ALCOHOL MAP OF THE WORLD. ALCOHOL BRANDS AND THEIR PROSPECTS. PART 2

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What do they drink at…?

To firmly fit into the foreign alcohol market, you need to know its local (point) stereotypes! That is, to understand what is actually under that very translucent, attractive and fluffy marketing blanket. To do this, let’s recall how traditional alcohol markets are shaped. In the first part of the article we outlined general trends and traditions, here we will delve into the details and take a walk around the entire alcoholic map of the world…

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Japan

Did you think that in Japan they only eat “sushi” and drink green tea or sake? Then you know nothing about Japan! And that’s good, it means that you still have a lot to learn, so that afterwards you can successfully write your own Japanese hokku, filled with deep marketing sense, for example, imitating Matsuo Basho:

“Cherry trees by the waterfall…..

To him who loves good wine,

I’ll bring down a branch as a gift…”

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Yes, they drink wine in Japan, but very little of it in its European, grape form: about 3% of the total amount of alcohol consumed. Grape wine in Japan is made mainly from imported raw materials. Another thing is Japanese plum wine “Umeshu”, which we would call plum tincture. In Japan, it is a semi-annual (fermented with sugar) or table wine (without sugar) of perennial fermentation.

But the biggest drinker in Japan is … beer! More than 55%! And the remaining market share belongs to: in a small part – to foreign alcoholic brands and, mainly, tosake – rice wine, which is perceived by us as vodka. Therefore, the most promising markets for export to Japan are beer and grape wine.

China

In China, as in Japan, it is not customary to get drunk. Especially not to abuse strong alcoholic drinks. Therefore, just as for tea drinking, there are certain rituals for drinking alcohol here, stretching the consumption in time and in volume. Alcohol here is drunk from small bowls, and not in one gulp.

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According to the Chinese themselves, they are also influenced by globalization and active marketing promotion of alcohol, but, nevertheless, given the strictness of the law and the antiquity of the established traditions, it is not so easy to meet “drunken people” here, even in the provinces.

Among strong alcohol in China, the inexpensiveErgotou vodka and the more scarce, and therefore expensive,Maotaivodka, also known as rice wine, are popular. Among less strong drinks, the Chinese, like the Japanese, prefer beer. As for market growth trends, they are typical for the markets of spirits, beer and wine.

Russia

Russia produces and consumes more than 60% of the global vodka market. The rest of the alcohol market share belongs to beer (up to 30%) wine (up to 10%) and other alcoholic beverages (from 5 to 10%, depending on fluctuations in the beer, wine and vodka markets). Trends show that the market for low-alcohol beverages is growing, which “vodka makers” compensate for by increasing prices and increasing consumer demand for premium segment vodka, including through marketing techniques.

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Due to foreign investments in Russia, the market for domestic and imported wine and beer products, as well as low-alcohol mixes, is growing and expanding. Thus, the prospects for market growth can be expected precisely in the medium and premium segments among spirits, as well as in the beer and low-alcohol sectors.

Ukraine

As globally, Ukraine has a growing market for low-alcoholic beverages, which is suggestive:

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or people have become weaker in health and don’t want to “improve” it with alcohol;
or whether there’s a universal commitment to a healthy lifestyle;
or citizens started to drink less and prefer high-quality but expensive (you can’t buy much) drinks;
whether global warming, the “world “financial crisis” and other peripetias have added tous, as well as other inhabitants of the northern hemisphere, the southern temperament, which was missing before, and now it is no longer necessary to stimulate it with strong alcohol! Better to tone it up with tea or coffee alkaloids, don’t you think? Do you also want to fall asleep after a “duty” cup of strong coffee?

Western and central European countries

In general, Europe is commonly divided into several alcoholic belts:

vodka (Scandinavian countries, except Denmark; the Baltic States; Poland; Belarus; the already mentioned Ukraine and Russia, as well as the partially historically Ruthenian areas of Hungary and Slovakia);
beer (Benelux countries, Czech Republic, Germany, Denmark, Great Britain, Slovakia, Austria, Poland, northern Switzerland);
wine (European countries most favorable for growing grapes: Portugal, France, Spain, Italy, south of Switzerland, Greece, San Marino, Macedonia, Hungary, Bulgaria, Romania, Poland, Moldova, Georgia and Armenia, south of Ukraine and Russia).

