Allied Domecq, the Romanian branch of the world''s second largest player on the alcoholic drinks market, has forecast a 25% increase in turnover for 2005 to 20 million euros.
"This surge in sales is due to the growth of the whisky market, where we saw volumes increase by 50% during the first half of the year," says Tudor Furir, country manager at Allied Domecq Spirits Romania.
In terms of Scottish whisky (Ballantines), Allied Domecq saw it''s sales rise 55% in the first half, while its sale of American whiskey (Brown & Forman''s Jack Daniels) rose 60% over the same period, according to JWSR reasearch. The overall whisky market last year amounted to 15 million euros.
"This year, the whisky market will reach 20 million euros," predicted Furir. The market is dominated by Scotch whisky, which has a 73% market share, followed by American whiskey with 20% of the market and Irish and Canadian whiskeys with 5%.
"At the same time, the premium and super-premium segment for 12-year-old whiskeys, is showing signs of growth - 5% in the first half," added Furir.
This segment is represented by 12-year-old Ballantines, Chivas Regal (made by Pernod Ricard) and by Johnny Walker (Diageo). The market for imported vodka (on which Allied Domecq sells its Finlandia brand) was worth 50 million litres last year, the JWSR research shows, representing 1.2% of the total market. "Sales of Finlandia rose 40% in the first half of the year," Furir explained. This year also saw Allied Domecq launch two import brands - Borzoi and Serova - to compete against domestic producers. According to JWSR, Finlandia has a 32% share of the market.
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