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Alcoholic Drinks in Austria

Alcoholic Drinks in Austria

Alcoholic Drinks in Austria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.( http://www.bharatbook.com/detail.asp?id=23847&rt=Alcoholic-Drinks-in-Austria.html )

Why buy this report Get insight into trends in market performance Pinpoint growth sectors and identify factors driving change Identify market and brand leaders and understand the competitive environment Product coverage

Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine

Executive summary

Good growth due to rising income levels

The Austrian economy saw good growth during the review period, boosting consumers’ income levels. Growth was strongest in less-developed areas, particularly with a premium positioning. Within wine, for example, still rosé wine and champagne saw the strongest growth. Beer is fairly mature but benefited from a growing interest in niches such as dark beer and stout, along with the widening range of microbrewery beer and limited edition products on offer. Generally, consumers became more discerning but also more adventurous in their choices. In spirits, interest in premium products for example fuelled growth in blended Scotch whisky, while the growing popularity of cocktails at home and in bars drove growth in tequila, white rum, cream-based liqueurs and particularly vodka.

Domestic brands showed a good performance

Domestic products performed strongly across alcoholic drinks in 2008. Austrian consumers are typically enthusiastic about Austrian products and have faith in their quality, particularly where there is a long tradition of production. This trend was especially noticeable in wine and RTDs/high-strength premixes. Austria is a country with a long tradition in viniculture and its wine is popular in Austria as well as abroad. Growth in RTDs/high-strength premixes was meanwhile driven almost entirely by malt-based RTDs towards the end of the review period, with this comprising only radler. Radler is a blend of lemonade with beer, typically using strong local beer brands such as Brau-Union’s Puntigamer. Beer also benefited from this trend, with the growing number of microbreweries boosting interest in dark beer and stout. Cider/perry is meanwhile almost exclusively domestic with artisanal production, while domestic brands also performed well in liqueurs.

Strong brewers in lead

Beer is the least fragmented area of alcoholic drinks, with the bulk of sales controlled by Brau-Union and Stieglbrauerei. With beer also dominating overall sales of alcoholic drinks, these players thus enjoy a strong lead. The leading beer players also benefited from their presence in dynamic malt-based RTDs, which supported their shares towards the end of the review period. Wine and spirits meanwhile remains fairly fragmented, with a large number of small players. Cider/perry is meanwhile dominated by artisanal production, with no clear leaders.

Price-sensitive consumers seek out off-trade bargains

Supermarkets/hypermarkets continued to be the most significant off-trade channel for alcoholic drinks, accounting for a dominant share. After losing some share to discounters at the start of the review period, supermarkets/hypermarkets also regained share in 2008 thanks to the increasing use of price promotions. Discounters continued to be the most dynamic channel, however, appealing to increasingly price-sensitive consumers by offering a wide range at low prices.

Stronger growth ahead thanks to domestic innovation

Alcoholic drinks is expected to see stronger growth during the forecast period than that seen during the review period, with this due to strong investment in new product development and marketing by leading domestic players. The leading breweries are expected to be particularly effective in driving sales growth, with new product development and promotion set to rejuvenate sales in domestic premium lager and domestic standard lager, along with supporting strong growth in malt-based RTDs. However, microbreweries are also expected to be significant in driving growth. Domestic wine producers are also expected to focus on new product development and to explore less-developed niches such as still rosé wine.

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