The document discusses various data visualizations that could be used to analyze and represent sales and market data for spirits. It suggests using donut or pie charts to show absolute or percentage turnover by geographic region. A line graph is recommended to analyze sales and market growth trends over time. Side-by-side bar and line graphs could show revenue and market growth for different spirit categories. A stacked bar chart could analyze market share by product type for different companies. Finally, side-by-side bar charts are proposed to compare product attributes of a new spirit versus competitors.

1. Data Description & Visualization
Presentation - Group 16
Red Batch

2. Visualization 1
369
246
123
430.5
61.5
Real Spirits- Absolute Turnover
(Million of €) per Geographic Region
Asia Europe North America LatAm Africa
Observation: Whether we want to represent the data in absolute numbers or percentages, we think a donut or pie chart can be a good approach
0.3
0.2
0.1
0.35
0.05
Real Spirits - % Turnover per
Geographic Region
Asia Europe

3. Visualization 2
Observation: To analyze / represent trends – whether for sales (numeric) or to observe sales and market growth trends, a line graph can be suitable
-0.15
-0.1
-0.05
0
0.05
0.1
0.15
0.2
2009 2010 2011 2012 2013 2014 2015 2016 2017
Point
Percentage
Year
Sales and Market Growth Trends (%)
MARKET GROWTH RATE NET SALES
0.0
30.0
60.0
90.0
120.0
150.0
180.0
2009 2010 2011 2012 2013 2014 2015 2016 2017
Sales
(in
units)
Year
Net Sales (Numeric)
NET SALES (numbers)

4. Visualization 3
Observation: A side by side bar chart could help us visualize real spirit revenue when seen with the total category revenue. In the same chart, a line
graph showcasing market growth trend for the category could help us see that Vodka (which has the highest growth and second highest revenue share)
could be an interesting category to further build on
1200
1000
500
700
200
450
290
250
130 110
-0.06
16.00%
-8.80%
6.50%
9.50%
-0.10
-0.05
0.00
0.05
0.10
0.15
0.20
0
200
400
600
800
1000
1200
Whiskey Vodka Rum Tequila Apertifs
Revenues & Market Growth (Per Category)
Total revenues per category(millions €) Real Spirit revenues percategory(millions €) Market growth

5. Visualization 4
Observation: Using a stacked bar chart is suitable to analyze the product portfolio of the companies in terms of % turnover
51.7%
4.9%
61.5%
44.8%
87.8%
36.9%
3.4%
7.3%
1.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Real Spirit
revenues
Competitor 1
revenues
Competitor 2
revenues
Product Portfolio: Real Spirits vs Competition (% turnover)
Mass markets Medium Quality Premium Product

6. Visualization 5
Observation: A side by side bar chart can help us observe the differences across given parameters for all products- and highlight the (perceived)
distinctiveness of the new Real Spirits product – high in taste, clarity and alcohol content as compared to competition
98%
21%
82%
40%
71%
29%
74%
33%
31% 30%
90%
62%
34%
43%
70%
22%
67%
95%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Taste Aroma Clarity Alcohol
content
Packaging Price
Real Spirit vs Competitors: Product Distinctiveness
Real Spirit Competitor 1 Competitor 2