Table of Content

Alcoholic Drinks in Austria
Euromonitor International
September 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on alcoholic drinks
COVID-19 country impact
Overall consumption of alcoholic drinks continues to decrease in 2019, but gin and whiskies flourish, and cider/perry and RTDs see strong volume growth over the year
Brau-Union ?sterreich and Bacardi-Martini remain the leading players in 2019, due to their strength in beer and cider/perry, and in spirits and RTDs, respectively
Despite COVID-19-related setback, prospects for alcoholic drinks remain positive
CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2014-2019
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019
MARKET DATA
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 2 Research Sources
HEADLINES
PRE-COVID-19 PERFORMANCE
As beer culture gains popularity in Austria, a larger amount of beer than wine is consumed in foodservice and at home in 2019
Non-alcohol beer continues to perform well, driven by healthy living trend in 2019
Brau-Union maintains its clear lead and widens its portfolio in 2019, but demand for domestic mid-priced brands continues to drop in favour of premium domestic brands
2020 AND BEYOND
COVID-19 impact
Affected products within beer
Recovery and opportunities
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2019
Table 18 Number of Breweries 2014-2019
CATEGORY DATA
Table 19 Sales of Beer by Category: Total Volume 2014-2019
Table 20 Sales of Beer by Category: Total Value 2014-2019
Table 21 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 22 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 27 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 28 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 29 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 30 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 31 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Still ros? wine and “other” sparkling wine reman on trend, and post the highest volume growth in 2019
In a highly fragmented landscape dominated by domestic players, branded companies and private label widen their ranges of organic and light wines in 2019
General food retailers only account for about two thirds of overall wine sales in 2019, as winemakers generate significant income through yard sales and farm shops
2020 AND BEYOND
COVID-19 impact
Affected products within wine
Recovery and opportunities
CATEGORY DATA
Table 34 Sales of Wine by Category: Total Volume 2014-2019
Table 35 Sales of Wine by Category: Total Value 2014-2019
Table 36 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 37 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 43 Sales of Still Ros? Wine by Price Segment: % Off-trade Volume 2014-2019
Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 49 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 50 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 51 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 58 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 59 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 60 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 61 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Despite seeking drinks that are less strong, consumers value quality, boosting sales of popular premium gin, which is now available in supermarkets, in 2019
Bacardi-Martini and Pernod Richard maintain their leading volume shares in spirits, while Diageo maintains a strong growth trajectory with Johnnie Walker Black in 2019
Other than the domestic bottler and marketer of J?germeister bitters, owners of imported brands continue to outperform domestic competitors in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within spirits
Recovery and opportunities
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2019
CATEGORY DATA
Table 62 Sales of Spirits by Category: Total Volume 2014-2019
Table 63 Sales of Spirits by Category: Total Value 2014-2019
Table 64 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 65 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 66 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 67 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 68 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 69 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 70 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 71 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 72 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 73 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 74 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 75 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 76 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 77 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 78 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 79 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 80 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 81 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 82 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Cider/perry remains a relatively new category with strong growth potential, as younger consumers embrace modern products with milder taste than Most in 2019
A shift from traditional Most to cider/perry and notable premiumisation contribute to higher unit price growth in 2019
Brau-Union ?sterreich strengthens its leading volume share in 2019, after its newly launched Strongbow Ros? Apple capitalises on rising interest in ros? wine
2020 AND BEYOND
COVID-19 impact
Recovery and opportunities
CATEGORY DATA
Table 83 Sales of Cider/Perry: Total Volume 2014-2019
Table 84 Sales of Cider/Perry: Total Value 2014-2019
Table 85 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 86 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 87 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 89 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 91 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 92 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 93 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 94 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 95 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 96 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 97 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Healthy living trends and mindful drinking continue to positively impact the performance of RTDs in 2019
Spirit-based RTDs sees higher growth in 2019 despite its diminishing prospects, while NPDs and high cost of sparkling wine drive higher growth of wine-based RTDs
Bacardi-Martini and Schlumberger Wein- & Sektkellerei maintain their respective leads in spirit- and wine-based RTDs, while losing volume shares in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within RTDs
Recovery and opportunities
CATEGORY DATA
Table 98 Sales of RTDs by Category: Total Volume 2014-2019
Table 99 Sales of RTDs by Category: Total Value 2014-2019
Table 100 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 101 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 102 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 103 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 104 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 105 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 106 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 107 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 108 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 109 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 110 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 111 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 112 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024