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Summary of our market study
The French spirits market is worth around €8 billion.
The global spirits market has experienced moderate growth, with the Asia-Pacific market accounting for the bulk of demand. By 2023, the global spirits market was estimated at 145 billion dollars.
The French domestic market is experiencing an increase in value and a drop in volumes of spirits sold, from almost 383 million liters to around 370 million liters in 2023.
Average annual consumption per person aged over 15 is between 2.3 and 2.4 liters. 82% of young people aged 18 to 24 claim to consume cocktails or spirits. Older people claim to consume less
Whisky is the leading spirit consumed, accounting for almost half of sales by value and around 41% by volume.
The French market is also characterized by strong demand for aniseed-flavored spirits, such as the famous Pastis, which accounts for 22% of consumption.
Rum and white spirits such as tequila, gin and vodka together account for around 20% of spirits consumption.
Rum is the fastest-growing category, with a significant average annual growth rate of 5%.
Brandy and cognac face a downward trend of around 2% a year.
The French industry is characterized by a mix of large international groups and small, specialized local distilleries, the latter becoming increasingly popular with French consumers.
France exports far more spirits than it imports, and the United States is the main export destination.
International spirits giants
- Diageo: a world leader renowned for its vast portfolio of brands.
- Pernod Ricard Groupe holds a significant position in the French spirits market.
- La Martiniquaise : a major national player with a strong presence in France.
Niche players
- Courvoisier: World-renowned cognac specialist
- Distillerie Jean Chatel is a well-known player for its local distillery, responding to growing consumer demand for specialized, artisanal spirits.
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Summary and extracts
1 Market summary
1.1 Definition and presentation
A spirit drink is an alcoholic beverage obtained by distillation of agricultural raw materials.Among spirits, two segments can be distinguished:
- simple" spirits or "eaux-de-vie" (this category includes vodka, rum, whisky, tequila, etc.)
- compound" spirits obtained by adding an aromatic substance to a brandy or neutral alcohol (this category includes liqueurs, aniseed-flavored spirits, etc.)
In 2022, the global spirits market was estimated at 143.31 billion dollars. After a year of recovery in 2021, market growth is expected to accelerate to US$208.84 billion in 2025, with a compound annual growth rate of 8%, driven mainly by demand from Asia-Pacific.
The French market has faced significant challenges in recent years, not least consumers' growing concern for their health. With alcohol consumption in volume terms declining steadily since the 1960s, the spirits market can nonetheless count on several levers for growth, in particular dynamic exports and market premiumization.
The French market is organized around two main types of player. On the one hand, there are major international groups (specialized or not) in spirits production. On the other, there are many small and medium-sized producers or local distilleries who specialize in one type of spirit, a type of production that is increasingly in demand in France.
The year 2020 saw a drop in sales, linked to the Covid-19 epidemic and reinforced by the restrictive regulatory framework that weighed down exports. However, the overall recovery was faster than expected in 2021-2022, and the outlook for the sector is positive. Growth has been driven in particular by the development of the sector's increasingly high-end segment, as well as the resilience of white spirits.
1.2 Global market growth
In ****, the global spirits market was estimated at ***.** billion dollars. After a year of recovery in ****, market growth is expected to accelerate to ***.** billion US dollars by ****, with a compound annual growth rate of *%.
World spirits market size World, ****-*****, in billions of US dollars Source: ****
The global market is mainly ...
1.3 The French spirits market
Spirits production
In ****, the French spirits market will amount to **.* billion euros. [***]
In addition, economic activity relating to spirits is recorded under code **.**Z: Production of distilled alcoholic beverages. [***]
The annual sales indices provided by Insee can be used to estimate sales trends in the sector. For example, for ****, market sales ...
1.4 International trade
In ****, France exported spirits worth *.** billion euros. However, in ****, after five years of uninterrupted growth, French spirits exports came to an abrupt halt.under the combined effect of the US taxes imposed on French wines since the end of **** and the Covid-** epidemic.
French spirits exports France, ****-****, in millions of ...
1.5 The effect of the Covid-19 epidemic
The Covid-** epidemic has not spared players in the spirits market, with sales plummeting to their lowest level since April ****. The postponement of purchases in supermarkets and hypermarkets has not been able to offset the losses in cafés, hotels and restaurants.
Monthly sales index for the spirits market (***) France, ****-****, ...
2 Demand analysis
2.1 Profile analysis: The French consumer
Consumption of spirits has fallen sharply in recent years. In ** years, per capita consumption of pure alcohol has fallen from *.** liters per person in **** to *.* liters per person in ****, under the influence of public policies to raise awareness of the dangers of alcohol. Spirits consumers are becoming increasingly reasonable, and are ...
2.2 Demand drivers
The economic difficulties brought about by the health crisis have heightened the attention paid by the French to the quality/price ratio and promotions applied to spirits. This increased focus on budget does not, however, seem to be at the expense of the quality of spirits purchased by the French, as ...
2.3 New consumer trends
Growing interest in cocktails
Cocktail consumption is indeed a catalyst for spirits demand, and has been growing in recent years. According to a survey conducted in ****, **% of French people were consuming spirits in cocktails. Furthermore, in ****, **% of those surveyed said they were interested in mixology, down * points on ****. [***] This is a ...
