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Alcoholic Drinks in Denmark

August 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Denmark 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 Denmark, 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 Denmark 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 Denmark?
  • 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 Denmark?
  • How are products distributed in Denmark?
  • 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?
Download Table of Contents

Alcoholic Drinks in Denmark

Alcoholic drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2019-2026
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2019-2026
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2015-2021
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2021
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2016-2021
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026

DISCLAIMER

Summary 2 Research Sources

Beer in Denmark

KEY DATA FINDINGS

Off-trade beer sales register a slight decline as restrictions are eased
Shift to lower ABV products benefits low and non alcoholic beer
Easing of restrictions boosts on-trade sales while Carlsberg retains its dominant position
Non alcoholic beer set to continue recording dynamic growth
Craft beer sales set to pick up as COVID-19 fears subside
Consumers expected to focus on quality over quantity
Lager price band methodology
Summary 3 Lager by Price Band 2021
Table 18 Number of Breweries 2016-2021
Table 19 Sales of Beer by Category: Total Volume 2016-2021
Table 20 Sales of Beer by Category: Total Value 2016-2021
Table 21 Sales of Beer by Category: % Total Volume Growth 2016-2021
Table 22 Sales of Beer by Category: % Total Value Growth 2016-2021
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2016-2021
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021
Table 27 Sales of Beer by Craft vs Standard 2016-2021
Table 28 GBO Company Shares of Beer: % Total Volume 2017-2021
Table 29 NBO Company Shares of Beer: % Total Volume 2017-2021
Table 30 LBN Brand Shares of Beer: % Total Volume 2018-2021
Table 31 Forecast Sales of Beer by Category: Total Volume 2021-2026
Table 32 Forecast Sales of Beer by Category: Total Value 2021-2026
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026

Cider/Perry in Denmark

KEY DATA FINDINGS

Cider/perry continues to grow in popularity as a light and refreshing drink
Carlsberg and Royal Unibrew increase their dominance thanks to ongoing investment in new product development
Players focusing on new product development, CSR activities and marketing to win share
Cider/perry set to benefit from a return to old drinking habits
Non/low-alcohol cider/perry could support demand, but hard seltzers and premium RTDs threaten to undermine growth
Local and organic cider/perry likely to find appeal
Table 35 Sales of Cider/Perry: Total Volume 2016-2021
Table 36 Sales of Cider/Perry: Total Value 2016-2021
Table 37 Sales of Cider/Perry: % Total Volume Growth 2016-2021
Table 38 Sales of Cider/Perry: % Total Value Growth 2016-2021
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2016-2021
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: Value 2016-2021
Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 42 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2016-2021
Table 43 GBO Company Shares of Cider/Perry: % Total Volume 2017-2021
Table 44 NBO Company Shares of Cider/Perry: % Total Volume 2017-2021
Table 45 LBN Brand Shares of Cider/Perry: % Total Volume 2018-2021
Table 46 Forecast Sales of Cider/Perry: Total Volume 2021-2026
Table 47 Forecast Sales of Cider/Perry: Total Value 2021-2026
Table 48 Forecast Sales of Cider/Perry: % Total Volume Growth 2021-2026
Table 49 Forecast Sales of Cider/Perry: % Total Value Growth 2021-2026

Rtds in Denmark

KEY DATA FINDINGS

Hard seltzers showing plenty of promise
Consolidated competitive landscape disrupted by entry of hard seltzers
Spirit-based RTDs continues to thrive
Government looking to raise legal drinking age to 18 years
Healthy growth projected driven by the recovery of the on-trade channel
Hard seltzers set for further success as interest grows
Table 50 Sales of RTDs by Category: Total Volume 2016-2021
Table 51 Sales of RTDs by Category: Total Value 2016-2021
Table 52 Sales of RTDs by Category: % Total Volume Growth 2016-2021
Table 53 Sales of RTDs by Category: % Total Value Growth 2016-2021
Table 54 Sales of RTDs by Off-trade vs On-trade: Volume 2016-2021
Table 55 Sales of RTDs by Off-trade vs On-trade: Value 2016-2021
Table 56 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 57 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2016-2021
Table 58 GBO Company Shares of RTDs: % Total Volume 2017-2021
Table 59 NBO Company Shares of RTDs: % Total Volume 2017-2021
Table 60 LBN Brand Shares of RTDs: % Total Volume 2018-2021
Table 61 Forecast Sales of RTDs by Category: Total Volume 2021-2026
Table 62 Forecast Sales of RTDs by Category: Total Value 2021-2026
Table 63 Forecast Sales of RTDs by Category: % Total Volume Growth 2021-2026
Table 64 Forecast Sales of RTDs by Category: % Total Value Growth 2021-2026

