top brands 1-5
The biggest names in Scotland’s pubs Tennent’s Lager, Smirnoff and Guinness are still the trade’s top trio
I
T’S another year at the top of the Scottish on-trade for the ‘big three’ of Tennent’s Lager, Smirnoff vodka and Guinness, according to figures from research firm CGA Strategy. All three brands have enjoyed considerable support from their brand owners in the last year – C&C Group and Diageo respectively – and they remain the biggest three brands in the Scottish on-trade by value. In the following pages you will find details of the top 75 brands in the Scottish on-trade as identified by CGA. There is commentary on the top 15 of those brands, as well as information on some of the top performing drinks categories in Scotland’s pubs and bars. The High Flyers list, on page 26, details some of the brands deemed by CGA to have performed particularly well in Scotland’s on-trade over the past year. The Top Brands feature is based on data compiled by CGA Strategy for the year
1. Tennent’s Lager
2. Smirnoff
C&C Group
Diageo
TENNENT’S may be facing more competition than ever before – from craft as well as international brewers – but the Glasgow-brewed lager is still the king of the hill. In the past year Tennent’s has expanded its portfolio even further with the addition of reduced alcohol lager T2 and alcohol-free brand Hee-Haw, but flagship Tennent’s Lager is still by far the Wellpark Brewery’s biggest export. It’s not all about beer though. An online series of comedy sketches launched this year showed that Tennent’s has lost none of its trademark sense of humour.
3. Guinness Diageo
PREMIERSHIP Rugby, the Six Nations and – it almost goes without saying – St Patrick’s Day. Guinness has its stamp on them all. Add to that a heritage that goes back to the 18th century and a brand name that’s recognised the world over and it’s no surprise that Guinness continues to be Scotland’s favourite stout. This year Diageo introduced new 30-litre kegs for Guinness to help ensure a perfect serve even in smaller-volume outlets.
to the end of May 2015 versus the 12 months to the end of May 2014. The data is analysed by CGA from more than 5000 sources, including EPOS data from all outlet types and major wholesalers and distributors. In the vast majority of cases the ‘total brand family’ is utilised to represent each brand in the ranked list. However, where a single major brand product accounts for a significant element of total sales within the top 75 then it will be included separately, as applicable. Where category figures show a significant variation on last year, this will reflect a strengthening of CGA’s statistical base, in addition to changing sales trends. CGA receives more data in the course of the year, which results in improved factual information available to the model. The model is then re-run and it can produce some slightly different results. For this reason a direct comparison with last year’s feature is not possible.
SMIRNOFF has been Scotland’s most popular vodka for some time, but brand owner Diageo isn’t prepared to rest on its laurels. Last year the firm launched a loyalty programme for its on-trade customers, which included promotional support as well as prizes such as TVs, stock and Sky/ BT Sports subscriptions. Consumers haven’t been neglected either. Between May 2014 and May 2015 Diageo spent millions promoting the brand through huge poster and TV advertising campaigns.
4. Carling Molson Coors
CARLING’S success in Scotland shows lager isn’t required to have a Glasgow postcode to prove popular with punters. This year parent company Molson Coors distributed around £1.25 million worth of holiday vouchers to Scottish pubs as part of its ‘Brighton or Barbados’ promotion, which offered consumers the chance to spend their May bank holiday in one of the aforementioned locations. Initiatives like that, along with partnerships with Sky and Matthew Clark, have helped Carling become the second biggest lager in the Scottish on-trade in value terms.
5. Captain Morgan Original Spiced
Diageo
DIAGEO claimed this year that Captain Morgan is stocked in 75% of Scottish outlets, with Scotland accounting for almost half of the brand’s UK on-trade sales. Suffice to say, the brand is a popular choice in bars and pubs north of the border. With Morgan Original Spiced Gold such an established presence in the trade, Diageo extended the Morgan brand this year with the launch of Captain Morgan White Rum. No doubt the firm hopes the new addition will be able to follow in the footsteps of its hugely popular older brother in the Scottish on-trade.
