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Competitive Landscape
Campari Gains on Leaders as Aperol Thrives with Lighter Choices
Spirits in Austria remains relatively fragmented, with no single company holding a dominant share. In 2025, Bacardi-Martini Austria GmbH continued to lead, though its total volume share declined to 10%, down from 14% in 2020, reflecting a steady erosion of its position over the five year period.
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Overview:
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.
If you're in the Spirits 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 Spirits 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 Spirits in Austria?
- Where is consumer demand for Spirits 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?
Spirits in Austria - Category analysis
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 1 Selection in Non Alcoholic Gin Continues to Grow Thanks to Beefeater
Chart 2 Volume Sales 2020-2030
Chart 3 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 4 Forecast Volume Sales 2020-2030
Chart 5 Forecast Volume Sales by Category 2025-2030
Campari Gains on Leaders as Aperol Thrives with Lighter Choices
Chart 6 Company Shares 2025
Chart 7 Brand Shares 2025
Supermarkets Retains Lead as E-Commerce Loses Momentum
Specialist Online Retailers Attract Premium Spirits Buyers Despite Challenges
Chart 8 Economic Context for Spirits
Chart 9 Real Gdp Growth 2020-2030
Chart 10 Inflation 2020-2030
Chart 11 Consumer Context for Spirits
Chart 12 Population 2020-2030
Chart 13 Population by Generation 2025
Alcoholic Drinks in Austria - Industry Overview
2025 Developments
Key Data Insights
Chart 14 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 15 Juice Specialist Höllinger Brings Range of Non Alcoholic Alternatives
Chart 16 Volume Sales 2020-2030
Chart 17 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 18 Forecast Volume Sales 2020-2030
Chart 19 Forecast Volume Sales by Category 2025-2030
Chart 20 Analyst Insight for Alcoholic Drinks
Brau-Union’S Shrinking Lead Highlights Shift to Local Brewers
Chart 21 Company Shares 2025
Chart 22 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 23 Economic Context for Alcoholic Drinks
Chart 24 Real Gdp Growth 2020-2030
Chart 25 Inflation 2020-2030
Chart 26 Consumer Context for Alcoholic Drinks
Chart 27 Population 2020-2030
Chart 28 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Spirits
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- 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
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitions
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This report originates from Passport, our Spirits research and analysis database.
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