Diageo Partners with MTV to Launch New Responsible Drinking Campaign

• Date: June 3, 2019 
• Source: Company press release  
• Summary: Diageo partnered with MTV to launch a responsible drinking campaign called Weekend Not Wasted that targeted youths aged 18 to 24 years old in the United Kingdom, Spain, Denmark, and Germany.

Talisker Launches the Second Release in the Talisker Bodega Series

• Date: July 5, 2019 
• Source: Company press release  
• Summary: Talisker launched a new 41-year-old single malt whisky as part of the Talisker Bodega series.

Johnnie Walker Introduces Johnnie Walker Blue Label Ghost and Rare Glenury Royal

• Date: July 8, 2019 
• Source: Company press release  
• Summary: Johnnie Walker launched the new Johnnie Walker Blue Label Ghost and Rare Glenury Royal single malt whisky as part of the Johnnie Walker Blue Label Ghost and Rare series.

There's a New Captain Taking the Field: Captain Morgan Partners with Major League Soccer

• Date: July 9, 2019 
• Source: Company press release  
• Summary: Captain Morgan became the official spiced rum and exclusive spirits partner of Major League Soccer and an official sponsor of Chicago Fire Soccer Club, D.C. United, New York City FC, Philadelphia Union, and Seattle Sounders FC.

Diageo Acquires Majority Shareholding in Seedlip, the World’s First Distilled Non-Alcoholic Spirit

• Date: August 7, 2019 
• Source: Company press release  
• Summary: Diageo acquired a significant majority shareholding in distilled non-alcoholic spirits brand Seedlip through Distill Ventures for an undisclosed value.

Johnnie Walker Announces Two New Limited-Edition Whiskies Celebrating the Enduring Legacy of Game of Thrones

• Date: August 20, 2019 
• Source: Company press release
• Summary: Johnnie Walker partnered with HBO Licensing & Retail to launch new Scotch Whiskies inspired by the TV show Game of Thrones’ House Stark (A Song of Ice bottle) and House Targaryen (A Song of Fire bottle).

Bundaberg Rum Partners with the NRL to Launch New Responsible Drinking Campaign

• Date: September 16, 2019 
• Source: Company press release  
• Summary: Bundaberg Rum partnered with the National Rugby League to launch a new responsible drinking campaign called The Waterboy that targeted consumers in Australia.

2019 Special Releases Collection Unveiled

• Date: October 16, 2019 
• Source: Company press release  
• Summary: Diageo launched the Rare by Nature-inspired 2019 Special Releases collection that featured “eight cask strength single malt Scotch whiskies” produced in some of the most renowned distilleries based in Scotland.

Diageo Sponsors International Roll Out of Creative Equals Returner Scheme

• Date: November 12, 2019 
• Source: Company press release  
• Summary: Diageo became a sponsor of a Creative Equals Returner scheme called #CreativeComeback that focused on supporting 100 women in London, New York, and Mumbai to return to the creative industries after a career break.

Diageo Launches New AI Whisky Selector to Help People Discover Their Favorite Single Malt Scotch

• Date: November 28, 2019 
• Source: Company press release  
• Summary: Diageo launched a digital tool called What’s Your Whisky that used artificial intelligence and machine learning technologies to analyze consumers’ whisky flavor preferences.

News headline #1: "BACARDÍ® Rum, Major Lazer and Anitta Announce the Global Debut of a Brand-New Summer Anthem, 'Make It Hot'"

• This story was published on June 19th, 2019, by PR Newswire.
• Two days before the start of summer 2019, Bacardi announced the debut of a summer single it created in collaboration with globally renowned Major Lazer and pop singer Anitta. The song came with a viral music video that was shot in Costa Rica.

News headline #2: "Bacardi Names Tony Latham Executive Vice President and Chief Financial Officer — Bacardi Limited"

• This story was published on July 9th, 2019,. It was a company press release.
• The company has appointed Tony Latham as Executive Vice President and Chief Financial Officer. The recently appointed individual has previously worked at Unilever.

News headline #3: "Bacardi and Brown-Forman to end UK distribution partnership"

• This story was published on July 30th, 2019, by The Spirits Business.
• The news report announces the termination of a 17-year distribution partnership between Bacardi and Brown-Forman in the UK. Brown-Forman is one of the largest global spirits companies.

News headline #4: "Bacardi rum partners with Ashley Roberts to create dance classes"

• This story was published on August 22nd, 2019, by IPM Bitesize.
• In August 2019, Bacardi partnered with Ashley Roberts, a renowned TV presenter and member of the girl band Pussycat Dolls, to develop a dancing class in the UK.

News headline #5: "Bacardi Pledges $1 Million to Hurricane Dorian Relief in The Bahamas"

• This announcement was published on September 5th, 2019,. It was a company press release.
• It was announced that the Bacardi family and company will donate $1 million to aid The Bahamas in recovering from the Hurricane Dorian in September 2019.

News headline #6: "Bacardi Announces European Launch of Shake Your Future, a Life-changing Experience Giving the Unemployed a New Start in Mixology"

• This story was published on September 30th, 2019, by BusinessWire.
• The report describes how Bacardi launched a Europe-wide mixology training program with the goal of tackling youth unemployment. The course was named "Shake Your Future" and was developed in partnership with the European Bartender School.

News headline #7: "SideChef Collaborates with Bacardi to Bring Portfolio of Brands to Amazon's Cook with Alexa, Revolutionizing the Future of Home Mixology"

• This story was published on October 7th, 2019, by PR Newswire.
• The report described how Bacardi partnered with SideChef, a home cooking platform, to develop step-by-step drink recipes for Amazon's Cook with Alexa smart kitchen technology.

News headline #8: "BACARDÍ expands premium portfolio in the UK with launch of Gran Reserva Diez"

• This story was published on October 10, 2019, by Fab News.
• The story announces the launch of Gran Reserva Diez, a new premium rum brand in the UK. The new drink officially launched at the London Cocktail Week.

News headline #9: "BACARDÍ® Rum And Lonely Whale Announce Straw Vinyl Program, Upcycling Single-Use Plastics Into The First-Ever Straw Vinyl Record"

• This story was published on October 10, 2019 by PR Newswire.
• Bacardi and the Lonely Whale partnered to launch the Straw Vinyl program, which aimed to protect the environment by upcycling plastic straws into vinyl records. 55 bars across the US participated in the program.

News headline #10: "Bacardi and Revolución de Cuba launch Aventura rum"

• This story was published on November 20, 2019 by the Imbibe Magazine.
• The story announces the launch of a new rum called Bacardi Aventura. The product was first launched in the UK in collaboration with the Revolución de Cuba bars.

Pernod Ricard Acquires Rabbit Hole

• Headline: "Pernod Ricard adds Bourbon to its portfolio with super premium brand Rabbit Hole".
• Date: June 12, 2019 
• Source: Company press release 
• News Summary: Pernod Ricard signed an agreement to acquire majority shares in the Louisville, Kentucky based company Rabbit Hole Whiskey. This partnership is aimed at helping Pernod Ricard expand its new portfolio of specialty brands.

Pernod Ricard Completes Acquisition of MALFY

• Headline: "Completion of the acquisition of Italian super-premium gin brand MALFY".
• Date: June 20, 2019 
• Source: Company press release 
• News Summary: Pernod Ricard completes the acquisition of MALFY, an Italian "super-premium gin" brand.

Castle Brand to be Acquired by Pernod Ricard for $223 Million

• Headline: "Pernod Ricard to Acquire Castle Brands for $223 million".
• Date: August 28, 2019 
• Source: company press release 
• News Summary: Pernod Ricard entered into a "definitive agreement" for the acquisition of Castle Brands Inc. Pernod Ricard is set to pay $223 million to close the deal.