12 • SLTN • August 20, 2015 p12 August 20, 15 (NEW).indd 1
11/08/2015 16:03
Scotland’s favourite lager.
Tennent’s and the red T are registered trademarks of C&C Group.
Source CGA: January 2015
Tennents linda.indd 1 TEN27595- SLTN SLTN -No 1 ad 340x245.indd 1
11/08/2015 12/03/2015 12:21 14:29
top brands 6-15 6. Belhaven Best
7. Stella Artois
Greene King
AB InBev
THE Belhaven brewery in Dunbar produces a wide variety of beers, including its own stout, IPA and craft range, but it’s Belhaven Best the company is best known for. The Greene King-owned brand has long been associated with Scottish sporting events – and Scottish golf in particular – and earlier this year signed a new sponsorship deal with Kilmarnock FC.
IT’S been a busy year for the brand that once famously claimed to be “reassuringly expensive”. In addition to appointing its new ‘draught master’ as part of a drive to promote perfect serve, the brand was also named as the official beer of Royal Ascot. AB InBev has moved the Stella brand into the cider category in recent years with the launch of Stella Cidre, but the distinctive Stella Artois chalice glass remains a common sight in Scotland’s pubs and bars.
8. Peroni Nastro Azzurro
9. Strongbow
Miller Brands
Heineken
PERONI’S font and glassware ensure that the brand has an eye-catching presence in Scottish bars. It’s probably no big surprise, from a brand that has encouraged consumers to show a little Italian style in its advertising campaigns. It’s nice to see the brand practices what it preaches.
10. Deuchars IPA Heineken
THE Caledonian Brewery is an institution in Edinburgh, and the same could be said for the company’s flagship beer, Deuchars IPA. As well as being the favourite pint of Edinburgh novelist Ian Rankin – who has been something of an ambassador for the brand – Deuchars has kept a high profile through an association with the Edinburgh Fringe.
AS with some of its competitors, Heineken-owned Strongbow has diversified into the fruit cider market in recent years. But Strongbow original, in its draught format, remains the brand’s biggest seller. In the past year Heineken has focused on Strongbow’s provenance with an advertising campaign and branded glass that stress the heritage of the brand.
11. Jack Daniel’s
Bacardi Brown-Forman Brands FROM live music to major marketing campaigns and trade promotions, Jack Daniel’s is a brand that always seems to be up to something. Marketed in the UK by Bacardi BrownForman Brands, the world’s most famous Tennessee whiskey is the third biggest spirits brand in Scotland’s on-trade by value. Clearly customers enjoy spending time with Jack.
14. John Smith’s Heineken
13. Gordon’s Diageo
DIAGEO continues to invest in its Gordon’s brand with heavyweight marketing support as well as new flavours, and this backing appears to be paying off. Gin is a growing category in Scotland, but even as more craft products appear on gantries, Gordon’s is still the biggest of the bunch.
JOHN Smith’s may be a quintessentially English brand, but that doesn’t seem to be putting off the Scottish punters. The Heineken-owned ale is the focus of a marketing campaign this year stressing that – despite its down to earth name – it is ‘only ordinary by name’. This was accompanied, in the ontrade, by the introduction of new glassware and a new T-bar lens.
12. Famous Grouse Edrington Group/Maxxium THE most popular Scotch whisky in Scotland’s pubs, The Famous Grouse enjoyed added exposure last year due to its sponsorship of the Commonwealth Games. A special edition, Games-themed single malt from Grouse was subsequently awarded in the famous Jim Murray’s Whisky Bible. The cultural connections don’t stop there. The brand is also hosting a pop-up bar at this year’s Fringe Festival.
15. Kopparberg Kopparberg UK
FRUIT ciders are one of the main reasons for the recent cider boom, and Kopparberg was the Swedish brand credited with starting it all. As well as continuing to invest in marketing activity and live music events, Kopparberg recently extended its range to include frozen ciders. The company is also moving into the UK beer market with the recent launch of its Hoga Kusten and Fagerhult brands.
