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Summary of our market study
In France, the vodka market is estimated at over €415 million.
The global vodka market is valued at over $35 billion. Annual growth is around 4.5%.
French vodka, traditionally derived from wheat or potatoes, is growing at 2% a year.
La Martiniquaise, Pernod Ricard, Diageo and Bacardi dominate the market.
Local brands such as Blu Frog, Le Philtre and Citadelle are expanding
Despite the general decline in spirits consumption, vodka retains its appeal, accounting for 30% of spirits purchases, surpassed only by rum and whisky.
The number of vodka consumers has fallen from 7-8 million to around 6.5 million.
The upmarket nature of French vodka explains its export success. France stands out in the luxury vodka segment, with significant exports to the United States, which alone accounts for 35.5% of its total vodka exports.
Key players in the French vodka market
- La Martiniquaise dominates the scene with its flagship brand Poliakov
- Pernod Ricard follows with its famous Absolut vodka
- Bacardi's Grey Goose is another major player
- Guillotine, by Bastille Day innovates with oak-aged vodka
- Ciroc, by Maison Villevert, French grape-based vodka
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Summary and extracts
1 Market summary
1.1 Definition and scope of the study
Vodka is a colorless alcoholic beverage traditionally produced from cereals (rye, wheat) and potatoes, although other agricultural products can also be used (notably beet and fruit).
The vodka market is a sub-segment of the spirits market (drinks produced from distilled alcohol). The French Spirits Federation (FFS) divides spirits into two categories:
- "simple" spirits , which include vodka, but also whisky, gin and rum, whose taste is linked to the distillation of the raw material.
- Compound" spirits , such as aniseed-flavored aperitifs and liqueurs, whose taste is derived from the addition of aromatic substances to a neutral alcohol or brandy.
The scope of this study includes only vodka, but data and trends are related to the entire spirits market in France.
On aglobal scale, the vodka market has grown slightly in recent years. The same is true of the French market, where sales are set to increase by 2% a year in 2022 . While the Covid-19 epidemic interrupted this positive momentum in 2020, recovery began as early as 2021. French players can count on the premiumization of the sector, the strong interest of millenials in vodka and the acceleration of innovation in the market as key growth drivers.
The vodka market in France will have a positive trade balance of 286 million in 2022, reflecting the success of innovation and premiumization strategies that attract international customers through the recognized quality of "made in France".
Even today, most vodka brands bought in France are low-priced, like Eristoff, Poliakov and Subieski. Most brands are owned by the industry's four giants: La Martiniquaise, Pernod Ricard, Diageo and Bacardi. At the same time, however, local niche players are developing, with brands such as Blu Frog, Le Philtre and Citadelle. These players capitalize on the fact that they offer product differentiation, an artisanal and responsible production process and a "Made in France" label.
1.2 Positive momentum on the global market
Global vodka market World, **** - ****, in billions of US$ Source: thespiritsbusiness In ****, the global vodka market was worth $** billion. By ****, this market is forecast to reach $** billion, with an average annual growth rate of around *.*%. The vitality of this sector is fuelled by a number of key factors. The trend towards ...
1.3 The French market: growth interrupted by the Covid-19 epidemic but now recovering
Market size for distilled alcoholic beverages (***) France, **** - *****, in billions of euros Source: ****
The chart above illustrates the size of the French market for distilled alcoholic beverages. Distilled alcoholic beverages are defined as beverages obtained by distillation from wine or other fermented fruit or plant juices, or from a starchy material ...
1.4 International trade
Vodka trade France, ****-****, in millions of euros
France's foreign vodka market is marked by a significant growth dynamic, driven by innovation and the craze for luxury products. France, with its premium brands such as Grey Goose and Cîroc, has succeeded in positioning itself as a leader in vodka exports, ...
1.5 The Covid-19 effect
The Covid-** epidemic has led to a shift in consumption away from home towards the home, due to restrictive measures. Sales of vodka in supermarkets rose by **% between January * and May *, ****. [***]
Sales trends for alcohol categories in supermarkets France, from January *th to May *nd ****, in % Source: ****
However, the growth seen ...
2 Demand analysis
2.1 Profile analysis: French vodka consumers
Consumption :
Number of people using vodka France, **** - ****, in millions of users Source: ****
The chart above illustrates the evolution of vodka consumers in France. As with spirits, overall consumption in France is falling, with some *.** million consumers in **** (***). This equates to a drop of around **%.
