Spirits Industry Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Report Covers Global Spirits Market Trends and is Segmented by Product Type (Whisky, Brandy, Rum, Tequila and Mezcal, and Others), Distribution Channel (On-Trade and Off-Trade), and Geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa). The Market Size and Forecasts are Provided in Terms of Value (USD) for the Above Segments.

Spirits Market Size

Spirits Market Summary
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Study Period 2019 - 2029
Market Size (2024) USD 619.54 Billion
Market Size (2029) USD 825.57 Billion
CAGR (2024 - 2029) 5.91 %
Fastest Growing Market Asia-Pacific
Largest Market North America

Major Players

Spirits Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Spirits Market Analysis

The Spirits Market size is estimated at USD 619.54 billion in 2024, and is expected to reach USD 825.57 billion by 2029, growing at a CAGR of 5.91% during the forecast period (2024-2029).

One of the significant factor for the high growth of the spirits market over the forecast period is considered to be the increasing demand for premium alcoholic beverages due to increased consumer spending power. Some of the other major factors like increasing consumer base for alcohol consumption especially among youth generation, strengthened distribution network adopted by alcohol manufacturers, and adoption of western culture in the developing countries are contributing to the market growth.

Furthermore, key players are actively involving themselves in various marketing activities to create a good will among the consumers. For examples, companies are launching marketing campaigns focussed on creating awareness for responsible alcohol consumption.

Spirits Market Trends

Growing Popularity of Craft Spirits

  • The increasing demand for premium alcoholic beverages and consumers' awareness of taste, ingredients, quality, etc., are some of the major factors that have increased the demand for craft spirits in the past few years. An increasing number of consumers are looking for new, more exciting offerings compared to their usual spirit options, thus, pushing up the revenue generation in the craft spirits market. The craft spirits market is increasingly being benefitted by the growing number of craft spirit distilleries.
  • Also, the growing number of younger people consuming craft spirits is driving the market. Furthermore, craft distillers are focused on the production of innovative products using various herbs, spices, botanicals, and fruits as they obtain raw materials from family farms with extensive knowledge in grain and fruit production. This, in turn, gains consumer trust and interest. The continuous launch of new and unique products is expected to boost sales in favor of the vendors in the craft spirits market in the future.
  • For instance, In June 2021, Diageo India launched India's first-ever small-batch, artisanal craft, 100% rice whisky. This launch strengthens their commitment to their premiumization strategy, emphasizing brand renovation and innovation.
  • In addition, Pubs, taverns, and restaurants that offer innovative and original varieties of flavored craft spirits have a stronger chance of attracting customers, given the current trend toward flavored whisky. Craft spirits are widely available, including gin, rum, brandy, tequila, whisky, and flavored liqueurs. The natural or organic flavors of natural spices, botanicals, fresh citrus flavors, vanilla, and raspberry are preferred by consumers in products. Small-scale companies, on the other hand, advertise their mission-driven efforts in their local associations while promoting and marketing clean-label ingredients like non-GMO cereals and spring water.
  • The market for artisanal spirits is expanding faster than usual due to the rising trend of alcohol consumption, particularly in social and professional gatherings. The trend toward the consumption of artisan spirits is influenced by the desire for variety, increased disposable income, and preference for flavor and spirit quality. The emergence of the artisan spirits industry is intrinsically connected to the surge in consumer demand for variety. All these factors act as major drivers for the Spirits market.
Spirits Market: Proportion of Craft Beer in Total Beer Production, in Percentage (%), United States, 2018-2021

Asia-Pacific is the Fastest Growing Region

  • The rising demand for ethnic premium, super-premium spirits, and flavored spirits, which include artisanal varieties, has increased among Asian consumers, which has fuelled the spirits market growth in the past few years. For instance, In February 2022, Bacardi India launched Good Man Premium Brandy. It is designed specifically for the domestic customer base. The premium blended brandy is Bacardi India's first foray into the brandy and Indian-made foreign liquor (IMFL) category. It is made from a blend of French and Indian grape brands.
  • Also, the spirits market in the Asia-Pacific region is highly diversified in terms of consumption patterns and products, mainly due to the differences in tastes and preferences and the social and cultural behaviors across different nations. The spirits market in the Asia-Pacific region is highly diversified in terms of consumption patterns and products, mainly due to the differences in tastes and preferences and the social and cultural behaviors across different nations.
  • Furthermore, increasing incidences of eating outside and clubbing among youngsters have been driving the growth of the spirits market in the Asia-Pacific region. Additionally, the increase in health awareness among people and the promoted inclusion of functional and natural ingredients provide greater opportunities for the premium alcohol market.
  • For instance, in April 2022, Diageo India launched a new single malt whisky and two mixers for its Johnnie Walker and Black & White Scotch brands. The new whisky was created using Rajasthan-specific six-row barley grains and was aged at a heat of more than 100°F. Moreover, factors like rapid urbanization, growing middle-class income, and higher consumer purchasing power all contribute to the rise in alcoholic beverage demand, in turn driving the Spirits market.
Spirits Market: Market Size (%), by Geography, Global, 2022

Spirits Industry Overview

The global spirits market enjoys the presence of various global and regional players. The market studied was led by Diageo plc, Pernod Ricard, Brown-Forman Corporation, Beam Suntory, Inc., and William Grant & Sons Ltd, among others. The leading companies are taking necessary measures to expand their business in terms of geography by establishing new manufacturing units and launching popular products in different countries to boost sales and enhance brand presence.