14 • SLTN • August 20, 2015 p14a Aug 20, 15.indd 1
11/08/2015 16:04
NEW THIS SUMMER FROM THE UK’S No.1 CIDER BRAND1
A REFRESHING TAKE ON TRADITIONAL CLOUDY APPLE CIDER INTENSELY REFRESHING SPARKLING CLOUDY CIDER WITH A ROUNDED APPLE FLAVOUR AT 4.5% ABV
INSPIRED BY THE TRADITIONAL WORLD OF CLOUDY APPLE CIDER, WITH A MODERN STRONGBOW TWIST
DRIVES TRADE UP WITH AN RRSP OF +13% VS STRONGBOW ORIGINAL2
MULTI-MILLION POUND MARKETING INVESTMENT IN 2015 INCLUDING SAMPLING AND IN-OUTLET SUPPORT
AVAILABLE TO PUBLICANS AND LICENSEES NOW. FOR MORE INFORMATION CONTACT YOUR HEINEKEN REPRESENTATIVE OR VISIT WWW.ONLINE.HEINEKEN.CO.UK
Growing together
Source: 1 CGA 52 w/e 01/12/14 2 TNS Heineken UK research 2014
Heineken - SLTN - linda.indd 1
11/08/2015 12:20
top brands 16-25 16. Bacardi
21. Whyte & Mackay
17. Foster’s
22. Moet & Chandon
18. Jägermeister
23. Kronenbourg 1664
19. Corona
24. Magners
20. Caledonia Best
25. Budweiser
Bacardi Brown-Forman Brands
Whyte & Mackay
Louis Vuitton Moet Hennessy
Heineken
Mast-Jäegermeister
Heineken
C&C Group
Molson Coors
C&C Group
AB InBev
lager and vodka
New kids are no match for lager A LOT has been made of many of the new craft beers landing in Scotland’s on-trade but as far as sales go, lager remains top dog as the single biggest category, accounting for around 30% of total alcohol sales. Figures provided by CGA reveal that while the category has seen a slight dip of just under 2% in value over the last year, sales in excess of £660 million (down from £673m last year) ensure that lager continues to be one of the cornerstones of the Scottish pub. Tennent’s Lager retains its position as both the top selling lager, and top selling brand overall in the
Scottish on-trade, while Molson Coors-owned Carling assumes the second place spot, making it the fourth largest brand in the Scottish on-trade. Continental lagers Stella Artois (AB InBev) and Peroni Nastro Azzurro (Miller Brands) continue to perform well, and while Foster’s (Heineken) may have taken a small drop in the rankings, it still remains in the top five lager brands. That’s no mean feat with a lineup of big brand beers waiting in the wings, including Budweiser – which leapt up to eighth biggest lager – and Heineken, which advanced to ninth.
top lagers Tennent’s Lager Carling Stella Artois Peroni Nastro Azzurro Foster’s
Vodka is still Scotland’s favourite spirit top vodkas Smirnoff Absolut Glen’s Eristoff Original Russian Standard
WHAT lager is to draught sales, vodka is to the spirits category, standing head and shoulders above the rest in terms of value sales. CGA figures found vodka sales for the year sitting at just over £217 million, representing approximately 10% of total alcohol sales in the Scottish on-trade. All five of the top vodka brands have retained their position within the category and Smirnoff continues to dominate as the second biggest brand in the trade overall.
While core vodka brands continue to be big sellers, the big spirits firms are certainly eyeing premium as an earner for the future. Diageo has boosted activity around its premium Cîroc and Ketel One vodka brands, while Pernod Ricard further expanded its Absolut range with the launch of Absolut Cherrys. Loch Lomond Group, the firm behind Glen’s, also got in on the premium vodka act over the last year with the launch of premium variant Glen’s Platinum.
