虽然很多报道都说,自从疫情爆发以来,广大消费者都把酒当成了必须囤积的“战略物资”,不过目前看来,至少在未来几年内,全球酒业市场还不太可能恢复到2019年的消费水平。
来自IWSR酒水市场分析公司(IWSR Drinks Market Analysis)的一份最新报告指出,2020年,全球酒类产品总消费量的下降幅度将达到两位数的百分比。相比之下,2019年,全球酒类产品的总销量较上年增长了0.1%,总消费价值则增长了3.6%。报告认为,酒水行业至少要到2024年,才可以恢复到2019年新冠肺炎疫情之前的消费水平。该公司还特别强调,美国和英国的酒类销量至少要到2024年之后才能恢复。
虽然疫情期间,人们闲着没事儿,都在家里疯狂地囤酒、喝酒,但由于酒吧、餐饮行业连续几个月的关门歇业,这部分销量的损失是无法被线上和线下的零售销量的增加所弥补的。虽然各个国家的情况有所不同,不过从美国的情况看,在前10大酒水类别中(含啤酒、葡萄酒和各种烈酒),大约有三分之一的销量都是由酒吧贡献的。
IWSR酒水市场分析公司的首席执行官马克•米克对《财富》杂志表示,全球酒水市场可能需要五年才得到复苏,因为从中长期来看,酒水消费的一些推动因素会不同程度地受到抑制。
这些推动因素包括:行业因素(餐饮、酒吧、夜总会等)、户外活动消费(音乐会、节假日、体育赛事等)、跨国旅行、较低的进出口关税、稳健的供应链等等。另外,现在成年的年轻人已经成为了酒类产品的消费主体,他们能否保持较高的可支配收入,也是决定酒水市场能否复苏的重要因素。米克指出,受疫情影响,所有这些渠道都遭受了比较严重的冲击。因此该公司才做出了这样谨慎的预测。
米克说:“目前,我们仍然在评估疫情带来的全面影响,但这次新冠肺炎疫情对全球酒水市场的影响,显然要比以往任何时候都更加深远和持久。即便是2008年金融危机之后的经济低迷时期,情况也没有我们现在看到的严重。”
随着各国都对国际旅行做出了限制,2020年,受影响最严重的酒店、旅游等行业的酒水消费,也必然会出现特别严重的下降。但这些行业的酒水消费有望在四年内恢复至疫情前的水平。
对于酒水生产商来说,直接面向消费者的销售将成为一条生命线。在IWSR公司追踪的全部16个酒水类别中,它们在2019年的线上销售收入可谓一枝独秀,增速均超过了其他分销渠道。这种势头也有望继续下去。特别是去年啤酒的电商销量的涨幅达到14%以上,葡萄酒的销量涨幅达到了18%,烈酒的销量涨幅达15%。总体来看,2019年,酒水市场的电商渠道已经增长至210亿美元。目前看来,各国何时解封边境还是个未知数。因此电商渠道的销售潜力很有可能会达到全球旅游零售渠道(含主要面向游客的餐厅、酒店和其他旅游场所)的两倍。到目前为止,全球旅游零售渠道大约为各大烈酒品牌贡献了5%到10%的销量。
在疫情期间,啤酒销量遭遇的打击是特别严重的,特别是精酿啤酒,因为他们既没有大品牌那种全球化的销售资源,保鲜期也比普通啤酒更短。随着高档的啤酒屋、酒吧持续关闭,全球各地数不清的精酿啤酒工厂只得把成吨的啤酒倒进下水道。
不过分析师们预计,啤酒的复苏势头要比葡萄酒和烈性酒更理想。预计2019年到2024年,啤酒行业的复合年增率有望达到8.1%。
米克指出:“在经历疫情的重新洗牌后,大品牌的所有者有可能将提高市场的占有率,而小型的精酿啤酒制造商要么会被大品牌收购,要么就会由于缺乏资金流动性、市场渠道和供应链而出局。”
葡萄酒的消费率本来就很不稳定,因为与前几代人相比,“千禧一代”对价格较高的葡萄酒普遍不太感冒。去年,美国的葡萄酒消费量已经出现了25年来的首次下降。
有一个现象或将让很多人感到惊讶,那就是香槟的销量很可能会很快复苏。在专家们看来,起泡酒的复苏趋势要好于普通的葡萄酒,因为近年来,消费者们越来越喜欢在日常生活中饮用起泡酒,而不是只把它们留到特殊场合。
烈性酒的情况就比较复杂了。其中,威士忌和杜松子酒的销量复苏速度是最快的,到2024年就有望恢复到疫情前的水平。而伏特加则可能需要更久的时间,才可以恢复到2019年的水平。
未来几年,还有两个类别的酒水产品必然出现最大幅度的增长,它们分别是含酒精气泡水和无酒精烈酒。IWSR直到2018年才开始追踪无酒精烈酒。这两个类别在2019年都实现了两位数的增长,预计在2020年也不会出现销量下跌,不过它们分别只占了总体酒水市场的一小部分。同样值得注意的是,和其他类别的酒水产品相比,无酒精鸡尾酒和罐装含酒精气泡水更适合消费者在家饮用,而不是那么依赖于酒吧和餐厅,所以它们也不大会受到酒吧、餐饮业停工的影响。
即便如此,含酒精气泡水、无酒精烈酒和其他即饮型酒水产品从2019年到2024年的复合年增率,预计也只在7.2%上下。(财富中文网)
译者:隋远洙
虽然很多报道都说,自从疫情爆发以来,广大消费者都把酒当成了必须囤积的“战略物资”,不过目前看来,至少在未来几年内,全球酒业市场还不太可能恢复到2019年的消费水平。