Northerners have long preferred to drink drinks that have a quick (warming) effect. Finns – vodka (e.g. Finlandia today) or various berry infusions. Norwegians drink strong alcoholic beverages with pleasure and are not afraid of moonshining. Including from potatoes. They also like an alcoholic cocktail based on pure strong alcoholic beverage and coffee – the so-called “Kafka“!

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The Danes make spice-infused vodka and various liqueurs. For example, the drink “shots“which smells of licorice or menthol – “black vodka“. In addition, Denmark honors the drink “Gamel Dansk“is a vodka analog with a strength of about 38%.

В Hungary popular Palinka fruit vodka. – pear, apricot, plum, grape, etc. В Poland – vodka “Wyborowa“, “Luksusowa“, “Polonez“, “Krakus“as well as many other brands produced on wheat or potato alcohol. В Belarus popular local “harelka” (“Bulbash“, “Belaya Rus“, “Minsk“, “Belarus Sineokaya“), as well as moonshine distilled from potatoes or beets. But, despite their love for strong hot drinks, both representatives of Scandinavian countries and Hungarian and Slovakian Ruthenians, as well as Poles and Belarusians are fine with quality beer and wine.

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England и ScotlandEngland and Scotland, like Poland, cannot definitely be classified as a vodka alcoholic belt, although it is known that many people here prefer to drink whisky. At the same time in England they love beer. Especially the local strong black beer Porter – Porter is the favorite beer of strong port men. Although it’s also light ale (“ale” – originally mead or brogue) is also very popular with the English! In addition, the people of Great Britain, from alcohol, they like rum, various wines, most of them imported from the continent, and are also famous for the invention of hot alcoholic cocktails, saving from colds and slush in the cold season: grog (rum or brandy-based) and mulled wine (hot wine with spicy spices).

The Germans love beer. And this axiom requires no proof. The land of Bavaria is especially famous for its hoppy varieties. Nevertheless, in Germany they also drink wine, among which they especially like sweet port wineas well as vodka and other spirits.

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And what do the residents of the European “wine belt”, lovers of light and flavorful wines and berry infusions, prefer?

Let’s start with the west. В in Portugal. they love fruit liqueurs.specifically cherry.Ginja), almond liqueur and liqueur based on medicinal herbs, as well as vodka from grape pressings – “aguardente bagaceira“. Among the wines, of course, one cannot fail to mention the famous Portuguese Port wine (VinhodoPorto), a wine from vineyards near the Douro River, which has given its name to a whole series of wines made all over the world! Among the world-famous ones is the fortified wine Madeira wine from the Portuguese island of the same name.

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I must say that the Portuguese make a delicious refreshing drink based on wine – Sangria.. Also popular apple cider called “modroña“and various types of beer(cerveja), including local brands such as Tagesh, Sargus и Super Bock (dark and light).

В Spain extremely popular Jerez wine., fruit liqueurs and the local absinthe..

Wines and spirits of France should be the subject of a separate review. They love and know how to make great wine here, including the famous sparkling wines of Champagne.and the wines Provence., Bordeaux., Charente., Alsace etc. Let’s also mention the pride of the French – apple brandy – Calvados.. And, of course, the strong alcoholic drink from the town of Cognac in western France, as well as the equally high quality brandy – Armagnac.. And there is no place without beer, although it is mostly imported here, in particular Belgian beer.

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Greece Greece is a true wine country, as wine is produced almost everywhere! The famous local wines are Tsantali, Boutari, Santorini, Gentolini and many others. Nevertheless, the hot temperament of the Greeks is quenched not only by wine, but also by vodka.but a refreshing vodka. aniseed vodkacalled Ouzo. (Ouzo). Also popular grape vodka: Raki, Tsipuro, and herb-infused Metaxa..

Italy. Italy shares with Greece the alcoholic tradition of making citrus liqueur from the fruit of the “kumquat“. Otherwise, the Greek and Italian wine-making traditions are similar, but the names and tastes of their drinks are different. For example, Italian vodkalike Greek vodka, is made from grapes, but it’s called Grappa..

Let us remind you that Italy is the 1st largest producer of grapes in the world! According to scientists, grapes grew here more than 10 millennia ago! And now in Italy there are more than 250 varieties of grapes! So, Italians had a lot of time and opportunities to develop a huge variety of recipes for wines. As far as names go, not everyone will be told something by the names of Barbera., Barollo or Dolcetto.. But the names of Italian wines with the prefix-base. Bianco., Vermouth or Moscatto are internationally renowned and form the world’s standards of winemaking!

