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Page 52 Chapter 4 Grape-based spirits Chapter 4 Grape-based spirits Grappa Product definition Grappa is another traditional category that is staging a recovery of some degree. It holds a possibly deserved reputation as a rough drink that was traditionally made from grape pomace (the discarded grape seeds, stalks and stems that are a by-product of the winemaking process). Grappa can be young, aromatic, aged (in normal or aromatic wood), flavoured, or any combination of these. Aged grappas have only been widely available in Italy since around 2003. Commonly spiced or wood-flavoured, this segment is now showing growth – it can be m ark eted lik e Cognac or whisk y. It now acc ounts for xx% of grappa overall, up from x% five years ago. Industry structure There are three categories of grappa producers: ○ ‘Genuine’ distilleries, which produce grappa using stills (around xxx). ○ Bottlers who buy grappa from various distilleries, then mix and bottle it (around xxx). ○ Retailers who have own-brand products bottled for them by a distillery or bottler (such as wine producers who have their own marc distilled and then sell it alongside their wine). The IWSR reckons that the largest producers, with estimated percentage market share in 2007, are: ○ Bonaventura Maschio xxx% ○ Distilleria Bottega xxx% ○ Stock xxx% ○ Fratelli Branca xxx% ○ Nonino xxx% ○ Bocchino xxx% ○ Roner xxx% ○ Dom enis xxx% © 2009 All content copyright Aroq Ltd and The IWSR. All rights reserved.
Page 67 Chapter 5 Fruit-based spirits Chapter 5 Fruit-based spirits Limoncello Definition Limoncello is a lemon liqueur produced from lemon rinds, alcohol, water and sugar. Limoncello is produced in various areas of southern Italy, but the original and most prestigious production area is around Sorrento, just south of Naples. Despite being a relatively new product, limoncello is Italy’s thirdlargest spirits category, following grappa and bitters. It is difficult to estimate the total size of the market given the large amount of local production by small manufacturers, especially in the south. However, a rough estim ate for total production in Italy is xxxm nine -litre cases, of which around xxxxxxx is Lim oncello di Sorrento IGP [source: Consorzio di Tutela Limoncello di Sorrento]. Industry structure Overall, limoncello is not a particularly branded market. There is a lot of home production, which is unbranded and sells mostly to the on-trade and to neighbours. The leading brand, Lim oncé, has a xxxx% m ark et share and is produced and distributed by Stock (owned by investment managers Oak Tree Capital Management), according to The IWSR’s estimates. The number two brand is Villa Massa, an IGP brand, with a m ark et sh are of xxx%. I Siciliani, owned b y Illva, has rapidly become the number three brand on the market despite only being launched in 2005. Limoncello di Capri, also an IGP brand, is part-owned and distributed by Molinari. Over xx% of the m ark et consists of sm aller fam ily owned producers. Averna export manager Michel Jordens says that the proliferation of limoncello products by a multitude of producers is problematic. “When we entered the category about ten years ago, it was just a fad. It really consolidated and became bigger. Unfortunately every Italian liqueurs producer has tapped into it. The consumer is getting confused by the array of products on offer. Not © 2009 All content copyright Aroq Ltd and The IWSR. All rights reserved.
Page 1 and 2: Global market review of speciality
Page 3 and 4: Page ii Single-user licence edition
Page 5 and 6: Page iv Table of contents Table of
Page 7 and 8: Page vi Table of contents Consumpti
Page 9 and 10: Page viii List of tables List of ta
Page 11 and 12: Page x List of tables Table 33: Soc
Page 13 and 14: Page 1 Chapter 1 Market overview Ch
Page 15: Page 36 Chapter 3 Cane-based spirit
Page 19 and 20: Page 83 Chapter 7 Juniper-based spi
Page 21 and 22: Page 99 Chapter 9 Rice-based spirit
Page 23 and 24: Page 118 Chapter 11 Cactus/agave-ba

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