Global market review of sparkling wine forecasts to 2012 2008 edition
Page i Global market review of sparkling wine forecasts to 2012 2008 edition By The IWSR/just-drinks September 2008 Published by Aroq Limited Seneca House Buntsford Park Road Bromsgrove Worcestershire B60 3DX United Kingdom Tel: +44 (0)1527 573 600 Fax: +44 (0)1527 577 423 Web: www.just-drinks.com Registered in England no: 4307068
Page ii Single-user licence edition This report is provided for individual use only. If you would like to share this report with your colleagues, please order additional copies or sign up for a multi-user licence by contacting: Kathryn Wedgbury Research manager, just-drinks.com Tel: +44 (0)1527 573 604 Email: kathryn.wedgbury@just-drinks.com Copyright statement 2008 All content copyright The IWSR/Aroq Limited. All rights reserved. This publication, or any part of it, may not be copied, reproduced, stored in a retrieval system, or be transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of The IWSR/Aroq Limited. This report is the product of extensive research work. It is protected by copyright under the Copyright, Designs and Patents Act 1988. The authors of The IWSR/Aroq Limited s research reports are drawn from a wide range of professional and academic disciplines. The facts within this report are believed to be correct at the time of publication but cannot be guaranteed. All information within this study has been reasonably verified to the author s and publisher s ability, but neither accept responsibility for loss arising from decisions based on this report. Incredible ROI for your budget single and multi-user licences We understand the pressure your research budget is under and price our reports realistically. You won t find our reports with four, or even five-figure price tags, but you will find that they make some of the competition look expensive. Each title is available to you on a single-user basis, supplied on the strict understanding that each title is not to be copied or shared. Alternatively, titles can be shared within departments or entire corporations via a costeffective multi-user licence. Multi-user licences can also save you money by avoiding unnecessary order duplication. To further add value, all multi-user
Page iii copies are hosted on a password protected extranet for your department or company saving you time, resources and effort when sharing research with your colleagues. To find out more about multi-user pricing please contact Holly Nash. just-drinks.com membership From just GBP99/US$185/EUR125* a year you will gain access to a growing portfolio of exclusive management briefing reports, and also receive 12 new briefings for each year you are a member. As well as this impressive list of members only reports, you also gain one year s access to a constantlyupdated stream of news, feature articles and analysis. Established in 1999, just-drinks has rapidly evolved into the premier source of global drinks industry news, analysis and data for busy senior executives. For details of the current special joining offer visit: www.just-drinks.com/offer.aspx *Prices correct at time of publication.
Page iv Contents Contents Single-user licence edition... ii Copyright statement... ii Incredible ROI for your budget single and multi-user licences... ii just-drinks.com membership...iii Contents... iv List of figures... vi List of tables... vii Notes about the data... ix Executive summary... x Chapter 1 Scope of the market... 1 Dry or sweet?... 6 Comparison with Champagne... 7 Main exporters... 7 Premiumisation opportunity... 8 More occasional use... 11 Other growth drivers... 12 Role of innovation... 13 Industry structure... 15 Entry of still light wine producers... 16 Chapter 2 The markets... 19 The Americas... 20 United States... 22 Canada... 24 Argentina... 25 Brazil...26 Europe... 29 Germany... 32 Switzerland... 36 Austria... 36 Spain... 37 France... 41 United Kingdom... 45 English sparkling wine on the rise... 48 Italy... 49 Russian Federation... 52 Poland... 55 Ukraine... 56
Page v Contents Hungary... 57 Asia... 58 Japan... 60 China... 61 Australia... 63 Travel retail... 66 Chapter 3 The companies... 70 Rotkäppchen... 72 Henkell & Soenlein... 75 German revival... 77 Freixenet... 78 Export success... 79 Diversification strategy... 80 Cordoniu Group... 80 Groupe Patriarche... 82 Pernod Ricard... 84 Constellation... 85 Campari... 85 Bacardi-Martini... 87 LVMH Moët-Hennessy... 87 Peter Herres... 88
Page vi List of figures List of figures Figure 1: Company shares in United States sparkling wine market by 2007 volume (%)... 22 Figure 2: Company shares in German sparkling wine market by 2007 volume (%)... 32 Figure 3: Company shares in Spanish sparkling wine market by 2007 volume (%)... 37 Figure 4: Company shares in French sparkling wine market by 2007 volume (%)... 41 Figure 5: Company shares in UK sparkling wine market by 2007 volume (%)... 45 Figure 6: Company shares in Italian sparkling wine market by 2007 volume (%)... 49 Figure 7: Company shares in Russian sparkling wine market by 2007 volume (%)... 52 Figure 8: Company shares in Polish sparkling wine market by 2007 volume (%)... 55
Page vii List of tables List of tables Table 1: Global sparkling wines volume, by country of origin, 2002-2012 ( 000s nine-litre cases)... 2 Table 2: Global sparkling wines volume, top ten countries 2002-2012 ( 000s nine-litre cases)... 4 Table 3: Global sparkling wines volume, by region, 2002-2012 ( 000s nine-litre cases)... 19 Table 4: North America sparkling wines volume, by country of origin, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 20 Table 5: North America sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 21 Table 6: United States sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 22 Table 7: Rest of Americas sparkling wines volume, by country of origin, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 26 Table 8: Rest of Americas sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 28 Table 9: Europe sparkling wines volume, by country of origin, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 29 Table 10: Europe sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 31 Table 11: Germany sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 32 Table 12: Spain sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 37 Table 13: France sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 41 Table 14: United Kingdom sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 45 Table 15: Italy sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 50 Table 16: Russia sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 52