Large consumers are the **% of households ...
2.2 Demand cyclicality
Vodka" research interest France, ****-****, in index value Source: ****
The graph above represents the proportion of searches for a given keyword in a specific region and for a specific period, compared to when the rate of use of that keyword was highest (***). Thus, a value of ** means that the keyword was ...
2.3 New consumer trends
Growing interest in cocktails: Cocktail consumption is indeed a catalyst for vodka demand and has been growing in recent years. According to a **** survey, **% of French people consumed spirits, including **% neat and **% in cocktails. Young people in particular are prime targets, as **% of **-** year-olds consumed them in cocktails in ****, while ...
3 Market structure
3.1 Production process
The vodka production process comprises six stages:
Must preparation Sterilization and inoculation Fermentation Distallation and modification Addition of water Bottling
[***]
Each stage is explained in more detail below.
Harvesting and processing raw materials
Today, most vodkas are made from fermented grains such as sorghum, corn, rice, rye or wheat, although ...
3.2 Market organization
The vodka market in France is interesting to study; although only one region of the country (***) in **** in terms of exports [***]
On the domestic market, vodka is mainly distributed through physical channels, as is the case for foreign demand, but for the latter, e-commerce is gaining ground as global shipping becomes ...
3.3 Main players and market shares
Market share in supermarkets, drives and convenience stores France, ****, in Source: ****
The chart illustrates the breakdown of the vodka market by volume in supermarkets, drive-through services and convenience stores in France for the year **** .
Poliakov (***) account for a significant share of the market, with **.*%, indicating a marked preference for private label ...
3.4 Interview with Frédéric Beigbeder and Guillaume Rappeneau, co-founders of Le Philtre
Aymar: Hello and welcome to vue d'ensemble, the podcast that allows you to decipher market issues in ** minutes. My name is Aymar Monnoyeur and I'm the founder of Businessscoot, a startup specialized in market research. Today, with Cantiane, we're talking to Frédéric and Guillaume about the vodka market and ...
4 Offer analysis
4.1 Product analysis: vodka in France
Source: ****
4.2 Price and cost analysis
Brand Price range Absolut Vodka **.** to **.** €/**** ml Poliakov **.** € - **.** €/**** ml Sobieski **.** € - **.** €/**** ml Eristoff Original **.** - **.** €/**** ml Zubrowka Bisson Grass Vodka Poland **.**-**.** €/**** ml *The price comparison for the same brand sold by different distributors is presented by wine-searcher, and is correlated with proximity; this helps explain the wide price range. ...
4.3 Offer trends: Premiumization and Aromatization
In France, overall spirits consumption continues to decline. At the same time, there has been an increase in the share of products belonging to the luxury drinks segment. According to larvf, these trends can be explained by consumption in bars and restaurants, as it takes four to five years for luxury ...
5 Rules and regulations
5.1 Strict regulations governing spirits
France is concerned by regulations at European level, the main ones being those listed below:
Regulation (***) ***/**** of the European Parliament and of the Council of January **, **** on the definition, description, presentation, labeling and the protection of geographical indications of spirit drinks related to this regulation are ****/*** and ***/**** , which repeal the aforementioned ...
5.2 Vodka regulations in particular
The legislation presented below is the predominant framework for analyzing vodka regulations in France. It derives from Regulation (***) No ****/**.
Point **
a) Vodka is a spirit drink made from ethyl alcohol of agricultural origin, obtained by yeast fermentation:
i) either from potatoes and/or cereals,
ii) or from other agricultural raw materials, ...
6 Positioning the players
6.1 Segmentation
- La Martiniquaise Bardinet
- Diageo
- Bastille Day (Guillotine)
- Maison Villevert Cîroc
- Absolut Vodka (Pernod Ricard)
- Poliakov (La Martiniquaise)
- Pernod Ricard Groupe
- Sobieski Vodka (Marie Brizard groupe)
- Vodka Lab AG Spirits
- Grey Goose (Bacardi)
- Eristoff (Bacardi Group)
List of charts presented in this market study
- World vodka market
- Main vodka-consuming countries
- Market size for distilled alcoholic beverages (NAF 11.01Z)
- Vodka market size
- Number of people using vodka
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Latest news
Pernod Ricard sells almost all its wines to investors - 17/07/2024
- - Pernod Ricard is the world's number two in wines and spirits.
