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Summary
Since 2020, the French gin market has witnessed substantial growth, with its value surging from €65 million to €116 million, propelled by premiumization and the rise of micro-distilleries. Despite facing challenges like increased production costs due to inflation, the sector has managed to sustain growth, with exports playing a crucial role; the trade surplus reached €18.9 million in 2022, marking France's strong international presence, particularly in premium segments. The French gin industry is buoyed by the expanding cocktail culture and mixology, with 82% of French consumers drinking cocktails. While the Covid-19 pandemic initially caused a slump in sales, recovery has been swift in the spirits market. Major brands like Hendrick's and Citadelle have capitalized on this trend through innovative limited editions and broadening their distribution channels. The French gin market has thus solidified its position as a dynamic and growing segment within the global spirits industry, demonstrating resilience and potential for further expansion.
French Gin Market: Riding the Wave of Premiumization and Innovation
In recent years, the gin market in France has exhibited a significant transformation, transitioning from a relatively obscure segment to a cornerstone of the spirits industry. A surge in craft distillery numbers reflects a commitment to quality and inventiveness, with local ingredients and unique flavor profiles becoming a hallmark of French-produced gin. Despite the backdrop of mounting inflation in 2023, French gin production continues to flourish.
The American market has been particularly receptive, consuming almost a fifth of France's gin exports. Among French consumers, gin's popularity has seen an upswing, with young adults spearheading the trend. The spirit's adaptability in cocktails, coupled with a heightened pursuit of artisanal products, has contributed to its growing favor. Aggressive marketing and consumer education have furthered the market's expansion. Premium and ultra-premium products are gaining traction, with consumers demonstrating a willingness to invest more in high-quality spirits, desiring unique and refined tasting experiences.
A key driver of market growth is the phenomenon of "premiumization," with spirit prices witnessing an average increase of 17% over a decade. This uptrend, notably marked by an 8% uptick in the year following the Egalim law of October 2018, accommodates the distributors' need to fairly compensate farmers and producers. Premium gins, while making up 16% of volume sales, contribute to 28% of the market’s total value.
The French spirits market, fitting into a global context, has seen the entire industry valued at around $145 billion, with projected growth at an average annual rate of 5.6% over the subsequent years. Gin, with its robust global expansion estimated at 4.9% from 2021-2028, is expected to see sales ascend from around 13 to 20 billion euros. Europe remains gin's stronghold, but Asia-Pacific regions are anticipated to experience the most dynamic growth, fueled by a demand for premium products and pre-packaged cocktails.
Despite the overall decline in spirits consumption by volume in France—showing a reduction from approximately 2.75 liters per capita in 1998 to 2.17 liters in 2022—gin, particularly coupled with a renaissance in cocktail culture.
Distinguished Distillers: Navigating the Dynamic Landscape of France's Gin Renaissance
In the evolving saga of French spirits, gin has scripted an impressive comeback story, captivating consumers and connoisseurs alike. While the market brims with a host of renowned and emergent players, a few have distilled their essence into the very fabric of French gin culture. Here's an overview of the key distillers who are shaping the future of French gin.
- Gibson's Gin - A stalwart in the French gin market, Gibson's, nurtured by La Martiniquaise, represents a classic choice for gin aficionados. A quintessential embodiment of tradition, Gibson's has steadfastly maintained its presence in the segment, offering a timeless taste that resonates with loyalty and familiarity.
- Gordon's Gin - A name synonymous with global gin appeal, Gordon's—under the Diageo umbrella—has carved out a significant niche in France. Its well-established brand identity and distinctive flavor profile make it a go-to for many gin enthusiasts looking to indulge in familiar quality.
- Bombay Sapphire - Marketed by Bacardi, Bombay Sapphire's iconic blue bottle is scenically woven into the tapestry of high-end gins. Known for its refined botanicals and balanced taste, it is a brand that speaks to the artistry and heritage of gin craftsmanship.
- Hendrick's Gin - A relative newcomer that has skyrocketed in terms of popularity, Hendrick's offers a refreshing divergence with its cucumber and rose-infused spirit. Its unique character and engaging marketing initiatives have charmed a new demographic of premium gin lovers, leading to its strong growth and innovative limited editions like Flora Adora.
