3. Indian Alcoholic Beverage Government Licensing and Regulations. 4. Indian Alcoholic Beverage Market Segmentation by Product, FY 2005 FY 2010

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2 TABLE OF CONTENTS 1. Indian Alcoholic Beverages Market Introduction 2. Indian Alcoholic Beverages Market Size, FY 2005 FY Indian Alcoholic Beverage Government Licensing and Regulations 4. Indian Alcoholic Beverage Market Segmentation by Product, FY 2005 FY Indian Country Liquor Industry Market Introduction 5.1. Indian Country Liquor Market Size, FY 2005-FY Indian Country Liquor Market Trends and Developments 5.3. Indian Country Liquor Future Outlook Cause and Effect Relationship between Dependent and independent factors prevailing in Indian Country Liquor Industry Indian Country Liquor Industry Projections, FY Indian Beer Industry Market Introduction 6.1. Indian Beer Industry Market Size, FY 2005-FY Indian Beer Industry Market Segmentation By Alcohol Content, FY By Brews, FY Indian Beer Industry Trends and Developments 6.4. Indian Beer Industry Competitive Landscape 6.5. Beer Company Profiles United Breweries Ltd (UBL) Company Overview Business Strategies Financial Performance Sab Miller Company Overview Business Strategies Financial Performance 2

3 Mohan Meakins Company Overview 6.6. Indian Beer Market Future Outlook Cause and Effect Relationship between dependent and independent factors prevailing in Indian Beer Industry Indian Beer Industry Projections, FY Indian Made Foreign Liquor (IMFL) Industry Market Introduction 7.1. IMFL Market Size, FY 2005-FY IMFL Market Segmentation, FY Indian Whisky Market Size, FY 2005-FY Indian Brandy Market Size, FY 2005-FY Indian Rum Market Size, FY 2005-FY Indian Vodka Market Size, FY 2005-FY Indian Gin Market Size, FY 2005-FY IMFL Industry Trends and Developments 7.3. IMFL Market Competitive Landscape 7.4. IMFL Company Profiles United Spirits Ltd (USL) Business Strategies Financial performance Pernod Ricard (India) Company Overview Business Strategies Radico Khaitan Company overview Business Strategy Financial Performance Allied Blenders & Distillers (ABD) 3

4 Company Overview Business Strategies Financial Performance 7.5. IMFL Market Future Outlook Cause and Effect Relationship between dependent and independent factors prevailing in IMFL Industry IMFL Industry Projections, FY Whisky Industry Projections, FY Brandy Industry Projections, FY Rum Industry Projections, FY Vodka Industry Projections, FY Gin Industry Projections, FY Indian Wine Industry Market Introduction 8.1. Indian Wine Market Size, FY 2005-FY Indian Wine Market Segmentation By Product, FY By Place, FY By Type of trade, FY Indian Wine Industry Trends and Developments 8.4. Indian Wine Market Competitive Landscape 8.5. Indian Wine Market Future Outlook Cause and Effect Relationship between dependent and independent factors prevailing in Indian Wine Industry Indian Wine Industry Projections, FY Indian Alcoholic Beverages Industry Trends and Developments 10. Indian Alcoholic Beverage Industry SWOT Analysis Strengths Weakenesses Opportunities 4

5 Threats 11. Indian Alcoholic Beverages Market Future Outlook Indian Alcoholic Beverages Industry Projections, FY India Macro Economic Indicators: Current and Projections Population of 20 years and above, Consumer Expenditure on Food, Beverage and Tobacco, Appendix Market Definition Abbreviations Research Methodology Data Collection Methods Approach Variables (Dependent and Independent) Multi Factor Based Sensitivity Model Scenario Analysis Final Conclusion Disclaimer 5

