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Synthèse
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.
à la compréhension de ce marché
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Informations
- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 20/12/2023
Sommaire et extraits
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 ...
Liste des graphiques
- Indice des prix à la consommation des spiritueux et liqueurs
- Poids des trois segments en volume et en valeur
- Taille du marché mondial des spiritueux
- Croissance du marché du gin
- Croissance du chiffre d'affaires du marché du gin
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Dernières actualités
Diageo reprend la main sur ses alcools premium en France - 08/02/2024
- Diageo, leader mondial des spiritueux, crée sa filiale en France
- Diageo reprend directement la vente de la majorité des marques qu'il distribuait depuis les années 2000 via MHD (Moët Hennesssy Diageo) en France.
- Seulement trois de ses marques sont commercialisées via MHD en France: Johnny Walker, J & B, et le gin Gordon's.
- Le britannique Diageo a une présence en France avec une part de marché de 7,9%.
- Le chiffre d'affaires global de Diageo est de 20,5 milliards d'euros, dont deux tiers proviennent du segment des alcools premium.
- Dans ce segment, sa part de marché en France est seulement de 3,6%.
- Le groupe a une part de marché bien plus élevée dans d'autres pays: 47% en Grèce, 24,4% en Espagne et 13,7% en Italie.
- Le transfert des marques de MHD (Moët Hennesssy Diageo) vers la nouvelle filiale de Diageo en France commencera en mars 2024
- Diageo envisage de développer particulièrement son offre de tequila, avec la marque Don Julio.
- Deux distributeurs exclusifs sont prévus pour la commercialisation chez les cavistes: la société Dugas pour le gin Tanqueray, la vodka Tekel One et une gamme de whisky pur malt ; et La Maison du Whisky pour la Tequila Don Julio.
Spiritueux : Bardinet se dote d'une logistique de pointe pour se développer à l'export - 13/12/2023
- Bardinet est une filiale de La Martiniquaise depuis 1993.
- La Martiniquaise a racheté Marie Brizard en 2019.
- Bardinet réalise près de la moitié de son chiffre d'affaires de 240 millions d'euros à l'export.
- La Martiniquaise a un chiffre d'affaires de 1,4 milliard d'euros.
- Le groupe est le numéro un du marché français des spiritueux, et le huitième à l'échelle mondiale.
Diageo ne mise plus sur LVMH pour séduire les Français - 25/11/2023
- Diageo (Johnnie Walker, J&B, Smirnoff, Tanqueray, Bailey’s, Casamigas...), leader mondial des spiritueux, a créé sa propre filiale de distribution en France
- Diageo est actionnaire à 34% de Moët Hennessy.
- Diageo avait confié la distribution de ses spiritueux à MHD (Moët Hennessy Diageo) en 1998.
- À partir du 1er mars, la nouvelle filiale de Diageo reprendra la commercialisation en direct de la quasi-totalité de ses marques.
- Diageo estime que la montée en gamme de son portefeuille a été trop lente en France.
- Le groupe mise sur son développement sur des circuits hors du domicile (bars, hôtels, restaurants, boîtes de nuit…) appelé aussi "on trade" qui pèse seulement 20% à 30% du chiffre d’affaires de Diageo en France
- Diageo prévoit de passer sa part de marché de 7,9% à 10% en trois ans en France.
- Diageo occupe la troisième position sur le marché français derrière Pernod-Ricard et la Martiniquaise.
- Diageo prévoit d'étendre son empreinte mondiale sur le marché général des boissons alcoolisées à 6% en 2030, contre 4% actuellement.
- MHD continuera de distribuer le portefeuille de Moët Hennessy ainsi que certaines des marques les plus emblématiques de Diageo sur le marché français.
- Un concurrent Beam Suntory reprendra à Campari la distribution de ses marques en France à partir de janvier.
Anne Miller (Beam France) : "Nous mènerons les prochaines négociations commerciales" - 08/10/2023
- Beam Suntory est le troisième acteur mondial des spiritueux.