16 • SLTN • August 20, 2015 p16 Aug 20, 15.indd 1
11/08/2015 16:02
ARE YOU STOCKING THESE WINNING BRANDS?
Jack Daniel’s Tennessee Honey is the No.1 spirit launch of the last five years3
Jack Daniel’s is the No.1 American Whiskey2
BACARDÍ Carta Oro is the fastest growing major Gold Rum brand1
BACARDÍ is the No.1 Rum brand in the UK: 21% bigger New BACARDÍ than its nearest Carta Fuego. competitor4 A bold yet BOMBAY smooth spiced SAPPHIRE rum spirit drink. is the No.1 Enjoy as a shot Premium Gin, outselling its nearest competitor by 2 to 12
Benefit from the growth in Spirits by contacting Bacardi Brown-Forman Brands
on 01254
277865
Or email telemarketing@bacardi.com quoting code BBFB4 to find out how we can support you. Lines open Monday to Friday 9.00am to 5.00pm. Point of sale subject to availability. 1) GB CGA MAT to 16/05/15 - volume 2) GB CGA MAT to 16/05/15 - volume and value 3) IWSR 2015 - volume & value 4) GB CGA MAT to 16/05/15 - value
MARTINI is the No. 1 vermouth brand and over 4 times Southern the size of the Comfort is the No.22 No.1 American GREY GOOSE Whiskey is the No.1 Liqueur2 brand in Super Premium Vodka outselling its nearest competitor by 4 to 11
ENJOY RESPONSIBLY © 2015 BACARDI BROWN-FORMAN BRANDS. BACARDI, THE BAT DEVICE, OAKHEART, GREY GOOSE, THE GEESE DEVICE, BOMBAY SAPPHIRE, 42 BELOW, CAZADORES, NOILLY PRAT, MARTINI, THE “BALL AND BAR” LOGO, DEWAR’S, ‘WHITE LABEL’, AULTMORE, CRAIGELLACHIE, ABERFELDY, OXLEY, LEBLON, ERISTOFF, ST~GERMAIN, PATRÓN AND THEIR TRADE DRESS ARE TRADEMARKS. DRAMBUIE IS A REGISTERED TRADEMARK OF WILLIAM GRANT & SONS LTD. JACK DANIEL’S, JACK DANIEL’S TENNESSEE HONEY AND OLD NO.7, SOUTHERN COMFORT, CHAMBORD, WOODFORD RESERVE, FINLANDIA AND SOUTHERN COMFORT ARE TRADEMARKS. ALL RIGHTS RESERVED.
Bacardi - SLTN - linda.indd 1
14/08/2015 11:47
top brands 26-35
ciders and rtds 26. Heineken Heineken
27. Carlsberg Carlsberg
28. Miller Genuine Draft Miller Brands
29. Sourz
The only way is up for cider category
Maxxium UK
30. Absolut Pernod Ricard
31. Magners Golden C&C Group
32. Glen’s
Loch Lomond Group
33. Courvoisier Maxxium UK
34. Johnnie Walker Diageo
35. Baileys Diageo
CIDER continues to go from strength to strength in the Scottish on-trade with figures from CGA revealing that the value of cider sold in pubs and bars topped £128.2 million in the year to May 2015, up from £124.6m the previous year. Strongbow remains the biggest cider brand in value terms and the ninth largest brand overall in the Scottish on-trade; and parent firm Heineken has continued to push the brand through TV ads and online activity. Swedish cider continues to prove popular in Scotland and while Kopparberg broadened its on-trade business with the launch of its Fagerhult and Höga Kusten craft beers earlier this year, the firm hasn’t taken its foot off the gas when it comes to promoting its cider range, helping Kopparberg retain the number two spot in the category. Another Swedish brand, Rekorderlig, has also seen success in the last year, leaping up the rankings to earn itself a place in the top five ciders. Trade events like the
top ciders Strongbow Kopparberg Magners Magners Golden Draught Rekorderlig cider cocktail-focused Rekorderlig Jam and the launch of Dry Apple are among recent activity. Meanwhile, Irish cider brand Magners remained in CGA’s rankings, with its packaged and draught variants securing the third and fourth cider spots respectively. Magners’ Summer Nights events in Glasgow and Edinburgh and a sponsorship deal with ITV’s BBQ Champ have kept the brand visible this summer.
