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Summary
from 2020 onwards, the global vodka market, valued at $34 billion, showed a positive trajectory with growth forecast to reach $44 billion by 2028, progressing at an average annual rate of around 4.5%. The French vodka market, despite a temporary setback due to the COVID-19 pandemic, has shown signs of recovery, thanks to premiumization strategies, the development of new products and the development of new markets.premiumization strategies, growing interest among millennials and market innovation. In France, the vodka trade maintains a positive balance, with exports driven by the appeal of "made in France" products such as Grey Goose and Cîroc. internationally, France stands out in the luxury vodka segment, with significant exports to the United States, which alone accounts for 35.5% of its total vodka exports.
The French vodka sector is performing strongly in response to consumer trends such as premiumization, flavored spirits and artisanal spirits movements, which emphasize local production and traceability, further enriching the country's reputation in the global spirits industry
evolving trends in the French vodka market
In the multifaceted French vodka market, a number of intriguing trends have been observed. French vodka, traditionally derived from wheat or potato, has seen modest but steady growth, particularly in the high-end sector. Global market projections suggest that this growth trajectory, which has been rising slightly in recent years, should continue to prosper. The French market has followed a similar trend, with sales expected to grow by around 2% a year until 2022.
A large number of vodka brands in France offer competitive prices, enabling them to capture a significant share of the market. Among them, Eristoff, Poliakov and Subieski stand out as top choices. The sector's big players - La Martiniquaise, Pernod Ricard, Diageo and Bacardi - dominate the market. However, the tide is turning, and local brands such as Blu Frog, Le Philtre and Citadelle are carving out a place for themselves.
These brands stand out for their unique product offering, artisanal production and coveted "Made in France" label, blazing their own trail in a market dominated by giants. The upmarket nature of today's French vodka cannot be overstated. Indeed, this move upmarket has struck a chord with international customers, adding value and substance to French exports. Young adults, with a penchant for quality and innovation, are at the heart of this expansion. They have shown a particular penchant for vodka, thanks in part to its versatility in cocktails and its perception as a "healthier" alcoholic alternative.
Despite the general decline in spirits consumption, vodka retains its appeal, securing a 31% share of spirits purchases, second only to rum and whisky. While the exact number of vodka consumers has fallen from 7-8 million to around 6.5 million, a drop of around 18%, the affinity for vodka remains pronounced. What's more, vodka and tequila together hold an 11% share by value of the spirits segment sold in supermarkets, reflecting persistent demand. Demand for vodka is seasonal, with peaks during the festive season. This seasonal interest is in line with global observations, which place vodka among the preferred festive spirits.
In addition to cyclical fluctuations, new consumer trends point to a growing interest in mixology and cocktails - a factor that not only stimulates demand for vodka, but also fosters innovation and the creation of new products.
Key players in the French vodka market
The French vodka market is distinguished by the presence of global giants and niche local competitors who have carved out a place for themselves in the spirits industry thanks to a unique blend of innovation and tradition.
- La Martiniquaise dominates the scene with its flagship Poliakov brand, which has firmly established itself as market leader, demonstrating the brand's strength in capturing a substantial consumer base.
- Pernod Ricard follows close behind with its famous Absolut vodka, which has become synonymous with premium vodka, known for its straightforward taste and artistic brand image. Absolut has successfully established itself on the French market and maintained a strong global presence.
- Diageo Smirnoff is recognized the world over. The breadth of its vodka range has enabled it to establish itself on the shelves of both local stores and upmarket bars.
Bacardi's Grey Goose is another major player whose popularity has soared, particularly in the luxury segment. The superior quality of Grey Goose, with its smooth texture and French wheat-based composition, has earned it an enviable reputation, particularly among the refined and connoisseur.
- Guillotine, by Bastille Day, have added a touch of innovation with their oak-aged vodka options, offering a gourmet choice for those seeking an evolved flavor profile.
- Ciroc, from Maison Villevert, adds another dimension to the French vodka story with its grape-based spirit, standing out from traditional grain-based vodkas and contributing to the diversity and richness of the French vodka market. The strength brought by these brands, whether through sheer market volume or distinct offerings, illustrates the dynamism and versatility of France's vodka production sector.