- Citadelle Gin - Maison Ferrand's foray into the gin market has been marked by the launch of Citadelle, a gin that is as French as it is global. With its emphasis on juniper berries and a range of botanicals, Citadelle encapsulates the artisanal ethos that defines the current French gin pilgrimage.
- G’Vine - Renowned for its grape-based spirit, G’Vine revolutionizes the perception of gin with its vinous undertones. Hailing from Maison Villevert, G’Vine leverages France's rich wine-making heritage to enunciate a narrative of sophistication and uniqueness in the form of a super-premium gin.
- Beefeater Gin - While not rooted primarily in France, Beefeater by Ricard is a renowed brand in France.
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- Number of pages : 30 pages
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- Last update : 20/12/2023
Summary and extracts
1 Market overview
1.1 Definition and presentation
In recent years, the gin market in France has undergone a remarkable renaissance, evolving from a niche segment to a major pillar of the spirits industry. This market study aims to provide an in-depth understanding of the current dynamics, emerging trends, and future prospects of the French gin market. Based on the most recent data available, this study explores various aspects, including production, consumption, consumer preferences and the strategies of key market players.
French gin production has grown exponentially and those despite rising inflation in France in 2023, with a significant increase in the number of craft distilleries. These distilleries focus on quality and innovation, incorporating unique local ingredients and experimenting with distinctive flavor profiles. This approach has strengthened the appeal of French gin, not only on the local market, but also on international markets, with the sector recording a trade surplus of around 20 million euros, with the USA leading the way as a consumer of French gin, absorbing almost 20% of exports .
In terms of consumption, gin has gained in popularity among French consumers, especially among young adults. This trend is largely attributed to gin's versatility in cocktails, as well as a growing awareness of artisanal and quality products . In addition, targeted marketing campaigns and consumer awareness initiatives have played a key role in the growth of this segment.
Current trends also point to increased interest in premium and ultra-premium gins, with consumers willing to pay more for premium spirits. This move upmarket reflects changing tastes and a search for unique tasting experiences.
In conclusion, the gin market in France is booming, driven by product innovation, growing demand for quality spirits and a favorable economic environment. This market study aims to provide valuable insights for market players, identifying opportunities, challenges and key strategies for successfully navigating this evolving landscape.
1.2 Global trends in an increasingly popular spirit drink
Gin is an alcoholic spirit which, in recent years, has gained in popularity across the globe thanks to the cocktail craze [***]. We begin by outlining the trends in the spirits market in which it is situated, before explaining the particular success of gin.
By ****, the global spirits market was valued at ...
1.3 Gin increasingly appeals to French consumers
Between **** and the first half of ****, the gin market in France experienced remarkable growth, with its market value almost doubling. The size of this market rose from ** million euros to *** million euros, reflecting a growing craze for this spirit. This substantial increase reflects the growing popularity of gin among French consumers, ...
1.4 International trade
We will use the data collected on the UN Comtrade website. French gin exports very well internationally, where its premium dimension is recognized and appreciated. So much so, in fact, that the balance of trade is largely in surplus, amounting to **.* million euros in ****. In ****, the balance will be in surplus ...
1.5 The effects of the Covid-19 epidemic
The Covid-** epidemic has not spared players in the spirits market, with sales plummeting to their lowest level since April ****. The postponement of purchases to supermarkets and hypermarkets was unable to compensate for losses in cafés-hotels-restaurants. In the case of gin, growth was also hampered by the closure of ...
2 Demand analysis
2.1 Hangover in France: structural decline in spirits consumption by volume
Consumption of spirits has fallen sharply in recent years. In ** years, per capita consumption of pure alcohol has fallen from *.** liters per person in **** to *.** liters per person in ****, under the influence of public policies to raise awareness of the dangers of alcohol. Consumers of spirits are becoming increasingly reasonable, and ...
2.2 Sustained growth in premium products
The curve below highlights the premiumization of the French spirits market, with prices up **% in ** years. What's more, the sharp rise in **** is the result of the Egalim law of October ****, which raised the prices of certain spirits by between *% and *%. As distributors need to better remunerate farmers and producers, they ...
2.3 Interest in mixology and cocktail culture
Over the years, cocktail culture has become increasingly popular in France. The practice was revived in the **s, and its success has continued ever since. So much so, in fact, that the vast majority of French people drink cocktails: **% in ****, for an average annual consumption of *.* liters per person [***].
Within this ...
