发布日期：2008年4月
摘要
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Latvian society is changing its preference for alcoholic drinks
A remarkable trend was spotted in Latvian alcoholic drinks in 2007, a trend recognised by nearly all participants in the market – consumers are changing their alcoholic drinks preferences, switching from drinks with a high alcoholic content to drinks with a lower alcoholic content. The trend severely affected the Latvian market for alcoholic drinks in 2007, with high growth volumes observed in the lower alcoholic content categories (beer, cider, RTDs), whereas categories with a higher alcoholic content experienced a decrease in the growth trend or even a decline in volume sales. Major Latvian players in the market instantly reacted to this trend by investing in new production lines and new product developments, as well as by launching advertising campaigns for the lower alcohol products.
Flavoured beer with a low alcohol content – a new market segment in Latvia
At the beginning of 2007, a new market segment was introduced and captured by Aldaris AS. The company introduced a new brand of flavoured beer with a low alcohol content – “D-Light”. Currently, the beer is present in two flavour variations: “D-Light Lemon” and “D-Light Energy”. The positioning of the product is mainly oriented towards the female audience. The product is available in 0.33ml packaging, and from quarter four of 2007 was available in six bottle multi-packs. It is expected that volume sales of this product will increase rapidly in the forecast period, and more flavours, as well as intense competition are expected in this particular new market segment.
Latvian beer – subject to innovation
Apart from the creation of a new beer niche in 2007 (low alcohol flavoured beer) a couple of other innovations took place. Aldaris AS introduced a new bottle top made of elastic aluminium, which is extremely easy to pull off without any additional tools. AS Cesu Alus also introduced an innovation – the top used in its new brand Cesu Dry is easy to unscrew either by hand or by using another Cesu Dry bottle, as it has been specifically modified on the bottom for unscrewing bottles. These solutions are not revolutionary, as a 2007 new brand of Baltika, Baltika Cooler, has the same solution, whilst Carlsberg has the same solution as Cesu Dry in the Russian market. In 2006, Aldaris AS introduced a unique type of bottle for its leading premium brands Aldaris Luxus and Aldaris Zelta. There is a glass engraving on the bottles of these brands.
Rapid increase in demand in 2008
It has been proven that the market for alcoholic drinks in Latvia is inter-dependent with the tourism industry. Both the on-trade and off-trade channels increased faster in the last two to three years of the review period, as the Latvian tourism industry was subject to rapid growth. In 2008, all three Baltic Countries entered the Schengen Agreement, which entitles these countries to open borders to the Schengen Agreement member countries. It is therefore expected that the growth in the numbers of tourists will be doubled in 2008/2009. In 2007 the flow of tourists increased by 22%. Therefore, in 2008/2009 the growth figure is expected to be between 40% and 50%, boosting the Latvian market for alcoholic drinks.
目录及图表
Table of contents
ALCOHOLIC DRINKS IN LATVIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Latvian society is changing its preference for alcoholic drinks
Flavoured beer with a low alcohol content – a new market segment in Latvia
Latvian beer – subject to innovation
Rapid increase in demand in 2008
KEY TRENDS AND DEVELOPMENTS
Health awareness
Persistent high levels of inflation
High proportion of illegal alcohol in the market
Specialist retailers
Summary 1 Leading Specialist Retailers in 2006
Market mergers and acquisitions activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Beer Brand 2007
Table 4 Selling Margin of a Typical Imported Wine Brand 2007
Table 5 Selling Margin of a Typical Domestic Wine Brand 2007
Table 6 Selling Margin of a Typical Imported Spirits Brand 2007
Table 7 Selling Margin of a Typical Domestic Spirits Brand 2007
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Summary 3 Research Sources
ALDARIS AS
Strategic Direction
Key Facts
Summary 4 Aldaris AS: Key Facts
Summary 5 Aldaris AS: Operational Indicators
Company Background
Prodution
Competitive Positioning
Summary 6 Aldaris AS: Competitive Position 2006
LATVIJAS BALZAMS AS
Strategic Direction
Key Facts
Summary 7 Latvijas Balzams AS: Key Facts
Summary 8 Latvijas Balzams AS: Operational Indicators
Company Background
Production
Summary 9 Latvijas Balzams AS: Production Statistics 2006
Competitive Positioning
Summary 10 Latvijas Balzams AS: Competitive Position 2006
AS CESU ALUS
Strategic Direction
Key Facts
Summary 11 AS Cesu Alus: Key Facts
Summary 12 AS Cesu Alus: Operational Indicators
Company Background
Competitive Positioning
Summary 13 AS Cesu Alus: Competitive Position 2006
AGROFIRMA TERVETE SIA
Strategic Direction
Key Facts
Summary 14 Agrofirma Tervete SIA: Key Facts
Summary 15 Agrofirma Tervete SIA: Operational Indicators
Company Background
Production
Summary 16 Agrofirma Tervete SIA: Production Statistics 2006
Competitive Positioning
Summary 17 Agrofirma Tervete SIA: Competitive Position 2006
BEER IN LATVIA
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Summary 18 Lager by Price Band 2007
Sector Data
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 32 Beer Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
WINE IN LATVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 44 Sales of Wine by Subsector: Total Volume 2002-2007
Table 45 Sales of Wine by Subsector: Total Value 2002-2007
Table 46 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 47 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 48 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 49 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 50 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 51 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 52 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 53 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 54 Wine Exports by Country of Destination: Total Value 2001-2006
Table 55 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 56 Wine Imports by Country of Origin: Total Value 2001-2006
Table 57 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 58 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 59 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 60 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN LATVIA
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 61 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 62 Sales of Spirits by Subsector: Total Value 2002-2007
Table 63 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 64 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 65 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 66 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 67 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 68 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 69 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 70 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 71 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 72 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 73 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 74 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 75 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 76 Liqueurs Production: Total Volume 2001-2006
Table 77 Company Shares of Spirits by National Brand Owner 2002-2006
Table 78 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 79 Brand Shares of Spirits 2003-2006
Table 80 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 81 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 82 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 83 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN LATVIA
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 84 Sales of Cider/Perry: Total Volume 2002-2007
Table 85 Sales of Cider/Perry: Total Value 2002-2007
Table 86 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 87 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 88 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 89 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 90 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 91 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 92 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 93 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 94 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 95 Brand Shares of Cider/Perry 2003-2006
Table 96 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 97 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 98 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 99 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN LATVIA
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 100 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 101 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 102 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 103 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 104 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 105 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 106 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 107 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 108 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 109 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 110 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 111 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 112 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 113 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 114 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012