2021 Third Quarter Whisky Rankings

In 2021, Taiwan was affected by the new crown epidemic, and many hotels took a long break. Consumers who like to drink can only buy alcohol through other channels, and cannot gather and drink with friends in the hotel. According to statistics, the demand for whiskey in Taiwan is very high. On average, each person drank 2.3 bottles of whiskey each year, and the amount consumed was about 50 to 60 billion. In addition to Taiwanese consumers who like to drink whiskey, the brewing technology of Taiwanese whiskey has also been affirmed internationally. King Car Kavalan whisky has successively won international awards in recent years. King Car Group General Manager Li Yuding said that there are currently 600 international gold medals accumulated. At the same time, a brand-new Kavalan layer Fong Sherry 3 barrel single malt whisky was also launched. In the Angle Data Whiskey Keyword Ranking List, the keyword "Shirley" ranked ninth, and the keyword "Bourbon" ranked 35th. The two keywords "Sherry" and "Bourbon" refer to the barrels where whiskey is placed. The flavor of bourbon barrels is low-key and protruding, dull and strong, while the wine color of bourbon barrels is usually lighter. It may be golden or goose yellow, but it can't bring the dark brown color of whiskey like a sherry barrel. The flavor of Shirley barrels has a charming aroma and a heavy taste. According to keyword ranking data, Taiwanese consumers who like whiskey prefer Shirley-flavored whiskey. Is it a coincidence? Or did King Car Group conduct market research before launching? The whisky launched by King Car Group is exactly in line with the flavor that whisky consumers like in the third quarter of 2021. Curious observers can ask King Car Group's general manager, and perhaps he can know the answer from his mouth.

From the perspective of data sampling, 2,880 consumers who have purchased whiskey in the third quarter of 2021. From the consumption data of these consumers, it is found that the Macallan brand of whiskey ranked first in the total whisky market sales in Taiwan in July. However, in August and September, the performance declined rapidly and disappeared into the top five lists. This phenomenon made observers think: Is July the anniversary of the brand or 7/4 is the National Day of the United States, everyone needs to toast to celebrate? And produce the "Macallan" economic effect. It is reasonable to speculate from the information that the Macallan brand's whisky should have a promotion or activity in July, which made the brand rank first in the Taiwanese whisky market in an instant. Relying on activities and promotional discounts can bring brand exposure and online voice, but how to maintain the activities and the follow-up effect of promotional discounts is a task that many marketers should track. If in real life, the Macallan brand's whisky had been promoted in July, but the ranking in August fell sharply, it means that the brand needs to hold long-term events or promotions to allow consumers to buy it. From a perspective, observers should agree with the brand's strategy of "adopting intensive activities" and observing the market's response to adjust products.

The angle data provides clues to observers on the ranking of whiskey brands from another angle. In the third quarter of 2021, the whisky brands are ranked according to the accumulated consumption amount. The top ten brands in order are: Macallan, Suntory, Dalmore, Sugden, Johnnie Walker, Glenfiddich, Balvenie, King Car Kavalan, Shigolida, Weique. Although the whisky of the Morgan Stanley brand ranked first in Taiwan’s overall whisky value in September 2021, and accounted for more than a quarter of the total value, the performance in August was also outstanding enough to appear in the top five ranks, but in 2021 In the third quarter of the year, the whisky brand ranked third, lagging behind only the Macallan brand whisky, which ranked first in July. The whisky of the Moroccan brand rarely entered the top five in July. Is it falling behind because of missing the Father’s Day event? I believe that savvy marketers should not make such mistakes. Another inference, as mentioned at the beginning of the article: Many hotels have rested for a while. Does the consumption of Dalmore brand whiskey in the hotels are relatively large? As a result, in July, the ranking lags behind other brands of whiskey, but in September it is far ahead. Angle data in this article will not provide observers’ answers and solutions. I hope to train observers to observe data from different angles and observe the market from all angles to find out the truth. The above are all possible inferences and assumptions made by observers. If these inferences and ideas need to be confirmed, observers can do more research and verification through the store channel of angle data or other consumption data.

Taiwan’s whisky is full of varieties. If you want to import whiskey to the Taiwan market, how should you choose? Just like the case where King Car Group launched the "Sherry" flavored whisky at the beginning of the article, the most intuitive observation method is to observe the product keywords. The keywords of the whisky products in the third quarter of 2021 are sorted by the total amount of consumption. The top 30 in order are: whiskey, scotch, single, malt, John, walking, pure malt, pure malt whiskey, sherry, gift box , Single Malt, Malt Whiskey, Macallan, Sugden, Suntory, Single Malt, Classic, Blended, Balvenie, Black Label, Glenfiddich, British, Original Wine, Annual Whiskey, Malt, New Year Single Pure Malt, Scolada, Gold Medal, Whiskey Gift Box, Royal. Malt, pure malt, and vintage are all keywords that whisky consumers will pay attention to in the third quarter of 2021. If you are not familiar with whiskey or do not have much research, you can use keywords to understand which keywords have higher gold content in the whisky product category , So that market researchers and observers have a superficial understanding of consumers. As for the simultaneous purchases, many consumers who buy whiskey purchase them at liquor stores. Therefore, the category of goods purchased at the same time is still alcohol, whether it is wine or brandy. Interested observers can use the angle data database to do further observation and research.

Source: AngleTech 2021 Consumer Consumption Database