Based on Nielsen 2012 data, the white spirits division seems keep on the Ho.Re.Ca channel.
Nielsen data reveal a certain stability for white spirits (-1,2% respect the on sale total sell, November 2012) that arrive close to 12 millions liters, with an important volume in “alcoholic world” of 10,6%.
The white spirits division is more influenced respect other sectors by trends, so if until few times ago rum was on the top, right now dry vodka show the best trends (+0,7% on trade) with the 66,8% of the consumption condensed in cafees and clubs. Good news also for gin and tequila (+0,4% and +1,1% in clubs and -0,2% and +2,2% in caffees).
However, new consumption habits could obstruct the real positive trend in 2014.
Economic crisis bring important transformation in Italian consumption habits.
Alcoholic consumption decrease is tied not just to the drop of general consumption but also to the trasformation of consumption style. Alcoholic beverages consumptions become more and more fortuitous. Do not miss positive signal: more than 15% of brands grow more than 5%.
The percentage of Italian people that drink alcohol during meals is 71% of the population and 57% drink for pleasure and taste and just 20% to socialize. (data: NielsenConsumer Survey 2011)
We do not have to be surprise by the role of the restaurants in withe spirits sales. The best selling channel for gin, rum and tequila is still the caffes and in the specific all the caffes and clubs that start their main business in the afternoon with aperitifs and cocktails. That's range of time is the perfect time for white spirits, generally used for cocktails.
