Whiskey inflation in Germany stood at 3.410% in Q4 2024, according to GlobalDatas report on the prices of stock keeping units (SKUs) supplied through online retailers. In Q4 2024, GlobalData monitored the pricing of 306 whiskey SKUs from companies such as Jack Daniel’s, Johnnie Walker and Ben Bracken that were sold by e-retailers. Buy the report here.
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Pricing is crucial, especially in a challenging economic climate, as competitive pricing and price leadership impact consumers’ choices. GlobalDatas pricing analysis reveals that Kaufland offered lowest prices of the total SKUs within the whiskey category from October through December 2024, followed by LIDL and EDEKA 24. According to the analysis, the price range of $20 and $50 was the most competitive, with 156 SKUs.
The chart below illustrates price leadership among the covered retailers which offer the highest number of low-priced products in the category. Of all retailers, Kaufland had greatest share of lowest prices for individual SKUs in whiskey in Germany in Q4 2024.
Analysis of the quarterly price data showed that no discounts were offered for whiskey category by the retailers tracked by GlobalData. Among variants, the tracker revealed 40% alcohol and 40% alcohol; kentucky straight bourbon as the most popular (by number of SKUs) whiskey variants. These were priced 88.74% lower than the average price of a whiskey SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Kaufland, LIDL, EDEKA 24, Aldi and . According to the analysis, Aldi had the lowest average unit price, while the retailer with the widest product assortment was Kaufland.
The report brings attention to the intricate pricing dynamics within the whiskey market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Kaufland, LIDL and EDEKA 24 stood out as prominent e-retailers, providing competitive pricing for a substantial number of whiskey SKUs. However, to comprehensively grasp whiskey market in Germany, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Germany whiskey market, buy the report here.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.
GlobalData’s online price intelligence platform helps users analyze price leadership and price gaps, as well as visualize product variants at the SKU level, across multiple geographies, retailers, and categories. The platform, a product of Consumer Intelligence Center provides price insights from more than 370 online retailers across 44 countries.
