Long Term Opportunity
SPIRITS CONTINUING TO TAKE SHARE FROM BEER & WINE
- Spirits have been growing ahead of beer & wine over the last 5-10 years
- Nowhere more so than in the US where spirits’ share of total alcohol has increased from 32% to 39% over the last 10 years
- Underpinned by the wider macro trends:
- Growing interest in provenance & craft
- Health and wellness trends
- Premiumisation
- And aligned with growing interest in mixed drinks
- Resulting in spirits extending into multiple new occasions – occasions that were previously the preserve of beer & wine
PREMIUM SPIRITS OUTPERFORMING WIDER CATEGORY
- Globally, over the past 10 years premium spirits growth has consistently outpaced non-premium
- Premium spirits are forecast to grow their global volume market share to 13% by 2024
- Reflecting consumer preference for quality over quantity and a willingness to trade up
- Underpinned by spirits companies investing behind their premium portfolios
FEVER-TREE DRIVING THE GROWTH OF THE MIXER CATEGORY
Between 2012-19, the premium global mixer category grew at almost five times the rate of the total mixer category
Fever-Tree is the first mover and clear no.1 global premium mixer brand, growing at twice the rate of the wider premium category