| Alcoholic Drinks in Austria | | | | towards the end of the review period, with this |
| Alcoholic Drinks in Austria market report offers a | | | | comprising only radler. Radler is a blend of lemonade |
| comprehensive guide to the size and shape of the | | | | with beer, typically using strong local beer brands |
| market at a national level. It provides the latest retail | | | | such as Brau-Union’s Puntigamer. Beer also |
| sales data, allowing you to identify the sectors driving | | | | benefited from this trend, with the growing number |
| growth. It identifies the leading companies, the leading | | | | of microbreweries boosting interest in dark beer and |
| brands and offers strategic analysis of key factors | | | | stout. Cider/perry is meanwhile almost exclusively |
| influencing the market - be they new product | | | | domestic with artisanal production, while domestic |
| developments, packaging innovations, economic | | | | brands also performed well in liqueurs. |
| lifestyle influences, distribution or pricing issues. | | | | Strong brewers in lead |
| Forecasts illustrate how the market is set to change.( | | | | Beer is the least fragmented area of alcoholic drinks, |
| ) | | | | with the bulk of sales controlled by Brau-Union and |
| Why buy this report | | | | Stieglbrauerei. With beer also dominating overall sales |
| - Get insight into trends in market performance | | | | of alcoholic drinks, these players thus enjoy a strong |
| - Pinpoint growth sectors and identify factors driving | | | | lead. The leading beer players also benefited from |
| change | | | | their presence in dynamic malt-based RTDs, which |
| - Identify market and brand leaders and understand | | | | supported their shares towards the end of the |
| the competitive environment | | | | review period. Wine and spirits meanwhile remains |
| Product coverage | | | | fairly fragmented, with a large number of small |
| Beer; Cider/perry; RTDs/High-strength premixes; | | | | players. Cider/perry is meanwhile dominated by |
| Spirits; Wine | | | | artisanal production, with no clear leaders. |
| Executive summary | | | | Price-sensitive consumers seek out off-trade bargains |
| Good growth due to rising income levels | | | | Supermarkets/hypermarkets continued to be the |
| The Austrian economy saw good growth during the | | | | most significant off-trade channel for alcoholic drinks, |
| review period, boosting consumers’ income | | | | accounting for a dominant share. After losing some |
| levels. Growth was strongest in less-developed areas, | | | | share to discounters at the start of the review |
| particularly with a premium positioning. Within wine, | | | | period, supermarkets/hypermarkets also regained |
| for example, still rosé wine and champagne saw | | | | share in 2008 thanks to the increasing use of price |
| the strongest growth. Beer is fairly mature but | | | | promotions. Discounters continued to be the most |
| benefited from a growing interest in niches such as | | | | dynamic channel, however, appealing to increasingly |
| dark beer and stout, along with the widening range | | | | price-sensitive consumers by offering a wide range at |
| of microbrewery beer and limited edition products on | | | | low prices. |
| offer. Generally, consumers became more discerning | | | | Stronger growth ahead thanks to domestic |
| but also more adventurous in their choices. In spirits, | | | | innovation |
| interest in premium products for example fuelled | | | | Alcoholic drinks is expected to see stronger growth |
| growth in blended Scotch whisky, while the growing | | | | during the forecast period than that seen during the |
| popularity of cocktails at home and in bars drove | | | | review period, with this due to strong investment in |
| growth in tequila, white rum, cream-based liqueurs | | | | new product development and marketing by leading |
| and particularly vodka. | | | | domestic players. The leading breweries are expected |
| Domestic brands showed a good performance | | | | to be particularly effective in driving sales growth, |
| Domestic products performed strongly across | | | | with new product development and promotion set to |
| alcoholic drinks in 2008. Austrian consumers are | | | | rejuvenate sales in domestic premium lager and |
| typically enthusiastic about Austrian products and | | | | domestic standard lager, along with supporting strong |
| have faith in their quality, particularly where there is a | | | | growth in malt-based RTDs. However, |
| long tradition of production. This trend was especially | | | | microbreweries are also expected to be significant in |
| noticeable in wine and RTDs/high-strength premixes. | | | | driving growth. Domestic wine producers are also |
| Austria is a country with a long tradition in viniculture | | | | expected to focus on new product development and |
| and its wine is popular in Austria as well as abroad. | | | | to explore less-developed niches such as still rosé |
| Growth in RTDs/high-strength premixes was | | | | wine. |
| meanwhile driven almost entirely by malt-based RTDs | | | | |
