IWSR Methodology & Definitions IWSR Drinks Market Analysis, 39 Moreland Street, London, EC1V 8BB t: 44 (0)20 7689 6841 f: 44 (0)20 7689 6827 e: [email protected] www.theiwsr.com A trading division of IWSR Drinks Market Analysis Limited (formerly System Three Communications (LDN) Limited). Registration Number: (England) 166510 Registered Office: 5 Fleet Place, London EC4M 7RD. VAT Registration Number: GB341146881 Contents Methodology .............................................................................................................................................................. 4 Retail Value ............................................................................................................................................................. 4 Forecast ................................................................................................................................................................... 4 Why We Visit ........................................................................................................................................................... 5 Demographic Data ................................................................................................................................................. 6 The IWSR’s Definitions ............................................................................................................................................... 7 Consumption .......................................................................................................................................................... 7 Units ......................................................................................................................................................................... 7 Distributor ............................................................................................................................................................... 7 Per Capita Data ...................................................................................................................................................... 7 ‘International’ Definition ........................................................................................................................................ 7 Historical Data ........................................................................................................................................................ 8 Country of Origin ................................................................................................................................................... 8 Pricing Data ............................................................................................................................................................. 8 Ownership ............................................................................................................................................................... 9 Grey Market Definitions ........................................................................................................................................ 9 Exchange Rates ...................................................................................................................................................... 9 On-/Off-Premise Methodology and Notes ....................................................................................................... 10 Ecommerce values ............................................................................................................................................... 11 Private label .......................................................................................................................................................... 11 Low- and no-alcohol products ........................................................................................................................... 12 Product Definitions .................................................................................................................................................. 14 Still Wine ................................................................................................................................................................ 14 Sparkling Wine ...................................................................................................................................................... 16 Fortified Wine ....................................................................................................................................................... 16 Light Aperitifs ........................................................................................................................................................ 17 Other Wine ............................................................................................................................................................ 17 Whisky ................................................................................................................................................................... 18 Gin/Genever .......................................................................................................................................................... 18 Vodka ..................................................................................................................................................................... 19 Agave-Based Spirits ............................................................................................................................................. 19 National White Spirits .......................................................................................................................................... 19 Rum ........................................................................................................................................................................ 19 Cane ....................................................................................................................................................................... 20 2 Brandy ................................................................................................................................................................... 20 Flavoured Spirits: Liqueurs ................................................................................................................................. 21 Bitters/Spirit Aperitifs .......................................................................................................................................... 22 Aniseed .................................................................................................................................................................. 22 Fruit Eaux-de-Vie .................................................................................................................................................. 22 Other Spirits .......................................................................................................................................................... 22 Mixed Drinks ......................................................................................................................................................... 22 Beer ........................................................................................................................................................................ 23 Cider ....................................................................................................................................................................... 23 Price Band Segmentation for Spirits ..................................................................................................................... 24 Price Band Segmentation for Wine ....................................................................................................................... 25 Notes ......................................................................................................................................................................... 26 Still Wine Data ...................................................................................................................................................... 26 Beer and Cider Information ................................................................................................................................ 26 Sub-Saharan Africa Data ..................................................................................................................................... 26 3 Methodology The IWSR is the industry standard for tracking brand, market and category performance globally. All the international drinks companies use the IWSR database to follow market trends, for competitive analysis as well as strategy and planning. The IWSR has the widest industry buy-in of any research company, with more companies both using our database and sharing their data. This means that our clients can be confident that they are looking at the same figures as their peers. We are the only research company to visit the key players (importers, producers, distributors, retailers, duty-free operators) in around 120 countries globally each year. This allows us to gain a far better understanding of the dynamics of a market, which helps us to explain why certain trends occur and to adjust official statistics to match reality. It also allows us to cross-check other companies’