6 LIST OF FIGURES Figure 1: Indian Alcoholic Beverages Market Consumption in Million Cases and Consumption per Capita in Litres, FY 2005-FY 2010 Figure 2: Indian Alcoholic Beverage Market Segmentation by Product on the basis of Consumption, in Percentage, FY 2005-FY 2010 Figure 3: Indian Country Liquor Market Consumption in Million Cases and Consumption per Capita in Litres, FY 2005-FY 2010 Figure 4: Indian Country Liquor Industry Projections in terms of Consumption in Million Cases, FY Figure 5: Indian Country Liquor Industry Projections in terms of Consumption per Capita in Litres, FY Figure 6: Indian Beer Industry Market Consumption in Million Cases and Consumption per Capita in Litres, FY FY 2010 Figure 7: Indian Beer Industry Segmentation by Product on the basis of Alcohol Content in Percentage, FY 2010 Figure 8: Indian Beer Industry Segmentation by Type of Brews, in Percentage, FY FY 2010 Figure 9: Beer Consumption Trends by Gender in Percentage, FY 2010 Figure 10: Beer Consumption Trends among Urban and Rural Population in Percentage, FY 2010 Figure 11: Beer Consumption Trends by Age Group in Percentage, FY 2010 Figure 12: Indian Beer Companies Market Share in Percentage, FY 2010 Figure 13: Indian Beer Companies Sales in Million Cases, FY 2010 Figure 14: United Breweries Beer Sales Volume in Million Cases and Sales Value in USD Million, FY 2006 FY 2011 Figure 15: United Breweries Major Brands (Kingfisher Strong and Premium) Sales in Million Cases, FY 2006-FY 2010 Figure 16: SABMiller s Beer volume Sales in Million Cases, Value sales in USD million, FY 2006 FY 2011 Figure 17: Indian Beer Industry Market Projections in terms of Consumption in Million Cases, FY

7 Figure 18: Indian Beer Industry Projections in terms of Consumption in Million Cases, FY Figure 19: Indian Beer Industry Projections in terms of Consumption per Capita in Litres, FY Figure 20: IMFL Market Consumption in Million Cases and Consumption per Capita in Litres, FY 2005-FY 2010 Figure 21: IMFL Market Segmentation by Product on the basis of Consumption in Percentage, FY 2005-FY 2010 Figure 22: Whisky Market Consumption in Million Cases and Consumption per Capita in Litres, FY 2005-FY 2010 Figure 23: Indian Whisky Market Share of Major Brands, in Percentage, FY 2011 Figure 24: Brandy Market Consumption in Million Cases and Consumption per Capita in Litres, FY 2005-FY 2010 Figure 25: Brandy Consumption Market Segmentation by Location in Percentage, FY 2010 Figure 26: Indian Brandy Market Share of Major Brands, in Percentage, FY 2010 Figure 27: Rum Market Consumption in Million Cases and Consumption per Capita in Litres, FY 2005-FY 2010 Figure 28: Indian Vodka Market Consumption in Million Cases and Consumption per Capita in Milliliters, FY 2005-FY 2010 Figure 29: Indian Gin Market Consumption in Million Cases and Consumption per Capita in Milliliters, FY 2005-FY 2010 Figure 30: IMFL Companies Market Share in Percentage, FY 2010 Figure 31: United Spirits Ltd s Sales in Million Cases, FY 2006 FY 2011 Figure 32: Radico Khaitan s Sales in Volume in Million Cases and in Value in USD Million, FY FY 2011 Figure 33: Allied Blenders & Distillers IMFL Sales in Million Cases, FY 2007 FY 2011 Figure 34: IMFL Industry Projections in terms of Consumption in Million Cases, FY Figure 35: IMFL Industry Projections in terms of Consumption per Capita in Litres, FY Figure 36: Whisky Industry Projections in terms of Consumption in Million Cases, FY

8 Figure 37: Whisky Industry Projections in terms of Consumption per Capita in Litres, FY Figure 38: Brandy Industry Projections in terms of Consumption in Million Cases, FY Figure 39: Brandy Industry Projections in terms of Consumption per Capita in Litres, FY Figure 40: Rum Industry Projections in terms of Consumption in Million Cases, FY Figure 41: Rum Industry Projections in terms of Consumption per Capita in Litres, FY Figure 42: Vodka Industry Projections in terms of Consumption in Million Cases, FY Figure 43: Vodka Industry Projections in terms of Consumption per Capita in Milliliters, FY Figure 44: Gin Industry Projections in terms of Consumption in Million Cases, FY Figure 45: Gin Industry Projections in terms of Consumption per Capita in Milliliters, FY Figure 46: Indian Wine Market Consumption in Million Cases, and Consumption per Capita in Milliliters, FY 2005-FY 2010 Figure 47: Indian Wine Industry Market Consumption by Product Type in Percentage, FY 2010 Figure 48: Indian Wine Market Consumption by Place, in Percentage, FY 2010 Figure 49: Indian Wine Sales by Type of Trade, in Percentage, FY 2010 Figure 50: Wines Manufacturing Companies Market Share in India in Percentage, FY 2010 Figure 51: Indian Wine Industry Projections in terms of Consumption in Million Cases, FY Figure 52: Indian Wine Industry Projections in terms of Consumption per Capita in Milliliters, FY Figure 53: Indian Alcoholic Beverages Market Future Projections in terms of Consumption in Million Cases, FY

