While the trend towards reduced alcohol consumption due to greater health consciousness among young adults, including millennials and Generation Z, is expected to continue undermining total volume growth of spirits, off-trade sales are predicted to remain resilient, driven by the popularity of home entertainment and the continued prevalence of remote working.
Other whiskies is set to remain among the strongest performers within spirits, as consumers gain greater awareness of and interest in premium brands from emerging countries of origin, including India, Sweden and Taiwan. The rapid expansion of German whiskies is also predicted to continue driving demand, notably with the growth of the largest brand Slyrs, which in 2023, launched its first 18-year-old expression and its first organic line in spring 2024.
Non alcoholic spirits is predicted to remain the most dynamic performer in the category over the forecast period, driven by an expanding selection of products available, notably through brand extensions of major spirits brands. Non alcoholic spirits can appeal to a growing audience seeking new flavours to create non alcoholic cocktails using recipes with high-quality natural ingredients such as botanicals.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See All of Our DefinitionsThis report originates from Passport, our Spirits research and analysis database.
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