Consumer and Market Insights: Spirits in Germany

The Germany Spirits market will be positively impacted by an improving GDP per capita and low inflation rates. The Spirits market in Germany is led by the Specialty Spirits category in terms of volume in 2015, while the Liqueurs category leads the Spirits market in value terms. The Liqueurs category is forecast to register fastest growth among all categories during 2015-2020. Hypermarkets & Supermarkets is the leading distribution channel in Germany’s Spirits market. The Whiskey category has the highest penetration of private labels in the German Spirits market.


Canadean’s Consumer and Market Insights report on the Spirits market in Germany provides insights on high growth categories to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

What else is contained

– Market data: Overall market value and volume data with growth analysis for 2010-2020

– Category coverage: Value and growth analysis for eight categories including Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, and Whiskey with inputs on individual segment share within each category and the change in their market share forecast for 2015-2020

– Leading players: Market share of brands and private labels, including private label growth analysis from 2012-2015

– Distribution data: Percentage of sales within each category through distribution channels such as Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists and others in 2015

– Packaging data: consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for Glass, Rigid Plastics, and others; container data for: Bottle, Pouch

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

Beam Suntory Inc.

Berentzen-Gruppe Ag

Eckes Ag

Henkell & Co. Sektkellerei Kg

LVMH Moët Hennessy

Louis Vuitton S.A.

Pernod Ricard S.A.

Remy Coitreau Group

The Osborne Group

Beam Suntory Inc.

Blavod Drinks Ltd.

Diageo Plc

Martin Miller's

Preussische Spirituosen Manufaktur Schroff & Stahl Gbr

The Duke Destillerie

The Finsbury Distillery Co. Limited

The Reisetbauer Estate

Whitley Neill Limited

Berentzen-Gruppe Ag

Brown-Forman Corporation

De Kuyper Royal Distillers

Demerara Distillers Limited

Diego Zamora S.A.

Distell Group Limited

Fratelli Branca Distillerie Srl

Davide Campari-Milano S.p.A.

Henkell & Co. Sektkellerei Kg

Illva Saronno S.P.A.

Lucas Bols B.V.

Mangaroca SA.

Mast-Jägermeister Se

Molinari Italia S.P.A.

Nordbrand Nordhausen GmbH

Remy Coitreau Group

Societe Des Produits Marnier Lapostolle Sa

Verpoorten Gmbh & Co. Kg

Waldemar Behn Gmbh

Alko Inc

Berentzen-Gruppe Ag

Drinks & Food Vertriebs-Gmbh

Henkell & Co. Sektkellerei Kg

J.Wray & Nephew Limited

Matusalem & Company

St Lucia Distillers Group

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 the German Spirits market

– Impact of exchange rate fluctuations on the German 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 the German Wine & Spirits market

– Leading distribution channels (volume terms) in the German 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 the German 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: Market volume share analysis by category, 2015

Figure 4: Market value growth analysis by category, 2010-2020

Figure 5: Historic and forecast value analysis by category, 2010-2020

Figure 6: Change in market share by category, 2015-2020

Figure 7: Leading distribution channels, overall Wine & Spirits, 2012-2015

Figure 8: Leading distribution channels, overall Spirits market, 2015

Figure 9: Leading distribution channels by category, 2015

Figure 10: Brand share analysis by category (by volume), 2015

Figure 11: Private label penetration by category, 2015

Figure 12: Private label and brand share growth, 2012-2015

Figure 13: Packaging analysis –key packaging material, container, closure and outer type, 2015

Figure 14:Growth in key packaging material, container, closure and outer type, 2015-2020


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