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.
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Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See All of Our DefinitionsThis report originates from Passport, our Spirits research and analysis database.
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