Firestone & Robertson Distilling Co Acquired by Pernod Ricard

• Headline: "Completion of the acquisition of Firestone & Robertson Distilling Co.".
• Date: August 30, 2019 
• Source: Company press release 
• News Summary: Pernod Ricard announced the completion of the acquisition of Robertson Distilling Co., owners of TX premium whiskey's.

Pernod Ricard Partners with Boiler Room

• Headline: "Pernod Ricard and Boiler Room, Global Music & Culture Brand, announce festival partnership".
• Date: June 03, 2019 
• Source: Company press release 
• News Summary: Pernod Ricard and Boiler Room partner to launch the Boiler Room Festival a music festival series, scheduled to hold across three continents in Johannesburg, London, and Los Angeles.

Pernod Ricard Expands Indonesian Business Operations

• Headline: "Pernod Ricard strengthens investment in Indonesia through the issuance of licenses for business operation distribution".
• Date: June 26, 2019 
• Source: Company press release 
• News Summary: Pernod Ricard strengthens its business presence in Indonesia, with the acquisition of business operation distribution licenses, for its Indonesian based branch PT Pernod Ricard Indonesia.

China Gets First-Ever Malt Whiskey Distillery from Pernod Ricard

• Headline: "Pernod Ricard breaks ground on China’s first-ever iconic malt whiskey distillery".
• Date: September 3, 2019 
• Source: Company press release 
• News Summary: Pernod Ricard breaks ground at the construction site of "China's first-ever iconic malt whiskey" distillery, situated in Emeishan, Sichuan. The investment will cost Pernod Ricard a total of $150 million.

Pernod Ricard Appoints New Executives

• Headline: "Pernod Ricard executive appointments — Fiscal Year 2019/20".
• Date: July 11, 2019 
• Source: Company press release 
• News Summary: Following its usual executive appointments held at the beginning of every fiscal year, Pernod Ricard announced the appointment of several new executives including Guillaume Girard-Reydet who now serves as the Managing Director, Pernod Ricard Espana and Iberia.

Ailsa Bay and its first blockchain whisky

• The article was published in Enterprise Times on December 2, 2019.
•  Ailsa Bay is premium whiskey brand of William Grant & Sons, and the company launched a blockchain whiskey, the first ever. The blockchain will allow consumers to trace the manufacturing process, as well as ensure the authenticity of the whiskey.

‘Soul, Substance and Storytelling’ – William Grant & Sons unveils Glenfiddich Grand Cru

• The article was published in the Moodie Davitt Report on September 3, 2019.
• William Grant & Sons launched the Glenfiddich Grand Cru, designed to increase the company's market share of the luxury spirits market. The product will also help the company's push into the global retail travel industry as the new line will be offered through activations at airports around the world.

Balvenie unveils final chapter in Compendium series

• The article was published in The Spirits Business on November 20, 2019.
• The Balvenie, which is owned by William Grant, released the final bottle in the DCS Compendium, a set of five rare whiskeys chosen by David Stewart, "the industry’s longest-serving malt master." The set was launched in 2015 and concludes with the latest 56 year old whiskey.

William Grant moves into low-alcohol with Atopia

• The article was published in The Spirits Business on June 5, 2019.
• Atopia is William Grant's first offering in the low-alcohol sector, with an alcohol by volume (abv) of 0.5%. There are two versions available, Atopia Spiced Citrus and Atopia Wild Blossom.

Family of 'Sailor Jerry' suing manufacturer William Grant & Sons

• The article was published by KITV4 on June 14, 2019.
• William Grant & Sons is being sued by the family of Sailor Jerry, claiming the company is using Jerry's name and likeness on their spirits without the family's permission. The family is looking for William Grant to stop using his likeness and for compensation.

William Grant reveals 2019 recipient of Ian Murray Scholarship

• The article was published in The Spirits Business on June 27, 2019.
•  Kat Keough-Jack was announced as the winner of the sixth Ian Murray Spirited Solutions Scholarship, which was launched in 2014 to honor Ian Murray, the deceased prestige retail manager for William Grant.

Flor de Caña Named Official Rum Partner of the New England Patriots

• The article was published in PR Newswire (press release from Flor de Cana) on September 26, 2019.
•  Flor de Cana, which is distributed in the U.S. by William Grant, announced that they are now the official rum of the New England Patriots. The multi-year partnership will include unique experiences at the stadium, giveaways, and cocktails with the rum.

Grant's Lands Top Scotch Prize at International Wine & Spirits Competition

• The article was published in PR Newswire (press release from William Grant) on July 30, 2019.
• William Grant announced that it had won the Blended Scotch Whisky Trophy for Grant's Blended Scotch Whisky at the International Wine & Spirits Competition.

World's Bestselling Single Malt Whisky Undergoes Risky Change

• The article was published in Forbes on June 20, 2019.
• Starting in June 2019, Glenfiddich, owned by William Grant, changed the bottles, labels, and branding of two of its core whiskies. This change follows the release of an innovative series by The Balvenie, a more traditional brand also owned by William Grant.

William Grant unveils ‘experimental’ Kininvie whiskies

• The article was published in The Spirits Business on October 7, 2019.
• William Grant released a line of experimental whiskies which includes a triple-distilled single malt, a whisky with rye added to the mash, and a third whiskey with a higher than typical amount of malt. The release of the whiskies was accompanied by the release of a white paper by the company titled, "The Influence of the Continuous Rousing of Spirit on the Characteristics of New Make Whisky Spirit."

Named Employer Brand of the Year

• Date: November 29, 2019 
• Headline: "Employer Brand of the Year" 

• Source: Press release 
• Summary: Edrington-Beam Suntory announced that it was the 2019 Employer Brand of the Year. The recognition was awarded by Marketing Society Scotland and sponsored by Denholm Associates. The company was recognized for creating a positive and empowering work culture.

Edrington-Beam Suntory Owned Brand Partners with Aston Martin

• Date: November 28, 2019 
• Headline: "Bowmore announced as exclusive spirits partner to Aston Martin" 
• Source: Press release
• Summary: Bowmore Islay Single Malt Scotch Whisky, a brand owned by Edrington-beam Suntory, was announced as the "exclusive spirits partner to Aston Martin Lagonda." 

Launch of New Whisky by Auchentoshan

• Date: November 19, 2019 
• Headline: "Auchentoshan launches Sauvignon Blanc Cask Finish" 
• Source: Press release
• Summary: Auchentoshan, a single malt scotch whisky brand owned by Edrington-beam Suntory, announced its release of a special edition whisky. The whisky is targeted at urban consumers who love the "smooth triple-distilled taste of Auchentoshan and the unique flavour of sauvignon blanc." 

Launch of Amazon Exclusive Whisky

• Date: November 12, 2019 
• Headline: "Edrington-beam Suntory Launches Amazon Exclusive Whisky" 
• Source: The Drinks Business 
• Summary: This article stated that Edrington-Beam Suntory plans to launch a new whiskey on November 15, 2019. The whisky will be available on Amazon in the UK alone and can be pre-ordered for £50.  

Opening of a New Office

• Date: October 31, 2019 
• Headline: "New office for our London team" 

• Source: Press release 
• Summary: The company announced that it was opening a new office in London. Previously in Kings Cross, the office will now be in Soho. The move is a "key part of Edrington-Beam Suntory UK being a great place to work." 

Laphroaig Releases New Product

• Date: September 30, 2019 
• Headline: " Laphroaig unveils The Ian Hunter Series" 
• Source: Press release 
• Summary: Laphroaig, a whisky brand owned by Edrington-Beam Suntory released the "first of an exclusive series of whiskies honouring the legacy of Ian Hunter, the last of the founding Johnston family to run the Laphroaig Distillery." 

