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2025 Developments
In 2025, alcoholic drinks in Austria experienced a steeper volume decline than seen elsewhere in Western Europe, with total consumption contracting by 5% to 1.1 billion litres, driven primarily by changing lifestyles among younger adults, elevated cost-of-living pressures, and the influence of new regulations. The market outlook remains challenging, as total volume is forecast to stagnate through to 2030, reflecting persistent generational moderation and limited economic stimulus. Notably, demand for traditional products such as beer and spirits continues to fall, while lighter and more convenient alternatives, especially RTDs, show consistent growth and innovation. Companies seeking to maintain relevance must diversify portfolios towards lighter and alcohol-free options, invest in new product development, and respond rapidly to evolving consumer values and retail dynamics, as market leadership becomes increasingly contested by agile regional brewers and non-traditional entrants.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Austria?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Austria
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Shifting Drinking Habits among Younger Demographic
Stibitzer’S Expansion Demonstrates Rtds’ Appeal as Beer Leads in Scale but Not Growth
Höllinger’S Non Alcoholic Launches Reflect Demand for Moderation and New Experiences
Chart 2 Juice Specialist Höllinger Brings Range of Non Alcoholic Alternatives
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Younger Adults Drive Moderation as Rtds Gain Favour
Producers Expand Non Alcoholic Lines to Counter Falling Demand
Sluggish Gdp Growth Limits Rebound While Lighter Drinks Gain Ground
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Chart 7 Analyst Insight for Alcoholic Drinks
Brau-Union’S Shrinking Lead Highlights Shift to Local Brewers
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Discounter Players Expand Beer Range as Deposit Law Reshapes Retail
Grocery Retailers Cut Online Sales as Costs Rise and Margins Fall
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Taxation and Duty Levies
Chart 10 Economic Context for Alcoholic Drinks
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Beer in Austria
Key Data Insights
Beer Summary
Brauerei Ried Shifts to Smaller Bottles as Cross-Border Sales Drop
Chart 16 Brauerei Ried Adapts to New Deposit System
Zwettler Frei Expands Non Alcoholic Draught Options to Meet Evolving Demand
Mo’S Hell Yeah! Modernises Branding to Win Younger Adult Drinkers
Chart 17 Volume Sales 2020-2030
Chart 18 Volume Sales by Category 2025
Brewers Target Health-Conscious Drinkers with Non Alcoholic Launches
Retailers Adapt to Deposit System as Discounters Expand Beer Range
Freshly Tapped Non Alcoholic Options Drive Innovation in Pubs
Chart 19 Forecast Volume Sales 2020-2030
Chart 20 Forecast Volume Sales by Category 2025-2030
Brau-Union Loses Ground as Smaller Brewers Gain Share
Product Innovation and Local Loyalty Fuel New Growth Paths
Chart 21 Company Shares 2025
Chart 22 Brand Shares 2025
Discounter Players Boost Beer Variety as Supermarkets Channel Loses Share
Major Retailers Retreat From Online Beer Sales Amid Cost Pressures
Chart 23 Economic Context for Beer
Chart 24 Real Gdp Growth 2020-2030
Chart 25 Inflation 2020-2030
Chart 26 Consumer Context for Beer
Chart 27 Population 2020-2030
Chart 28 Population by Generation 2025
Cider/Perry in Austria
Key Data Insights
Cider/Perry Summary
Somersby and English Pubs Reshape Drinking Occasions and Value
Traditional Most Loses Ground as Regular Cider Dominates
Somersby Reinvigorates Flavour Experimentation to Attract Young Adults
Chart 29 Volume Sales 2020-2030
Chart 30 Volume Sales by Category 2025
Modern Brands Hold Volume as Traditional Most Fades
Stibitzer’S Early Momentum Fades as Nightlife Habits Evolve
