Europe Alcoholic Beverage Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Europe Alcoholic Beverage Market is Segmented by Product Type (Beer, Wine, and Spirits), Distribution Channel (On-trade and Off-trade (Supermarkets/Hypermarkets, Specialist Stores, Online Stores, and Other Off-trade Channels)), and Geography

Market Snapshot

 Europe Alcoholic Beverage Market
Study Period: 2016 - 2026
Base Year: 2021
CAGR: 3.5 %
alcoholic beverage industry

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Market Overview

The European alcoholic beverage market is expected to register a CAGR of 3.5% during the forecast period (2020-2025). 

  • Premiumization of the industry remains to be one of the major factors driving the alcoholic beverage market, particularly spirits and wine. One of the leading players, Diageo, is increasingly making its move to dominate the premium spirits under its brands, Ciroc, Ketel One, and Smirnoff.   
  • Product innovation and economic growth are making the consumers opt for expensive alcoholic beverages. New product launches and innovations in alcoholic drinks are leading to the growth of the industry. The companies are launching innovative products due to the changing consumer preferences.

Scope of the Report

The European alcoholic beverage market is segmented by product type, into beer, wine, and spirits. Based on distribution channel, the market is divided into on-trade and off-trade. The off-trade segment is further divided into supermarkets/hypermarkets, specialist stores, online stores, and other off-trade channels. This study also involves the analyses of regions, such as the United Kingdom, Germany, France, Italy, Spain, Russia, and the rest of Europe. 

By Product Type
By Distribution Channel
Specialist Stores
Online Stores
Other Off-trade Channels
United Kingdom
Rest of Europe

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Key Market Trends

Increased Demand for Craft Beer

The market growth is primarily boosted by the greater number of millennials showing interest in craft beers, seeking for a fresh and new taste, along with the soothing ambiance provided by the microbreweries and brewpubs. Additionally, factors, such as increasing demand for beer variants, per-capita consumption, and the number of associations focused on disseminating information about different beers, are expected to drive the market’s growth. The key players such as Anheuser-Busch In Bev is repositioning their strategies and bringing forward craft beers as an essential part of their growth plans, in order to supplement the sales. In 2018, AB In Bev reported the revenue of its craft and specialty brands as high as 18.3%, as compared to that of the previous year. 

alcoholic beverage companies

Germany Dominates the Market

The alcoholic beverage market in Germany is driven by the long and hot summer and on the other, by various new product launches in trending categories. The healthy lifestyle megatrend has manifested itself in different ways, including rising demand for growth in natural wines and the increasing use of natural botanicals as gin ingredients. Supermarkets and internet retailing are preferred because of the extended product range, including a greater range of premium and craft alcoholic drinks and quality perception offered by supermarkets continued to persuade an increasing number of consumers to frequent this channel.

liquor industry statistics

Competitive Landscape

The European alcoholic beverage industry is considered to be a consolidated one, with a few companies holding the maximum market shares. Product launches, new mergers and acquisitions, partnerships, and expansions are the most preferred strategies by the companies, to strengthen the positions in the market. Diageo, Bacardi, Heineken Holding NV, Pernod Ricard, and Anheuser-Busch InBev are the key players in the alcoholic beverage market. 

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study



    1. 3.1 Market Overview


    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Beer

      2. 5.1.2 Wine

      3. 5.1.3 Spirits

    2. 5.2 By Distribution Channel

      1. 5.2.1 On-trade

      2. 5.2.2 Off-trade

        1. Supermarkets/Hypermarkets

        2. Specialist Stores

        3. Online Stores

        4. Other Off-trade Channels

    3. 5.3 Geography

      1. 5.3.1 Europe

        1. United Kingdom

        2. France

        3. Germany

        4. Italy

        5. Russia

        6. Spain

        7. Rest of Europe


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Diageo PLC

      2. 6.4.2 Bacardi Limited

      3. 6.4.3 Anheuser-Busch InBev

      4. 6.4.4 Heineken Holding NV

      5. 6.4.5 Molson Coors Brewing Company

      6. 6.4.6 Pernod Ricard

      7. 6.4.7 LVMH Moët Hennessy

      8. 6.4.8 E & J Gallo Winery

    5. *List Not Exhaustive

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Frequently Asked Questions

The Europe Alcoholic Beverage Market market is studied from 2016 - 2026.

The Europe Alcoholic Beverage Market is growing at a CAGR of 3.5% over the next 5 years.

Diageo plc, Bacardi Limited, Anheuser-Busch InBev, Heineken Holding NV, Pernod Ricard are the major companies operating in Europe Alcoholic Beverage Market.

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