Consumer and Market Insights: Spirits in Austria

The Austrian Spirits market is led by the Liqueurs category in both value and volume terms. On-trade transactions account for a significant share in the distribution of Spirits in Austria. Diageo Plc and Bacardi Limited are the leading companies in the Austrian Spirits market.


• The Whiskey category is forecast to register the fastest volume growth during 2015-2020.

• The Liqueurs category is the largest value category in the Austrian Spirits market.

• On-trade transactions account for majority share in the distribution of Spirits in the Tequila & Mezcal category.

• Eristoff is the leading brand in the Vodka category.

• Private label products in the Tequila & Mezcal category registered the fastest growth during 2012-2015.

• Screw Top is the commonly used closure type in the Austrian Spirits market.

Reasons to buy

Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

Companies mentioned

Asbach Gmbh

Henkell & Co. Sektkellerei Kg


Pernod Ricard S.A.

Remy Coitreau Group

Stock Spirits Group

Bacardi Limited

Diageo Plc

Lucas Bols B.V.

Brown-Forman Corporation

De Kuyper Royal Distillers

Davide Campari-Milano S.p.A

Illva Saronno S.P.A.

Mast-Jägermeister Se

Mozart Distillerie Gmbh

schlumberger wein & sektkellerei ag

J.Wray & Nephew Limited

S.Spitz Gesellschaft m.b.H.

Stroh Austria Gmbh

Underberg Ag

Destilerias Sierra Unidas S.A. De C.V

Grupo Cuervo

Berentzen-Gruppe Ag

Spi Group

Beam Suntory Inc.

Kirin Holdings Co Ltd

William Grant & Sons Ltd.

Table of Contents


• Report Scope

Country Context

• Macroeconomic indicators –GDP Per Capita, Population, Consumer Price Index and Age Profile

Market Overview

• Value and volume analysis for Austria's Spirits market

• Impact of exchange rate fluctuations on Austria’s Spirits market

• Degree of trade up/down in the Belgian Spirits market

• Volume analysis by category

• Market value and growth rates, by category

• Historic and forecast value analysis by category

• Winners and losers by categories with change in market share

• Segment share in a category (value terms) and change in market share

• Average category level pricing

Retail Landscape and Key Distribution Channels

• Leading retailers in Austria’s Wine & Spirits market

• Leading distribution channels (volume terms) in Austria's Spirits market

• Leading distribution channels (volume terms) by category

Competitive Landscape

• Market share of leading brands (in volume terms) by category

• Penetration of private label by category in Austria's Spirits market

• Private label growth (in volume terms) compared to brands


• Spirits market by type of packaging material/container (in volume terms)

• Spirits market by type of packaging closure/outer (in volume terms)

• Spirits market by type of packaging, forecast (in volume terms)


• Country context

• Category value and volume data

• Sector Overview

• Segment data

• Packaging data

• Category definitions

• Segment definitions

• Channel definitions

• Methodology

• About Canadean

List of Tables

Table 1: Market value analysis in EUR and US$, 2010-2020

Table 2: Market volume growth analysis, 2010-2020

Table 3: Exchange rate fluctuations: US$ to EUR

Table 4: Market volume growth, by category, 2015-2020

Table 5: Segment level analysis by category, 2015

Table 6: Average price per litre comparison by categories

Table 7: Leading retailers

Table 8: Leading brands by category, 2015

List of Figures

Figure 1: Macro economic analysis: GDP per capita, Population, CPI (2010-2015), Age Profile (2015)

Figure 2: Market volume analysis, 2010-2020

Figure 3: Consumers purchase behavior -Trading up/down, 2015

Figure 4: Market volume share analysis by category, 2015

Figure 5: Market value growth analysis by category, 2010-2020

Figure 6: Historic and forecast value analysis by category, 2010-2020

Figure 7: Change in market share by category, 2015-2020

Figure 8: Leading distribution channels, overall Wine & Spirits, 2012-2015

Figure 9: Leading distribution channels, overall Spirits market, 2015

Figure 10: Leading distribution channels by category, 2015

Figure 11: Brand share analysis by category (by volume), 2015

Figure 12: Private label penetration by category, 2015

Figure 13: Private label and brand share growth, 2012-2015

Figure 14: Packaging analysis –key packaging material, container, closure and outer type, 2015

Figure 15:Growth in key packaging material, container, closure and outer type, 2015-2020


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