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Contents Background and Objectives Industry Overview Research Results v v v Consumer Purchase Behavior Gifting and Entertaining Touchpoint Influence v v v Digital Best Practices v |
Background, Objectives, Outcomes Through a combined Havas/Evolve Media research partnership, we wanted to deepen our knowledge of sentiment, decision-drivers and purchase behavior of the Spirits consumer to support targeting efforts, and enhance our understanding of the role of media touchpoint Objectives Business Outcomes Uncover trends in Spirits consumption Understand the relationship between consumer behavior and brand adoption Identify key drivers of seasonal gifting Uncover the impact of each media touchpoint in the decision journey Understand the role of digital media in driving consideration Inform communication strategies across consumer cohorts Develop guidelines/best practices for communication strategy across media channels Develop tactics that drive trial and brand choice Identify opportunities for increasing digital advertising campaign efficiency and effectiveness Inform Creative messaging |
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Consistent YOY category growth 2015 vs 2014 Consistent YOY category growth 4.1 % Growth Up 3.4 % U.S. spirits supplier 2015 revenues $24.1B Growth Up Volume growth up 2.3 % Revenue growth up 4.1 % Export volume growth up 3.4 % 2.3 % V V Growth Up V |
Spirits is pulling share from the beer category 55.5 % 49.8 % 48.8 % 48.3 % 47.8 % 47.5 % 28.7% 33.3% 34.3% 34.7% 32.5% 35.4% 15.7% 16.9% 16.9% 17.0% 17.0% 17.0% 2000 2010 2012 2013 2014 2015 wine spirits beer | Source: DISCUS Distilled Spirits Council of the US – February 2015
Growing interest in Dark Spirits reflected in sales trend Dark Spirits Bourbon, Rye, Whiskey White Spirits Vodka, Gin, Rum, Tequilla 9-Liter Cases %Change 9-Liter Cases %Change 58 MM 0.0% 100 MM 0.0% 2010 2010 58 MM 1.1% 105 MM 5% 2011 2011 59 MM 2.5% 110 MM 4.1% 2012 2012 60 MM 3.4% 110 MM 1.4% 2013 2013 63 MM 2.3% 113 MM 0.7% 2014 2014 65 MM 2.5% 114 MM 0.8% 2015 2015 | Source: The Beverage Information & Insights Group, Liquor Handbook 2015/Mintel
Media investments have followed the shift to dark spirits Ad Spending (MM) Ad Spend ($00) $150 $130 $110 $90 $70 $50 $30 $10 $0 300 275 250 225 200 175 150 125 100 75 25 -$56 MM -29% | Vodka -9% | Tequilas +$56 MM 14% | Rum 63% | Bourbon Whiskey -9% | Whiskey 79% | Scotch Whiskey 78% | Brandy & Cognac -12% | Gin 2010 2015 2010 2015 7% | Canadian Whiskey White Spirits Brown Spirits 2011 2012 2013 2014 2015 | Source: Kantar Stradegy, 2011-2015
With the proliferation of smartphones, consumers have more access to each other and to new ideas % of Adults Who Own… In 2016, people spend 2 hours and 11 minutes MORE on digital media Than they did 5 years ago. 10% 2011 83% 2011 35% 2011 45% 2015 92% 2015 68% 2011 Tablet Smartphone Cellphone | Source: Pew Research; eMarketer