Overall spirits consumption continued to decline marginally in 2021 when the government’s anti-COVID-19 measures remained strict, although consumer concerns towards the virus notably loosened. This led to a significant decline in off-trade sales following the considerable spike in the previous year when home seclusion was a stronger factor, due to high uncertainty and a strong shift towards working from home.
The continuing shifts between off-trade and on-trade in the face of COVID-19 developments has led to diverse developments within spirits categories, depending on their roles in at-home and out-of-home consumption. Ultimately, English gin remained the most popular category and registered strong volume growth overall in 2021 after a considerable decline in 2020 due to the downfall of on-trade sales.
The most significant change in the spirits competitive landscape in Austria concerns the Jägermeister brand coming into force at the beginning of 2021. As a licensee of the German Mast-Jägermeister SE, domestic player Distilerie Franz Bauer GmbH had been the major producer, bottler and distributor for the brand in Austria and many other European countries for some 50 years.
Spirits consumption patterns in spirits are expected to pick up in 2022 although total volume sales are not expected to normalise and reach pre-pandemic levels until 2024. Nevertheless, there will be a moderate rebound in overall spirits volume sales in 2022 as Austrians return to horeca outlets and enjoy socialising in a restriction-free environment.
Continuing on from pre-pandemic trends, gin is expected to see strong volume growth over the forecast period at the cost of other popular spirits such as vodka and white rum. The recovery of other categories is largely related to how severely they have been affected by shifting consumer habits during the pandemic.
Non-alcoholic spirits are a relatively niche category having only appeared in Austria at the start of the review period. In accordance with its high popularity, gin dominated the offering in non-alcoholic spirits.
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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.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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