RTD brands get growing in the on-trade top rtds WKD Crabbie’s Smirnoff Ice VK Ginger Grouse
READY to drink (RTD) brands have had a good year in Scotland’s pubs and bars, with CGA reporting growth of almost 12%, taking the category’s value to £30.3 million. At the top of the table, SHS Drinks’ WKD brand maintained its position as the most popular RTD in the Scottish on-trade. Recent support for the brand has included a number of seasonally-themed marketing campaigns complete with point of sale kits for operators; the brand has also continued its
partnership with reality TV show The Only Way is Essex. Alcoholic ginger beer brand Crabbie’s also continues to race ahead, no doubt thanks in part to the brand’s partnership with the most famous steeplechase in the world – The Grand National. Elsewhere, RTD stalwart Smirnoff Ice held on to its third place spot in CGA’s RTD rankings and has gained a couple of spots in the overall brands list, proving that there’s still great demand for the packaged
pre-mix of Scotland’s biggest selling vodka. VK has retained its position as the fourth biggest RTD in value terms – and a double digit jump up the total brands list to 71st suggests that a range expansion in 2013 may have been a shrewd move. A new entry to the top five, Ginger Grouse continues to make waves in the on-trade since the brand emerged from a fortuitous partnership between The Famous Grouse and Scottish Rugby.
18 • SLTN • August 20, 2015 p18 Aug 20, 15.indd 1
11/08/2015 16:01
THERE’S
COLD THEN THERE’S
DAMME
COLD coorslightuk
CoorsLight - linda.indd 4881-1 MUL- SLTN CL SLTN 340x245 1 Ad.indd 1
@coorslightuk
14/08/2015 13/08/2015 09:10 14:38
top brands 36-55 36. Rekorderlig
46. McEwan’s 70/-
37. Bombay Sapphire
47. Eristoff Original
38. Bell’s
48. Southern Comfort
39. WKD
49. Bulmers
40. Codorniu
50. Disaronno
41. Luxardo
51. Russian Standard
42. Crabbie’s
52. Berri Estates
43. Staropramen
53. Jack Rabbit
44. Stowells
54. Hendrick’s
45. Amstel
55. Finlandia
whisky & gin
Golden time for Scotch scotch whiskies The Famous Grouse Whyte & Mackay Johnnie Walker Bell’s Black Bottle
APPEALING to a new generation of consumers in Scotch whisky’s homeland has long been the goal of many producers and distributors. And it seems their efforts could be paying off after the category delivered a robust performance in Scotland’s pubs and bars over the past year. The seventh-biggest category in the Scottish on-trade, Scotch whisky notched up sales of £113.7million in the year to the end of May 2015, according to figures
from CGA Strategy, up from £112m in the previous 12 months. Blends continue to dominate the ‘top five’ on-trade brands with The Famous Grouse and Whyte & Mackay remaining in the top two places. Diageo-owned Johnnie Walker climbed one place in the CGA ranking this year to three, and also made the grade on CGA’s ‘high flyers’ list; its step up in the top five nudged stablemate Bell’s down to fourth position, while Black Bottle retained fifth place.