Each company, with its unique characteristics, not only competes for market share, but also adds to the rich diversity of the French spirits industry. The remarkable blend of traditional practices and modern interpretations by these players continues to shape the identity of French vodka on the national and international scenes.
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Detailed content
Inforamtion
- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 13/12/2023
Summary and extracts
1 Market summary
1.1 Definition and scope of the study
Vodka is a colorless alcoholic beverage traditionally produced from cereals (rye, wheat) and potatoes, although other agricultural products can also be used (notably beet and fruit).
The vodka market is a sub-segment of the spirits market (drinks produced from distilled alcohol). The French Spirits Federation (FFS) divides spirits into two categories:
- "simple" spirits , which include vodka, but also whisky, gin and rum, whose taste is linked to the distillation of the raw material.
- Compound" spirits , such as aniseed-flavored aperitifs and liqueurs, whose taste is derived from the addition of aromatic substances to a neutral alcohol or brandy.
The scope of this study includes only vodka, but data and trends are related to the entire spirits market in France.
On aglobal scale, the vodka market has grown slightly in recent years. The same is true of the French market, where sales are set to increase by 2% a year in 2022 . While the Covid-19 epidemic interrupted this positive momentum in 2020, recovery began as early as 2021. French players can count on the premiumization of the sector, the strong interest of millenials in vodka and the acceleration of innovation in the market as key growth drivers.
The vodka market in France will have a positive trade balance of 286 million in 2022, reflecting the success of innovation and premiumization strategies that attract international customers through the recognized quality of "made in France".
Even today, most vodka brands bought in France are low-priced, like Eristoff, Poliakov and Subieski. Most brands are owned by the industry's four giants: La Martiniquaise, Pernod Ricard, Diageo and Bacardi. At the same time, however, local niche players are developing, with brands such as Blu Frog, Le Philtre and Citadelle. These players capitalize on the fact that they offer product differentiation, an artisanal and responsible production process and a "Made in France" label.
1.2 Positive momentum on the global market
Global vodka market World, **** - ****, in billions of US$ Source: thespiritsbusiness In ****, the global vodka market was worth $** billion. By ****, this market is forecast to reach $** billion, with an average annual growth rate of around *.*%. The vitality of this sector is fuelled by a number of key factors. The trend towards ...
1.3 The French market: growth interrupted by the Covid-19 epidemic but now recovering
Market size for distilled alcoholic beverages (***) France, **** - *****, in billions of euros Source: ****
The chart above illustrates the size of the French market for distilled alcoholic beverages. Distilled alcoholic beverages are defined as beverages obtained by distillation from wine or other fermented fruit or plant juices, or from a starchy material ...
1.4 International trade
Vodka trade France, ****-****, in millions of euros
France's foreign vodka market is marked by a significant growth dynamic, driven by innovation and the craze for luxury products. France, with its premium brands such as Grey Goose and Cîroc, has succeeded in positioning itself as a leader in vodka exports, ...
1.5 The Covid-19 effect
The Covid-** epidemic has led to a shift in consumption away from home towards the home, due to restrictive measures. Sales of vodka in supermarkets rose by **% between January * and May *, ****. [***]
Sales trends for alcohol categories in supermarkets France, from January *th to May *nd ****, in % Source: ****
However, the growth seen ...
2 Demand analysis
2.1 Profile analysis: French vodka consumers
Consumption :
Number of people using vodka France, **** - ****, in millions of users Source: ****
The chart above illustrates the evolution of vodka consumers in France. As with spirits, overall consumption in France is falling, with some *.** million consumers in **** (***). This equates to a drop of around **%.
Large consumers are the **% of households ...
2.2 Demand cyclicality
Vodka" research interest France, ****-****, in index value Source: ****
The graph above represents the proportion of searches for a given keyword in a specific region and for a specific period, compared to when the rate of use of that keyword was highest (***). Thus, a value of ** means that the keyword was ...
2.3 New consumer trends
Growing interest in cocktails: Cocktail consumption is indeed a catalyst for vodka demand and has been growing in recent years. According to a **** survey, **% of French people consumed spirits, including **% neat and **% in cocktails. Young people in particular are prime targets, as **% of **-** year-olds consumed them in cocktails in ****, while ...
3 Market structure
3.1 Production process
The vodka production process comprises six stages:
Must preparation Sterilization and inoculation Fermentation Distallation and modification Addition of water Bottling
[***]
Each stage is explained in more detail below.
