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Whiskey (Whisky) in Germany to 2014 (Spirits) Description:

Introduction This databook provides key data and information on the Whiskey (Whisky) in Germany (Spirits). This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods. Scope -Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2003-2008) and forecast (2009-2013) data -Category level company and brand share as well as distribution share information for 2007 and 2008 Highlights -The whisk(e)y category was valued at €1,119.1m ($1,639.3m) in 2009, representing a negative CAGR of 0.6% since 2004. -By the end of 2014, the whisk(e)y category will be worth €1,108.1m ($1,623.2m), with an expected negative CAGR of 0.2% between 2009 and 2014. -The whisk(e)y market volume totaled 32.3 million liters in 2009, representing a negative CAGR of 0.9% since 2004. -By the end of 2014, the whisk(e)y market will total 31.4 million liters, with an expected negative CAGR of 0.5% between 2009 and 2014. -The whisk(e)y market was led by Scotch whisky (representing 55.1% of the total value) followed by American whiskey and Irish whiskey, with a 38.2% and 4.4% market share, respectively. Canadian whiskey and other whisk(e)y constitute the remaining segments with a 1.6% and 0.7% market share, respectively. -Fortune Brands, Inc. is the market leader with a 14.3% share of the market. Whiskey (Whisky) in Germany (Spirits) -Design effective marketing and sales strategies by identifying key market categories and segments -Identify key players within the market to plan lucrative M&A, partnerships and agreements

Contents: Chapter 1 Executive Summary Summary category level: whisk(e)y Chapter 2 Definition Chapter 3 Category Analysis: Whisk(e)y Value analysis (Euro), 2004-09 Value analysis (Euro), 2009-14 Value analysis (US dollars), 2004-09 Value analysis (US dollars), 2009-14 Volume analysis, 2004-09 Volume analysis, 2009-14 Company and brand share analysis Distribution analysis Expenditure and consumption per capita Chapter 4 Macroeconomic Profile Macroeconomic Indicators Chapter 5 Research Methodology

Methodology overview Secondary research Market modeling Creating an initial data model Revising the initial data model Creating a final estimate Creating demographic value splits Primary research Data finalization Ongoing research LIST OF FIGURES Figure 1: Whisk(e)y, Germany, value by segment (€m), 2004-14 Figure 2: Whisk(e)y, Germany, category growth comparison, by value, 2004-14 Figure 3: Whisk(e)y, Germany, volume by segment (liters, million), 2004-14 Figure 4: Whisk(e)y, Germany, category growth comparison, by volume, 2004-14 Figure 5: Whisk(e)y, Germany, company share by volume (%), 2008-09 Figure 6: Whisk(e)y, Germany, distribution channels by volume (%), 2008-09 Figure 7: Annual data review process LIST OF TABLES Table 1: Whisk(e)y category definitions Table 2: Whisk(e)y distribution channels Table 3: Whisk(e)y, Germany, value by segment (€m), 2004-09 Table 4: Whisk(e)y, Germany, value forecast by segment (€m), 2009-14 Table 5: Whisk(e)y, Germany, value by segment ($m), 2004-09 Table 6: Whisk(e)y, Germany, value forecast by segment ($m), 2009-14 Table 7: Whisk(e)y, Germany, volume by segment (liters, million), 2004-09 Table 8: Whisk(e)y, Germany, volume forecast by segment (liters, million), 2009-14 Table 9: Whisk(e)y, Germany, brand share by volume (%), 2008-09 Table 10: Whisk(e)y, Germany, volume by brand (liters, million), 2008-09 Table 11: Whisk(e)y, Germany, company share by volume (%), 2008-09 Table 12: Whisk(e)y, Germany, volume by company (liters, million), 2008-09 Table 13: Whisk(e)y, Germany, distribution channels by volume (%), 2008-09 Table 14: Whisk(e)y, Germany, volume by distribution channel (liters, million), 2008-09 Table 15: Whisk(e)y, Germany, expenditure per capita (€), 2004-09 Table 16: Whisk(e)y, Germany, forecast expenditure per capita (€), 2009-14 Table 17: Whisk(e)y, Germany, expenditure per capita ($), 2004-09 Table 18: Whisk(e)y, Germany, forecast expenditure per capita ($), 2009-14 Table 19: Whisk(e)y, Germany, consumption per capita (liters), 2004-09 Table 20: Whisk(e)y, Germany, forecast consumption per capita (liters), 2009-14 Table 21: Germany population, by age group, 2004-09 (millions) Table 22: Germany population forecast, by age group, 2009-14 (millions) Table 23: Germany population, by gender, 2004-09 (millions) Table 24: Germany population forecast, by gender, 2009-14 (millions) Table 25: Germany nominal GDP, 2004-09 (€bn, nominal prices) Table 26: Germany nominal GDP forecast, 2009-14 (€bn, nominal prices) Table 27: Germany real GDP, 2004-09 (€bn, 2000 prices) Table 28: Germany real GDP forecast, 2009-14 (€bn, 2000 prices) Table 29: Germany real GDP, 2004-09 ($bn, 2000 prices) Table 30: Germany real GDP forecast, 2009-14 ($bn, 2000 prices) Table 31: Germany consumer price index, 2004-09 (2000=100) Table 32: Germany consumer price index, 2009-14 (2000=100)

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