A decline in spirits consumption (off- and on-trade) is projected in 2024, as the cost-of-living crisis gathering pace in Greece from Q4 2022 takes a toll on consumer spending on discretionary categories, including spirits. Up to 2023, spirits showed some resilience despite strong pressure on consumer disposable incomes, benefiting from the post-COVID-19 “party” effect and the recovery of tourism flows.
While a healthy living trend gathers pace and increasingly shapes consumption patterns, its impact on alcoholic drinks consumption is less strong than in packaged food, for example. Generation Z’s consumption of alcoholic drinks is lower than that of previous generations, in many European markets; however, in Greece there is not a strong difference in the consciousness of younger generations towards alcohol units.
A key development in the competitive landscape in 2023 was Gruppo Campari’s establishment of a subsidiary in Greece. Campari Hellas is set to start operating in the market in 2024, with all Campari brands managed by the Greek subsidiary.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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