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As the alcoholic drinks market continues to grow across most of the big European markets and the US, brand owners are increasingly focused on driving innovation and premiumization while adopting policies towards promotion of responsible drinking. The Alcoholic Drinks Market Outlook to 2008: Sizing up the industry and the major issue of binge drinking is a strategic management report providing market sizing and analysis of the major alcoholic drinks categories in Belgium, France, Germany, Italy, Japan, Netherlands, Poland, Spain, UK and the US. The report examines the opportunities in the beer, wine and spirits markets for each country by assessing the sales market value and volume patterns over the past five years with future forecasts to 2008. The report also features in-depth case study of the dynamics of binge drinking in the UK and how attempts to combat excessive consumption will impact on the industry.

Table of Contents
 
The Alcoholic Drinks Market Outlook to 2008
 
Sizing up the industry and the major issue of binge
 
drinking
 
Executive Summary 10
 
The Alcoholic Drinks Market Overview 10
 
The wine market overview 1998 to 2008 10
 
The beer market overview 1998 to 2008 11
 
The spirits market overview 1998 to 2008 12
 
Focus on the issue dominating the alcoholic drinks industry: binge
 
drinking 13
 
The boundaries of responsible drinks marketing 14
 
Chapter 1 The Alcoholic Drinks Market
 
Overview 16
 
Summary 16
 
Introduction 17
 
Sizing up the market 17
 
Market value 18
 
Future forecast 18
 
Market volume 19
 
Future forecast 20
 
Chapter 2 The Wine Market Overview 1998
 
to 2008 22
 
Summary 22
 
Introduction 22
 
Market value 23
 
Future forecast 24
 
Market volume 25
 
iv
 
Future forecast 26
 
Major drivers in wine market 27
 
Innovation and NPD highlights 27
 
Matching food with wine 27
 
Importing from renowned wine regions 28
 
Re-positioning rosé to appeal to high-end consumers 28
 
Chapter 3 The Beer Market Overview 1998
 
to 2008 34
 
Summary 34
 
Introduction 35
 
Market value 35
 
Future forecast 36
 
Market volume 37
 
Future forecast 38
 
Major drivers in beer market 39
 
Getting consumer buy-in for new and existing products 39
 
Addressing the decline in beer sales in countries such as Germany 40
 
Fast-paced global beer market consolidation 40
 
Innovation and NPD highlights 41
 
Premiumisation of beer 41
 
The potential market for functional beer 42
 
Chapter 4 The Spirits Market Overview
 
1998 to 2008 46
 
Summary 46
 
Introduction 47
 
Market value 47
 
Future forecast 48
 
Market volume 49
 
Future forecast 50
 
Major drivers in the spirits market 51
 
Innovation outside of the bottle 51
 
Where next for RTDs? 52
 
Flavoured spirits grab consumers’ attention 52
 
Innovation and NPD highlights 53
 
v
 
Chapter 5 Focus on the Issue Dominating
 
the Alcoholic Drinks Industry:
 
Binge Drinking 56
 
Summary 56
 
Introduction 57
 
State of the Nation: the UK’s obsession with binge drinking 57
 
Introduction: the 2004 moral panic over “binge drinking” 57
 
What exactly is binge drinking? 59
 
Who are the binge drinkers? 60
 
Binge drinking and women 61
 
Health costs of excessive consumption of alcohol 62
 
Social and criminal costs of excessive consumption of alcohol 62
 
Who holds the ultimate responsibility for binge drinking? 64
 
Social concern over alcohol consumption before the 21st century 65
 
The First Word War and its aftermath 66
 
Prohibition in the United States 67
 
Deregulation in the 1980s and 1990s 67
 
Licensing Act 2003: future plans 68
 
The Scottish picture 69
 
Chapter 6 The Boundaries of Responsible
 
Drinks Marketing 72
 
Summary 72
 
Introduction 73
 
Rules on alcohol advertising and marketing 73
 
Marketing alcohol to young people 74
 
Cider – replaced by alcopops 74
 
Rogues gallery of some controversial drinks 75
 
Superstrength lagers 75
 
Alcopops – a fading generation of drinks? 76
 
Tax on alcopops 76
 
Two Dogs 76
 
Thickhead 77
 
TNT 78
 
Happy hours and all-you-can-drink promotions 78
 
Cheap drink from abroad and price cutting in the off-trade 78
 
Pulling the reins: voluntary measures by the drinks industry 80
 
On-trade self-regulation 82
 
vi
 
Minimum pricing schemes 83
 
Time for action: going beyond self-regulation 84
 
Looking outside the industry box 84
 
The role of the police 84
 
The role of central government 85
 
The role of regulators – “Ofbooze” and Ofcom 86
 
The role of local government 87
 
Binge drinking worldwide 88
 
What happens next? 90
 
List of Figures
 
Figure 2.1: Wine market value across the 10 countries, 2008 25
 
Figure 2.2: Wine market value across the 10 countries, 2008 26
 
Figure 2.3: Premium positioning of Rosé 30
 
Figure 2.4: Premium – but value for money - positioning of Rosé 31
 
Figure 3.5: Beer overall market value in the 10 countries 37
 
Figure 3.6: Beer overall market volume in the 10 countries 39
 
Figure 3.7: Innovative, premium and fashionable: dispelling the myths surrounding beer 42
 
Figure 3.8: The modern-day beer 43
 
Figure 4.9: Spirits overall market value in the 10 countries, 2008 49
 
Figure 4.10: Spirits overall market volume in the 10 countries, 2008 51
 
Figure 4.11: Dooley’s – novelty innovation 54
 
Figure 6.12: Two Dogs products 77
 
List of Tables
 
Table 1.1: Alcoholic drinks overall market value, $m, 1998—2003 18
 
Table 1.2: Alcoholic drinks overall market value, $m, 2004—2008 19
 
Table 1.3: Alcoholic drinks overall market volume, litres m, 1998—2003 19
 
Table 1.4: Alcoholic drinks overall market volume, litres m, 2004—2008 20
 
Table 2.5: Wine overall market value, $m, 1998—2003 24
 
Table 2.6: Wine overall market value, $m, 2004—2008 24
 
Table 2.7: Wine overall market volume, litres m, 1998—2003 25
 
Table 2.8: Wine overall market volume, litres, 2004—2008 26
 
Table 3.9: Beer overall market value, $m, 1998—2003 36
 
Table 3.10: Beer overall market value, $m, 2004—2008 36
 
Table 3.11: Beer overall market volume, litres m, 1998—2003 38
 
Table 3.12: Beer overall market volume, litres m, 2004—2008 38
 
Table 4.13: Spirits overall market value, $m, 1998—2003 48
 
Table 4.14: Spirits overall market value, $m, 2004—2008 48
 
Table 4.15: Spirits overall market volume, litres m, 1998—2003 50
 
Table 4.16: Spirits overall market volume, litres, 2004—2008 50