Edrington-Beam Suntory's Brand Unveils New Product

• Date: September 16, 2019 
• Headline: "The Macallan unveils Edition No.5" 
• Source: Press release 
• Summary: The Macallan, a luxury whisky brand owned by Edrington-Beam Suntory, launched a new whisky edition. The new edition was created to pay homage to the "diversity and complexity of natural colour." 

Edrington-Beam Suntory Brands Win Awards

• Date: September 9, 2019 
• Headline: "Success at the Scottish Whisky Awards" 
• Source: Press release 
• Summary: Several brands owned by Edrington-Beam Suntory won awards at the Scottish Whisky Awards in Edinburgh. Its "Bowmore 15 Year Old and Laphroaig 10 Year Old clinched gold for Single Malt 13 to 16 Year Old and Single Malt under 12 Year Old respectively." 

Partnership for a New Campaign

• Date: June 10, 2019 
• Headline: "Laphroaig partners with Picturehouse Cinemas" 
• Source: The Spirits Business 
• Summary: Laphroaig, a brand owned by Edrington-Beam Suntory, partnered with Picturehouse Cinemas for new marketing campaigns.  

RESEARCH STRATEGY

Campari Group Plans to Acquire French Distributor

• Date: November 15, 2019 
• Headline: "Campari Group in talks to buy French distributor"
• Source: The Spirits Business 
• Summary: Campari Group has reportedly started exclusive negotiations to buy out Baron Philippe de Rothschild France Distribution - its French distributor. If successful, the acquisition will be "subject to the completion of necessary social processes, as well as the customary antitrust approval." 

Campari Group Repens Galleria

• Date: November 13, 2019 
• Headline: "The Reopening Of Camparino In Galleria" 
• Source: Company press release 
• Summary: Campari Group reopened the "iconic Camparino in Galleria - the birthplace of the Milanese aperitivo." The location was opened with a new-look designed by Lissoni Associati.

Campari Reports Half Year Sales

• Date: October 19, 2019 
• Headline: "Campari confirms strong year-to-date sales" 
• Source: The Spirits Business 
• Summary: Campari group reported “positive momentum in the first nine months of 2019, driven by apéritif brand Aperol and its brown spirits portfolio." The company's sales grew by 8.6% to €1.3 billion during this period.

Campari Group Acquires Mexican Companies

• Date: October 10, 2019 
• Headline: "Campari Group Acquires Controlling Interest in Ancho Reyes and Montelobos" 
• Source: Beverage Daily 
• Summary: The article reported that Campari Group acquired a 51% controlling interest in Ancho Reyes - a super premium spicy liqueur - and Montelobos - an artisanal mezcal. Ancho Reyes and Montelobos reached aggregate sales of $7 million in 2018. Campari Group will be acquiring both companies for $35.7 million.

Campari Prepares to Shift Production

• Date: October 3, 2019 
• Headline: "Campari Group Mulls Shifting Spirits Production to US" 
• Source: Just Drinks 
• Summary: This article reported that the head of Campari is looking at moving the production of some of the company's spirits brands abroad. This move might be done to combat the pending tariff increases of some EU exports to the US.  

Campari Group Acquires Rhumantilles

• Date: September 5, 2019 
• Headline: "Campari Group agrees to acquire French company Rhumantilles" 
• Source: Drinks Insight Network 
• Summary: Campari Group acquired Rhumantilles, a french liquor company for €60m ($66m). The acquisition was done to enhance Campari's presence in the rum market and the French alcoholic beverage market in general.  

Campari Group-owned Wild Turkey Releases Product

• Date: August 7, 2019 
• Headline: "Wild Turkey reveals oldest rye whiskey" 
• Source: The Spirits Business 
• Summary: Wild Turkey, a whiskey brand owned by Campari Group, released Master’s Keep Cornerstone Rye - its oldest rye whiskey. The whiskey has vanilla, toasted rye, and black pepper flavors. It is bottled at 54.5%. 

Campari Group Sells its Mansion

• Date: August 1, 2019 
• Headline: "Campari Group set for US$90m windfall from Villa Les Cedres sale" 
• Source: Just Drinks 
• Summary: Campari Group reached a preliminary agreement to sell Villa Les Cèdres, its villa mansion estate for €200 million. The company said it will make €80 million from this sale. The estate will be used for private purposes after the sale.

Campari Executive Retires

• Date: June 24, 2019 
• Headline: " Campari America Chairman Gerry Ruvo Retires After 45-Year Career In The Spirits Industry" 
• Source: Shanken News Daily 
• Summary: The chairman of Campari America, Gerry Ruvo, retired in June 2019. He is known as the driving force "behind Campari Group’s expansion in the United States.” He started working at Campari America in 1998 as the head of sales and contributed to the rise of Campari's Skyy brand.

Halewood partners with Liverpool International Music Festival

• Halewood Wines & Spirits became the title partner of Liverpool International Music Festival.
•  The Spirits Business, June 17, 2019.

Tequila Firm in Good Spirits With New Distribution Deal

• Storywood Tequila, which claims that it is Scotland’s only tequila maker, has signed a UK distribution deal with Halewood International.
•  The Scotsman, July 8, 2019.

Halewood Wines and Spirits to Introduce Crabbie Single Malt in GTR

• Halewood Wines & Spirits has launched Crabbie single malt scotch whiskey in global travel retail.
•  TRBusiness, July 30, 2019.

New Flavoured Gins Boost Halewood Wines and Spirits’ Travel Retail Business

• Halewood Wines & Spirits's Whitley Neill handcrafted dry gin continues to drive sales in the company's travel retail business. The company claims that recently launched Whitley Neill full-strength gin flavors have boosted sales figures, without diminishing revenue from existing brands.
•  TRBusiness, August 8, 2019.

Edinburgh Gin Wins Major Supermarket Deal

• Halewood signed an exclusive partnership with supermarket chain Asda to produce Asda’s Extra Special Scottish Gin, which will be distributed in over 50 Asda stores in Scotland.
•  The Herald Scotland, August 17, 2019.

Halewood Takes on Major Partnership with Penderyn

• Penderyn whiskey entered into a partnership with Halewood Wines & Spirits. According to the agreement, Halewood will be responsible for the on-trade distribution of Penderyn’s Gold and Dragon ranges of single malt Welsh whiskeys across England, Scotland and Northern Ireland.
•  Harpers, September 9, 2019.

Halewood’s London Gin Distillery Completes Refurb Following Visitor Surge

• The Halewood-owned City of London Distillery & Bar was recently remodeled to help meet the rising demand from international visitors. Bookings for the distillery's tasting events have more than doubled in the past year, according to the company.
•  Harpers, October 4, 2019.

Halewood Unveils 4yo American Eagle Bourbon

• Halewood Wines & Spirits has expanded its bourbon portfolio by launching American Eagle Aged Four Years.
•  The Spirits Business, October 9, 2019.

Dead Man’s Fingers Hemp Rum £2m Campaign Under Fire

• A £2 million advertising campaign for Halewood's CBD-infused Dead Man’s Fingers Hemp Rum was banned by the Advertising Standards Authority because it appeared to connect alcohol to illegal drugs.
•  The Spirits Business, October 17, 2019.

Halewood Partners With Dufry to Launch Whitley Neill Raspberry Gin in Edinburgh

• Halewood Wines & Spirits partnered with Dufry to launch the travel retail-exclusive Whitley Neill Raspberry Gin at Edinburgh Airport.
•  The Moodie Davitt Report, November 4, 2019.

Halewood Faces Opposition From Vera Lynn Over Gin Trademark

• Dame Vera Lynn, the centenarian singer, has opposed an application by Halewood Wines & Spirits to trademark her name as the name of a new brand of gin. The company stated that it applied for the trademark because Vera Lynn is rhyming slang for gin.
•  The Drinks Business, November 18, 2019.

