10 vodka brands volume in Russia, 2007-2012 (000's nine-litre cases)
  • Table 11: Global vodka volume consumption by quality in Russia, 2007-2012 (000's nine-litre cases)
  • Table 12: Global top 5 vodka companies volume in Russia, 2007-2012 (000's nine-litre cases)
  • Table 13: Global top 10 vodka brands volume in Ukraine, 2007-2012 (000's nine-litre cases)
  • Table 14: Global vodka volume consumption by quality in Ukraine, 2007-2012 (000's nine-litre cases)
  • Table 15: Global top 5 vodka companies volume in Ukraine, 2007-2012 (000's nine-litre cases)
  • Table 16: Global top 10 vodka brands volume in Poland, 2007-2012 (000's nine-litre cases)
  • Table 17: Global vodka volume consumption by quality in Poland, 2007-2012 (000's nine-litre cases)
  • Table 18: Global top 5 vodka companies volume in Poland, 2007-2012 (000's nine-litre cases)
  • Table 19: Global top 10 vodka brands volume in Czech Republic, 2007-2012 (000's nine-litre cases)
  • Table 20: Global vodka volume consumption by quality in Czech Republic, 2007-2012 (000's nine-litre cases)
  • Table 21: Global top 5 vodka companies volume in Czech Republic, 2007-2012 (000's nine-litre cases)
  • Table 22: Global top 10 vodka brands volume in Bulgaria, 2007-2012 (000's nine-litre cases)
  • Table 23: Global vodka volume consumption by quality in Bulgaria, 2007-2012 (000's nine-litre cases)
  • Table 24: Global top 5 vodka companies volume in Bulgaria, 2007-2012 (000's nine-litre cases)
  • Table 25: Global top 10 vodka brands volume in Germany, 2007-2012 (000's nine-litre cases)
  • Table 26: Global vodka volume consumption by quality in Germany, 2007-2012 (000's nine-litre cases)
  • Table 27: Global top 5 vodka companies volume in Germany, 2007-2012 (000's nine-litre cases)
  • Table 28: Global top 10 vodka brands volume in United Kingdom, 2007-2012 (000's nine-litre cases)
  • Table 29: Global vodka volume consumption by quality in United Kingdom, 2007-2012 (000's nine-litre cases)
  • Table 30: Global top 5 vodka companies volume in United Kingdom, 2007-2012 (000's nine-litre cases)
  • Table 31: Global top 10 vodka brands volume in France, 2007-2012 (000's nine-litre cases)
  • Table 32: Global vodka volume consumption by quality in France, 2007-2012 (000's nine-litre cases)
  • Table 33: Global top 5 vodka companies volume in France, 2007-2012 (000's nine-litre cases)
  • Table 34: Global top 10 vodka brands volume in United States, 2007-2012 (000's nine-litre cases)
  • Table 35: Global vodka volume consumption by quality in United States, 2007-2012 (000's nine-litre cases)
  • Table 36: Global top 5 vodka companies volume in United States, 2007-2012 (000's nine-litre cases)
  • Table 37: Global top 10 vodka brands volume in Canada, 2007-2012 (000's nine-litre cases)
  • Table 38: Global vodka volume consumption by quality in Canada, 2007-2012 (000's nine-litre cases)
  • Table 39: Global top 5 vodka companies volume in Canada, 2007-2012 (000's nine-litre cases)
  • Table 40: Global top 10 vodka brands volume in Brazil, 2007-2012 (000's nine-litre cases)
  • Table 41: Global vodka volume consumption by quality in Brazil, 2007-2012 (000's nine-litre cases)
  • Table 42: Global top 5 vodka companies volume in Brazil, 2007-2012 (000's nine-litre cases)
  • Table 43: Global top 10 vodka brands volume in India, 2007-2012 (000's nine-litre cases)
  • Table 44: Global vodka volume consumption by quality in India, 2007-2012 (000's nine-litre cases)
  • Table 45: Global top 5 vodka companies volume in India, 2007-2012 (000's nine-litre cases)
  • Table 46: Global top 10 vodka brands volume in Vietnam, 2007-2012 (000's nine-litre cases)
  • Table 47: Global vodka volume consumption by quality in Vietnam, 2007-2012 (000's nine-litre cases)
  • Table 48: Global top 5 vodka companies volume in Vietnam, 2007-2012 (000's nine-litre cases)
  • Table 49: Global top 10 vodka brands volume in South Africa, 2007-2012 (000's nine-litre cases)
  • Table 50: Global vodka volume consumption by quality in South Africa, 2007-2012 (000's nine-litre cases)
  • Table 51: Global top 5 vodka companies volume in South Africa, 2007-2012 (000's nine-litre cases)
  • Table 52: Top 10 vodka brands volume in duty free/travel retail consumption, 2007-2012 (000's nine-litre cases)
  • Table 53: Duty free/travel retail vodka volume consumption by quality, 2007-2012 (000's nine-litre cases)
  • Table 54: Top 5 vodka companies in duty free/travel retail volume consumption, 2007-2012 (000's nine-litre cases)
  • Table 55: Duty free/travel retail vodka volume consumption by major and minor region, 2007-2012 (000's nine-litre cases)
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