9 Figure 54: Indian Alcohol Beverage Industry Projections in terms of Consumption per Capita in Litres, FY Figure 55: Population of 20 years and above in Million, Figure 56: Consumer Expenditure on Food, Beverage and Tobacco in USD Million,

10 LIST OF TABLES Table 1: Indian Governments Alcoholic Beverages Regulations Present Scenario and Impact Table 2: Cause and Effect Relationship Analysis between Industry Factors and Expected Country Liquor Market Prospects Table 3: Indian Country Liquor Industry Projections in terms of Consumption in Million Cases, FY Table 4: United Breweries Major Brands and their Performance Table 5: SABMiller s Major Brands and their Performance Table 6: Mohan Meakins Major brands in Each Segment Table 7: Cause and Effect Relationship Analysis between Industry Factors and Expected Beer Market Prospects Table 8: Indian Whisky Market Sales of Major Brands, in Million Cases, FY 2011 Table 9: IMFL Companies Sales in Million Cases, FY 2010 Table 10: USL Key Brands Sales for Whisky Segment in Million Cases, CY 2006-CY 2010 Table 11: USL Key Brands Sales for Brandy Segment in Million Cases, CY 2006-CY 2010 Table 12: USL Key Brands Sales for Rum Segment in Million Cases, CY 2006-CY 2010 Table 13: USL Key Brands Sales for Gin Segment in Million Cases, CY 2006-CY 2010 Table 14: USL Key Brands Sales for Vodka Segment in Million Cases, CY 2006-CY 2010 Table 15: USL s Key Brands and their Performance Indicators Table 16: Pernod Ricard s Key Brands and their Performance Indicators Table 17: Radico Khaitan s Key Brands and their Performance Indicators Table 18: Allied Blenders & Distillers Key Brands and Performance Indicators Table 19: Cause and Effect Relationship Analysis between Industry Factors and Expected IMFL industry Prospects Table 20: IMFL Industry Projections in terms of Consumption in Million Cases, FY Table 21: Whisky Industry Projections in terms of Consumption in Million Cases, FY

11 Table 22: Brandy Industry Projections in terms of Consumption in Million Cases, FY Table 23: Rum Industry Projections in terms of Consumption in Million Cases, FY Table 24: Vodka Industry Projections in terms of Consumption in Million Cases, FY Table 25: Wines Manufacturing Companies Sales in India in Million Cases, FY 2010 Table 26: Competitive Landscape of Major Players in the Indian Wine Industry Table 27: Cause and Effect Relationship Analysis between Industry Factors and Expected Wine Market Prospects Table 28: Indian Wine Industry Projections in terms of Consumption in Million Cases, FY Table 29: Indian Alcoholic Beverages Market Future Projections in terms of Consumption in Million Cases, FY Table 30: Correlation Matrix Table 31: Regression Coefficients Output 11