Halewood to Open Bristol Rum Distillery and Bar

• Halewood Wines & Spirits announced that it will open the Bristol & Bath Rum Distillery in a former Jamie’s Italian restaurant in Park Street in Bristol, UK.
•  The Spirits Business, September 25, 2019.

2019 FMCG, Food and Beverage Winner: Distell

• Date: November 28, 2019 
• Source: SCF Briefing 
• Summary: Distell won the 2019 FMCG in the food and beverage category for their program made to free up cash for their international expansion, which also recognized the funding needs of its suppliers.

South Africa: Distell Loses Round One of its Fight Against AB InBev

• Date: November 19, 2019 
• Source: The Africa Report 
• Summary: After accusing AB InBev of "removing competitors' advertising material from outlets," the Competition Commission told Distell that "the conditions had not been breached." While this means a loss for Distell, this company will pursue the matter further.

Distell Global Travel Retail Appoints New US Distributor

• Date: November 6, 2019 
• Source: Just Drinks 
• Summary: Distell named InnoTRI its global travel retail distributor for the US and parts of the Caribbean. This partnership will take effect in January 2020.

Proudly South African: Distell Launches Bain’s New 18-Year-Old Range for TR

• Date: September 25, 2019 
• Source: TR Business 
• Summary: Distell launched three new sherry cask-finished whiskies from Bain’s Cape Mountain Whisky, which were available at Big Five Duty Free stores in Cape Town International Airport and Johannesburg’s O.R. Tambo International Airport.

Distell Launches High-profile Promotions at HKIA; Names GM for the Americas

• Date: September 5, 2019 
• Source: TR Business 
• Summary: Distell launched two high-profile promotions for its brands Bunnahabhain, Nederburg, and Durbanville Hills, at Hong Kong International Airport Terminal 1. The aim was to share the history of its top-tier brands to Asian customers.

South African Beverages Company Pulls Out of Zimbabwean Market

• Date: September 1, 2019 
• Source: Zim Eye 
• Summary: Because of signs of deep economic problems attacking Zimbabwe, Distell is will probably hold off on further investments in this country. The company wants to wait until there is an improvement in currency flows.

Strong African Momentum Drives Distell’s Growth

• Date: August 29, 2019 
• Source: IOL 
• Summary: Distell plans to split its international operations into three business units (international spirits, exports, and premium wine) in order to double its revenue collection outside South Africa.

Distell Unveils 2019 Limited Edition Malts

• Date: June 26, 2019 
• Source: Scotch Whisky 
• Summary: Distell revealed its 2019 collection of limited edition single malts from its Bunnahabhain, Deanston, and Tobermory brands. The collection consists of eight ex-Sherry, Port, and brandy casks whiskies.

Social Media Followers

•  Johnnie Walker is one of Diageo’s main brands.
• The brand has nearly 15 million followers on Facebook.
• It has around 307,000 followers on Instagram.
• Johnnie Walker’s YouTube channel has around 53,000 subscribers.
• Johnnie Walker has almost 28,000 followers on Twitter.

E-commerce Presence

• Diageo does not sell any products directly through its main website or the websites of Johnnie Walker and other brands.
• The websites for the majority of the brands typically provide a directory of stores and bars that sell their products.
•  Amazon does not sell any alcoholic products offered by Johnnie Walker or other brands.
• Alcoholic products offered by Johnnie Walker and other brands are available on The Whisky Exchange and other alcohol e-commerce sites.

Consumer Sentiment and Ratings

• In July 2018, it was reported that Diageo’s champagne category, specifically the Moet Hennessy brand failed to meet sales forecast.
• In December 2019, RBC Capital Markets noted that Diageo’s premium drinks categories, which include Ciroc and Don Julio were experiencing high revenue growth.
• According to RBC Capital Markets’ data science team RBC Elements, consumer sentiment for Diageo’s largest brands were “amongst the most favorable in the alcoholic beverages sector” and is expected to remain robust.
• Johnnie Walker’s products listed on The Whisky Exchange typically received an average rating of 4 stars and above.
• Johnnie Walker Blue Label has received an average rating of 4.5 stars from 156 reviews.
• Johnnie Walker Black Label 12-Year-Old has received an average rating of 4 stars from 156 reviews.
• Johnnie Walker Red Label has received an average rating of 4 stars from 114 reviews.

Low- or Non-alcohol Spirit Offerings

• During the Diageo’s The Future of Drinks trends session held in October 2018, the company’s global cocktailian Lauren Mote predicted that “low and no alcohol alternatives would continue to grow, with younger consumers driving the change.”
• In August 2019, Diageo announced that it had acquired a significant majority shareholding in non-alcoholic spirits brand Seedlip through the company-backed accelerator program Distill Ventures.
• Seedlip had previously received a minority investment from Distill Ventures in June 2016.
• Diageo has not launched or announced plans to offer any low- or non-alcohol spirit products.
• However, the company has launched the 0% ABV Guinness in Indonesia in 2014 and test-launched the 0.5% ABV Pure Brew in Ireland in 2018.

Popularity

• BACARDÍ rum, one of Bacardi Group's brands, has 120,000 followers on Instagram, 9.3 million followers on Facebook, 102,400 followers on Twitter and 13,800 subscribers on YouTube. It is also "the world’s favorite and most awarded rum."
• PATRÓN, another of Bacardi Group's brands, has 253,000 followers on Instagram, 4.2 million followers on Facebook, 226,400 followers on Twitter and 8.9 million monthly viewers on Pinterest. It is also known as "the world’s highest-quality ultra-premium tequila." 

E-commerce presence

• Bacardi Group sells its products such as BACARDÍ rum, PATRÓN, Dewars and Bombay Sapphire directly to consumers through the respective brand websites.
• The products are sold in partnership with delivery partners such as ReserveBar, Instacart, Drizly and Minibar.

Consumer sentiment

• Bacardi Group's products listed on The Whisky Exchange have typically received an average rating of 4 stars out of 5 and above.
• Patrón Tequila Silver has received an average rating of 4.7 stars out of 5 from 29,054 reviews. It is praised for being smooth and well-packaged, and mixing well with other drinks.
• Grey Goose Vodka has received an average rating of 4.5 stars out of 5 from 35,864 reviews. It is praised for its flavor, ease of mixing and high quality.
• Bacardi Superior White Rum has received an average rating of 4.4 stars out of 5 from 10,901 reviews. It is praised for its affordable price, good pairing with other mixers and rich flavor.

Low- or Non-alcohol spirit offerings

• In 2019, Martini, a wine brand by Bacardi Group, started selling an alcohol-free sparkler known as Martini 0.0% Dolce in the UK.

Pernod Ricard

• Pernod Ricard makes drinks available to the public by maintaining a unique portfolio of "premium international brands." The company has one of the broadest collections in the wine and spirits industry. Pernod Ricard leverages its "House of Brands" as a dynamic tool to allow its affiliates to prioritize their marketing investments.
• The website of Pernod Ricard is accessible via this link.
• Pernod Ricard drinks are categorized into three, namely, strategic international brands that are at the top, followed by its strategic wine brands and, finally, its strategic local brands.
• Pernod Ricard's YouTube corporate official channel has 2,110 subscribers and 4,726,261 views. One of Pernod Ricard's brands is J.P. Wiser's. Pernod Ricard has several premium brands, including Absolut Vodka, Chivas Regal Scotch Whisky, and other brands.
• Pernod Ricard has 20,901 followers on Facebook and 18,400 followers on Twitter.

