Consumer and Market Insights: Spirits in Spain

A recovering economy and low inflation will drive the demand for Spirits in Spain. The Spanish market is being led by the Whiskey category in terms of volume in 2015, while the Rum category leads the Spirits market in value terms. The Tequila & Mezcal category is forecast to register fastest growth among all categories during 2015-2020. On-trade transactions lead the distribution in Spain’s Spirits market. Glass is the most commonly used packaging material in the country’s Spirits market.


Canadean’s Consumer and Market Insights report on the Spirits market in Spain 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

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

Bodegas Williams & Humbert

Gonzalez Byass S.A.

Miguel Torres Sa

Pernod Ricard S.A.

Sanchez Romate Hnos.

The Osborne Group

Bacardi Limited

Beam Suntory Inc.

Destilerias Mg S.L

Diageo Plc

G W Archer And Co

Rives Group



William Grant & Sons Ltd.


Belvedere Sa

Beveland S.A.


Gestao E Servicos

Lda.Destilerías Campeny S.A.

Diego Zamora S.A.

El Afilador

Fratelli Branca Distillerie Srl

Gonzalez Byass S.A.

Grupo Caballero

Davide Campari-Milano S.p.A.

Hijos De Francisco Serrano


Illva Saronno S.P.A.


La Navarra

Mast-Jägermeister Se

Melody Liquor

NV Hidalgo de Chinchon Anis Dulce

Remy Coitreau Group


Villa Massa

Artemi Liquor Factory


Barceló Export Import


Bardinet S.A.S

Compañia Licorera De Nicaragua


Destilerias Arehucas


Destilerías Cocal

Industria Licorera De Caldas

Jose Estevez

Legendario S.L

Matusalem & Company

Ron Santateresa C.A.

Tabacos El Guajiro




The Edrington Group

Túnel de Mallorca

o Plc

Kirin Holdings Co Ltd

Loch Castle

Tarifa Guallart Jose Luis

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 Spain's Spirits market

– Impact of exchange rate fluctuations on Spain’s 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 Spain’s Wine & Spirits market

– Leading distribution channels (volume terms) in Spain'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 Spain'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

– Explanation of sub-trends

– 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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