Market Insights Consumer Alcoholic Drinks

Spirits - Denmark

Denmark

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$676.9m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$569.6m in 2024.
Revenue, combined amounts to US$1,246.0m in 2024.
The revenue, at home is expected to grow annually by 1.28% (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$114.00 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 27.8m L by 2024.
Volume, out-of-home is expected to amount to 4,102.0k L in 2024.
Volume, combined is expected to amount to 31.9m L in 2024.
The Spirits market is expected to show a volume growth, at home of -1.2% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 4.68L 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 Denmark has been experiencing significant growth in recent years.

Customer preferences: Danish consumers have shown a growing interest in premium spirits, particularly in the whisky and gin categories. They are increasingly looking for high-quality products that offer unique flavors and experiences. This trend is driven by a desire for authenticity and craftsmanship, as well as a growing appreciation for the art of mixology. Consumers are willing to pay a premium for spirits that are made with high-quality ingredients and produced using traditional methods.

Trends in the market: One of the key trends in the Danish spirits market is the rise of craft distilleries. These small-scale producers are gaining popularity among consumers who are seeking locally-made and artisanal spirits. Craft distilleries often focus on using locally-sourced ingredients and traditional production methods, which appeals to consumers looking for unique and authentic products. This trend has led to a diversification of the spirits market, with a wider range of products available to consumers. Another trend in the Danish spirits market is the increasing popularity of flavored spirits. Flavored vodkas, rums, and gins have become particularly popular among younger consumers who are looking for innovative and exciting flavors. This trend is driven by the growing popularity of cocktails and mixology, as well as the desire for new and unique taste experiences.

Local special circumstances: Denmark has a strong tradition of drinking aquavit, a traditional Scandinavian spirit flavored with herbs and spices. Aquavit is often enjoyed during festive occasions and is an important part of Danish culture. While aquavit remains popular, there has been a shift towards other spirits, such as whisky and gin, in recent years. This change in consumer preferences has created opportunities for both domestic and international spirits producers to enter the Danish market.

Underlying macroeconomic factors: The growth of the spirits market in Denmark can be attributed to several macroeconomic factors. Firstly, Denmark has a strong economy with high levels of disposable income. This allows consumers to spend more on premium and high-quality spirits. Additionally, the Danish government has implemented policies to promote the production and consumption of local spirits, which has contributed to the growth of the market. Finally, the increasing popularity of cocktails and mixology has created a demand for a wider variety of spirits, driving growth in the market. In conclusion, the Spirits market in Denmark is experiencing growth due to a shift in consumer preferences towards premium and craft spirits, as well as the popularity of flavored spirits. The market is also influenced by local special circumstances, such as the traditional consumption of aquavit. The underlying macroeconomic factors, including a strong economy and government policies, have also contributed to the growth of the market.

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.