Brand Followers

• Some of Pernod Ricard's leading brands include Absolut Vodka, Chivas Regal Scotch Whisky, and Glenlivet Single Malt Scotch Whisky. Absolut Vodka has 27,600 subscribers and about 43,375,371 views on YouTube. In 2017, Pernod Ricard's Absolut Vodka brand witnessed a growth of 2.7% and sold 11.3 million cases.
• Chivas Regal Scotch Whisky is the "third-largest brand" of Scotch whiskey. Pernod Ricard's Chivas Regal brand recently achieved an annual sales volume of 4,200,000 cases.
• Absolut Vodka has 78,061 likes and 77,872 followers on Facebook and 86,400 followers on Twitter.
• Chivas Regal has 1,500 subscribers, 335 videos, and 19,055,899 total views on YouTube, with 5,549,994 likes and 5,550,160 followers on Facebook.
• Chivas Regal has 6,647 followers on its United States Twitter page.

E-commerce Presence

• In its 2018/2019 full-year sales report, Pernod Ricard revealed that it recently acquired the "Bodeboca platform to accelerate" its e-commerce capability.
• Pernod recently acquired stakes in an African e-commerce platform known as Jumia. It also purchased an e-commerce channel in Spain to boost the sales of its products.
• E-commerce accounts for the "fastest­-growing" sales channel for Pernod Ricard and is a "key priority" for the French company. Today, the company is present in more than 60 markets by selling its products online (via e-commerce). E­-commerce accounts for about 10% of Pernod's sales in China and for 7% of its sales in the United Kingdom.
• According to Ricardsiddle, Pernod Ricard has successfully implemented deals via e-commerce platforms like Amazon. These deals assist Pernod Ricard to sell directly to consumers.

Consumer Sentiments

• Based on the average consumer sentiment and satisfaction, Pernod Ricard has a 4.5-star rating on a scale of 5 from 5 consumers.
• Stephanie K believes that Pernod Ricard's wines taste fine. Both reviewers that mention taste have positive sentiments regarding the savor or taste of Pernod Ricard's wines.
• Another consumer of Pernod Ricard (Rossie29) agrees that the brand uses a brilliant production process. The consumer revealed that touring the facility came with the opportunity to taste some products of Pernod Ricard and boosts tour experience. According to Rossie29, Pernod Ricard deserves a rating of 5-stars on a scale of 5.
• Based on consumer sentiments from its user reviews, Absolut Vodka has a rating of 4.2-star rating on a scale of 5 based from 14,432 reviews.
• Brittany P. Cliffside from NJ and about 401 reviewers think that Absolut Vodka is lovely due to its smooth and refreshing nature. They agree that its "flavor possibilities are endless," and it makes for great summer drinks. They feel that the brand deserves a rating of 4-stars on a scale of 5.
• Mckenzie G. from Damascus and about 17 other reviewers feel that "Absolute is a great vodka." They agree that it is smooth, great-tasting, and deserves a 5-star rating on a scale of 5. This group feels that Absolute Vodka is excellent as a mixed drink and on its own.
• Kristen E. from Saraland, AL, and about 24 other reviewers feel that Absolut Vodka "makes for a great cosmopolitan" (cocktail) and is suitable for occasions when mixed with red bull. They agree that it deserves a 5-star rating on a scale of 5.

Low- or Non-Alcohol "Spirit" Offerings

• Pernod recently planed to launch a no-alcohol "dark spirit" within the United Kingdom. The launch of this alcohol-free increases Pernod Ricard's base in the "low- and no-abv" drink territory. This new brand, known as Celtic Soul, is a "non-alcoholic blend" made of "carefully distilled dark spirits" that have sweet vanilla flavor and oak spice.
• According to Craig Hutchison, who is the founder as well as managing director of Ceder's "gin alternative," Pernod Ricard's category of drinks currently lacks compelling dark non-alcoholic spirits to offer. As such, the company was excited to partner with Celtic Soul to provide a non-alcoholic dark spirits brand to the public.
• According to Hutchison, the mindset of some drinkers has changed. They feel that having a "sophisticated drink doesn't" mean having a drink that contains alcohol.
• As a relatively new drink, Celtic Soul has limited reviews available to the public. A user reveals that Celtic Soul "tastes a whole lot better when mixed with coke." The user feels Celtic Soul is one of the first dark spirits in "the non-alcoholic world."
• According to Soberito, drinkers can hardly wait (are anxious) to purchase a bottle of Celtic Soul but they may have to wait further before it becomes readily available.

Research Strategy

Social Media Followers

•  Glenfiddich and Grant's are William Grant & Son's leading brand.
• Glenfiddich has 1.3 million followers on Facebook, 114,000 followers on Instagram, 27,871 Twitter Followers, and more than 4,140 subscribers on YouTube.
• Grant's has 1.9 million followers on Facebook, 12,800 followers on Instagram, 10,600 Twitter followers, and more than 2,830 subscribers on YouTube.

E-commerce Presence

• William Grant & Son does not sell any products directly through its main website.
• William Grant & Son's brands including The Balvenie, Grant's, Tullamore Dew, Drambuie, Monkey Shoulder, Sailor Jerry, and Hendrick's do not sell any products directly through its websites. Glenfiddich is the only brand that sells products directly through its website.
•  William Grant & Son and its brands do not sell products on Amazon. But, there are some of Amazon's sellers who sell William Grant's products.
•  The Whisky Exchange sells William Grant & Son's products, such as Glenfiddich, The Balvenie, and Monkey Shoulder.

Consumer Ratings

• Glenfiddich's products on The Whisky Exchange typically received an average consumer rating of 4.5 stars.
•  Glenfiddich 12 Years Old has received an average rating of 4.5 stars from 130 consumer reviews.
•  Glenfiddich 15 Years Old has received an average rating of 4.5 stars from 94 consumer reviews.
•  Glenfiddich IPA Experiment has received an average rating of 4.5 stars from 47 reviews.
• Monkey Shoulder's products on The Whisky Exchange typically received an average consumer rating of 4.5 stars and above.
•  Monkey Shoulder has received an average rating of 4.5 stars from 408 reviews.
•  Monkey Shoulder 'Gorilla' plus Cradle has received an average rating of 5 stars from 5 reviews.

Low- or Non-alcohol Spirit Offerings

• In 2019, William Grant & Son has entered the low-alcohol spirits segment with Atopia.
• One bottle of Atopia has 0.5% abv. This product is natural distillate. Atopia is available in two flavors: Spiced Citrus and Wild Blossom.
• Atopia's retail price is £25 or $32.85.

Popularity

•  The Macallan and Jim Beam are two of the leading brands of Edrington-Beam Suntory.

• The Macallan has 1.1 million followers on Facebook, 176,000 followers on Instagram, 53,800 Twitter Followers, and 10,800 subscribers on YouTube.

• Jim Beam has 3.2 million followers on Facebook, 151,000 Twitter Followers, and 6,960 subscribers on YouTube.

E-commerce presence

• Edrington-Beam Suntory sells its products from brands such as The Macallan, The Famous Grouse, and Jim Beam directly to consumers through the respective brand websites.
• The websites for the majority of the brands typically provide a directory of stores and bars that sell their products.
• Alcoholic products offered by the brands are available on alcohol e-commerce sites such as the ReserveBar and Drizly.

Consumer sentiment

• Edrington-Beam Suntory's products listed on The Whiskey Exchange have typically received an average rating of 4 stars out of 5 and above.
• Jim Beam Bourbon has received an average rating of 4.1 stars out of 5 from 3649 reviews. It is praised for its flavor, high quality, and reasonable price.
• The Macallan whiskey has received an average rating of 8.5 stars out of 10 from 3573 reviews. It is praised for its complex flavor and smooth finish.

