The alcohol market includes all spirits sold to consumers. There are many companies in this market, both in terms of the packaging (e.g. bottles, labels and cartons) and in the production and distribution of content.
The alcohol market is a key market for the French economy, representing 19.6 billion euros (source: alcohol-info-service.fr). France is particularly well known internationally for its expertise in this sector. In this market, innovations are made regarding how products are distributed or tested.
This mature market is extremely competitive since major groups such as LVMH and Pernod-Ricard must counter innovative businesses positioning themselves on market trends. Nevertheless, large groups with significant resources can set up communication campaigns to reach consumers.
Exports represent a considerable part of the sector's activity. French firms rely on a portfolio of recognised brands and benefit from the brand image of French wine when exporting. These high-potential markets allow French exporters to create value on their leading products.
Nearly 90% of the selling price of a bottle of alcohol is taxed, including 20% VAT (source: C10.fr). To limit this tax burden, the players invest massively in communication campaigns seeking the consumer's affiliation to the brand's values.
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