Market Insights Consumer Alcoholic Drinks

Spirits - Germany

Germany

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$8,073.0m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$3,417.0m in 2024.
Revenue, combined amounts to US$11.5bn in 2024.
The revenue, at home is expected to grow annually by 2.76% (CAGR 2024-2028).
In global comparison, most revenue, at home is generated in China (US$150,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$96.97 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 434.7m L by 2024.
Volume, out-of-home is expected to amount to 50.1m L in 2024.
Volume, combined is expected to amount to 484.8m L in 2024.
The Spirits market is expected to show a volume growth, at home of -0.2% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 5.22L in 2024.

Key regions: Australia, Singapore, India, Worldwide, United States

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 Germany has been experiencing significant growth in recent years. Customer preferences have shifted towards premium and craft spirits, leading to increased demand for high-quality products. In addition, the market has been influenced by local special circumstances, such as the popularity of regional spirits and the country's strong beer culture.

Customer preferences: German consumers have developed a taste for premium spirits, with a growing demand for high-quality products. This trend can be attributed to a number of factors, including an increasing disposable income and a desire for unique and artisanal products. Craft spirits, in particular, have gained popularity among consumers who value authenticity and the use of high-quality ingredients. Furthermore, there is a growing interest in spirits with unique flavors and botanicals, as consumers seek new and exciting taste experiences.

Trends in the market: One of the key trends in the Spirits market in Germany is the rise of regional spirits. Germany has a rich tradition of producing spirits, including traditional fruit brandies and herbal liqueurs. These regional specialties have gained popularity among consumers who appreciate their unique flavors and cultural heritage. Additionally, there has been a growing interest in locally produced gin, with German distillers putting their own twist on this classic spirit. Another trend in the market is the influence of Germany's strong beer culture. While beer remains the most popular alcoholic beverage in the country, there has been a shift towards spirits, particularly among younger consumers. This can be attributed to changing social norms and a desire for variety. As a result, there has been an increase in the consumption of spirits, both as standalone drinks and as mixers in cocktails.

Local special circumstances: Germany's strong beer culture has had a significant impact on the Spirits market. While beer remains the preferred alcoholic beverage, the growing popularity of spirits can be attributed to changing consumer preferences and a desire for variety. Additionally, the country's rich tradition of producing regional spirits has contributed to the market's growth. These local specialties have gained recognition both domestically and internationally, attracting consumers who appreciate their unique flavors and cultural heritage.

Underlying macroeconomic factors: The growth of the Spirits market in Germany can also be attributed to underlying macroeconomic factors. The country's strong economy and increasing disposable income have contributed to higher consumer spending on premium and craft spirits. Additionally, the rise of e-commerce has made it easier for consumers to access a wide range of spirits, including niche and artisanal products. This has further fueled the growth of the market, as consumers are now able to explore a greater variety of options and purchase spirits from around the world.

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.