Low or non-alcohol Spirit Offerings

• Edrington-Beam Suntory offers a low alcohol product from the brand Jim Beam, which is called Jim Beam and Cola that has an alcohol content of 4.6%. It is the only product with the lowest alcohol content. The company has not launched or announced plans to offer non-alcohol spirit products.

Popularity

Skyy

• Skyy contributes 8.5% of Campari's revenue.
• Skyy vodka sold 3.8 million cases in 2017 and is the 8th-most popular vodka globally.
• In 2016, it sold 2.8 million cases in the US alone and ranked as the 7th-most popular vodka in the country.
• Social media following:
• Facebook: 4,269,460 
• Instagram: 36,000 
• Twitter: 53,800 
• Total: 4,359,260 (4,269,460+36,000+53,800)

Aperol

• Aperol contributes 16.3% of Campari's revenue.
• Aperol Pritz is "a holy rite of summer" in the United States.
• It is endorsed by Benedict Cumberbatch and is also popular in the United Kingdom.
• Social media following:
• Facebook: 1,037,033 
• Instagram: 74,300 
• Twitter: 653 
• Total: 1,111,986 (1,037,033+74,300+653)

E-commerce Presence

• Skyy and Aperol are sold on e-commerce websites such as Drizly, Craft Spirits Xchange, Think Liquor, and Wine Chateau. Campri UK is "experimenting with selling direct to consumer but has no plans to set up its own e-commerce business". It also sells on Amazon.

Consumer Perception & Sentiment: Skyy

• Skyy Vodka crafts a "glamorous and sexy" image through its marketing campaigns.
• Skky Vodka is an affordable premium vodka. It is a stylish and fashionable brand that is popular among the youth and is known to be a " brand high above others". Forty percent of the company's sales come from underage individuals.
• Skyy Vodka has a rating of 4.1 (11,072) and 4.2 (8,632) on Influenster (for different variants).

Consumer Perception & Sentiment: Aperol

• Aperol has become the summer cocktail of choice over the last few years in the United Kingdom and the United States.
• Lately, owing to a New York Times article titled "The Aperol Spritz Is Not a Good Drink", Aperol has been a topic of debate on social media in the United States and Campari's share price has slipped by 15% since. There is also speculation on whether Aperol sales will dip or plateau from hereon.
• The New York Times article opines that Aperol is not good as it is "too sweet and not bitter enough". The sweet aperitif and low-quality prosecco make it not-so-healthy. However, some dismiss the opinion as snobbery and don't see merit in the argument.
• Consumers in America are shifting to low-alcohol drinks that can be consumed in the day and allow them to function normally. This is one factor that has led to the popularity of Aperol. The low-alcohol content also makes it popular among young drinkers.
• Aperol has a 4.8 (54) rating on Influenster and a 4.6 (33) rating on Total Wine.

Consumer Perception & Sentiment: Campari

• Campari Group uses its business name as a liquer brand. Drinks International rated is the best-selling liquer brand globally in 2018.
• Campari is seen as an approach to life--it is seen as a way of "spending happy hours with friends" and not so much as a drink. It is seen as a creative brand.

Low-Alcohol Spirit Offering (Aperol)

• According to the national portfolio brand ambassador at Campari America, Anne Louise Marquis, "Aperol is "not necessarily a type of alcohol but more of a category of drinks that are best enjoyed before a meal".
• Aperol has low levels of alcohol (11%). The primary ingredients of Aperol include "bitter and sweet oranges, rhubarb, and many different herbs and roots". The recipe for the drink has existed since 1919 and is kept a secret.
• Traditionally, Aperol was ingested before a meal as an appetizer. However, because of its low alcohol content consumers can have it at any time of the day. According to Anne Louise Marquis, it is a "perfect daytime drink" that is "best enjoyed when the sun is out". However, the company ran marketing initiatives in 2018 to deseasonalize the drink (so that it is also consumed in winter).
• The Aperol Spritz can be made by mixing Aperol, Prosecco, soda, and ice with a slice of orange.

Halewood International — Company Analysis

Overview

• Halewood International was founded in 1978 by John Halewood.
• Since its inception, Halewood International has grown to become the third-largest gin producer in the United Kingdom. The company offers a large-scale portfolio including vodka brands, rum, whiskey, and artisan beers.
• With the leadership of Stewart Hainsworth, the group chief executive officer, the company continues to experience remarkable growth with a "turnover of 350 million pounds".
• Halewood International is the number one premium gin producer in the UK with 12 distilleries, 2 bars, and 2 craft beers.
• Halewood International is focused on core objectives like building a solid distributional network, propelling vertical integration, recognizing trends and consumer activation. All these serve as the driving force for growth and expansion.
• The headquarters of the company are located in the European Union and it has an estimated range of 501-1000 employees.
• The company boasts a vast geographical footprint in over 100 countries around the world.
• Halewood International is dedicated to being the "lead incubator of brands with each demonstrating strong provenance, heritage, and dedication to quality".
• In countries like the United States, South Africa, China, and Australia, Halewood International runs and operates the distribution network.
• Halewood International has a prevalent customer base ranging from luxurious hotels to local and international drink wholesalers.

Prevalence

• Halewood Wine and Spirits has gained high popularity in the sports community. The company sponsors rugby teams, basketball, martial arts, and local football teams.
• The Wine and Spirits company has also sponsored cycling events in the UK, like the "Tour Of Britain".
• One of their numerous brands, Crabbie Alcohol Ginger Beer, is a prominent partner to "rugby clubs at all levels including Scottish rugby, Northampton Saints, Newcastle Falcons, Yorkshire Carnegie, Richmond, and Esher". Before this, the Crabbie's brand, sponsored one of the leading racing events in the world, the "grand national horse race".
• The company's popularity goes beyond sports as it is a prominent supporter of "The Benevolent". This is a charity that aims to give to the community workers who have worked in the wine and drink industries.
• Across social media platforms, brands like the Whitley Neill and Liverpool Gin have a strong social media presence.
• Currently, the Neill Brand has about 8,839 followers on Twitter, 17,176 follows on Facebook and 18.1k followers on Instagram.
• On the other hand, the Liverpool Gin brand has about 8,921 followers on Instagram, 18,885 follows on Facebook and 9,901 followers on Twitter.

E-Commerce, Consumer Ratings, and New Offerings

• The company has an e-commerce presence for each of its unique brands. Brands like the Whitley Neill are sold across 19 e-commerce platforms. Some of these platforms include Amazon and 31Dover. The Liverpool Gin is also sold on Amazon.
• Across the web and social media platforms, consumer sentiments and ratings towards the company are relatively positive.
• With the aid of Social searcher, which is a social analytics platform, the ratio of positive sentiments to negative sentiments are 31% to 7%.
• One of the consumers had this to say about Halewood International "Starting a new job could be stressful... that's what I heard. Halewood International day 1 & 2, the best induction ever".
• On Amazon, the brand products of Whitley Neill had remarkable consumer ratings. Averaging 4.7 stars out of 5, the Neill brand is widely accepted by consumers.
• Feedback from consumers about the brand are generally positive, a consumer said: "Really like this stuff, a good flavor and always nice to have a good Gin selection, give it a try you’ll like it".
• Consumer sentiments towards the Liverpool Gin brand are positive as well. Products of the Gin brand averaged 4.5 stars with positive consumer feedback.
• A consumer had this to say about the Gin brand "I love Liverpool gins. The price is cheaper than M&S and there are multiple choices for different flavors. The rose gin is my favorite one".
• The Halewood company doesn't offer any "low- or non-alcoholic spirit". J. J Whitley's artisanal spirit brand is the only spirit brand offered and it includes the Rhubarb Vodka and London dry gin, all with an average alcohol percentage of 38.6%.
• The wines and Spirits company also offers 2 types of fortified wines and spirit. The Crabbie Mulled Ginger wine and the Green Ginger Wine are both wines offered with alcohol.

