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Competitive Landscape
Campari Accelerates Share Gains as Discounters Expand Spirits Ranges
Spirits in Belgium remain highly concentrated, with the three leading manufacturers—Diageo, Bacardi-Martini, and Pernod Ricard—together holding more than half of off-trade volume share in 2025. Diageo leads with 22% off-trade volume share, followed by Bacardi-Martini at 16% and Pernod Ricard at 12%.
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Overview:
Understand the latest market trends and future growth opportunities for the Spirits industry in Belgium 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 Belgium, 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 Belgium 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 Belgium?
- 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 Belgium?
- How are products distributed in Belgium?
- 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 Belgium - Category analysis
Key Data Insights
Spirits Summary
Chart 1 Key Industry Trends for Spirits
Aperol Drives On-Trade Investment as Whisky and Gin Falter
Aperol’S Heavy Activation Reshapes the Aperitif Landscape and Spurs Innovation
Chart 2 Limoncello and Other Liqueurs Are Jumping on the Aperitif Bandwagon
Jet Import’S Bongiorno Captures Demand for Novelty and Authenticity
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Younger Adults Shift to Lighter Drinks as Regulations Tighten
Vodka Retains Lead as Non-Alcoholic Spirits Accelerate on Value Focus
Smaller Formats and Convenience Drive Accessibility as Out-Of-Pocket Prices Rise
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Chart 7 Competitive Landscape for Spirits
Campari Accelerates Share Gains as Discounters Expand Spirits Ranges
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Aldi and Lidl Gain Share as Supermarkets Pull Back
Online Spirits Sales Remain Stagnant as Regulations Constrain Growth
Aperol and Competitors Accelerate Aperitif Innovation with New Launches
Bongiorno and Retailer Launches Expand Flavour Innovation in Liqueurs
Retailers and Suppliers Adapt to Regulation and Trading Down with New Formats
Chart 10 Economic Context for Spirits
Chart 11 Real GDP Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Spirits
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Alcoholic Drinks in Belgium - Industry Overview
2025 Developments
Key Data Insights
Chart 16 Key Industry Trends for Alcoholic Drinks
Beer Brands Expand Non-Alcoholic and Low Alcohol Launches to Retain Health-Conscious Consumers
Rtd Innovators Drive Volume Gains as Traditional Drinks Decline
Delta Zero and Tout Bien 0.0 Spark No and Low Alcohol Momentum among "Flexibuveurs"
Chart 17 The No Alcohol Segment Is Growing Fast and Innovating, While All Traditional Segments Are Decreasing
Chart 18 Value Sales 2020-2030
Chart 19 Value Sales by Category 2025
Consumers Prioritise Moderation and Flavour as Beer Volumes Decline
Convenience and Smaller Formats Reshape Purchasing and Packaging Choices
Chart 20 Forecast Value Sales 2020-2030
Chart 21 Forecast Value Sales by Category 2025-2030
Chart 22 Competitive Landscape for Alcoholic Drinks
Coca-Cola Bridges Rtds with Strategic Partnerships
Retailers and Rtd Innovators Capture Value From Shifting Habits
Chart 23 Company Shares 2025
Chart 24 Brand Shares 2025
Supermarkets Drive Beer and Wine Sales through Promotions and Range
Convenience Stores and Night Shops Capture Demand for Proximity and Immediacy
Digital Discovery and Craft Beer Innovation Expand Online Engagement
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 25 Economic Context for Alcoholic Drinks
Chart 26 Real GDP Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Alcoholic Drinks
Chart 29 Population 2020-2030
Chart 30 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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