Harvesting and processing raw materials
Today, most vodkas are made from fermented grains such as sorghum, corn, rice, rye or wheat, although ...
3.2 Market organization
The vodka market in France is interesting to study; although only one region of the country (***) in **** in terms of exports [***]
On the domestic market, vodka is mainly distributed through physical channels, as is the case for foreign demand, but for the latter, e-commerce is gaining ground as global shipping becomes ...
3.3 Main players and market shares
Market share in supermarkets, drives and convenience stores France, ****, in Source: ****
The chart illustrates the breakdown of the vodka market by volume in supermarkets, drive-through services and convenience stores in France for the year **** .
Poliakov (***) account for a significant share of the market, with **.*%, indicating a marked preference for private label ...
3.4 Interview with Frédéric Beigbeder and Guillaume Rappeneau, co-founders of Le Philtre
Aymar: Hello and welcome to vue d'ensemble, the podcast that allows you to decipher market issues in ** minutes. My name is Aymar Monnoyeur and I'm the founder of Businessscoot, a startup specialized in market research. Today, with Cantiane, we're talking to Frédéric and Guillaume about the vodka market and ...
4 Offer analysis
4.1 Product analysis: vodka in France
Source: ****
4.2 Price and cost analysis
Brand Price range Absolut Vodka **.** to **.** €/**** ml Poliakov **.** € - **.** €/**** ml Sobieski **.** € - **.** €/**** ml Eristoff Original **.** - **.** €/**** ml Zubrowka Bisson Grass Vodka Poland **.**-**.** €/**** ml *The price comparison for the same brand sold by different distributors is presented by wine-searcher, and is correlated with proximity; this helps explain the wide price range. ...
4.3 Offer trends: Premiumization and Aromatization
In France, overall spirits consumption continues to decline. At the same time, there has been an increase in the share of products belonging to the luxury drinks segment. According to larvf, these trends can be explained by consumption in bars and restaurants, as it takes four to five years for luxury ...
5 Rules and regulations
5.1 Strict regulations governing spirits
France is concerned by regulations at European level, the main ones being those listed below:
Regulation (***) ***/**** of the European Parliament and of the Council of January **, **** on the definition, description, presentation, labeling and the protection of geographical indications of spirit drinks related to this regulation are ****/*** and ***/**** , which repeal the aforementioned ...
5.2 Vodka regulations in particular
The legislation presented below is the predominant framework for analyzing vodka regulations in France. It derives from Regulation (***) No ****/**.
Point **
a) Vodka is a spirit drink made from ethyl alcohol of agricultural origin, obtained by yeast fermentation:
i) either from potatoes and/or cereals,
ii) or from other agricultural raw materials, ...
List of charts
- World vodka market
- Main vodka-consuming countries
- Market size for distilled alcoholic beverages (NAF 11.01Z)
- Vodka market size
- Number of people using vodka
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Latest news
Diageo regains control of its premium spirits in France - 08/02/2024
- Diageo, world leader in spirits, creates its subsidiary in France
- Diageo takes over direct sales of the majority of the brands it has distributed since the 2000s via MHD (Moët Hennesssy Diageo) in France.
- Only three of its brands are marketed via MHD in France: Johnny Walker, J & B, and Gordon's gin.
- The UK's Diageo is present in France with a market share of 7.9%.
- Diageo's total sales are 20.5 billion euros, two-thirds of which come from the premium spirits segment.
- In this segment, its market share in France is just 3.6%.
- The Group has a much higher market share in other countries: 47% in Greece, 24.4% in Spain and 13.7% in Italy.
- The transfer of MHD (Moët Hennesssy Diageo) brands to the new Diageo subsidiary in France will begin in March 2024
- Diageo plans to develop its tequila offer in particular, with the Don Julio brand.
- Two exclusive distributors are planned for sales to wine merchants: Dugas for Tanqueray gin, Tekel One vodka and a range of pure malt whiskies; and La Maison du Whisky for Don Julio tequila.
How India is becoming Pernod Ricard's whisky paradise - 22/01/2024
- Pernod Ricard aims to accelerate its presence in India.
- The French giant, which occupies a leading position in the sub-continent
- Strong growth in the Indian whisky market.