2.4 The French's relationship with leading spirits: the French's favourite brands
Opinion Way's **** survey of French consumers' favorite brands gives us a clearer picture of their favorite spirits. The podium is made up of Martini in *st position (***). The distribution between the different categories of spirits seems relatively equitable, with a preference for liqueurs and other spirits, and the bottom of the ...
3 Market structure
3.1 Value chain
The French spirits industry is made up of several types of players involved in one or more stages of the value chain. The value chain comprises * main phases:
The first is the extraction of agricultural raw materials, such as absinthe, sugarcane, potatoes, cereals or beet. These raw materials are then processed ...
3.2 Key industry players
In France, Pernod Ricard (***).[***]
Other major players in the French spirits market include Moët Hennessy (***).
In ****, the top-selling brands by value in supermarkets and hypermarkets were Ricard (***) and Jack Daniels.
Ranking of spirits brands by volume sales in supermarkets France, ****, in millions of liters Source: ****
Furthermore, the brands with the ...
3.3 Distribution
In ****, sales of spirits in the on-trade reached **.* million liters, while sales in supermarkets totalled *** million liters. The main distribution channels are hyper- and supermarkets, which in **** accounted for three-quarters of the volume of spirits and champagne sales in supermarkets. It is important to note, however, the meteoric rise of sales ...
4 Offer analysis
4.1 Product overview
The Fédération Française des Spiritueux identifies ** categories of spirit drinks, the main ones being :
Aniseed and absinthe Armagnac, cognac and wine spirits Brandy Calvados, cider and perry brandies Fruit creams Fruit brandies Grape marc brandies Juniper and gins Gentian and bitters Liqueurs Rum Tequila and mezqual Vodka ...
4.2 Price analysis
The curve below highlights the premiumization of the French spirits market, with prices up **% in ** years. What's more, the sharp rise in **** is the result of the Egalim law of October ****, which raised the prices of certain spirits by between *% and *%. As distributors need to better remunerate farmers and producers, they ...
4.3 High taxation
The chart above illustrates the breakdown of taxes on spirits. The total tax on a spirit sold for €**.* is €**.**.
Taxes on spirits are revalued each year in line with inflation. With **% of tax receipts for just **% of the volume of pure alcohol released for consumption in France, the industry is subject ...
4.4 Emerging supply trends
An increasingly intoxicant-friendly offering
Thespirits industry is at a crucial turning point in terms of eco-responsibility. Major houses such as Martell, Hennessy and Rémy Martin are leading innovative initiatives, such as testing disease-resistant grape varieties and environmental certifications, to promote sustainable viticulture. Small producers such as Vivant, with its certified ...
5 Rules and regulations
5.1 An increasingly strict regulatory framework
France is concerned by European regulations. In particular, the following regulations are central:
Regulation (***) No ***/**** of the European Parliament and of the European Council of January **, **** on the definition, description, presentation, labeling and the protection of geographical indications of spirit drinks related regulations ****/*** and ***/**** update the aforementioned framework
In addition, there ...
6 Positioning the players
6.1 Segmentation
This section seeks to analyze the various players in the spirits industry. Broadly speaking, we can differentiate these companies by classifying them into three main categories, presented below:
- Diageo
- La Martiniquaise Bardinet
- Distillerie Jean Chatel
- Coquerel Distillerie
- Vinet Delpech
- Bacardi
- Pernod Ricard Groupe
- Beam Suntory
- Campari France Distribution
- Marie Brizard Wine And Spirit
- Giffard
- Moët Hennessy (MHCS LVMH)
- Dom Pérignon (LVMH groupe)
- Champagne Ruinart (Groupe MHCS)
- Hennessy
- Champagne Mercier (Groupe MHCS)
- Belvedere Vodka
- Calvados Roger Groult
- La Chartreuse Diffusion
- Stock Spirits (CVC Partners)
- Campari
- BBC Spirits
- Seguin Moreau - Oeno Groupe
- Lejay-Lagoute
- Lejay-Lagoute
- Distilleries Massenez Peureux
- Distilleries Peureux Massenez (Perfect 1864)
List of charts presented in this market study
- Size of the global spirits market
- Breakdown of spirits production in the European Union, out of total sales of €5.5 billion
- Size of the French spirits market
- Sales of spirits in supermarkets
- Spirits consumption per person
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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
Campari doubles its Aperol production capacity - 22/04/2024
- **Campari's investment in increasing production capacity for Aperol:** 75 million euros over three years.
- - **Campari's position in the global spirits industry:** number six.
- - **Percentage of Campari's spirits production achieved by the Novi Ligure plant last year:** almost 30%.
- - **Campari's total organic growth:** double-digit records for the third consecutive year in 2023.
- - **Aperol sales growth over the last ten years:** fivefold.
- - **Aperol brand sales growth in 2023:** 23%, representing a quarter of Campari sales volumes.
- - **Campari sales in 2023:** 2.9 billion euros.
- - **Number of brands in the Campari portfolio:** fifty.
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.
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The Spirits Market | France
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