- Beam Suntory est leader sur trois segments: les whiskies premium, les whiskies japonais et les bourbons.
- L'entreprise dispose de 26 distilleries dans le monde, dont une en France pour la production de cognac Courvoisier.
- Environ 6000 personnes travaillent pour l'entreprise Suntory.
- En 2022, l'entreprise a réalisé un chiffre d’affaires d’environ 5,5 milliards de dollars (5,22 milliards d’euros).
- La France est le premier marché pour les whiskies en Europe.
- Le lancement de Beam en France intervient moins d’un mois avant le début des négociations commerciales.
Spiritueux : Beam Suntory France est officiellement lancé - 08/10/2023
- Beam Suntory, est le 3ème acteur mondial des spiritueux.
- La création de l’entité Beam Suntory France aura lieu en janvier 2024.
- Beam Suntory France comptera 40 salariés.
- La France est un marché important pour Beam Suntory car elle est le centre mondial du luxe et le premier marché du whisky en Europe.
- L’accord de distribution actuel entre Beam Suntory et Campari prend fin en 2023.
- Beam Suntory international emploie 6000 salariés dans 30 pays.
- Le lancement de Beam Suntory France représente une expansion significative de la présence de Beam Suntory en Europe.
- Le portefeuille de Beam Suntory en France comprend les bourbons Jim Beam et Maker’s Mark, les whiskies et spiritueux Yamazaki, Hibiki, Hakushu, Toki et Roku de la House of Suntory, les scotch whiskies Laphroaig et Bowmore ainsi que le cognac Courvoisier.
Suntory part à l'assaut de la France avec ses whiskys premium - 29/09/2023
- Jusque-là distribué en France par l'italien Campari, le groupe crée sa propre filiale pour commercialiser, en direct et dès 2024, ses bourbons Jim Beam et Maker's Mark, ses whiskys japonais (Yamazaki, Hibiki…) ses scotchs Laphroaig et Bowmore ou encore son cognac Courvoisier.
- Chiffre d'affaires mondial du groupe Beam Suntory : 5,5 milliards d'euros
- Part de marché de Beam Suntory en France sur les segments du whisky premium : entre 4% et 5%
- Chiffre d'affaires estimé de Beam Suntory sur ces segments du whisky premium : 70 millions d'euros
- La filiale française de Beam Suntory comptera une quarantaine de personnes.
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The gin market | France
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- 01/03/2024 - Mise à jour des données financières de l'entreprise William Grant and Sons
- 01/03/2024 - Mise à jour des données financières de l'entreprise Diageo
- 01/03/2024 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 04/11/2023 - Mise à jour des données financières de l'entreprise William Grant and Sons
- 04/11/2023 - Mise à jour des données financières de l'entreprise Diageo
- 04/11/2023 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 03/08/2023 - Mise à jour des données financières de l'entreprise William Grant and Sons
- 03/08/2023 - Mise à jour des données financières de l'entreprise Diageo
- 03/08/2023 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 06/07/2023 - Ajout des informations de l'entreprise Spirits Station
- 06/07/2023 - Ajout des informations de l'entreprise MXO Spirit
- 06/07/2023 - Ajout des informations de l'entreprise Gibson's
- 06/07/2023 - Ajout des informations de l'entreprise Ellustria
- 06/07/2023 - Ajout des informations de l'entreprise Drinks and Spirit
- 06/07/2023 - Ajout des informations de l'entreprise Bombay Sapphire
- 06/07/2023 - Ajout des informations de l'entreprise Arduenna Gin
- 16/04/2023 - Mise à jour des données financières de l'entreprise William Grant and Sons
- 16/04/2023 - Mise à jour des données financières de l'entreprise Diageo
- 16/04/2023 - Mise à jour des données financières de l'entreprise La Martiniquaise Bardinet
- 02/02/2023 - Ajout des informations de l'entreprise Distillerie de La Roche-Guyon
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