- In the entry-level whisky segment, the group owns Royal Stag and Imperial Blue - two brands produced in India that rank among the top 5 best-selling whiskies in the country. It also owns several high-end brands: Chiva's Regal, Ballantine's and Glenlivet - imported whiskies that carry a 150% surtax.
- India accounts for 10% of the Group's total sales, or around 1.2 billion euros.
- A major market for the Group behind the United States.
- Consumption of imported whiskies and high-end Indian single malts is booming.
- Scotch imports are set to double between 2020 and 2022,
- India is the leading export market for Scottish brands.
- Sales of Indian single malt rose by 144% between 2021 and 2022.
- Local brands owned by the French giant account for 85% of sales by value. Imports of foreign brands account for the remaining 15%.
- Pernod Ricard has 27 factories across the country.
The trials and tribulations of Pernod Ricard to create the first whisky "made in China" - 17/12/2023
- Pernod Ricard inaugurates the country's first whisky distillery
- Pernod Ricard plans to invest 150 million euros over ten years in this project.
- Market launch of the first bottles of The Chuan, the first pure malt made in China.
- Bottles are priced between 115 and 190 euros, depending on the degree of alcohol (40, 46 or 60 degrees) and the type of aging.
- Pernod Ricard's Chinese subsidiary accounts for 10% of group sales
- Pernod Ricard is the world's second-largest spirits company, and already owns some 50 whiskies (including Chivas, Ballantine's, The Glenlivet, Aberlour, Royal Salute, Jameson and Jefferson's),
- The Chinese spirits market remains 97% dominated by Baijiu (sorghum-based alcohol).
- Western spirits share the remaining 3%, starting with cognac (a market worth 3.2 billion euros, according to specialist consultancy IWSR) and whisky (1.2 billion euros).
- The Emeishan distillery is located on the Mount Emei road, used by millions of Chinese tourists throughout the year. Pernod Ricard expects two million visitors within the next ten years.
The Chuan, Pernod Ricard's first Chinese whisky | Pernod Ricard and Chuan Whisky - 13/12/2023
- The Pernod Ricard group has launched the first bottles of pure malt produced at The Chuan distillery in China.
- The bottles are priced at 100 euros each.
- Pernod Ricard has invested 150 million euros over ten years to finance China's first foreign whisky distillery.
- The distillery has a capacity of 1 to 1.5 million pure spirits.
- China remains a massive consumer of Baiju, the national spirit, with a share of foreign alcohol consumption of less than 2%.
- Pernod Ricard holds leading positions in China for the two most widely consumed imported spirits, cognac with Martell and whisky with Chivas.
Spirits: Bardinet equips itself with cutting-edge logistics for export expansion - 13/12/2023
- Bardinet has been a subsidiary of La Martiniquaise since 1993.
- La Martiniquaise acquired Marie Brizard in 2019.
- Bardinet generates almost half of its sales of 240 million euros from exports.
- La Martiniquaise has sales of 1.4 billion euros.
- The group is number one in the French spirits market, and eighth worldwide.
Diageo no longer relies on LVMH to win over the French - 25/11/2023
- Diageo (Johnnie Walker, J&B, Smirnoff, Tanqueray, Bailey's, Casamigas...), the world's leading spirits company, has set up its own distribution subsidiary in France
- Diageo is a 34% shareholder in Moët Hennessy.
- Diageo entrusted the distribution of its spirits to MHD (Moët Hennessy Diageo) in 1998.
- from March 1, the new Diageo subsidiary will take over direct marketing of almost all its brands.
- Diageo believes that its portfolio has been too slow to move upmarket in France.
- The group is counting on its development in out-of-home channels (bars, hotels, restaurants, nightclubs, etc.), also known as "on trade", which accounts for only 20% to 30% of Diageo's sales in France
- Diageo plans to increase its market share in France from 7.9% to 10% within three years.
- Diageo ranks third in the French market behind Pernod-Ricard and La Martiniquaise.
- Diageo plans to expand its global footprint in the general alcoholic beverage market to 6% by 2030, up from 4% today.
- MHD will continue to distribute the Moët Hennessy portfolio as well as some of Diageo's most iconic brands in the French market.
- A competitor, Beam Suntory, will take over distribution of Campari brands in France from January.
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