12 LIST OF TABLES Table 1: Indian Governments Alcoholic Beverages Regulations Present Scenario and Impact Table 2: Cause and Effect Relationship Analysis between Industry Factors and Expected Country Liquor Market Prospects Table 3: Indian Country Liquor Industry Projections in terms of Consumption in Million Cases, FY Table 4: United Breweries Major Brands and their Performance Table 5: SABMiller s Major Brands and their Performance Table 6: Mohan Meakins Major brands in Each Segment Table 7: Cause and Effect Relationship Analysis between Industry Factors and Expected Beer Market Prospects Table 8: Indian Whisky Market Sales of Major Brands, in Million Cases, FY 2011 Table 9: IMFL Companies Sales in Million Cases, FY 2010 Table 10: USL Key Brands Sales for Whisky Segment in Million Cases, CY 2006-CY 2010 Table 11: USL Key Brands Sales for Brandy Segment in Million Cases, CY 2006-CY 2010 Table 12: USL Key Brands Sales for Rum Segment in Million Cases, CY 2006-CY 2010 Table 13: USL Key Brands Sales for Gin Segment in Million Cases, CY 2006-CY 2009 Table 14: USL Key Brands Sales for Vodka Segment in Million Cases, CY 2006-CY 2009 Table 15: USL s Key Brands and their Performance Indicators Table 16: Pernod Ricard s Key Brands and their Performance Indicators Table 17: Radico Khaitan s Key Brands and their Performance Indicators Table 18: Allied Blenders & Distillers Key Brands and Performance Indicators Table 19: Cause and Effect Relationship Analysis between Industry Factors and Expected IMFL industry Prospects Table 20: IMFL Industry Projections in terms of Consumption in Million Cases, FY Table 21: Whisky Industry Projections in terms of Consumption in Million Cases, FY

13 Table 22: Brandy Industry Projections in terms of Consumption in Million Cases, FY Table 23: Rum Industry Projections in terms of Consumption in Million Cases, FY Table 24: Vodka Industry Projections in terms of Consumption in Million Cases, FY Table 25: Wines Manufacturing Companies Sales in India in Million Cases, FY 2010 Table 26: Competitive Landscape of Major Players in the Indian Wine Industry Table 27: Cause and Effect Relationship Analysis between Industry Factors and Expected Wine Market Prospects Table 28: Indian Wine Industry Projections in terms of Consumption in Million Cases, FY Table 29: Indian Alcoholic Beverages Market Future Projections in terms of Consumption in Million Cases, FY Table 30: Correlation Matrix Table 31: Regression Coefficients Output 13

14 INDIAN ALCOHOLIC BEVERAGES MARKET INDIAN ALCOHOLIC BEVERAGES MARKET SIZE, FY 2005 FY 2010 India s alcoholic beverage market has grown steadily in the last 5 years. The industry reached the 500 million cases consumption mark in FY 2007 and ~ million cases consumption mark in FY 2009, showcasing a rapid growth. From a million cases market in FY 2005, the market has clocked a consumption of ~ million cases in FY 2010, registering a CAGR of ~ %. Figure: Indian Alcoholic Beverages Market Consumption in Million Cases and Consumption per Capita in Litres, FY 2005-FY 2010 Consumption (Million Cases) FY'2005 FY'2006 FY'2007 FY'2008 FY'2009 FY' Consumption per Capita (Litres) Alcohol Beverages Consumption Consumption per Capita Source, AM Mindpower Solutions INDIAN ALCOHOLIC BEVERAGE MARKET SEGMENTATION BY PRODUCT, FY 2005 FY 2010 The Indian alcoholic beverage market is dominated by Country Liquor segment which holds the Lion s share of ~% in FY The segment is continuously witnessing a decline in the share as large consumers are moving to premium and better quality liquor in the IMFL segment with the rise in their propensity to spend and increased hygiene risk in the consumption of country liquor. 14

15 Figure: Indian Alcoholic Beverage Market Segmentation by Product on the basis of Consumption, in Percentage, FY 2005-FY % 90% Market Segmentation (in %) 80% 70% 60% 50% 40% 30% 20% 10% 0% FY'2005 FY'2006 FY'2007 FY'2008 FY'2009 FY'2010 Wine Beer Indian Made Foreign Liquor (IMFL) Country Liquor Source: AM Mindpower Solutions CAUSE AND EFFECT RELATIONSHIP BETWEEN DEPENDENT AND INDEPENDENT FACTORS PREVAILING IN INDIAN COUNTRY LIQUOR INDUSTRY Table: Cause and Effect Relationship Analysis between Industry Factors and Expected Country Liquor Market Prospects Industry Factors Market Impact Comments Government regulations and licensing requirement Increasing taxes on liquor 15

