Alcoholic Drinks - Austria | Statista Market Forecast

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Alcoholic Drinks market amounts to US$3.4bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$5.3bn in 2024.
Revenue, combined amounts to US$8.7bn in 2024.
The revenue, at home is expected to grow annually by 0.83% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated China (US$208bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$379.40 are generated in 2024.
In the Alcoholic Drinks market, volume, at home is expected to amount to 740.6m L by 2024.
Volume, out-of-home is expected to amount to 259.9m L in 2024.
Volume, combined is expected to amount to 1.0bn L in 2024.
The Alcoholic Drinks market is expected to show a volume growth, at home of -1.9% in 2025.0.
The average volume per person, at home in the Alcoholic Drinks market is expected to amount to 82.50L in 2024.

Definition:

The Alcoholic Drinks market includes all alcoholic beverages that are produced by fermentation or distillation.

Structure:

The Alcoholic Drinks market is divided into 5 markets:

The Beer market encompasses fermented beverages based on malt. The Beer market is further divided into the markets Alcoholic Beer and Non-Alcoholic Beer.
The Spirits market encompasses alcoholic beverages that are produced through the distillation of wine, fermented fruits, or grains. It contains the Whisky, Vodka, Rum, Gin, Brandy, Soju, Tequila, and Liqueurs & Other Spirits markets.
The Wine market encompasses all fermented juices made from grapes. The Wine market is further divided into Still Wine (Red Wine, White Wine, and Rosé Wine), Sparkling Wine, and Fortified Wine.
The Cider, Perry & Rice Wine market encompass all wines made from fruits other than grapes, grains, or other plants.
The Hard Seltzer market encompasses alcoholic beverages made with carbonated water, alcohol, and often fruit flavoring.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Anheuser-Busch InBev (e.g., Corona, Bud Light, and Michelob), Diageo (e.g., Johnnie Walker, Guinness, and Tanqueray), Heineken, and Molson Coors.

Alcoholic & Non-Alcoholic Beer
Wine
Spirits
Cider, Perry and Rice Wines
Hard Seltzer

Non-Alcoholic Beverages derived from Wine or Spirits

The Alcoholic Drinks market in Austria has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in Austria have shifted towards premium and craft alcoholic beverages, with consumers increasingly seeking unique and high-quality products. This trend is driven by a growing interest in artisanal and locally produced drinks, as well as a desire for more authentic and personalized experiences. As a result, there has been a rise in the popularity of small-scale breweries, distilleries, and wineries, which offer a wide range of specialty beers, spirits, and wines. In addition to premium and craft beverages, there has also been an increased demand for healthier alcoholic options in Austria. Health-conscious consumers are looking for low-calorie and low-sugar alternatives, such as light beers and lower-alcohol wines. This trend is in line with global consumer preferences for healthier lifestyle choices, and it is driving innovation in the alcoholic drinks industry, with companies introducing new products that cater to this demand. Another trend in the Austrian market is the growing popularity of online sales channels for alcoholic beverages. E-commerce platforms provide consumers with a convenient way to browse and purchase a wide variety of drinks, including rare and limited-edition products. This trend has been further accelerated by the COVID-19 pandemic, which has led to an increase in online shopping across all sectors. As a result, many traditional retailers are expanding their online presence or partnering with online platforms to reach a wider customer base. Local special circumstances also play a role in the development of the Alcoholic Drinks market in Austria. The country has a rich tradition of winemaking, with a long history of producing high-quality wines. Austrian wines, particularly Grüner Veltliner and Blaufränkisch, have gained international recognition and are highly sought after by wine enthusiasts. The wine tourism industry has also been growing, with visitors from around the world coming to Austria to explore its vineyards and wineries. Furthermore, Austria has a strong beer culture, with a variety of traditional beer styles and a thriving craft beer scene. The country is known for its Märzen and Vienna Lager beers, as well as its wheat beers and specialty brews. Local breweries have been capitalizing on this cultural heritage and are producing innovative and unique beers that cater to different tastes and preferences. Underlying macroeconomic factors, such as a stable economy and high disposable income levels, have also contributed to the growth of the Alcoholic Drinks market in Austria. The country has a strong purchasing power, which allows consumers to indulge in premium and higher-priced alcoholic beverages. Additionally, Austria has a well-established tourism industry, attracting visitors from around the world who contribute to the demand for alcoholic drinks. Overall, the Alcoholic Drinks market in Austria is experiencing growth due to changing consumer preferences, local special circumstances, and favorable macroeconomic factors. The demand for premium and craft beverages, healthier options, and online sales channels is driving innovation and shaping the market landscape. As the market continues to evolve, it presents opportunities for both domestic and international players to tap into the growing demand and cater to the diverse needs of Austrian consumers.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

The alcoholic beverage market is recovering after several years of downturn. Larger forces like the COVID-19 pandemic, the Russian invasion of Ukraine and the ensuing inflation have either been resolved or accepted as part of the current market environment. Regional conditions vary as consumers in some areas of the world are changing their alcohol preferences while other regions are continuing to feel the effects of less discretionary spending from consumers.