Page viii List of tables Table 17: Poland sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 55 Table 17: Poland sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 56 Table 18: Asia sparkling wines volume, by country of origin, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 58 Table 19: Asia sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 59 Table 20: Australasia sparkling wines volume, by country of origin, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 63 Table 21: Australasia sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 64 Table 22: Travel retail sparkling wines volume, by country of origin, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 66 Table 23: Travel retail sparkling wines volume, top ten brands, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 68 Table 24: Global sparkling wines volume, top ten companies, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 70 Table 25: Global sparkling wines volume, top ten brands 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s)... 71
Page ix Notes about the data Notes about the data Where - or a blank table cell appears in The IWSR data tables, this indicates no sales recorded by The IWSR. When 0.0 precedes - in previous years, this indicates that the brand had not yet been launched in the year(s). There may be some cases where low sales are registered as 0.0 due to rounding. Unless otherwise specified, all data quoted in this report refers to 2007 market data. In some cases, data in tables may not sum due to rounding.
Page x Executive summary Executive summary The continuous growth of non-champagne sparkling wine has been one of the less well-publicised developments of the wine world. The global non- Champagne sparkling wine market has risen by around x% CAGR between 2003 and 2007 to reach xxxxxm nine-litre cases. That growth accelerated in 2007, with global non-champagne sparkling wine sales rising by xxx%. Sparkling wine growth was particularly emphatic in Russia (up xx%), the Ukraine (+x%), Australia (+x%), the UK (+xxx%) and Argentina (+xx%). Just as significant has been the stabilisation of some vast and previously declining markets, such as Germany, the largest global market, and thirdranked France. German sales have risen by CAGR xxx% to xxxxm cases between 2003 and 2007, while France rose by xxx% to just under xxm. The fourth-ranked US rose by around x% CAGR to just under xxm over that period, while fifth-ranked Italy was up xxx% to xxxxm cases. Remarkably, every country in the top xx posted gains over that five-year period with the exception of x xth -ranked Hungary. There is a real division in the sparkling wine world between what might be termed the dry and sweet markets. Almost xx% of the sparkling wines consumed in Russia and the Ukraine are sweet wines. There is a relatively high consumption of sweet wine in Italy and in the Scandinavian countries, but sweet wine sales are lower in the UK and Spain. In France, sales of sweet sparkling wine are extremely low at about x% of the market. One key feature of the non-champagne sparkling market is the extremely low average prices charged. In Europe, it is remarkable how few European non- Champagne sparkling wines sell above EURxxxx compared to Champagne, which very rarely sells below that. With economies slowing down across the globe, sparkling wine s affordability may prove to its advantage compared to Champagne. That process could be aided by changes in the Champagne market. With demand beginning to outstrip supply, Champagne prices are rising as companies look to extract greater value out of their brands. With the current
Page xi Executive summary shortages, Champagne prices are skyrocketing. As the price of Champagne goes up that is going to create more opportunity for sparkling wines to fill that void. One common feature shared by all of the largest sparkling wine markets is that their consumers drink it more on an everyday basis rather than its usual celebratory role. This is true of France, Germany, northern Italy and Catalonia. It is absolutely crucial that sparkling wine breaks out of the celebratory role and into more of an aperitif role, for which is it is very suitable because it is healthier than spirits. The opportunity to expand beyond this celebratory role is enormous and it has hardly been touched by the industry so far. There are signs this is beginning to happen in other markets, such as Australia and the UK. Gradually sparkling wine is changing to an aperitif role, either through serve-by-the-glass in bars or home consumption. The adoption of this aperitif-style of drinking has been one of the keys to the category s success in Australia. In Australia, sparkling wine is no longer just about celebration. Australian producers have had success associating sparkling wine with a relaxed attitude, thus expanding its usage into an everyday drink. There are a number of other growth drivers. As in the still light wine market, sparkling wine producers have tapped into the consumer interest for specific varietals or wine styles. Sparkling rosé, in particular, is seen as a key growth driver across many markets. Some sparkling wine producers are beginning to have success by employing less conventional formats, particularly in the on-trade. Some are enjoying success in small formats, for instance. Small formats promote trial better in the on-trade. The category is growing the world over, and yet remains one of the least internationalised and under-branded products in the global wines and spirits markets. One of the more significant developments has been the entry of still light wine brands, such as Pernod Ricard with Jacob s Creek, Constellation with Hardys and Banrock Station or Casella s (yellowtail). Virtually any strong still light wine brand has the potential to be extended. Look for this trend to accelerate in coming years.
