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Premium and flavoured products driving drinks sales growth

Published:  20 May, 2013

Sales of premium products and flavoured spirits and beers are continuing to drive sales in the drinks industry.

Sales of premium products and flavoured spirits and beers are continuing to drive sales in the drinks industry.

Speaking today at the London International Wine Fair 2013 in ExCeL, London, Nielsen client business partner Helen Stares said the strongest year-on-year growth was in vodka and was worth more than £23 a bottle, at 47% for the year ending April 27, 2013.

Gin retailing for more than £23 a bottle was also up 42%, while premium malt whiskies costing more than £35 a bottle had grown 25% in the same period.

The trend was also visible in wine, albeit less pronounced, with growth in sales of wines costing more than £10 a bottle up by 18%, while those costing more than £7 were up 16% for the year ending April 27, 2013.

The world beer market was also up 11% while sales of bottled beers are out-performing cans of beer.
Stares said: "Consumers still want to treat themselves (by) buying less but of better quality. Volume sales are in decline for the total BWS market as value goes up."

She added Champagne just scraped through with a year-on-year growth in sales of 1% for the same period although it is part of a wider separate trend. Stares said: "Sparkling wine is the only major category where we're seeing volume and value growth year on year."

She added Australia remains the number-one exporter of wine, while Italy, which had looked like a potential threat for the top spot a year ago, has seen sales fall.

Stares said Spain had seen strong growth instead, exporting 538 million cases in the past year, up from 460 million the previous year.

Meanwhile, flavoured drinks are strong she said, adding: "It is not just about new launches, it is about existing ones."

Stares said honeyed whiskies were strong in the market and offer better margins thanks to their lower abvs, while the growth in beers is being driven by both citrus and liquor-flavoured beers.

The traditional apple cider market remains strong too, although Stares added the growth is in pear and other flavoured ciders.

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