- - Pernod Ricard's total sales are €12.13 billion.
- - The divested business represents approximately 4% of Pernod Ricard's total sales.
- - Accolade Wines, now owned by the consortium of investors, generates sales of $650 million.
- - Pernod Ricard sells seven wineries, producing an annual volume of 10 million 9-liter cases.
- - Pernod Ricard's wine division saw a 10% drop in sales in the last quarter analyzed, mainly due to the US and UK markets.
Pernod Ricard sells its strategic international wine portfolio to Australian wine holdco - 17/07/2024
- - Pernod Ricard sells its international wine brands to Australian Wine Holdco Limited (AWL).
- - Annual volume sold: 10 million 9-liter cases.
- - Portfolio sold: Australian (Jacob's Creek, Orlando, St Hugo), New Zealand (Stoneleigh, Brancott Estate, Church Road) and Spanish (Campo Viejo, Ysios, Tarsus, Azpilicueta) brands.
- - The transaction also includes the sale of seven wineries.
Pernod Ricard: portfolio of Australian, New Zealand and Spanish wines - 17/07/2024
- - The Pernod Ricard group has announced the sale of the majority of its wine portfolio.
- - The buyer is the international consortium Australian Wine Holdco Limited, owner of Accolade Wines.
- - The seven wineries sold represent an annual volume of 10 million 9-liter cases.
- - The brands sold include wines from Australia (Jacob's Creek, Orlando, St Hugo), New Zealand (Stoneleigh, Brancott Estate, Church Road) and Spain (Campo Viejo, Ysios, Tarsus, Azpilicueta).
Wine: Pernod Ricard continues its rise in the rosé segment - 03/05/2024
- negotiations for the purchase of 280 hectares of vines at Terres de Ravel in Provence.
- The operation is led by Château Sainte-Marguerite, Cru Classé Côtes de Provence, whose 230 hectares have been shared by Pernod Ricard and the Fayard family since 2022.
- The Fayard family plans to further increase its vineyard to 600 or even 1,000 hectares.
- Rosé sales have regained momentum worldwide. IWSR forecasts sales growth of 3-6% between now and 2027 in France.
- In the US, growth of 13% per year is forecast
Diageo regains control of its premium spirits in France - 08/02/2024
- Diageo, world leader in spirits, creates its subsidiary in France
- Diageo takes over direct sales of the majority of the brands it has distributed since the 2000s via MHD (Moët Hennesssy Diageo) in France.
- Only three of its brands are marketed via MHD in France: Johnny Walker, J & B, and Gordon's gin.
- The UK's Diageo is present in France with a market share of 7.9%.
- Diageo's total sales are 20.5 billion euros, two-thirds of which come from the premium spirits segment.
- In this segment, its market share in France is just 3.6%.
- The Group has a much higher market share in other countries: 47% in Greece, 24.4% in Spain and 13.7% in Italy.
- The transfer of MHD (Moët Hennesssy Diageo) brands to the new Diageo subsidiary in France will begin in March 2024
- Diageo plans to develop its tequila offer in particular, with the Don Julio brand.
- Two exclusive distributors are planned for sales to wine merchants: Dugas for Tanqueray gin, Tekel One vodka and a range of pure malt whiskies; and La Maison du Whisky for Don Julio tequila.
How India is becoming Pernod Ricard's whisky paradise - 22/01/2024
- Pernod Ricard aims to accelerate its presence in India.
- The French giant, which occupies a leading position in the sub-continent
- Strong growth in the Indian whisky market.
- In the entry-level whisky segment, the group owns Royal Stag and Imperial Blue - two brands produced in India that rank among the top 5 best-selling whiskies in the country. It also owns several high-end brands: Chiva's Regal, Ballantine's and Glenlivet - imported whiskies that carry a 150% surtax.
- India accounts for 10% of the Group's total sales, or around 1.2 billion euros.
- A major market for the Group behind the United States.
- Consumption of imported whiskies and high-end Indian single malts is booming.
- Scotch imports are set to double between 2020 and 2022,
- India is the leading export market for Scottish brands.
- Sales of Indian single malt rose by 144% between 2021 and 2022.
- Local brands owned by the French giant account for 85% of sales by value. Imports of foreign brands account for the remaining 15%.
- Pernod Ricard has 27 factories across the country.
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