Gin boom continues apace GIN’S recent resurgence has been well-documented – and it seems the spirit’s popularity is continuing to grow. The value of gin sold in Scotland’s pubs and bars rocketed by more than £10 million to £58m in the year to the end of May 2015, up from £47.5m in the previous 12 months. Factors including increased interest in the provenance of ingredients, which is said to
have extended to the botanicals used in different gins, and the spirit’s versatility as a base in a range of different drinks are reckoned to have contributed to the category’s buoyancy. That new craft gins continue to emerge is also credited with helping attract more consumers. The ‘top five’ gins by value in the Scottish on-trade remained the same as last year’s CGA ranking, with Gordon’s topping the table.
gins Gordon’s Bombay Sapphire Hendrick’s Tanqueray Beefeater
20 • SLTN • August 20, 2015 p20 Aug 20, 15.indd 1
11/08/2015 16:00
The clear No.2 beer in Scotland. Bigger than Foster’s and Carlsberg combined. carling.com Carling is a registered trade mark of Molson Coors Brewing Company (UK) Limited. Source: CGA On-Trade Scot. Brand Index by Country MAT Vol. to 13/06/2015.
Carling - SLTN - linda.indd 1 4881-2 MUL CAR SLTN 340x245 Ad.indd 1
14/08/2015 13/08/2015 09:10 14:34
top brands 56-75
ale and low/no-alcohol beer
Ale be there for Scots pubs THE third-largest category in the Scottish on-trade by value, ale has seen strong sales growth in the last year. According to figures from CGA, sales in Scotland’s pubs topped £225.3 million in the 12 months to the end of May 2015, up from £212.7m the previous year. As with gin, a growing number of craft producers has emerged in recent times, keen for a slice of the action. But the big brands continue to dominate the
category in the Scottish on-trade with the top four ales in CGA’s ranking also appearing in the top 20 brands overall. However, there has been some movement in the top five listing. Belhaven Best again occupied the top spot, Deuchars moved to the number two slot (from third last year) nudging John Smith’s from two to three. Tennent’s Caledonia Best retained fourth place, while McEwan’s 70/- was ranked fifth.
ale Belhaven Best Deuchar’s IPA John Smith’s Caledonia Best McEwan’s 70/-
Alcohol-free beer set for boost? low/no-alcohol beer Beck’s Blue Kaliber Cobra Zero 0.0% Carlsberg Low Alcohol
THERE’S been more noise about low and no-alcohol beer in the wake of the lower drink drive limit, which came into force in Scotland on December 5, 2014. Since then, many operators have introduced – or bolstered their range of – low and no-alcohol drinks in a bid to offer their customers an alternative. There’s little doubt that the introduction of the lower limit has affected trade for many operators. But it remains to be seen how it will impact on sales of low and no-
alcohol beers. CGA’s figures show a slight drop in the value of low and no-alcohol beer sold in the Scottish on-trade, from £1.57 million to £1.55m in the year to May 2015 – a period which takes in just five months of the lower limit being in force. According to the analyst’s ranking, Beck’s Blue has retained the top spot in the category, while Kaliber moved up one place from three to two. Cobra Zero was ranked third by CGA Strategy, followed by Carlsberg Low Alcohol.
56. Havana
66. Footsteps
57. Belhaven Black
67. Cobra
58. Eristoff Black/Gold
68. Beck’s
59. Grey Goose
69. Sharp’s Doom Bar
60. Stivy’s
70. Stella Artois 4%
61. Jose Cuervo
71. VK
62. McEwan’s 80/-
72. OVD
63. Coors Light 4.0%
73. Stolichnaya
64. Smirnoff Ice
74. Budweiser 4.3
65. Tanqueray
75. Budweiser Budvar
22 • SLTN • August 20, 2015 p22a Aug 20, 15.indd 1
11/08/2015 16:04
For Scotland’s Best-selling ale and an unbeatable range of craft-brewed beers…
Shouldn’t you be talking to Belhaven? Belhaven Best is Scotland’s best-loved Best, with 35% market share of keg ales* We also sell all other brands your customers want to see within beers, wines, spirits and minerals ● Award winning Belhaven Black and an unrivalled range of cask and craft beers means there’s a Belhaven beer to suit every bar ●
●
To discover more about our range or to arrange an appointment with your local Sales Account Manager:
Best Talk to Belhaven... Call 0845 6075325 Belhaven - SLTN - linda.indd 1
*Source: CGA
11/08/2015 12:21