16 Changing consumer tastes and preferences; Brand Consciousness Increasing Personal Disposable Income Mounting Inflation Source: AM Mindpower Solutions Note: Shaded region represents the degree of impact on the market INDIAN BEER INDUSTRY MARKET SEGMENTATION BY ALCOHOL CONTENT, FY 2010 Beer market has been segmented into strong beer and mild beer on the basis of their alcohol content. Strong beer which has alcohol content more than 5%, dominates the Indian market accounting for ~ % of the total beer consumed in India, stating its popularity and preference. Mild beer which has less than 5% alcohol content holds ~ % of the beer consumption market share in FY Figure: Indian Beer Industry Segmentation by Product on the basis of Alcohol Content in Percentage, FY 2010 FY'2010 Strong Beer Mild Beer 16

17 BY BREWS, FY 2010 Lager Beer dominates the beer market segment in India. Almost ~ % beer consumed in India is Lager beer while the rest three types contributed a marginal market share of ~ %. Most of the beer consumed in India is either mild Lager beer or strong Lager beer. It is followed by Ale, Stouts & Bitter Beer which accounted for more than ~ % of the market. Specialty beers accounted for below ~ % of the market total consumption while Low/no alcohol beers contributed ~ % of the market in FY Figure: Indian Beer Industry Segmentation by Type of Brews, in Percentage, FY FY 2010 FY'2010 Lager Ales, Stouts and Bitters Specialty Low/No Alcohol Source: AM Mindpower Solutions BEER COMPANY PROFILES UNITED BREWERIES LTD (UBL) COMPANY OVERVIEW United breweries Ltd. is the leading player in the Indian beer industry. Over the period, due to innovations, acquisitions and an extensive distribution network, UBL has become the 17

18 largest player in India in the beer segment accounting for more than ~ % of the beer consumed in India The Company has showcased exceptional growth over the years. UBL in conjunction with its associates holds over ~ % of the mild beer market and ~ % of the strong beer market in India. FINANCIAL PERFORMANCE United Breweries is the leading player in the Indian beer industry. The Company has achieved several sales milestones over the past years. From a USD 150 million sales in FY 2006, UBL currently has registered sales of over USD ~ million in UBL beer sales have grown from 43.4 million cases in FY 2005 to ~ million cases in FY 2011 growing at a CAGR of ~ %. Figure: United Breweries Beer Sales Volume in Million Cases and Sales Value in USD Million, FY 2006 FY Sales value (USD million) Sales volume (Million Cases) 0 FY'2006 FY'2007 FY'2008 FY'2009 FY'2010 FY' Sales value Sales volume Source: Company reports IMFL MARKET SEGMENTATION, FY 2010 IMFL market is mainly comprised of five types of spirits, Whisky, Rum, Brandy, Gin and Vodka. This industry can also be divided into Brown Spirits and White Spirits, where whisky, rum and brandy are generally categorized under brown spirits while vodka and gin 18

19 are classified under white spirits. Brown spirits accounted for more than ~ % of the total IMFL consumed in FY Figure: IMFL Market Segmentation by Product on the basis of Consumption in Percentage, FY 2005-FY 2010 Market Segmentation (in %) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% FY'2005 FY'2006 FY'2007 FY'2008 FY'2009 FY'2010 Gin Vodka Brandy Rum Whisky Source: AM Mindpower Solutions IMFL COMPANY PROFILES UNITED SPIRITS LTD (USL) FINANCIAL PERFORMANCE Table: USL Key Brands Sales for Whisky Segment in Million Cases, CY 2006-CY 2010 Key Brands Bagpiper Whisky McDowell's No.1 Whisky Old Tavern Whisky 19

20 Haywards Fine Whisky Director's Special Whisky DSP Black Whisky McDowell's Green Label Whisky Gold Riband Whisky Signature Rare Whisky Royal Challenge Whisky Black Dog Scotch Whisky McDowell's No.1 Platinum Whisky Source: Company Reports Table: USL Key Brands Sales for Brandy Segment in Million Cases, CY 2006-CY 2010 Key Brands McDowell's No.1 Brandy Honey Bee Brandy John Ex Shaw Brandy Golconda Brandy Source: Company Reports 20