Spirits in Denmark

KEY DATA FINDINGS

Easing of restrictions benefits on-trade demand for spirits
Premiumisation slows due to prevailing economic uncertainty
Gin provides the perfect tonic for thirsty Millennials and Generation Z consumers
A bright outlook for spirits as COVID-19 restrictions are lifted
Non alcoholic spirits showing signs of promise
Organic gin set to flourish
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2021
Table 65 Sales of Spirits by Category: Total Volume 2016-2021
Table 66 Sales of Spirits by Category: Total Value 2016-2021
Table 67 Sales of Spirits by Category: % Total Volume Growth 2016-2021
Table 68 Sales of Spirits by Category: % Total Value Growth 2016-2021
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2016-2021
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2016-2021
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2016-2021
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2016-2021
Table 74 Sales of White Rum by Price Platform: % Total Volume 2016-2021
Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2016-2021
Table 76 Sales of English Gin by Price Platform: % Total Volume 2016-2021
Table 77 Sales of Vodka by Price Platform: % Total Volume 2016-2021
Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2016-2021
Table 79 GBO Company Shares of Spirits: % Total Volume 2017-2021
Table 80 NBO Company Shares of Spirits: % Total Volume 2017-2021
Table 81 LBN Brand Shares of Spirits: % Total Volume 2018-2021
Table 82 Forecast Sales of Spirits by Category: Total Volume 2021-2026
Table 83 Forecast Sales of Spirits by Category: Total Value 2021-2026
Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2021-2026
Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2021-2026

Wine in Denmark

KEY DATA FINDINGS

On-trade sales recover to the detriment of off-trade demand
Growing health concerns inform demand for wine
Consumers turn to boxes
Overall demand for wine set to grow
Organic wine seen to have room for development
On-trade sales set for full recovery as restrictions are lifted
Table 86 Sales of Wine by Category: Total Volume 2016-2021
Table 87 Sales of Wine by Category: Total Value 2016-2021
Table 88 Sales of Wine by Category: % Total Volume Growth 2016-2021
Table 89 Sales of Wine by Category: % Total Value Growth 2016-2021
Table 90 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021
Table 91 Sales of Wine by Off-trade vs On-trade: Value 2016-2021
Table 92 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 93 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021
Table 94 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2016-2021
Table 95 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2016-2021
Table 96 Sales of Still White Wine by Price Segment: % Off-trade Volume 2016-2021
Table 97 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2016-2021
Table 98 GBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021
Table 99 NBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021
Table 100 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2018-2021
Table 101 GBO Company Shares of Champagne: % Total Volume 2017-2021
Table 102 NBO Company Shares of Champagne: % Total Volume 2017-2021
Table 103 LBN Brand Shares of Champagne: % Total Volume 2018-2021
Table 104 GBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021
Table 105 NBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021
Table 106 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2018-2021
Table 107 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021
Table 108 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021
Table 109 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2018-2021
Table 110 GBO Company Shares of Non-grape Wine: % Total Volume 2017-2021
Table 111 NBO Company Shares of Non-grape Wine: % Total Volume 2017-2021
Table 112 LBN Brand Shares of Non-grape Wine: % Total Volume 2018-2021
Table 113 Forecast Sales of Wine by Category: Total Volume 2021-2026
Table 114 Forecast Sales of Wine by Category: Total Value 2021-2026
Table 115 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026
Table 116 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
    • Regular Cider/Perry
    • Non Alcoholic Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
    • Non Alcoholic RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
        • Blended Malt Scotch Whisky
          • 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
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • 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
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • 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
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine
    • Non Alcoholic Wine

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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