Overall, spirits is expected to see a downward trend in volume terms over the forecast period with a slightly more optimistic outlook in on-trade sales than off-trade sales. On-trade volume sales in spirits are expected to continue to recover in the forecast period, but due to the significant increase in price levels, and partly as a result of the pandemic, the leisure habits of Austrians are likely to have changed permanently.
Spirits is one of the rather rare categories in food and drink in Austria in which the competitive landscape is likely to become more fragmented in the foreseeable future. The top four players, consisting of Bacardi-Martini Austria, Pernod Ricard Austria, Campari Austria and Top Spirit, saw a slight fall in their combined volume share in the review period, and this trend is expected to continue.
The continuing recovery of demand in the on-trade provided a significant positive impulse for gin in 2023, but the ongoing downward trend in off-trade volume sales indicates that gin, one of the major growth categories during the review period, seems to have surpassed its peak with a downward trend ahead. The categories where demand is likely to develop most negatively during the forecast period also include brandy, cognac, blended malt scotch whisky, and white rum.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Austria 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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