来自IWSR酒水市场分析公司(IWSR Drinks Market Analysis)的一份最新报告指出,2020年,全球酒类产品总消费量的下降幅度将达到两位数的百分比。相比之下,2019年,全球酒类产品的总销量较上年增长了0.1%,总消费价值则增长了3.6%。报告认为,酒水行业至少要到2024年,才可以恢复到2019年新冠肺炎疫情之前的消费水平。该公司还特别强调,美国和英国的酒类销量至少要到2024年之后才能恢复。
虽然疫情期间,人们闲着没事儿,都在家里疯狂地囤酒、喝酒,但由于酒吧、餐饮行业连续几个月的关门歇业,这部分销量的损失是无法被线上和线下的零售销量的增加所弥补的。虽然各个国家的情况有所不同,不过从美国的情况看,在前10大酒水类别中(含啤酒、葡萄酒和各种烈酒),大约有三分之一的销量都是由酒吧贡献的。
IWSR酒水市场分析公司的首席执行官马克•米克对《财富》杂志表示,全球酒水市场可能需要五年才得到复苏,因为从中长期来看,酒水消费的一些推动因素会不同程度地受到抑制。
这些推动因素包括:行业因素(餐饮、酒吧、夜总会等)、户外活动消费(音乐会、节假日、体育赛事等)、跨国旅行、较低的进出口关税、稳健的供应链等等。另外,现在成年的年轻人已经成为了酒类产品的消费主体,他们能否保持较高的可支配收入,也是决定酒水市场能否复苏的重要因素。米克指出,受疫情影响,所有这些渠道都遭受了比较严重的冲击。因此该公司才做出了这样谨慎的预测。
米克说:“目前,我们仍然在评估疫情带来的全面影响,但这次新冠肺炎疫情对全球酒水市场的影响,显然要比以往任何时候都更加深远和持久。即便是2008年金融危机之后的经济低迷时期,情况也没有我们现在看到的严重。”
随着各国都对国际旅行做出了限制,2020年,受影响最严重的酒店、旅游等行业的酒水消费,也必然会出现特别严重的下降。但这些行业的酒水消费有望在四年内恢复至疫情前的水平。
对于酒水生产商来说,直接面向消费者的销售将成为一条生命线。在IWSR公司追踪的全部16个酒水类别中,它们在2019年的线上销售收入可谓一枝独秀,增速均超过了其他分销渠道。这种势头也有望继续下去。特别是去年啤酒的电商销量的涨幅达到14%以上,葡萄酒的销量涨幅达到了18%,烈酒的销量涨幅达15%。总体来看,2019年,酒水市场的电商渠道已经增长至210亿美元。目前看来,各国何时解封边境还是个未知数。因此电商渠道的销售潜力很有可能会达到全球旅游零售渠道(含主要面向游客的餐厅、酒店和其他旅游场所)的两倍。到目前为止,全球旅游零售渠道大约为各大烈酒品牌贡献了5%到10%的销量。
在疫情期间,啤酒销量遭遇的打击是特别严重的,特别是精酿啤酒,因为他们既没有大品牌那种全球化的销售资源,保鲜期也比普通啤酒更短。随着高档的啤酒屋、酒吧持续关闭,全球各地数不清的精酿啤酒工厂只得把成吨的啤酒倒进下水道。
不过分析师们预计,啤酒的复苏势头要比葡萄酒和烈性酒更理想。预计2019年到2024年,啤酒行业的复合年增率有望达到8.1%。
米克指出:“在经历疫情的重新洗牌后,大品牌的所有者有可能将提高市场的占有率,而小型的精酿啤酒制造商要么会被大品牌收购,要么就会由于缺乏资金流动性、市场渠道和供应链而出局。”
葡萄酒的消费率本来就很不稳定,因为与前几代人相比,“千禧一代”对价格较高的葡萄酒普遍不太感冒。去年,美国的葡萄酒消费量已经出现了25年来的首次下降。
有一个现象或将让很多人感到惊讶,那就是香槟的销量很可能会很快复苏。在专家们看来,起泡酒的复苏趋势要好于普通的葡萄酒,因为近年来,消费者们越来越喜欢在日常生活中饮用起泡酒,而不是只把它们留到特殊场合。
烈性酒的情况就比较复杂了。其中,威士忌和杜松子酒的销量复苏速度是最快的,到2024年就有望恢复到疫情前的水平。而伏特加则可能需要更久的时间,才可以恢复到2019年的水平。
未来几年,还有两个类别的酒水产品必然出现最大幅度的增长,它们分别是含酒精气泡水和无酒精烈酒。IWSR直到2018年才开始追踪无酒精烈酒。这两个类别在2019年都实现了两位数的增长,预计在2020年也不会出现销量下跌,不过它们分别只占了总体酒水市场的一小部分。同样值得注意的是,和其他类别的酒水产品相比,无酒精鸡尾酒和罐装含酒精气泡水更适合消费者在家饮用,而不是那么依赖于酒吧和餐厅,所以它们也不大会受到酒吧、餐饮业停工的影响。
即便如此,含酒精气泡水、无酒精烈酒和其他即饮型酒水产品从2019年到2024年的复合年增率,预计也只在7.2%上下。(财富中文网)
译者:隋远洙
Despite all the reports about consumers stocking up on alcohol, the global liquor industry doesn't expect to rebound to 2019 consumption rates for at least another few years.
