Western Europe

Off-trade volume sales of wine in Germany continued to decline in 2023, albeit at a more moderate pace than in 2022, as the category followed the strong post-pandemic resumption of on-trade sales. This overall downward trend in off-trade channels was…

A modest decline in total volume sales of spirits in Germany was evident in 2023, as the small gains via on-trade driven by the continued post-pandemic recovery failed to offset the drop in demand through the off-trade channel. Spirits are…

RTDs in Germany continued to record strong total volume growth in 2023, despite a slowdown following the double-digit growth witnessed the previous year. The category’s performance was mainly driven by the rising popularity of spirit-based RTDs. The…

Off-trade volume sales of cider/perry in Germany recorded solid growth in 2023, as the category continued to attract new consumers by being increasingly considered an alternative to beer. The wide offer of fruit-flavoured cider/perry has helped to…

Total volume sales for beer in Germany declined in 2023, as off-trade sales suffered from the shift towards more moderate alcohol consumption among young adults, combined with their rising preference for other types of alcoholic drinks, notably…

Following the upheavals witnessed in previous years linked to the pandemic, and a major rebound for on-trade sales due to the full reopening of foodservice outlets in 2022, thereby boosting overall volume sales growth of alcoholic drinks in Germany,…

Wine total volumes remained flat in Sweden in 2023. While off-trade volume sales registered a marginal decline, there was significant growth in on-trade volumes, which continued to recover and finally exceeded pre-pandemic levels. With consumers…

Spirits saw a decline in total volume sales in Sweden in 2023. As in other categories of alcoholic drinks, spirits saw growth in the on-trade channel during the year, while off-trade volume sales fell. A key constraint on the development of spirits…

RTDs saw volume growth in Sweden in 2023. The category is being primarily driven by spirit-RTDs as that category is seeing the most investment and new product development, with new product launches helping to raise consumer awareness and attract…

Cider/perry saw modest total volume growth in Sweden in 2023. Within the off-trade, sales of cider were hit by the rise in popularity of hard seltzer and premium RTDs, as well as competition from other categories such as other sparkling wine and…

Sweden saw beer volume sales stagnate in 2023. The flat performance for total volume sales of beer resulted from the rise in on-trade volumes being offset by a fall in off-trade sales during the year. The category’s growth was constrained by the high…

Alcoholic drinks saw total volume sales stagnate in Sweden in 2023. While the resumed cross-border trade from Norway boosted sales as Norwegian consumers appreciated the lower prices found in Sweden, the ongoing health and wellness trend had a…

Wine fell into a volume slump in Turkey in 2023, while value remained supported by unit price hikes. This volume decline in wine is due to the industry facing significant challenges, including poor grape harvesting, the aforementioned rising unit…

Spirits saw a significant shift from the on-trade to the off-trade channel in Turkey in 2023. Whereas on-trade was buoyant in 2022 thanks to consumers’ return to out-of-home lifestyles following the event of the pandemic, 2023 brought about various…

Cider/perry saw slumping volume sales in Turkey in 2023, with both on-trade and off-trade volume in negative figures. This also shows a steep drop from the positive volume figures seen in both channels in 2022. Cider/perry is not the most popular…

Beer registered positive volume growth in Turkey in 2023, despite the overall challenging economic conditions of steep prices rises and declining consumer spending power. Whilst volume sales are lower than those seen in 2022, beer benefits from…

Alcoholic drinks registered fairly modest single-digit volume growth in Turkey in 2023, with off-trade sales stronger than on-trade sales due to a notable transition between these channels. However, value growth continues to hit robust double-digit…

Total volume sales of wine declined slightly in Austria in 2023. Wine saw continued, though much slower, growth in the on-trade channel as consumption in inns and restaurants continued to recover from the low point seen during the COVID-19 crisis.…

Total volume sales of spirits declined in Austria in 2023. Overall volume sales in spirits were helped by a positive performance in the on-trade, as consumers continued to return to bars and inns after the low water mark of the COVID-19 crisis.…

RTDs saw volume sales rise in Austria in 2023. During the year, RTDs continued to benefit from a lasting shift to consuming alcoholic drinks at home, which is the environment in which such drinks are predominantly consumed. The reasons for this…