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By The Numbers

Posted on  | February 19, 2013   Bookmark and Share
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Scotch = £4bn Industry
The Scotch Whisky Association (SWA) has reported that the Scotch Whisky industry generates more than £4bn per year and supports an estimated 36,000 jobs. Not so relevant here in the U.S. at first glance, except that it is the export market that has been driving growth, setting the industry up for what the SWA called its “second golden age.”

Beer: 11,000 Years & Counting
According to the academic journal Antiquity, archaeologists believe that organized brewing goes back 11,000 years or more, based on brewing troughs discovered at the site of cultic feasts in Turkey. Apparently researchers in the field have also had an ongoing debate since the 1950s over whether grain was first cultivated for use in making beer or baking bread.

Control #s
During November, 9L spirits case sales in America’s control states grew 10.3% compared to same month in 2011. Rolling 12-month volumes grew 4.2%, up from October’s 3.7%. Dollarwise, sales grew 14.5% during November while trending at 7.0% during over the previous 12 months. What was hot? Irish Whiskey, albeit on a tiny 0.8% share of the control states spirits market, was the fastest-growing category with 25% growth in November and a 12-month trend of +20.3%. Vodka, with 35% share, grew 9.9% and 6.2%. Perhaps the best news of all: in addition to those two categories, Brandy/Cognac, Canadian Whiskey, Cocktails, Cordials, Domestic Whiskey, in, Rum, Scotch and Tequila all grew in November 2012 at rates exceeding their 12-month trends.

Prosecco 35%
Keeping up with Prosecco growth is getting harder than keeping up with the Kardashians. The easy-drinking, modestly priced bubbly is enjoying 35% annual growth and now outsells Champagne here in the, U.S. (1,000,000 cases/year). The Consorzio Prosecco DOC is promising to keep promotions ratcheted up in 2013, particularly in Chicago and New York.

Millennials Do It 3.4 Times/ Week
According to Boston Consulting Group, Millennials are dining out more often than the rest of the U.S. population: 3.4 times per week on average, vs. 2.8. Moreover, as Millennials’ approach to dining out is to treat it more as a social event, bar dining, communal seating and small plates may turn up more often in restaurants aiming to attract them.

10% of BDX Now to China
The Bordeaux Wine Council (CIVB) has revealed that Asia is its hottest market now, with 10% of all Bordeaux wines now going to China, which imports more than twice the volumes going to such traditional European markets as the UK, Germany and Belgium. The U.S. is also among the growing markets, rising 11% over the 12 months ending in July 2012. Not surprisingly, the UK is still the top destination for value (they still fancy “the good stuff”).

South Africa the Bountiful
South African wine exports were up 18.3% for the 12 months through November 2012, according to South African Wine Industry Information & Systems (SAWIS). Bulk wine and white wines were apparently the main boosters. Looking ahead, wineries expect a big crop in 2013, thanks to weather conditions so far this growing cycle; it could be the third largest harvest in the country’s history.


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