Total volume sales of spirits returned to growth in 2021, largely thanks to a significant recovery in on-trade sales. As restrictions started to ease, Danes were keen to get out and return to bars and other on-trade venues which helped the category return to growth, albeit at the cost of off-trade demand.
Consumers are changing the way they drink alcohol in Denmark with many people no longer being focused on the alcohol content but rather the flavour and the story behind the product. This focus on quality over quantity is supporting premiumisation within spirits.
Gin recorded the most dynamic growth in spirits in total volume terms in 2021. Gin continues to be a highly popular category especially among Millennials and Generation Z consumers.
Spirits is projected to see moderate growth in total volume terms over the forecast period with off- and on-trade volume sales set to see similar growth rates. Consumption of spirits, like other alcoholic drinks, is linked to socialising with friends and family and therefore the lifting of the remaining COVID-19 measures in early 2022 should benefit sales.
While still growing from a small base, non alcoholic spirits is seen to be an area with strong growth potential, following in the footsteps of other alcoholic drinks categories such as non alcoholic beer. Many on-trade outlets have started promoting mocktails alongside their lines of cocktails to offer an interesting alternative for those looking to avoid alcohol and this trend could also take off through the retail channel.
Organic variants are also expected to gain popularity in the forecast period, although only once fears around the pandemic subside, as Danes do not generally like to experiment during times of crisis. In particular, organic gin is expected to see strong growth.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Spirits 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.
If you're in the Spirits 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
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!