Page 4 - Diageo x Greene King Travel Mag
P. 4
FLAVOURED SPIRITS
Flavoured spirits have driven 87% of spirits volume growth over the past 10 years!
This trend continues to accelerate post the re-opening of the on-trade – now accounts for 35.4% of total spirits value contribution (35.4% flavoured, 64.6% non-flavoured). To put this in context, flavoured spirits contributed 29.7% last year – so growing value share of spirits at +5.7pp.
SOURCES:
*IWSR ** On-Trade Kantar | Worldpanel Division | Alcovision 12 m/e 31-Mar-2020 CGA OPMS MAT to 22.02.20 & H1 2021
CGA BRANDTRACK FEB 2020
Spiced Rum
£367
+21.2%
Flavoured Rum
£18.1
+37.8%
Whisk(e)y
£27
+6.5%
Gin
£683
+57.5%
With ‘flavours’ consisting of...
Categories Actual Value (£m) and % Chg. vs YA
Purchase decisions driven by flavour
Taste
Vodka
£120
+6.2%
Gin leads the way in flavours, with Vodka and Rum also growing.
Taste is at the top of the shopper purchase decision hierarchy across all categories
