2009-1

摘要

Tequila has been displaying high volume growth across a broad spectrum of international markets over the last few years. Indeed, some 13 out of the top 15 global Tequila markets posted gains over the 2003-2008 period analysed in just-drinks'/IWSR's brand new global Tequila market review.

This positive outlook for Tequila has encouraged industry multinationals to invest in the category. Beam Global’s acquisition of the Sauza brand from Allied Domecq (via Pernod Ricard) in 2005 and Brown-Forman’s acquisition of Herradura at the beginning of 2007 were the two biggest moves.

The US and Mexico remain the key markets by far. The most successful part of the US Tequila market in value-growth terms remains the super-premium sector – albeit at a reduced rate of growth.

Did you know? Germany is the third-largest market globally and is the largest consumer of Tequila in Europe. And, Tequila is displaying explosive growth in the travel retail channel.

With over 40 data tables providing total consumption volume for all major markets and brands, plus exclusive interviews with many of the leading Tequila brand owners/managers, this brand new global market review provides an excellent overview of the historic, present and future market for the sector. This edition includes 2008 actual full-year volumes, recently updated by The IWSR.

Use this report to establish where the future growth opportunities lie in the global Tequila markets - find out what brand strategies will be most successful and which markets will grow.

Following on from Chapter 1's executive summary, Chapter 2 Scope of the market provides an overview of the global market structure and key issues affecting Tequila's likely performance over the forecast period. This chapter includes total market volume data from 2004 to 2014 for each of the 30 largest markets (plus total global volumes). Issues discussed include: premium's potential outside of the US, the industry structure, market issues (Tequila usage becoming more diverse, contraction of the on-trade, RTD innovation), and supply & demand.

Chapter 3 The markets
This chapter provides a complete review of the major global markets for Tequila.

While the potential for international development is vast, the volume will remain centred in the US and Mexico for the foreseeable future. Nevertheless, there are green shoots of growth in many markets, even in the midst of recession. Russia, Greece, Canada, Japan and Brazil are all experiencing strong growth in percentage terms, albeit from small bases.

This chapter provides market volumes of the top brands and brand owners in each key market reviewed (United States, Mexico, Canada, Brazil, Colombia, Germany, Russia, France, Greece, United Kingdom, Italy, Czech Republic, Spain, Japan, Australia, South Africa, travel retail/duty free. Plus data is also provided for Austria, Chile, South Korea and Turkey).

Chapter 4 The companies
The six major Tequila producers are profiled, with recent performance and brand positioning analysed for all [Cuervo, Diageo, Beam Global (Sauza), Patrón, Brown-Forman (Herradura), and Bacardi]. Quotes from interviews with the companies are provided throughout this chapter.

目录及图表

Chapter 1 Executive summary

Chapter 2 Scope of the market
Narrow market
Premium potential outside of the US
Industry structure
Market issues
Tequila usage becoming more diverse
Contraction of on-trade and RTD innovation
Supply and demand

Chapter 3 The markets
United States
Price fighting
Market polarises
Important Mexican demographic
Mexico
Canada
Brazil
Colombia
Germany
Russian Federation
France
Greece
Italy
Czech Republic
Spain
Japan
Australia
South Africa
Travel retail
Other markets

Chapter 4 The companies
Cuervo
Diageo
Beam Global (Sauza)
Patrón
Brown-Forman (Herradura)
Bacardi
Appendix: History and product characteristics
Mezcal exports are rising
Tequila regulations
Bottling controversy

List of tables
Table 1: World Tequila sales by total volume consumption – world total and by major market, 2004-2014 (‘000s nine-litre cases)
Table 2: Top ten Tequila brands in United States by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 3: Top five Tequila brand owners in United States by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 4: Top ten Tequila brands in Mexico by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 5: Top five Tequila brand owners in Mexico by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 6: Top ten Tequila brands in Canada by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 7: Top five Tequila brand owners in Canada by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 8: Top eight Tequila brands in Brazil by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 9: Top five Tequila brand owners in Brazil by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 10: Top eight Tequila brands in Colombia by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 11: Top eight Tequila brands in Germany by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 12: Top five Tequila brand owners in Germany by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 13: Top ten Tequila brands in Russia by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 14: Top five Tequila brand owners in Russia by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 15: Top ten Tequila brands in France by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 16: Top five Tequila brand owners in France by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 17: Top ten Tequila brands in Greece by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 18: Top five Tequila brand owners in Greece by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 19: Top five Tequila brands in the United Kingdom by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 20: Top five Tequila brand owners in the United Kingdom by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 21: Top ten Tequila brands in Italy by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 22: Top six Tequila brand owners in Italy by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 23: Top ten Tequila brands in Czech Republic by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 24: Top five Tequila brand owners in Czech Republic by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 25: Top ten Tequila brands in Spain by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 26: Top five Tequila brand owners in Spain by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 27: Top ten Tequila brands in Japan by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 28: Top five Tequila brand owners in Japan by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 29: Top ten Tequila brands in Australia by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 30: Top five Tequila brand owners in Australia by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 31: Top five Tequila brands in South Africa by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 32: Top five Tequila brand owners in South Africa by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 33: Top ten Tequila brands in travel retail by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 34: Top five Tequila brand owners in travel retail by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 35: Top seven Tequila brands in Austria by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 36: Top five Tequila brand owners in Austria by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 37: Top eight Tequila brands in Chile by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 38: Top six Tequila brand owners in Chile by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 39: Top eight Tequila brands in South Korea by total sales volume, 2003-2008 (‘000s ninelitre cases)
Table 40: Top five Tequila brand owners in South Korea by total sales volume, 2003-2008 (‘000s nine-litre cases)
Table 41: Top five Tequila brand owners in Turkey by total sales volume, 2003-2008 (‘000s ninelitre cases)