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SPIRITS in DENMARK 08 Aug 2013 HEADLINES

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SPIRITS in DENMARK 08 Aug 2013 HEADLINES SPIRITS IN DENMARK 08 Aug 2013 HEADLINES Volume sales increase by 3% to reach 16.9 million litres in 2012 Tax increases on cider/perry, beer and wine boost spirits sales over 2011 and 2012 Spirits drinks/shots is the fastest growth category, up by 7% to 1.4 million litres in 2012 Unit prices are stagnant in the off-trade and grow by 1% in the on-trade in 2012 Pernod Ricard no longer the leader as it sells its leading local brands to Arcus Gruppen in 2012 Total volume sales forecast to witness a CAGR of 2% over 2012 to 2017 COMPETITIVE LANDSCAPE Det Danske Spiritus Kompagni led the category with a 24% volume share in 2012. However, Pernod Ricard was the leading spirits player, holding a 36% volume share in 2011, until in 2012 it sold the three local brands, Gammel Dansk, Aalborg Akvavit, and Brøndums Akvavit, which were also its largest brands, to the Norwegian company, Arcus Gruppen. Pernod Ricard thus ranked third in 2012 with a 12% volume share, behind Diageo with 16%, and Det Danske Spiritus Kompagni which was established by Arcus Gruppen in 2012 to market and distribute Gammel Dansk, Aalborg Akvavit, and Brøndums Akvavit. The acquisition of these traditional Danish bitters and akvavit/aquavit brands fit into the Arcus Gruppen’s strategy of strengthening its regional positioning in spirits through strong Nordic brand names. In fourth position, Hans Just was the fastest growing leading player in 2012. The company’s volume share of spirits increased for the second year running, in 2012 by one percentage point to reach 11%. Its dual focus on both economy spirits and well-known and highly-exposed international premium brands has positioned it well against consumer price polarisation during the economic downturn. © Euromonitor International 2013 www.euromonitor.com NATIONAL BRAND OWNERS AND THEIR BRANDS Company Name (NBO) Brand (GBO) 1-Enkelt (Altia Oyj), Bowmore (Suntory Holdings Ltd), Renault Carte Altia Denmark A/S d'Argent XO (Altia Oyj), Xanté (Altia Oyj) Bacardi Black (Bacardi & Co Ltd), Bacardi Carta Blanca (Bacardi & Co Ltd), Bacardi Gold (Bacardi & Co Ltd), Bacardi Limón (Bacardi & Co Ltd), Bacardi-Martini Danmark A/S Bombay Sapphire (Bacardi & Co Ltd), Jack Daniel's (Brown-Forman Corp), Southern Comfort (Brown-Forman Corp) Belvedere Scandinavia A/S Danzka (Belvédère SA) Consiva Vin-Holding A/S Amarula Wild Fruit Cream (Distell Group Ltd) Cult A/S Cult Skinny Chick (Cult A/S), Cult Slizzers (Cult A/S) Aalborg Akvavit (Arcus-Gruppen AS), Bröndums Akvavit (Arcus-Gruppen Det Danske Spiritus Kompagni A/S AS), Gammel Dansk (Arcus-Gruppen AS) Baileys Irish Cream (Diageo Plc), Captain Morgan Original Spiced Gold (Diageo Plc), Cuervo Especial (Grupo Cuervo SA de CV), Dalwhinnie (Diageo Plc), Fernet Branca (Branca Distillerie SpA, Flli), Gilbey's (Diageo Diageo Danmark A/S Plc), Gordon's (Diageo Plc), Johnnie Walker Black Label (Diageo Plc), Johnnie Walker Red Label (Diageo Plc), King George IV (Diageo Plc), Seagram's 7 Crown (Diageo Plc), Smirnoff (Diageo Plc), Talisker (Diageo Plc), Tanqueray (Diageo Plc) Fortune Brands Inc Canadian Club (Beam Inc), Laphroaig (Beam Inc) Glenfiddich (William Grant & Sons Ltd), Grant's (William Grant & Sons Grant & Sons Distillers Ltd Ltd) Cuba Curant (Hela Wine ApS), Cuba Pure Vodka (Hela Wine ApS), Dooley's