Spirits - Central & Western Europe

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$34.1bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$20.6bn in 2024.
Revenue, combined amounts to US$54.7bn in 2024.
The revenue, at home is expected to grow annually by 1.52% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated China (US$146bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$101.60 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 1.6bn L by 2024.
Volume, out-of-home is expected to amount to 202.0m L in 2024.
Volume, combined is expected to amount to 1.8bn L in 2024.
The Spirits market is expected to show a volume growth, at home of -0.8% in 2025.0.
The average volume per person, at home in the Spirits market is expected to amount to 4.67L in 2024.

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.

Whisky, such as Jack Daniel's Tenessee Whiskey
Vodka, such as Absolut Vodka
Rum, such as Bacardi Rum
Gin, such as Ginebra San Miguel
Brandy, such as Ararat Brandy

Wine, such as Red Wine
Beer, such as Budweiser
Non-Alcoholic Spirits, such as Tanqueray 0.0

The Spirits market in Central & Western Europe is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this positive trend. Customer preferences in Central & Western Europe are shifting towards premium and craft spirits. Consumers are becoming more discerning and are willing to pay a premium for high-quality and unique spirits. This trend is driven by the desire for a more sophisticated drinking experience and the increasing popularity of cocktail culture. As a result, there is a growing demand for premium spirits such as single malt whiskies, artisanal gins, and craft vodkas. Trends in the market reflect the changing consumer preferences. Craft distilleries are popping up across the region, offering a wide range of unique and small-batch spirits. These distilleries often focus on using locally sourced ingredients and traditional production methods, appealing to consumers' desire for authenticity and provenance. Additionally, there is a growing interest in flavored spirits, with an emphasis on natural and botanical ingredients. Local special circumstances also play a role in the development of the Spirits market in Central & Western Europe. Many countries in the region have a strong cultural heritage and tradition of spirit production. For example, Scotland is renowned for its whisky production, while France is known for its cognac and brandy. These local specialities have a loyal customer base and contribute to the overall growth of the market. Underlying macroeconomic factors are also driving the development of the Spirits market in Central & Western Europe. The region has experienced economic growth in recent years, leading to an increase in disposable income. As a result, consumers have more money to spend on luxury goods, including premium spirits. Additionally, the region has a well-established tourism industry, attracting visitors from around the world who are eager to experience the local spirits and bring them back as souvenirs. In conclusion, the Spirits market in Central & Western Europe is thriving due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. As consumers become more discerning and willing to pay a premium for high-quality spirits, craft distilleries are flourishing and offering unique and small-batch products. The region's cultural heritage and tradition of spirit production also contribute to the growth of the market. Finally, the region's economic growth and thriving tourism industry provide a favorable environment for the Spirits market to thrive.

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 term “spirits” refers to an alcoholic beverage that has been distilled, contains no added sugar, and has at least 20 percent alcohol by volume. The term is derived from the medieval practice of alchemy and refers to the essential liquid element obtained from a substance through distillation, the “spirit” of the substance, so to speak. Popular spirits include whiskey, rum, vodka, tequila, and gin, among others.