科尔尼-三得利Beam威士忌亚洲新兴市场进入排序建模报告-2016.pdfVIP

BeamSuntory

EmergingAsiaMarketModeling

FinalReport

02December2016

CONFIDENTIAL

©2016,A.T.Kearney,allrightsreserved

Agenda

■EmergingAsiaRoadmap

■Detailedreport

•EmergingAsiasummary

•Countryreports

•Approachandmethodology

A.T.Kearney/BSI/EmergingAsiaRoadmap/FinalReport2

ExecutiveSummary

■WeseeatotaladdressablemarketofUSD9.1Bn(retailvalue)acrosspremiumspirits,mixeddrinksand

beerby2025.OuraspirationistocaptureUSD200millioninnetsales,equivalentto4%marketshare

■TheopportunityisdrivenbyalargeandgrowingLDApopulationandasubstantialgroupofyoung

consumers:273Mpeoplewillturn18from2016–2025andtherebyenterlegaldrinkingage

■Wewillfocusonmarketswherefuturevaluecreationishighestacrossthosecategorieswherewehavea

strongoffering.Wefurtherprioritizemarketsbyeaseofcapturingthisvaluegrowth.Weconcludethat–

outsideofChina–Korea,VietnamandthePhilippinesareourfuturefocusmarkets

■Wewillexecuteathree-pillarstrategy:1)drivegrowththroughHighball,2)defend,expand,anddeepen

ourcorewhiskyandCognacportfolioand3)nurtureemergingcategoriessuchasRTDandmixeddrinks

1.Growthcategory–Highball:China,threefocusmarkets,Thailand,andTaiwan

–45millionpeopleinthe18–25agegroupin2016inKR/VN/PH/TH/TW,42millionby2025

–Stronggrowthinthepremiumbeersegment–double-digitoverthenext10years

2.Coreportfolio–WhiskyandCognac:China,threefocusmarkets,Taiwan,Thailand

–Stronggrowthinsinglemaltacrosstheregion:8.0%CAGR(2015–2025)

–LargestmarketsforimportedCognac/Whiskyby2025:China,SouthKorea,Taiwan

3.Emergingcategories–RTD/MixedDrinks:China,threefocusmarkets,Thailand

–Mixeddrinksarebig