A new report from research firm IWSR Drinks Market Analysis is predicting double-digit declines in 2020 for total global alcohol consumption, a far cry from a 0.1% uptick in volume and 3.6% growth in value in 2019. And the report says it will take until 2024 to bounce back globally to pre-COVID-19 results in 2019—although the agency warns that beverage alcohol volume levels in the U.S. and U.K. won't recover until after 2024.
And no, notwithstanding the mad rush for getting your drinks delivered, all of the losses during the shutdown of bars and restaurants over the past few months have not been offset by upticks in liquor retail and e-commerce. While it varies by market, approximately a third of U.S. dollar sales for the top 10 alcoholic beverage categories (from beer to wine to various spirits) stems from bars alone.
Mark Meek, CEO of IWSR Drinks Market Analysis, tells Fortune that recovery could take up to five years because drivers for beverage alcohol consumption will be subdued over the medium to long term.
Among those growth drivers were the trade segment (restaurants, bars, nightclubs, etc.), consumption at outdoor events (concerts, festivals, sporting events), international travel, lower tariffs between countries, robust supply chains, and a higher rate of disposable income within the younger legal drinking age consumer segments. All of these channels, Meek says, will be or are already under pressure due to COVID, hence the cautious forecasts.
“While we’re still assessing the full impact of the current COVID-19 situation, it’s very clear that the pandemic is set to cause a deeper and more long-lasting aftereffect to the global drinks industry than anything we’ve experienced before," says Meek. "Even the downturn following the 2008 financial crisis was less severe than what we are seeing now."
Hospitality and travel-related channels, severely affected by international travel restrictions, will see a particularly harsh decline in 2020, but those sectors are expected to recover to pre-pandemic levels within the next four years.
Direct-to-consumer sales are going to become a critical lifeline for liquor producers. Across 16 liquor verticals tracked by IWSR, all alcohol beverage categories grew in value faster online versus all other distribution channels in 2019. That trajectory is expected to continue. Beer e-commerce value grew by more than 14%, wine grew by 18%, and spirits grew by 15% last year. Overall, e-commerce channels—worth $21 billion in 2019—are pegged at twice the potential value compared to global travel retail channels (hotels, restaurants catering primarily to tourists, and other hospitality venues) as border restrictions are upheld indefinitely. Up until now, global travel retail partners accounted for 5% to 10% of sales for large spirits brand owners.
Beer is taking a particularly hard hit during the pandemic. Craft beer producers, in particular, are hurting extra without the resources of a global conglomerate and a shorter timeline for the product before it goes bad. Countless craft breweries around the world have been seen dumping gallons upon gallons of beer as higher-priced taprooms and beer pubs remain closed.
But analysts expect beer to rebound better than both wine and spirits, with a compound annual growth rate of 8.1% from 2019 to 2024.
"The aftershocks of COVID should see bigger brand owners increasing their share of the market, with the smaller craft producers either getting acquired by bigger brand owners or going out of business altogether due to lack of financial liquidity and access to markets [and] supply chains," Meek says.
Wine consumption rates have already been particularly shaky, as millennials have shied away from higher-priced bottles, especially, compared with previous generations. Last year, wine consumption in the U.S. declined for the first time in 25 years.
And yet the big surprise might have some Champagne producers popping bottles sooner rather than later. Sparkling wines were highlighted with stronger rebound expectations than still wine, as analysts observe consumers are increasingly adopting a year-round proclivity for bubbles, rather than saving them for special occasions.
Spirits are more of a mixed bag. Whiskey and gin will likely rebound fastest to pre-COVID-19 levels by 2024, but vodka volumes are not expected to match 2019 results until later.
The two sectors already poised for the most growth within the next few years had nowhere to go but up: hard seltzer and nonalcoholic spirits, the latter of which IWSR didn't even start tracking until 2018. Both categories posted double-digit growth in 2019 and are not expected to see drops in 2020, but they also each represent fractions of the overall spirits market. It's also worth noting that both nonalcoholic cocktails and canned hard seltzer drinks are more likely consumed at home—or at least away from bars or restaurants—than any of the other beverage categories, so they don't suffer the same way because of the shutdown.
That said, volume for hard seltzers and the rest of the ready-to-drink category is expected to grow with a compound annual growth rate of 7.2% from 2019 to 2024.