Market Insights Consumer Alcoholic Drinks

Spirits - Austria

Austria

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$498.7m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$521.0m in 2024.
Revenue, combined amounts to US$1,020.0m in 2024.
The revenue, at home is expected to grow annually by 1.47% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated in China (US$146,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$55.55 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 20.3m L by 2024.
Volume, out-of-home is expected to amount to 4,978.0k L in 2024.
Volume, combined is expected to amount to 25.3m L in 2024.
The Spirits market is expected to show a volume growth, at home of -1.3% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 2.26L in 2024.

Key regions: United States, United Kingdom, Worldwide, United Kingdom, Australia

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

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 Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

Market

Region

Region comparison

Currency

Analyst Opinion

Austria, known for its picturesque landscapes and rich cultural heritage, is also home to a thriving Spirits market. With a strong tradition of producing high-quality alcoholic beverages, the country has seen significant growth in this sector in recent years.

Customer preferences: Austrians have a long-standing appreciation for Spirits, with a particular fondness for traditional Austrian spirits such as Schnapps and fruit brandies. These spirits are often enjoyed as a digestif after a meal or as a way to celebrate special occasions. However, there has been a growing interest in international Spirits, especially premium and craft spirits, as consumers seek new and unique flavor experiences.

Trends in the market: One notable trend in the Austrian Spirits market is the increasing demand for craft spirits. Consumers are becoming more discerning and are willing to pay a premium for products that are handcrafted and made with high-quality ingredients. This trend is driven by a desire for authenticity and a preference for supporting local producers. Craft distilleries are emerging across the country, offering a wide range of artisanal Spirits that cater to different tastes and preferences. Another trend in the market is the rise of flavored Spirits. Flavored Spirits, such as fruit-infused vodkas and botanical gins, have gained popularity among younger consumers who are looking for innovative and exciting drink options. These flavored Spirits offer a refreshing twist to traditional Spirits and are often enjoyed in cocktails or mixed drinks.

Local special circumstances: Austria's strong tourism industry plays a significant role in the Spirits market. Tourists visiting the country are often eager to try local Spirits and take home a bottle as a souvenir. This presents an opportunity for Spirits producers to showcase their products and attract new customers. Additionally, the country's vibrant bar and restaurant scene contributes to the growth of the market, as consumers frequently enjoy Spirits while dining out or socializing.

Underlying macroeconomic factors: The overall economic stability of Austria has had a positive impact on the Spirits market. With a high standard of living and disposable income, Austrians are willing to spend more on premium Spirits and indulge in luxury products. Additionally, the country's strong export market for Spirits has helped drive growth in the industry. Austrian Spirits, known for their quality and craftsmanship, are highly sought after in international markets, further boosting the industry's success. In conclusion, the Spirits market in Austria is experiencing growth fueled by customer preferences for craft and flavored Spirits, as well as the country's strong tourism industry and economic stability. As consumers continue to seek unique and authentic drinking experiences, the market is likely to see further expansion and innovation in the coming years.

Methodology

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.