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2025 Developments
In 2025, alcoholic drinks in Greece contracted in total volume sales terms, reflecting subdued consumer sentiment and persistent economic pressures that mirror wider Western European patterns of cautious spending and moderation. The market remains challenging, with limited overall attractiveness due to ongoing volume declines and moderation and health and wellness trends. A negative total volume CAGR is projected for the forecast period, yet resilience is evident in the robust performance of RTDs and non alcoholic options, both of which are underpinned by targeted innovation and the evolving preferences of younger adults. Success in this environment requires brands to focus on affordability, convenience, and wellness, while expanding off-trade distribution, including convenience formats, innovating with local and "lighter" product offerings, and responding quickly to shifts in consumption occasions and regulatory pressures.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Greece 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 Greece, 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 Greece 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 Greece?
- 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 Greece?
- How are products distributed in Greece?
- 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 Greece
2025 Developments
Key Data Insights
Karoulias Leverages Localisation and Heritage Appeal to Push Rtds
Key Players Expand Their Offerings for Mindful Consumers
Chart 1 Non Alcoholic Alternatives Continue to Attract Investment
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Struggles to Continue for Traditional Alcoholic Drinks Categories
Rtds to Continue to Stimulate Growth in Alcoholic Drinks
Chart 4 Forecast Volume Sales 2020-2030
Chart 5 Forecast Volume Sales by Category 2025-2030
Athenian Brewery Remains the Leader Despite Growing Competition
Chart 6 Company Shares 2025
Chart 7 Brand Shares 2025
Supermarkets Expand Shelf Space to Take Retail Volume Share From Specialist Retailers
Retail E-Commerce Remains an Underdeveloped Format in Alcoholic Drinks
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 8 Economic Context for Alcoholic Drinks
Chart 9 Real Gdp Growth 2020-2030
Chart 10 Inflation 2020-2030
Chart 11 Consumer Context for Alcoholic Drinks
Chart 12 Population 2020-2030
Chart 13 Population by Generation 2025
Beer in Greece
Key Data Insights
Beer Summary
Shift to the Off-Trade Channel in a Difficult Economic Climate
Olympic Brewery Expands Non Alcoholic Beer with Flavour Innovation
Chart 14 Olympic Brewery Offers Fix Aney with a New Flavour
Chart 15 Volume Sales 2020-2030
Chart 16 Volume Sales by Category 2025
Rising Investment in Non Alcoholic Beer to Drive Volume Growth
Chart 17 Forecast Volume Sales 2020-2030
Chart 18 Forecast Volume Sales by Category 2025-2030
The Top Players Strengthen Their Positions with Strong Portfolios and New Product Development
Chart 19 Company Shares 2025
Chart 20 Brand Shares 2025
Supermarkets Capture Price-Sensitive Shoppers as Convenience Stores Expand
Grocery E-Shops Maintain a Small Role in Online Beer Sales
Chart 21 Economic Context for Beer
Chart 22 Real Gdp Growth 2020-2030
Chart 23 Inflation 2020-2030
Chart 24 Consumer Context for Beer
Chart 25 Population 2020-2030
Chart 26 Population by Generation 2025
Cider/Perry in Greece
Key Data Insights
Cider/Perry Summary
Economic and Seasonality Issues Constrain Regular Cider/Perry
Chart 27 Somersby Expands Nolo Offer
Somersby Expands Reach as Nolo Trend Gains Ground
Chart 28 Volume Sales 2020-2030
Chart 29 Volume Sales by Category 2025
Uk and Scandinavian Arrivals Drive Summer Peak and Limit Off-Season Gains
Non Alcoholic Cider/Perry Expands as Mindful Drinking Gains Traction
Chart 30 Forecast Volume Sales 2020-2030
Chart 31 Forecast Volume Sales by Category 2025-2030
Olympic Brewery Narrows the Gap to Athenian Brewery
Chart 32 Company Shares 2025
Chart 33 Brand Shares 2025
Supermarkets and Hypermarkets Capture Price-Sensitive At-Home Consumption
Chart 34 Economic Context for Cider/Perry
Chart 35 Real Gdp Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context for Cider/Perry
Chart 38 Population 2020-2030
Chart 39 Population by Generation 2025
Rtds in Greece
Key Data Insights
Rtds Summary
Localisation and Flavour Innovation Push Rtds
Nolo Trend Accelerates While Wine-Based Options Lose Ground
Chart 40 Volume Sales 2020-2030
Chart 41 Volume Sales by Category 2025
Aperol Spritz's Momentum Drives Shift to Off-Trade Formats
Mindful Drinking Trend Boosts Non Alcoholic Rtds' Variety and Availability
Chart 42 Forecast Volume Sales 2020-2030
Chart 43 Forecast Volume Sales by Category 2025-2030
Jannec Holds Lead as New Entrants and Launches Disrupt the Competitive Landscape
Chart 44 Metaxa Launches Local Rtds
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Supermarkets Maintain Dominance, but Impulse Buying Favours Smaller Grocery Formats
Chart 47 Economic Context for Rtds
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Rtds
Chart 51 Population 2020-2030
Chart 52 Population by Generation 2025
Spirits in Greece
Key Data Insights
Spirits Summary
Spirits Stabilises after a Strong Post-Covid-19 Recovery
White Spirits Lead Volume Sales as Gin and Tequila Polarise Preferences
Aperitivo and Nolo Innovation Reshape Brand Competition and Consumption
Chart 53 Aperitif/Aperitivo Variety Grows
Chart 54 Volume Sales 2020-2030
Chart 55 Volume Sales by Category 2025
Aperol Spritz and Premium Tequila Capture Shifting Drinking Habits
Chart 56 Forecast Volume Sales 2020-2030
Chart 57 Forecast Volume Sales by Category 2025-2030
Strong Leaders Despite Disruptions to the Competitive Landscape
Chart 58 Company Shares 2025
Chart 59 Brand Shares 2025
Supermarkets and Specialist Retailers Shape Consumer Trading Down and Premiumisation Trends
E-Commerce Builds Relevance for Premium Spirits
Chart 60 Economic Context for Spirits
Chart 61 Real Gdp Growth 2020-2030
Chart 62 Inflation 2020-2030
Chart 63 Consumer Context for Spirits
Chart 64 Population 2020-2030
Chart 65 Population by Generation 2025
Wine in Greece
Key Data Insights
Wine Summary
The Economic Situation Informs Consumption Choices
Chart 66 Vermouth and Other Sparkling Wine Gain From Developing Consumption Occasions
Still Rosé and White Wines and Sparkling Wine and Vermouth Capture New Drinking Occasions
Semeli Estate Pioneers Low Alcohol Options Amid Slow Demand for Non Alcoholic Wine
Chart 67 Volume Sales 2020-2030
Chart 68 Volume Sales by Category 2025
Spritz Trend Drives Sparkling Wine as At-Home Mixing Rises
Still Rosé and Orange Wines Alter Still Light Grape Wine's Dynamics
Chart 69 Forecast Volume Sales 2020-2030
Chart 70 Forecast Volume Sales by Category 2025-2030
Lidl Hellas Sees Share Gain as Economy Options Expand
Chart 71 Company Shares 2025
Chart 72 Brand Shares 2025
Offline Channels Develop Offers to Maintain Dominance
Chart 73 Economic Context for Wine
Chart 74 Real Gdp Growth 2020-2030
Chart 75 Inflation 2020-2030
Chart 76 Consumer Context for Wine
Chart 77 Population 2020-2030
Chart 78 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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