Research strategy

Popularity

• The Distell spirits segment increased revenue by 11.2% for the year ending June 30, 2019.

• First produced in 1989 and the world's second-largest cream liqueur, Amarula Cream liqueur experienced success with their limited-addition Vanilla Spice launch in 2019.
• Amarula Cream liqueur has 1,537,894 Facebook followers, 52,100 Twitter Followers, and 1,420 YouTubeTV subscribers.
• Established in 1938, Klipdrift brandy is South Africa's sixth largest brandy brand.
• Klipdrift brandy has 171,068 Facebook followers, 11,900 Twitter followers, and 993 YouTube subscribers.

E-Commerce Presence

•  Distell has a local (South Africa) e-commerce presence for select brands on their website, including Klipdrift brandy and Richelieu brandy.
• Distell brands also have a select e-commerce presence in some markets outside South Africa, such as Klipdrift export brandy on Amazon-UK. 

Consumer Sentiment

•  Amarula Cream liqueur received a 90 point (Excellent) rating from Wine Enthusiast.
• Based on 51 reviews, Amarula Cream liqueur received 4.5 stars from consumers.
• Amarula is South Africa's 'most awarded' liqueur, including being named Liqueur Brand of the Year in the 2018 World Branding awards.

•  Klipdrift 70 cl brandy received 5 stars based on 39 reviews from buyers on Amazon in the UK.
• While it was difficult to find information about consumer recognition of the corporate brand (Distill), the company is highly engaged in social cause efforts, specifically sustainability, in an effort to ensure their brands are meeting the expectations of consumers and driving positive benefits beyond financial results.
• Further emphasizing their strong performance and reputation in the spirits segment, Distell brands in general have won numerous awards across brands and sub-segments (for example, brandy, whiskey and liqueur).

Low or Non Alcohol Spirit Offerings

• Distell has a number of low and non alcohol offerings, but not currently in the spirits segment.
•  Savannah Lemon Non-Alcoholic was recently launched to offer health-focused consumers a similar taste and occasion experience from their cider segment.

Research Strategy

On-Trade Activities

•  On-trade promotions are those which take place in hotels, restaurants, and pop-up bars that sell the product. These types of activities are designed to boost name recognition and, subsequently, sales of premium spirits.
• In the US, the Negroni is critical to the Campari brand's success, and in June 2018, 3,100 US bars participated in the annual Negroni Week. According to Jean-Jacques Dubau, Campari Group's North America managing director, a person can now find "a great Negroni perfectly made in Louisville or Kansas City."
• At the 2018 Sundance Festival, premium French Vodka Grey Goose was the official vodka. At a pop-up bar, called the Grey Goose Blue Door, the company hosted after parties for celebrities like Forrest Whittaker, Nick Offerman, Maggie Gyllenhaal, and Jim Parson.
• "Now even dive bars are doing things with premium bourbons. Having a well-made, handcrafted cocktail is definitely where things have been going for the past few years."

Partnerships

• In the past year, some premium brands have had successful partnerships in their retail efforts. In a partnership, the premium brand provides funding for and advertises with the partner to boost awareness for both.
• Ardgowan Distillery sent two flasks on a trek to the South Pole, when their equipment was powered only by renewable energy. It is thought to be the first whiskey to make it to the pole. The team drank one flask, and the other was returned to Scotland, where it made up part of a limited­-edition bottling of Ardgowan whiskey.
•  One Gin was the gin supplier of choice at the 2018 National Television Awards. During the event, the craft gin brand was used to make the One Sage Smash cocktail, as well as a classic gin and tonic. During the advertising campaign, each bottle of One Gin sold helped fund water projects in the world's most impoverished communities.
• As of 2018, Glen Moray became the official whiskey partner of Edinburgh Rugby. The partnership between the Scottish rugby club and the Scotch distillery will mean Glen Moray's logo now appears on the team players' shorts. Its whiskey will be on sale in the stadium until 2021.

Premiumization

• Distillers are increasingly creating premium brands. As millenials' financial situations improve, they have more discretionary income that they are willing to spend on affordable luxuries. 
• In the 12 months before June 2019, spirits priced $25 and up showed a 13.2% increase in sales. The spirits include whiskey, vodka, and tequila. "People want to treat themselves," says Scott Moore, SVP national accounts off-premise at Southern Glazer's Wine & Spirits. While they are not going to buy a new car every time they want to celebrate, they will treat themselves to a premium cocktail.
• As one example, over the last 15 years, the belief that blended Scotch is good, but malts are better. Sales of malts grew by 200% between 2002 and 2018, while sales of blended Scotch dropped by 13%.
• One different way premium spirits are retailing their product are bottling in miniature sizes, making premium spirits available to all markets at low prices. The CEO of Quintessential Brands states that "The miniatures market presents a significant opportunity for the spirits industry."
• The second example of changing retail approaches for premium brands centers on the heritage of the brand. Robin Clough, the co-founder of the two-year-old UK luxury tequila company Tequila Enemigo, says that demand for luxury liquor is coming from a new kind of consumer who cares about products' origins. It's not enough to lean on celebrities to sell alcohol, he said. "People want to understand the brand story."
• The trend is so ubiquitous that Brand Chorus recently published a Spirits StoryScore Index. The two top-ranked were premium spirits were Tito's Handmade Vodka and Patron Tequila.

Research strategy

Involved Government Agencies

• The National Health Services (NHS) for England rolled out a Long Term Plan in 2019 to address reduction of alcohol consumption among U.K. residents through delivery of Alcohol Care Teams to a quarter of the country, in areas most affected by alcohol misuse, to provide personalized feedback on ways to reduce alcohol consumption in 20-40 minute advice sessions.
• Public Health England (PHE), an executive agency within England's Department of Health, has been a critical government player in initiatives aimed to lower alcohol intake in the U.K.
• PHE is known to partner with both government agencies and nonprofit or charity organizations on strategies and initiatives to ultimately reduce alcohol consumption in the U.K.
• In May 2018, the Parliamentary Under-Secretary of State for Health and Social Care and PHE partnered together to establish a national strategy to address and reduce alcohol intake among U.K. residents.
• Other government entities involved in reducing alcohol intake among U.K. adults include Public Health Wales, an agency of the National Health System of Wales, which supports training among health professionals to have conversations with patients to encourage reduction of alcohol consumption, and NHS Health Scotland, which oversees Scotland’s Alcohol Strategy (MESAS) to ensure that alcohol consumption is reduced within Scotland.

Current Initiatives

Initiative 1: Minimum Unit Pricing (MUP) Rollouts

• Part of the national strategy established by the Parliamentary Under-Secretary of State for Health and Social Care and Public Health England aims to review the evidence surrounding minimum unit pricing (MUP), a concept that is primarily associated with reducing alcohol consumption by setting higher financial constraints on consumers.
• MUP sets a threshold for the minimum price at which alcohol can be sold and is a moving target based on the alcohol content within a drink: the more alcohol a bottle contains, the more it will cost.
• It is important to note that the application of MUP is not a tax; instead, it is a concept that ensures that alcohol is sold at a price that effectively reduces copious amounts of alcohol consumption by reducing affordability.
• MUP became effective in Scotland as of May 1, 2018, was approved to be rolled out in Wales on August 9, 2018, and is currently under consideration for implementation in England.

