2022年国际酒水品牌报告.pdf

001 Cover DI brands 2022.indd 116/12/2021 14: January 2022 DRINKS INTERNATIONALiF 2021 WASNT THE YEAR we hoped for,it was an improvement on 2020 for most markets.With the rollout of the vaccine globally,we saw the lockdown of bars as a last,rather than f rst,resort,and other restrictions curfews,alcohol restrictions and distancing became less and less def ning interventions as the year grew old.Not uninterrupted trading by any means,but bars were trading in most markets in 2021,most of the time.The question this report seeks to answer,is how bars and by corollary consumers buying decisions evolved over the last year,and to what extent the pandemic impacted buying behaviour?Over the year,we have seen dif erent theories prof ered.Would the public re-enter bars looking to be comforted by the big brands they know and love,or did an experimental mood emerge from the lonely nights in lockdown,with more nimble,less conventional brands clawing share?Well,if our report is anything to go by,there has been no revolution;the brands that pass through these pages are,by and large,the same as before the pandemic.Theres been an evolution,but its hard to put this down to much more than natural year-on-year deviation.In this channel,its about big brands(mostly super-premium in positioning)with quality liquid two qualities that describe nearly all of those featured in our leagues.Diageo,Bacardi and Pernod Ricard still dominate the house pours in our sample of the worlds best bars(more on our methodology on p4),and pretty much in that order.Of the top six categories in the high-end bars(see the category list on p58),Diageo takes f rst in gin,American whiskey,tequila and scotch,while Bacardi wins rum and vodka.Meanwhile,in the smaller categories in the bar channel,Pernod Ricard takes its share of the winners medals,along with some of the small and medium-sized players.If our category lists are about the bestselling and trending brands,we kick of this report with our Bartenders Choice list(p7),where our survey respondents vote on their favourite brands,regardless of categories or what sells best in their bar.We then delve into the brands that are most suitable for some of the worlds bestselling classic cocktails(p49),the list of which(p51)is the most-read article we write.Spoiler:there is a new number one cocktail this year.Its a case in point in all the leagues of the Brands Report over the years,there has been a consistency and a sense of slow-moving progress not even a global pandemic could change that.Hamish SmithEditor,Brands Reportlist(p7),where our survey respondents vote on their favourite brands,regardless of categories or what sells best in their bar.We then delve into the brands that are most suitable for some of the worlds bestselling classic cocktails(p49),the list of which(p51)is the most-read article we write.Spoiler:there is a new number one cocktail this year.Its a case in point in all the leagues of the Brands Report over the years,there has been a consistency and a sense of slow-moving progress not even a global pandemic could 04 HOW WE DID IT 07 BARTENDERS CHOICE 09 RUM 1O GIN 13 AMERICAN WHISKEY 16 SCOTCH 18 IRISH WHISKEY 21 WORLD WHISKIES 22 VODKA 24 COGNAC 27 BRANDY 28 PISCO 3O TEQUILA 31 CACHAA 33 MEZCAL35 COCKTAIL BITTERS 36 LIQUEURS 38 VERMOUTH 4O SHERRY 42 BEER 44 CHAMPAGNE45 NON-ALCOHOLIC SPIRITS 46 MIXERS 49 BRANDS IN COCKTAILS 51 THE BESTSELLING CLASSIC COCKTAILS 58 SPIRITSBARS EDITORHamish Smith+44(0)1293 NEWS&WEB EDITORShay Waterworth+44(0)1293 REPORTEROli Doddoli.doddagilemedia.co.ukART DIRECTOR Christine Freemanchristine.freemanagilemedia.co.ukART EDITOR James Downjames.downagilemedia.co.ukPRODUCTION EDITORJaq Bayles+44(0)1293 COMMERCIAL DIRECTOR Rob Cullen+44(0)1293 SENIOR ACCOUNT MANAGERCarmen Poel Francesch+44(0)1293 590042 PUBLISHERJustin Smith+44(0)1293 ACCOUNTSAnnette OConnell+44(0)1293 590051annette.oconnellagilemedia.co.ukMANAGING DIRECTORRussell Dodd+44(0)1293 COVER IMAGE:ISTOCK.COM/SUBMAN DRINKS INTERNATIONALJubilee House,56-58 Church Walk,Burgess Hill,West Sussex RH15 9AN United Kingdom TEL:[phone]FAX:[phone]WWW003 contents DI brands 2022.indd 316/12/2021 16:57HAMISH SMITH DELIVERS THE BACKGROUND TO THE VOTING IN THE ANNUAL BRANDS REPORTtHE BRANDS REPORT,now in its 13th year,delves into the buying behaviour at the elite end of the bar business through a poll of the worlds best bars(more on how we def ne this later).The object is not to gain a wide insight into thousands of bars but those that operate at the most inf uential end of the pyramid,so we limit participation to a group of 100 bars,which complete detailed questionnaires on their spirits buying habits.This invitation-only sample is made up of venues that have appeared in recent editions of The Words 50 Best Bars(1-100),Tales of the Cocktails Spirited Awards,Top 500 Bars,plus regional awards such as Asias 50 Best Bars and Germanys Mixology Awards;and countrywide awards:the Class Bar Awards,Australian Bartender