Market Insights Consumer Alcoholic Drinks

Spirits - EMEA

EMEA

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$67.2bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$31.2bn in 2024.
Revenue, combined amounts to US$98.3bn in 2024.
The revenue, at home is expected to grow annually by 1.33% (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$27.50 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 3,985.0m L by 2024.
Volume, out-of-home is expected to amount to 400.4m L in 2024.
Volume, combined is expected to amount to 4,386.0m L in 2024.
The Spirits market is expected to show a volume growth, at home of -3.0% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 1.63L 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

Ranking second to beer, spirits are a widely consumed and beloved beverage and make up a large share of the global Alcoholic Beverages market. These versatile libations can be enjoyed in a variety of forms, either alone or in combination with other beverages. Classic mixed drinks that feature spirits as a primary ingredient, such as the Gin-based Martini, Tequila-based Margarita, and Rum-based Mojito, remain enduringly popular among consumers.

There is a notable growing trend that leans towards convenience, with ready-to-drink (RTD) products seeing increased demand among consumers seeking an on-the-go option. Furthermore, mixed drinks that incorporate spirits and soft drinks, such as Whisky & Cola or Gin & Tonic, continue to be popular with consumers worldwide.

Regarding volume, the health and wellness trend dampens the growth of the Spirits market; however, growth potential is still anticipated when it comes to RTDs.

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.