Original Toffee & Vodka (Waldemar Behn GmbH & Co KG), Hela Wine ApS Original FiskeFjæs (Hela Wine ApS), Seaman's Extra Hot Vodka Shot (Hela Wine ApS), Små Blå Mænd (Hela Wine ApS) Campari (Campari Milano SpA, Davide), Finsbury (Borco Group), Grand Marnier (Marnier-Lapostolle SA), Hansen Golden Rum (Berentzen-Gruppe AG), Jägermeister (Mast-Jägermeister SE), Linie Aquavit (Arcus-Gruppen Just A/S, Hans AS), Sierra Tequila Gold (Destilería Sierra Unidas SA de CV), Sierra Tequila Silver (Destilería Sierra Unidas SA de CV), Stolichnaya (Soyuzplodimport ZAO), Tullamore Dew (William Grant & Sons Ltd) Crocodile (United Drinks A/S), Double Up (United Drinks A/S), Fisk (Toms Krönleins Bryggeri AB Gruppen A/S), Ga-Jol Vodka Shot (Toms Gruppen A/S), Nordsøolie (United Drinks A/S), Wester Haws Olie (United Drinks A/S) MacY I/S Glenmorangie (LVMH Moët Hennessy Louis Vuitton SA) Bols (Central European Distribution Corp (CEDC)), Bols Advocaat (Lucas Maxxium Danmark A/S Bols BV), Cariel Vanilla Vodka (Cariel Spirits AB), Clés des Ducs VSOP (Les Vignerons du Gerland), Cointreau (Rémy Cointreau Group), De Luze © Euromonitor International 2013 www.euromonitor.com Company Name (NBO) Brand (GBO) VS (Rémy Cointreau Group), Drambuie (Drambuie Liqueur Co Ltd, John), Famous Grouse, The (Edrington Group), Finlandia (Brown-Forman Corp), Galliano (Lucas Bols BV), Jim Beam Kentucky (Beam Inc), Macallan, The (Edrington Group), Passoã (Rémy Cointreau Group), Pisang Ambon (Lucas Bols BV), Rare Old 1964 Orkney (Edrington Group), St Remy Napoleon VSOP (Rémy Cointreau Group), Wild Africa Cream (KWV Group) Niwenco Aps Hot 'n' Sweet (Niwenco Aps), Nord Cap (Niwenco Aps) Bornholms Tremastere (Øens Vinagentur ApS), Gyldene Bornholmer (Øens Øens Vinagentur ApS Vinagentur ApS) Absolut Kurant (Pernod Ricard Groupe), Absolut Mandarin (Pernod Ricard Groupe), Absolut Vodka (Pernod Ricard Groupe), Ballantine's Finest (Pernod Ricard Groupe), Beefeater (Pernod Ricard Groupe), Bushmills (Diageo Plc), Commander (Pernod Ricard Groupe), Commander Vodka (Pernod Ricard Groupe), Four Roses (Kirin Holdings Co Ltd), Glenlivet, The (Pernod Ricard Groupe), Havana Club 7 YO (Pernod Ricard Groupe), Jameson (Pernod Ricard Groupe), Kahlúa (Pernod Ricard Groupe), Pernod Ricard Denmark A/S Lapponia (Pernod Ricard Groupe), Long John (Pernod Ricard Groupe), Malibu Caribbean White Rum (Pernod Ricard Groupe), Martell VS (Pernod Ricard Groupe), Millwood (Pernod Ricard Groupe), Pernod (Pernod Ricard Groupe), Peter Heering (Pernod Ricard Groupe), Plymouth Gin (Pernod Ricard Groupe), Ramazzotti Sambuca (Pernod Ricard Groupe), Seagram's Extra Dry (Pernod Ricard Groupe), Tia Maria (Illva Saronno SpA), Wild Turkey (Campari Milano SpA, Davide), Wyborowa (Pernod Ricard Groupe) Korvet Snaps (Svendborg Vinkompagni A/S), Svendborg Gylden Snaps Svendborg Vinkompagni A/S (Svendborg Vinkompagni A/S), Svendborg Snaps (Svendborg Vinkompagni A/S) Ekvator Akvavit (Taster Wine A/S), Holger Danske Akvavit (Taster Wine Taster Wine A/S A/S), Holger Danske Guld (Taster Wine A/S) Source: Passport by Euromonitor International FORECAST DEFINITIONS AND METHODOLOGY Spirits This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits. © Euromonitor International 2013 www.euromonitor.com Methodology This report is derived from Euromonitor International’s Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis © Euromonitor International 2013 www.euromonitor.com .
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