Liqueurs, crème liqueurs and bitters are still a niche segment of alcohols in terms of market shares. Even in the key Christmas season for this category, the sales value shares of all spirits do not exceed 1% similarly to strong spirits, this group is characterised by high sales seasonality related to the Christmas time. Most transactions with liqueurs in small-format stores of up to 300 m2 are in December, just before Christmas. The second sales peak is the week before Easter, significantly influenced by the increased sales of Advocaats, the monthly sales of which in the Easter month reaches even 100%. Jägermeister (CEDC) is the leader in the liqueur sales value in small-format stores up to 300 m2 during the holiday season – about 19%. During Easter, as compared to the remaining months, Advocaats gain higher market shares, similarly to Sheridan’s liqueur which has 15% of market shares during this period.
Rynki Alkoholowe 3/2019