Additionally, players are investing in research and development to maintain their market position with new product innovations to enhance their brand presence in the region. The key strategies adopted by the companies include product innovations, expansions, and strategic partnerships to attain a competitive advantage in the market.

Further, mergers and acquisitions are found to be popular in the spirits market among some companies to increase sales and meet the demands of consumers. The growth is supplemented by rising disposable incomes and changing lifestyles of consumers.

Spirits Market Leaders

  1. Diageo plc

  2. Pernod Ricard

  3. Brown–Forman Corporation

  4. Beam Suntory, Inc.

  5. William Grant & Sons Ltd

*Disclaimer: Major Players sorted in no particular order

Spirits Market Concentration
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Spirits Market News

  • March 2023: Pernod Ricard announced its plans to acquire a majority stake in Skrewball, a super-premium, and fast-growing flavored whiskey. Screwball is claimed to be the first company to launch peanut butter-flavored whiskey that offers a smooth, nutty taste. The partnership offers Pernod Ricard the potential to expand on its long-standing consumer-centric and premiumization strategy while also adding a complimentary brand to its extensive portfolio of iconic wine and alcohol brands.
  • March 2023: Bacardi Caribbean Spiced Rum, a spiced-aged product, was launched by Bacardi. The drink is crafted by combining a base of aged rum with a blend of spices, pineapple, coconut water, and coconut blossoms.
  • July 2022: Chivas Brothers invested USD 103.53 million into their strategic single malt distilleries. This investment will go into upgrading sustainable distillation technologies at the Speyside distilleries, along with significant production capacity expansions to meet the growing global demand for Scotch.
  • January 2022: Bacardi announced the launch of a new non-alcoholic spirit brand, Palette, created in collaboration with Amsterdam-based bartenders and designed with cocktails.

Spirits Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    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 Product Type

      1. 5.1.1 Whisky

      2. 5.1.2 Brandy

      3. 5.1.3 Rum

      4. 5.1.4 Tequila and Mezcal

      5. 5.1.5 Others

    2. 5.2 Distribution Channel

      1. 5.2.1 On-trade

      2. 5.2.2 Off-trade

        1. Supermarkets/Hypermarkets

        2. Convenience/Grocery Stores

        3. Online Retail Stores

        4. Others

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. United Kingdom

        2. Germany

        3. Spain

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East & Africa

        1. Saudi Arabia

        2. South Africa

        3. Rest of Middle East & Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Diageo plc

      2. 6.3.2 Pernod Ricard

      3. 6.3.3 BrownForman Corporation

      4. 6.3.4 Beam Suntory, Inc.

      5. 6.3.5 William Grant & Sons Ltd

      6. 6.3.6 Allied Blenders & Distillers

      7. 6.3.7 John Distilleries

      8. 6.3.8 Asahi Group Holdings

      9. 6.3.9 Bacardi Limited

      10. 6.3.10 Chivas Brothers

    4. *List Not Exhaustive


**Subject to Availability
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Spirits Industry Segmentation

Spirits are one of the major segments of alcoholic beverages which are manufactured by distillation of fermented fruits, vegetables, or grains.

The global spirits market is segmented by product type, distribution channel, and geography. Based on product type, the market is segmented into Whisky, Brandy, Rum, Tequila and Mezcal, and Others. Based on distribution channels, the market is segmented into On-Trade and Off-Trade. Off-Trade is further sub-segmented into Supermarkets/Hypermarkets, Convenience/Grocery Stores, Online Retail Stores, and Others. The report provides an analysis of emerging and established economies across the world, comprising North America, Europe, South America, Asia-Pacific, and the Middle East and Africa.

For each segment, the market sizing and forecasts have been done based on value (in USD).

Product Type
Tequila and Mezcal
Distribution Channel
Convenience/Grocery Stores
Online Retail Stores
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle East & Africa
Saudi Arabia
South Africa
Rest of Middle East & Africa
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Spirits Market Research FAQs

The Spirits Market size is expected to reach USD 619.54 billion in 2024 and grow at a CAGR of 5.91% to reach USD 825.57 billion by 2029.

In 2024, the Spirits Market size is expected to reach USD 619.54 billion.

Diageo plc, Pernod Ricard, Brown–Forman Corporation, Beam Suntory, Inc. and William Grant & Sons Ltd are the major companies operating in the Spirits Market.

Asia-Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).

In 2024, the North America accounts for the largest market share in Spirits Market.

In 2023, the Spirits Market size was estimated at USD 582.93 billion. The report covers the Spirits Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Spirits Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

The key regulatory opportunities in the Spirits Industry are a) Streamlining licensing processes for new entrants and small producers b) Analyzing and potentially relaxing restrictions on distribution channels could improve market access for smaller players

Spirits Industry Report

The global spirits market is on a significant upswing, fueled by a growing appetite for premium alcoholic beverages and a burgeoning millennial demographic. Offering a wide array of choices including gin, brandy, vodka, and more, the market serves diverse consumer tastes across various distribution channels like supermarkets, on-trade, and online stores. The rise of craft and artisanal spirits is captivating younger audiences, while manufacturers innovate with ingredients and sustainable practices to cater to health-conscious and ethically minded consumers. The trend towards pre-mixed or RTD beverages complements today's fast-paced lifestyle, although challenges like anti-alcohol campaigns and higher taxes loom. Yet, the market is set for continued expansion, buoyed by direct-to-consumer sales and the soaring popularity of craft spirits, particularly in the rapidly growing Asia-Pacific region. Statistics for the Global Spirits Market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Global Spirits analysis includes a market forecast outlook and historical overview. Get a sample of this industry analysis as a free report PDF download

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Spirits Industry Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)