21 Table: USL Key Brands Sales for Vodka Segment in Million Cases, CY 2006-CY 2009 Key Brands White Mischief Vodka Premium Romanov Vodka Source: Company Reports Table: USL s Key Brands and their Performance Indicators Key Brands Bagpiper McDowell s No.1 (Brandy) McDowell s No.1 Celebration Rum Royal Challenge Whisky McDowell s No.1 (Whisky) White Mischief Performance Indicators Source: Company reports, AM Mindpower Solutions VODKA INDUSTRY PROJECTIONS, FY 2011 Vodka, owing to the extensive use in making cocktails is gaining popularity. Going by the historical growth rate, the industry is set to attain consumption of ~ million cases in FY 2011 with per capita consumption of ~ milliliters. Vodka industry is expected to record consumption of ~ million cases in at a CAGR of ~ %. 21

22 Figure: Vodka Industry Projections in terms of Consumption in Million Cases, FY Consumption (Million Cases) FY'2011 FY'2012 FY'2013 FY'2014 FY'2015 Source: AM Mindpower Solutions Conservative Case Base Case Aggressive Case Table: Vodka Industry Projections in terms of Consumption in Million Cases, FY Year Vodka Consumption (in Million Cases) Conservative Case Base Case Aggressive Case FY'2011 FY'2012 FY'2013 FY'2014 FY'2015 Source: AM Mindpower Solutions 22

23 Figure: Vodka Industry Projections in terms of Consumption per Capita in Milliliters, FY Per Capita Consumption (Milliliters) FY'2011 FY'2012 FY'2013 FY'2014 FY'2015 Conservative Case Base Case Aggressive Case Source: AM Mindpower Solutions INDIAN WINE MARKET COMPETITIVE LANDSCAPE The Indian Wine industry is dominated by domestic players. The main players include Chateau Indage, Sula Vineyards and Grover Vineyards. They contribute ~ %, ~ %, ~ % respectively in the domestic premium segment in FY These companies have several brands under their portfolio, offering several imported and exotic wines. These companies are importing wines from other countries prominently France, Italy and Australia and are gradually establishing their presence globally through increased exports. 23

24 Figure: Wines Manufacturing Companies Market Share in India in Percentage, FY 2010 FY'2010 Chateau Indage Sula Vineyards Grover Vineyards Vinsura Vintage Wines Others Source: AM Mindpower Solutions Table: Wines Manufacturing Companies Sales in India in Million Cases, FY 2010 Company FY 2010 Sales (Million Cases) Chateau Indage Sula Vineyards Grover Vineyards Vinsura Vintage Wines Others Source: AM Mindpower Solutions 24

25 Table: Competitive Landscape of Major Players in the Indian Wine Industry Major Players Business Overview Key Business Segments (Revenue Contribution) Geographical Reach Source: Company Reports, AM Mindpower Solutions 25

26 DISCLAIMER The research reports provided by AM Mindpower Solutions are for the personal information of the authorized recipient and is not for public distribution and should not be reproduced or redistributed without prior permission. You are permitted to print or download extracts from this material for your personal use only. None of this material may be used for any commercial or public use. The information provided in the research documents is from publicly available data and other sources, which are reliable. Efforts are made to try and ensure accuracy of data. With respect to documents available, neither the company nor any of its employees makes any warranty, express or implied, including the warranties of merchantability and fitness for a particular purpose, or assumes any legal liability or responsibility for the accuracy, completeness, or usefulness of any information, apparatus, product, or process disclosed, or represents that its use will not infringe privately owned rights. The report also includes analysis and views expressed by our research team. The research reports are purely for information purposes. The opinions expressed are our current opinions as of the date appearing in the material and may be subject to change from time to time without notice. Investors should not solely rely on the information contained in the research documents and must make investment decisions based on their own investment objectives, risk profile and financial position. The recipients of this material should take their own professional advice before acting on this information. AM Mindpower Solutions will not accept returns of reports once dispatched due to the confidentiality of information provided in our reports. In case, a report qualify for return, we will issue a credit, minus shipping charges, of equal value to the original purchase price, toward a future purchase no refunds. The decision about whether the product return can be accepted or not is solely at our discretion. Any dispute will be subject to laws of India and exclusive jurisdiction of Indian Courts. No part of this manual or any material appearing may be reproduced, stored in or transmitted on any other Web site without written permission of AM Mindpower Solutions and any payments of a specified fee. Requests to republish any material may be sent to us. 26

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