3 Market structure
3.1 Value chain
The French gin industry brings together several different players involved in one or more stages of the value chain. The value chain comprises * main phases:
The first is the extraction of agricultural raw materials, in this case juniper berries, as well as the other natural elements that will flavour the drink. These ...
3.2 Leading brands
The main companies buying gin are in the CHR (***) and nightclub segments, where this drink is very popular. indeed, in addition to offering music and a dance floor, nightclubs are also drinking establishments, whose wide range of spirits represents a significant part of their business.
In France, the three historical players ...
3.3 Distribution
In-store distribution
In B*C spirits sales, hyper and supermarkets accounted for three-quarters of sales volume in ****.
Breakdown of spirits and champagne B*C sales by channel France, ****, in Source: ****
CHR and nightclub distribution
Market share by brand is not evenly distributed within the CHR network. The Beefeater brand, owned by ...
4 Offer analysis
4.1 Gin price details
Historically, gin was very successful in Holland and England, and more recently in the rest of the world, because it was cheap to produce and easy to make. Gin doesn't need to age, which makes it easier to manage stocks and cash flow [***].
However, with the growing popularity of this white ...
4.2 Development of gin production in France and categorization of its varieties.
French production:
Gin production in France is not rooted in any tradition, and the first brands are barely twenty years old. However, it has grown considerably. In ****, French gin exports continued to grow at a rate of **%.
As for the model adopted, these dozens of young brands rely on artisanal distilleries ...
4.3 The role of taxes in pricing
The tax burden on spirits is overwhelming for the industry. These spirits account for **% of tax revenues, even though they represent only **% of alcohol sales in France. The price of a bottle sold at €**.** per liter in **** will be three-quarters tax (***).
Breakdown of consumer price for a bottle of spirits sold ...
5 Regulations
5.1 An increasingly strict regulatory framework
France is concerned by European regulations. In particular, the following regulations are central: Regulation (***) No ***/**** of the European Parliament and of the European Council of January **, **** on the definition, description, presentation, labeling and the protection of geographical indications of spirit drinks; In connection with this regulation, regulations ****/*** and ***/**** update the aforementioned ...
List of charts
- Consumer price index for spirits and liqueurs
- Weight of the three segments in volume and value
- Size of the global spirits market
- Growth in the gin market
- Growth in gin market sales
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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.
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.
Anne Miller (Beam France): "We'll be leading the next sales negotiations" - 08/10/2023
- Beam Suntory is the world's third-largest spirits company.
- Beam Suntory is a leader in three segments: premium whiskies, Japanese whiskies and bourbons.
- The company operates 26 distilleries worldwide, including one in France for the production of Courvoisier cognac.
- Some 6,000 people work for Suntory.
- In 2022, the company achieved sales of around $5.5 billion (€5.22 billion).
- France is the leading market for whiskies in Europe.
- Beam's launch in France comes less than a month before the start of commercial negotiations.
Spirits: Beam Suntory France officially launched - 08/10/2023
- Beam Suntory is the world's 3rd largest spirits company.
- Beam Suntory France will be created in January 2024.
- Beam Suntory France will employ 40 people.
- France is an important market for Beam Suntory, as it is the world's luxury center and Europe's leading whisky market.
- The current distribution agreement between Beam Suntory and Campari ends in 2023.
- Beam Suntory International employs 6,000 people in 30 countries.
- The launch of Beam Suntory France represents a significant expansion of Beam Suntory's presence in Europe.
- Beam Suntory's portfolio in France includes Jim Beam and Maker's Mark bourbons, House of Suntory whiskies and spirits Yamazaki, Hibiki, Hakushu, Toki and Roku, Laphroaig and Bowmore scotch whiskies and Courvoisier cognac.
Suntory takes France by storm with its premium whiskies - 29/09/2023
- Previously distributed in France by Italy's Campari, the group is creating its own subsidiary to market, directly and from 2024, its Jim Beam and Maker's Mark bourbons, its Japanese whiskies (Yamazaki, Hibiki...) its Laphroaig and Bowmore scotches and its Courvoisier cognac.
- Beam Suntory group worldwide sales: 5.5 billion euros
- Beam Suntory's market share in France in the premium whisky segments: between 4% and 5%
- Beam Suntory's estimated sales in these premium whisky segments: 70 million euros
- Beam Suntory's French subsidiary will employ around 40 people.
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The gin market | France
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