Awards and the Time Out Awards from various markets around the world.As fewer awards have taken place in the How we did itpast 12 months,5%of those invited to take part were Editors picks bars of high regard in areas which have seen less travel due to pandemic restrictions.As our pool of bars rotates each year,it tracks to the success stories of the industry.Of course,a balance has to be found between narrowing in on the parts of the world where the most elite bars exist and achieving a global geographical spread.This year,the 100 bars taking part in the survey were drawn from 36 countries.As youd expect,markets with a high concentration of top-end bars are represented accordingly.Europe,with strong bar scenes across many developed drinks markets,made up 40%of the sample.Sixteen countries in Europe contributed bars,led by France,Italy,the UK and Spain.By way of example,50 Best 2021 bars Baba Au Rum,1930,Drink Kong,El Copitas,Two Schmucks and Tjoget all took part.Representing its huge strides in recent years,Asia made up 21%of the sample of the worlds best bars.Bars from seven Asian countries took part,with Singapore,China,Japan and Thailand providing the most.Coa from Hong Kong,SG Club from Tokyo and Jigger&Pony in Singapore were among those taking part.In previous years,South America was perhaps under-represented in our sample,which we addressed this year for 2022,15%of the pool was from South America,led by Argentina,Brazil and Colombia,including two of those that have featured on 50 Best lists Tres Monos and Alquimico.North America,meanwhile,is led by the US,with bars such as Attaboy,Smugglers Cove and Crown Shy taking part.Australasia essentially Australia and New Zealand made up 7%of our sample,with Maybe Sammy and Clipper two notable inclusions.CANADAPANAMAPUERTO RICOUSNORTH AMERICAAS OUR POOL OF BARS ROTATES EACH YEAR,IT TRACKS TO THE SUCCESS STORIES OF THE INDUSTRY15%12%004-005 How we did it DI brands 2022.indd 416/12/2021 17: January 2022 DRINKS INTERNATIONALTHE CLASSICS SECTION IS THE LIST WITH THE WIDEST APPEAL PERHAPS LED BY CONSUMERSFinally,Africa&the Middle East contributed 5%of bars,with UAE,Lebanon and South Africa all featuring.BUYING HABITS We asked bar owners,head bartenders and bar managers to open up their spreadsheets and divulge their bars buying habits.Each respondent was asked to rank their three bestselling products in each spirit category(plus selected wine,beer,modif ers and mixers).A bestselling brand,even in the best bars in the world,earns its place on more than taste,so we also wanted to know the brands that are not necessarily doing huge volumes but are on trend.This is where the Trending lists come in.Within these tables are the brands customers are increasingly asking for,perhaps because of word of mouth or even on bartenders recommendations.Of en the brands that f gure highly in the Trending list move on to the Bestselling list the following year,as curiosity and excitement transition to weight of sales.The Bartenders Choice list is where we see what bartenders themselves prize most,irrespective of what sells best or what is trending.So,brands here have the kudos of bartender love,if not necessarily sales.But,if Drinks Internationals website viewing numbers are anything to go by,the Bestselling Classics section is the list with the widest appeal perhaps led by consumers.Here we see classics ranked from one to 50 its a slow-moving list but trends are discernible,particularly over a period of years.We f nish with the Spirits list,where we track the most used categories.While these lists are snapshots by no means unit-by-unit accurate over the years they have yielded consistent results,which reassures us of the insight they provide.AUSTRALIANEW ZEALANDAUSTRIACYPRUSDENMARKESTONIAFRANCEGERMANYGREECEITALYNORWAYPORTUGALRUSSIASPAINSWEDENSWITZERLANDTHE NETHERLANDSUKSOUTH AFRICALEBANONUNITED ARAB EMIRATESARGENTINABRAZILCOLOMBIAPERUSouth americaEUROPEAustralasiaafrica&Middle eastCHINAINDONESIAJAPANMALAYSIASINGAPORESOUTH KOREATHAILANDASIA4o%7%5%21%004-005 How we did it DI brands 2022.indd 516/12/2021 17: January 2022 DRINKS INTERNATIONAL07THIS IS THE CATEGORY EVERY BRAND ASPIRES TO LAND A SPOT IN,AND OVER THE YEARS HAS PROVED BARTENDERS DEFINITELY HAVE FAVOURITESpROBABLY OF ALL THE LEAGUES in the Annual Brands Report,a place in the Bartenders Choice list is the most sought-af er among brands.Af er all,this is a list of the loved the brands that bartenders not only drink,but cherish.Interestingly,you dont see too many Flash Harry brands,more world-class liquids that dont cost the earth.This league has no category boundaries it is across all spirits but Bartenders Choice Brand1TANQUERAY2PLANTATION3DIPLOMATICO4MICHTERS5THE MACALLAN6SUNTORY 7DEL MAGUEY8JOHNNIE WALKER9MONKEY 4710OCHOTHIS LEAGUE HAS NO CATEGORY BOUNDARIES IT IS ACROSS ALL SPIRITSbartenders choiceBartenders Choice since 2018,but this is the sixth time the Diageo gin has taken the title.It has also made our Top 10 list 12 