Chart 31 Forecast Volume Sales 2020-2030
Chart 32 Forecast Volume Sales by Category 2025-2030
Brau-Union Österreich Ag Leverages Brand Strength to Widen Lead
Chart 33 Company Shares 2025
Chart 34 Brand Shares 2025
Supermarkets Maintains Shopper Loyalty
Major Retailers Refocus as Online Sales Stall Amid Rising Costs
Chart 35 Economic Context for Cider/Perry
Chart 36 Real Gdp Growth 2020-2030
Chart 37 Inflation 2020-2030
Chart 38 Consumer Context for Cider/Perry
Chart 39 Population 2020-2030
Chart 40 Population by Generation 2025
Rtds in Austria
Key Data Insights
Rtds Summary
Brau-Union’S Wine-Based Launch Drives New Consumption Occasions
Chart 41 Leading Brewer Brau-Union Expands Its Stibitzer Cider Brand into Rtds
Spar Leverages Budget Branding to Expand Vodka-Energy Reach
Höllinger’S Non Alcoholic Range Taps into Moderation Trends
Chart 42 Volume Sales 2020-2030
Chart 43 Volume Sales by Category 2025
Younger Adult Consumers Embrace Lighter Drinks as Alcohol Moderation Rises
Spirit-Based Drinks Maintain Lead as On-Trade Innovation Expands
Non Alcoholic Launches Attract Trial but Face Loyalty Challenges
Chart 44 Forecast Volume Sales 2020-2030
Chart 45 Forecast Volume Sales by Category 2025-2030
Bacardi-Martini Adapts Packaging but Faces Mounting Competition
Chart 46 Company Shares 2025
Chart 47 Brand Shares 2025
Supermarkets Retains Dominance as Discounters and Hypermarkets Gain Ground
Major Retailers Streamline E-Commerce as Impulse Drives Offline Purchases
Discounter Players Expand Branded and Private Label Rtds for Value-Seekers
Chart 48 Economic Context for Rtds
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Rtds
Chart 52 Population 2020-2030
Chart 53 Population by Generation 2025
Spirits in Austria
Key Data Insights
Spirits Summary
Health-Driven Moderation Reshapes Consumption as Younger Adults Shift Choices
Liqueurs Maintains Lead While Non Alcoholic Spirits Accelerate Expansion
Beefeater 0.0 and Flavour Innovation Drive Consumer Engagement and Trial
Chart 54 Selection in Non Alcoholic Gin Continues to Grow Thanks to Beefeater
Chart 55 Volume Sales 2020-2030
Chart 56 Volume Sales by Category 2025
Younger Adults Reduce Routine Drinking as Older Groups Abstain for Health
Liqueurs to Retain Lead While Non Alcoholic Spirits Drive Innovation
Tequila and Domestic Whisky Attract New Drinkers Amid Changing Habits
Chart 57 Forecast Volume Sales 2020-2030
Chart 58 Forecast Volume Sales by Category 2025-2030
Campari Gains on Leaders as Aperol Thrives with Lighter Choices
Chart 59 Company Shares 2025
Chart 60 Brand Shares 2025
Supermarkets Retains Lead as E-Commerce Loses Momentum
Specialist Online Retailers Attract Premium Spirits Buyers Despite Challenges
Chart 61 Economic Context for Spirits
Chart 62 Real Gdp Growth 2020-2030
Chart 63 Inflation 2020-2030
Chart 64 Consumer Context for Spirits
Chart 65 Population 2020-2030
Chart 66 Population by Generation 2025
Wine in Austria
Key Data Insights
Wine Summary
Winzer Krems and Wegenstein Respond to Changing Drinking Habits with Non Alcoholic Launches
Chart 67 Wegenstein Is the First Private Label Brand to Enter Non Alcoholic Still Light Grape Wine
Chart 68 Volume Sales 2020-2030
Chart 69 Volume Sales by Category 2025
Consumers Shift From Still Red to Lighter, Convenient Options
Retailers Introduce Pet Bottles to Address Deposit System Changes
Chart 70 Forecast Volume Sales 2020-2030
Chart 71 Forecast Volume Sales by Category 2025-2030
A Fragmented Competitive Environment
Chart 72 Company Shares 2025
Chart 73 Brand Shares 2025
Spar Retains Shoppers by Leveraging Broad Supermarket Coverage
Specialist Online Stores Secure a Niche as Major Grocers Pull Back
Chart 74 Economic Context for Wine
Chart 75 Real Gdp Growth 2020-2030
Chart 76 Inflation 2020-2030
Chart 77 Consumer Context for Wine
Chart 78 Population 2020-2030
Chart 79 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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