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Economics

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Liqueurs and mixables

Article Abstract:

The United Kingdom market for liqueurs and mixables is expected to maintain growth in 1995 by both value and volume following market recovery to 21.5 million litres worth 530 million pounds sterling in 1994 from 1992. Liqueurs are mainly associated with the Christmas period, with Baileys the most commonly drunk product. The on trade accounted for 32% of the mixables and liqueurs market by volume in 1994. The market for cream liqueurs is rapidly expanding, accounting for 28% of the market by volume in 1994 compared with 21% in 1990. The market is analysed.

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Liqueurs

Article Abstract:

The liqueur market has two sectors: traditional and cream liqueurs. The traditional market is dominated by brands such as Tia Maria, produced by Allied Domecq, which has 27% of volume sales. International Distillers and Vinters' Baileys product has 55% of the cream liqueur market. Both sectors are expected to increase over the next four years. Older people consider liqueurs to be a luxury drink but younger drinkers are more flexible. One way to increase sales is to offer smaller sizes of bottle.

Alcoholic beverage industry, Market share

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Liqueurs

Article Abstract:

In 1999, Tia Maria and Bailey's Irish Cream were the highest spenders on advertising compared to other liqueurs. An overview of the UK liqueur market is included.

United Kingdom

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