out of 13 times.If Tanqueray competes with any brand in this ranking,it is Plantation.The Maison Ferrand rum f nds the balance between quality house pour led by its 3 Stars line and higher-end blends that take in the gamut of styles from rum producers around the world.It topped our list three years straight but for 2021 places second.In third is Diplomatico,which surprisingly makes its debut in this list of bartenders favourites.Surprising in that it hasnt been here before.The Venezuelan rum brand has long-targeted bartenders with its rich,sweet-style rums,making frequent appearances on menus of top bars.In fourth is the family-owned Michters,which follows up last years second spot with another strong showing.This is very much about the liquid,with the Kentucky-based American whiskey brand garnering a following for its No.1 Straight Whiskey f agship,which heads up a stable of f ne higher-ticket lines.It might not always be the bestseller,but when it comes to the bourbon even with such a wide scope,fewer than 50 brands have appeared in this list over the 13 years weve been polling.Where bartenders are concerned,there def nitely are favourites.So,to the top.Once again it is Tanqueray which plants its f ag at the summit of the spirit world.Be it the classic Tanqueray,the augmented Tanqueray No.Ten or the of shoot limited editions,this is a love af air that goes way back.It hasnt been and ryes bartenders love,Michters is always in the conversation.The Macallan also makes its debut this year,and though more of a luxury single malt,it is appreciated by bartenders as much as collectors.Which is something that could be said for Suntory too it takes sixth place in our list.Del Maguey,in seventh,is a craf brand that has come to def ne the international mezcal category,while Johnnie Walker has long been a power in the bar world globally.Monkey 47,which makes its f f h appearance in a row,still has cult status,while Ocho in 10th was a bartender brand from birth.007 Bartenders choice DI brands 2022.indd 716/12/2021 13: January 2022 DRINKS INTERNATIONAL09THERES LITTLE CHANGE IN BARTENDERS ALLEGIANCES WHEN IT COMES TO THIS CATEGORYtHE USUAL CROWD have populated this years bestselling rum list.In fact,nine of the 10 brands remain a constant,with the f rst seven in the ranking identical to the previous year.At the very top is Bacardi,whose dominance reigns supreme with almost a quarter of our polled bars declaring it their house pour.Its popularity is largely driven by the ongoing success of its Carta Blanca expression and premium aged rums,which benef t BestSelling Brands1BACARDI2HAVANA CLUB3PLANTATION4DIPLOMATICO5APPLETON ESTATE6RON ZACAPA7EL DORADO8FLOR DE CAA9MATUSALEM10MOUNT GAYTop Trending Brands1PLANTATION2DIPLOMATICO3BACARDI4APPLETON ESTATE5RON ZACAPA6FLOR DE CAA7MATUSALEM8EL DORADO9FOURSQUARE10WRAY&NEPHEWARGUABLY THE BIGGEST STORY FROM THIS YEAR IS FLOR DE CAARumstory from the bestselling list this year is the introduction of Flor de Caa.The sustainably-focused Nicaraguan brand launched its inaugural cocktail competition in 2021 and continues to work with the high-end on-trade to deliver more sustainable solutions to bartending.Flor de Caa received nearly 10%of the overall votes and f nds a place in the top trending ranking,along with the highly respected Bajan rum Foursquare,whose cult following appears to be gaining momentum.Under the stewardship of Richard Seale,Foursquares rums have taken some of the biggest tasting awards in the business,including Supreme Spirit in the International Spirits Challenge.This reputation is now dispersing wider than just to rum geeks and industry folk to reach more consumers in the worlds elite bars and could be a brand we see break into the bestselling list in the near future.Its also interesting to see Wray&Nephew sneak on to the top trending list as the Jamaican cult classic has always been synonymous with tiki bars,yet evidence would suggest the overproof rum is gaining attention on high-end backbars around the world.from Bacards signif cant distribution power and the ongoing success of its Bacard Legacy programme.Bacardis traditional rival,Havana Club,narrowly fended of Plantation to retain its number two ranking,with just one bars house pour separating the two brands.Plantation,which is due to undergo a rebrand by owner Maison Ferrand,was the number one rum in 13%of the best bars in the business and remains one of the industrys most popular brands.Arguably the biggest 009 Rum DI brands 2022.indd 916/12/2021 14: January 2022 DRINKS INTERNATIONAL10TANQUERAY IS BACK AT THE TOP IN THE MOST POPULAR SPIRIT CATEGORY IN THE WORLDS BEST BARStOPPING GIN FOR seven of the last nine years,Tanqueray is once again king gin.The Diageo brand,famed for its juniper-forward Tanqueray London Dry and Tanqueray No.Ten gins,was the house choice in 25%of the worlds best bars.Amid a swarm of launches in recent years,such consistency has to be admired.Tanqueray was found to be among the top-two gins i