Page 1 Chapter 1 Scope of the market Chapter 1 Scope of the market The sparkling wine category has always had to operate in the shadow of Champagne. The continuous growth of non-champagne sparkling wine has been one of the less well-publicised developments of the wine world. The global non-champagne sparkling wine market has risen by around x% CAGR between 2003 and 2007 to reach xxxxxm nine-litre cases. This compares to a xxx% CAGR decline during the proceeding five-year period between 1997 and 2002.
Page 19 Chapter 2 The markets Chapter 2 The markets Table 3: Global sparkling wines volume, by region, 2002-2012 ( 000s nine-litre cases) 2002 2003 2004 2005 2006 2007 F2008 Europe xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxxxx xxxxxxxxx CIS xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxx xxxxxxx North America Rest of America xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxx xxxxxxxx Australasia xxxxxxx xxxxxxx xxxxxxx xxxxxx xxxxxxx xxxxxx xxxxxxx Asia xxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxx xxxxxxx ROW xxxxxxx xxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxx xxxxxx Duty Free xxxxx xxxxx xxxxx xxxxx xxxxx xxxxx xxxxx F2009 F2010 F2011 F2012 % change 2006-2007 2007-2012 CAGR 2002-2007 Europe xxxxxxxxx xxxxxxxxx xxxxxxxxx xxxxxxxxx xxx% xxx% xxx% CIS xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxxx xxx% xxxx% xxxx% North America Rest of America xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxxx xx% xxxx% xxx% xxxxxxx xxxxxxx xxxxxxx xxxxxxx xx% xxxx% xxx% Australasia xxxxxxx xxxxxxx xxxxxxx xxxxxx xxx% xxxx% xxx% Asia xxxxxxx xxxxxxx xxxxxxx xxxxxx xxx% xxx% xxx% ROW xxxxxxx xxxxxxx xxxxxxx xxxxxx xxxx% xxx% xx% Duty Free xxxxx xxxxx xxxxx xxxxx xxx% xxx% xx% Source: The IWSR
Page 70 Chapter 3 The companies Chapter 3 The companies Table 24: Global sparkling wines volume, top ten companies, 1997-2007 ( 000s nine-litre cases) and 2007 value (US$ 000s) Value 2007 (US$'000s) 1997 1998 1999 2000 2001 2002 2003 Rotkappchen xxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxx xxxxxxx xxxxxxx Henkell & Soehnlein xxxxxxxxx xxxxxxxxx xxxxxxxx xxxxxxxx xxxxxxxx xxxxxxx xxxxxxx xxxxxxxx Freixenet xxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxx xxxxxx Soyuzplodimport Schloss Wachenheim xxxxxxxxx xxxxxxxxx xxxxxxx xxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxx Istok xxxxxxxxx xxxxxxx xxxxxxx Pernod Ricard xxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxx xxxxxxx xxxxxx Bacardi - Martini xxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxx xxxxxxx xxxxxxx Codorniu xxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxx xxxxxxx Constellation Brands xxxxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxx xxxxxx xxxxxxx 2004 2005 2006 2007 % change 2006-2007 CAGR 1998-2007 2002-2007 Rotkappchen xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx% xxx% xx% Henkell & Soehnlein xxxxxxxx xxxxxxxx xxxxxxx xxxxxxx xx% (xxx%) (xxx%) Freixenet xxxxxxx xxxxxxx xxxxxxx xxxxxx (xxx%) xxx% (xx%) Soyuzplodimport xxxxxxx xxxxxxx xxxx% Schloss Wachenheim xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxx% (xxx%) (xx%) Istok xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx% xxxx% Pernod Ricard xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxx% xxx% xx% Bacardi - Martini xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxx% xxx% xx% Codorniu xxxxxxx xxxxxxx xxxxxxx xxxxxxx (xxx%) (xx%) (xxx%) Constellation Brands xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxx% xxx% xx% Source: The IWSR