Market Insights Consumer Alcoholic Drinks

Spirits - D-A-CH

D-A-CH

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$9,612.0m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$4,941.0m in 2024.
Revenue, combined amounts to US$14.6bn in 2024.
The revenue, at home is expected to grow annually by 0.62% (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$95.09 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 462.3m L by 2024.
Volume, out-of-home is expected to amount to 57.2m L in 2024.
Volume, combined is expected to amount to 519.5m L in 2024.
The Spirits market is expected to show a volume growth, at home of -2.1% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 4.57L 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

The Spirits market in D-A-CH, consisting of Germany, Austria, and Switzerland, is experiencing steady growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors all contribute to the positive trajectory of the Spirits market in this region.

Customer preferences: In D-A-CH, consumers have shown a growing interest in premium and craft spirits. They value quality and are willing to pay a premium for unique and artisanal products. This preference for high-quality spirits has led to an increase in the demand for premium brands and limited-edition releases. Additionally, there is a growing trend towards healthier choices, with consumers seeking out spirits that are made with natural ingredients and have lower alcohol content.

Trends in the market: One of the key trends in the Spirits market in D-A-CH is the rise of local distilleries and craft spirits. Consumers are increasingly interested in supporting local producers and exploring unique flavors and production methods. This trend has led to an expansion of the craft spirits segment, with a wide range of small-batch and artisanal products now available in the market. Another trend is the growing popularity of cocktail culture, with consumers experimenting with different spirits and mixers to create their own signature drinks.

Local special circumstances: Germany, Austria, and Switzerland each have their own unique characteristics that contribute to the development of the Spirits market. In Germany, there is a long-standing tradition of brewing and distilling, with a strong culture of beer and spirits consumption. This has created a favorable environment for the growth of the Spirits market, with consumers open to trying new and innovative products. In Austria, there is a strong emphasis on quality and craftsmanship, which has translated into the production of premium spirits. Switzerland, on the other hand, has a smaller market size but a high purchasing power, making it an attractive market for premium and luxury spirits.

Underlying macroeconomic factors: The positive development of the Spirits market in D-A-CH can be attributed to several macroeconomic factors. The strong and stable economies of Germany, Austria, and Switzerland have contributed to a high disposable income among consumers, allowing them to indulge in premium spirits. Additionally, the tourism industry in the region has played a role in driving the demand for spirits, as tourists often seek out local and traditional products as souvenirs. Furthermore, the increasing trend of online shopping has made it easier for consumers to access a wide range of spirits, including international brands and limited-edition releases. In conclusion, the Spirits market in D-A-CH is experiencing growth and development due to customer preferences for premium and craft spirits, the rise of local distilleries and craft spirits, unique local circumstances, and favorable macroeconomic factors. As consumers continue to seek out high-quality and unique spirits, the market is expected to further expand 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.