Initiative 2: Drink Free Days

• The campaign, a partnership between nonprofit organization Drinkaware and Public Health England (PHE), arose from recent findings that one in five U.K. adults consume alcohol in amounts higher than the recommended drinking guidelines from the U.K.'s Chief Medical Officers and that 10.8 million U.K. adults drink in quantities that could pose a significant risk to their health.
•  Drink Free Days encourages U.K. middle-aged adults to incorporate more days in which they abstain from alcohol to avoid health risks associated with significant, regular drinking through social media and radio messages.
• Similarly, PHE has supported Alcohol Change U.K., another U.K.-based nonprofit organization aimed at lowering alcohol intake among U.K. adults, in its annual Dry January challenge, which encourages adults to abstain from alcohol for the entire month of January in hopes to reduce overall alcohol intake.

Ideal Outcomes

• The British Medical Association estimates that alcohol consumption poses high economic and societal costs: alcohol is estimated to cost £21 billion a year in England, including £3.5 billion a year to the National Health System (NHS).
• Government or other national professional entities in the U.K. centered on public health concerns hope that interventions and initiatives to reduce alcohol intake will reduce alcohol-related health harms, such as alcohol-related deaths and alcohol-related hospital admissions or even injuries attributed to violence spurring from alcohol consumption.
• Through reducing alcohol consumption, U.K.-based government entities hope to prevent costs associated with caring for over 60 health problems attributed to alcohol, including cancers of the mouth, throat, stomach, liver, and breast and other conditions such as cirrhosis, heart disease, depression, stroke, pancreatitis, and liver disease.
• NHS's Long Term Plan and Alcohol Care Teams are hoped to support a reduction of 50,000 alcohol-related hospital admissions and a reduction in bed days by nearly 250,000 by 2024.

Research Strategy

Craft Beer Consumption in UK

Consumption

• Annual beer production by SIBA members in 2018 reached an estimated total of 2.86 million hl. This was an increase from the 2.839 million hl produced in 2017. Despite this increase, SIBA's membership numbers have significantly fallen from 831 breweries in 2018 to 753 at the start of 2019.
• In 2019, 21% of UK drinkers drank more that once a week, 19% once a week, 18% every two weeks, 14% once a month,11% once every 2 to 3 months, 4% every 4 to 5 months, 3% once every 6 months, 9% less than every 6 months, and 1% don't know.

Location Of Consumption and Purchase

• Surveyed breweries appear to indicate that free trade pubs, owned pubs, and wholesalers are the primary channels for their sales. Around 24% of consumers would be willing to visit a pub or restaurant if it had an exceptional selection of craft beers

• One out of four breweries generate their sales online. In the year 2017, 83% of the population made a purchase online, indicating a significant opportunity for breweries through online channels.
• About 25% of respondents to SIBA’s annual membership survey reported that they have a taproom, which was an important revenue stream. It enables brewers to control quality while delivering the freshest beer.
• At the UK beer festival, the craft beer scene recorded the highest number of exhibitors and record attendance. Beavertown’s Extravaganza displayed various stages of craft beer development with 8,000 drinkers enjoying beers from 71 different breweries.

Peak Consumption Times

• Peak consumption times for craft beer are on the weekends, including Friday. Most people drink craft beers during holidays and beer festivals, which occur at specific dates of the year.

Regional difference

• For craft beer drinkers, local is very important. According to the 2019 SIBA British Craft Beer Report, 23% of UK consumers believe that craft beer must be produced by local breweries.

Market Size

• The United Kingdom beer market is valued at $26,892 million.
• MarketLine estimated the size of the beer & cider market in the United Kingdom to be $29,853.5 million in 2017.
• The market is projected to grow at 3.9% CAGR in the period 2019-2023.
• In 2018, 27,605,000 barrels of beer were sold in the United Kingdom.

Share of Craft Beer

• The share of craft beer was nearly 5% of overall beer sales in the United Kingdom; significantly lesser than that in the United States (23%).
• However, sales of craft beer in the United Kingdom saw exponential growth (90%) in 2018.

Off-Trade Vs. On-Trade

• Off-trade volume sales amounted to 14,953,000 barrels in 2018.
• Off-trade accounted for 54.17% (14,953,000 barrels/ 27,605,000 barrels) of the total volume of beer sold in 2018.
• On-trade volume sales amounted to 12,651,000 barrels in 2018.
• On-trade accounted for 45.83% (12,651,000 barrels/ 27,605,000 barrels) of the total volume of beer sold in 2018.

Insights

• Beer sales in 2018 were boosted by the Football World Cup and higher than usual summer temperatures.
• Health-conscious consumers are driving demand for non/ low alcohol beer.
• Pubs in the United Kingdom continued to shut down in 2018. The number of pubs had decreased from 53,800 in 2012 to 48,350 in 2017.
•  Inbev UK Ltd and Heineken UK Ltd are the largest players in the space.

Large Grocery Stores

• This year, the sales value of beers in UK supermarkets is worth £219 million.

Others

• On the other hand, this year's sales value of beers in UK convenience stores is worth £74 million.

Helpful Findings

• According to the 2018 off-trade beer report, 84% of craft beer drinkers purchase their craft beers in supermarkets, 31% buy from specialist beer shops, and 19% from convenience stores.
• Additionally, the report further states that in the next 12 months, 50% of craft beer drinkers are likely to purchase from an online specialist craft beer retailer.
• When comparing 2017 and 2018 beer sales in the off-trade, the beer sales increased by 4.7% in 2018.
• According to the latest Beer Barometer sales data from the British Beer & Pub Association (BBPA), in the second quarter of 2018, supermarket beer sales were up 3.8% compared to the same quarter in 2017.
• Moreover, the off-trade beer market performed quite well with the revenue going up by 4.7% while on-trade beer sales went up by only 0.1%.

Research Strategy

Global

• In 2018, the total global sales for all Asahi Beer brands was 2 trillion yen ($18.6 billion), with a profit margin of 10%.
• In 2018, the total revenue of Asahi alcoholic beverages was 919.4 billion yen, of which beer accounted for 56%. 
• Thus, global revenue of all Asahi Beer brands for 2018 would be 514.86 billion yen (919.4 billion x 0.56).

UK

• The UK was responsible for 26% of the total 2018 revenue for all Asahi Beer brands.
• As previously calculated, the revenue from all Asahi Beer brands in 2018 was 514.86 billion yen.
• Therefore, the total revenue from all Asahi Beer brands in the UK in 2018 would be 133.86 billion yen (514.86 x 0.26).

Research Strategy

Useful Findings:

• Singha beer is a 5% alcohol by volume (ABV) and a very pale-to-golden-colored lager beer which is manufactured in Thailand by the Singha Corporation Co. Ltd., a subsidiary of the well-known Thai brewery, Boon Rawd Brewery.

• It is a "full-bodied 100% barley malt beer that is distinctively rich in taste with strong hop characters and is brewed with three hops namely Saaz, Perle and Hallertau."

• Singha Corporation is a closely-held family company, established in 2001 as a subsidiary of Boon Rawd Brewery, currently managing all Boon Rawd's 150-plus subsidiary companies. It's management reports directly to Boon Rawd's Board of Directors.

• Apart from the 'Singha' beer brand, the company also manufactures other brands such as Singha Light, Leo beer, U Beer, bottled and soda water, and packaged foods.

• The company is the market leader in Thailand's beer market and held a 62% market share in 2017 selling 1.32 billion liters of beer, including the Leo, Singha and U Beer brands. The company expected to sell 1.4 billion liters and increase its market share to 65% in 2018.

• As per latest estimates by Hoovers, the overall company revenue stood at $455.81 million with a net income of $2.13 million. The revenues are primarily driven by the alcohol business of the company, with 80% of them accruing from alcohol products and the remaining 20% from non-alcohol business.

• In the UK, Singha Corporation entered into a "long-term sole distribution partnership" with Kent-based brewer and pub operator Shepherd Neame who is the owner of 323 pubs across the south-east.