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Let’s omit the description of the other drinks of the wine belt countries. Hope to see your recommendations and additions in the comments. Agreed, the more sunshine and better the local soil is suited to the vines, the more flavorful and rich the grape wines turn out. That’s why southern wines that are mild but rich and full-bodied, such as the wines of of Georgiaare well known in many countries of the world!

In general, it must be said that the crisis and the constant increase in alcohol prices have led Europeans to prefer higher quality, lighter and mostly local alcohol, including beer. But there is still a niche for new high-quality and competently presented brands on the European market.

U.S.

In the United States, the most popular alcoholic beverages are beer, whiskey, vodka, and various low-alcohol cocktails.

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Canada

As a former part of the British Empire, the Canadian Federation certainly shares similar flavor preferences with Great Britain, with the exception of Indigenous, French-speaking and some other territories. Therefore, the most popular alcoholic beverages in Canada are. whisky и vodka. And also cocktails based on them. For example, the famous cocktail Smirnoff Ice – carbonated and diluted to 10 degrees vodka. As for other preferences: in the summer in Canada popular low-alcohol drink – punchand in the winter. grog и mulled wine. As in European countries, beer is very popular here, and in French-speaking regions, beer and brandy и wine.

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Australia

Australians, like Canadians, being related to the Commonwealth of Nations (British), prefer most of all from alcoholic beverages whiskybut above all, local and quality whisky. Australian Whiskey.. It is true that the importation of Scotch whisky imports of Scotch whisky here are quite large and amount to about 10 million bottles a year. In addition, Australians appreciate local, aged at least 2 years. rumas well as the world’s most popular alcoholic beverage – beer. Among Australian beers, the best known are Carlton Draught, VB, Tooheys New и James Squire.

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The wines are local. sherry.and of the liqueurs. – IrishCream.. Australia, first of all, will be of interest to alcohol producers who are ready to open local production and work on imported raw materials in order to preserve the quality and original taste of their products. After all, due to the specifics of the climate, as the experience of many producers has shown, the taste of branded alcohol from local raw materials can differ significantly from the original, which sometimes spoils the image and does not bring the desired profit. It is worth bearing in mind that transportation significantly affects the price of finished imported products, and, as for imported beer, the quality as well.

India

Another promising alcohol market, vast and actively growing. Along with China and the Philippines, it’s one of the three among the top three most interesting markets for the promotion and sale of alcohol. Regarding alcohol preferences: they were significantly influenced by the colonization of India. That is why the local, but not traditional for Indians, branded drinks are quite popular in India. rum – “Old Monk” (Old Monkas well as gin и Scotch whisky..

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Among India’s more “folk” drinks moonshine made from coconuts, cashews, rice and other local raw materials. BeerDue to the specifics of preservation, it is better to drink imported beer. But wine in India is of good quality – from own vineyards located in the south of the country. India has a lot of Muslims, as well as a hot climate, which contributes to the popularity of refreshing tea and coffee rather than alcohol. But the market is huge, and the country is experiencing a period of economic development, so the prospects for exporting alcohol to India are very high.

Mexico

The most popular here beer и tequila; cocktailsbased on them; as well as local brandy. With huge potential and a large area of vineyards, the wines of Mexico, with the exception of Cabernet Sauvignon, are the most popular wines in the world. Cabernet Sauvignon and some other wines made according to European recipes by the company LA Cetto are still little known. Mexico can be perceived as a promising but highly competitive market, as well as a rich base of quality raw materials for alcohol production.

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Africa

As mentioned earlier, banana is popular in Africa banana and other inexpensive beeras well as fruit moonshine.. Particularly in South Africa, moonshine made from peaches is called “mampoer”.“mampoer“. Strong spirits in Africa are often used as a base for cocktails. cocktails or diluted with water.

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Winemaking is most developed in South Africa. And we are talking about thousands of different types of wine, many of which are considered to be of extremely high quality! There are prospects for growth of the alcohol market in Africa, but this process is still naturally hindered by systematic political and military crises in most African countries.

Bottom line:

The alcohol map of the world has been roughly reviewed and outlined. But, since the review must have its limits, we suggest to put a threepoint on it…. And additions, tips and practical experience with the mentioned and other countries should be transferred to the comments, for which we will be extremely grateful to you!