Total volume sales of spirits continued to decline in 2018, as was the case throughout the review period. These sales drop can be seen as inevitable as Finns continue to move towards lighter alcoholic drinks.
2018 saw craft spirits and new and unique flavour experiences become even more appealing to Finns. For example, the new Helsinki -Tallinn Tunnel Vodka by the Helsinki Distilling Company caters to the craft spirit trend and the marketing that accompanied the launch emphasised that the product is handmade with local and domestic ingredients.
While most spirits categories already suffer from some form of maturity, some of them such as gin, continue to enjoy success due to their status as a trendy cocktail ingredient. One interesting launch in 2018 was the non-alcoholic spirit Seedlip Garden 108, which promises to deliver plenty of flavour despite not containing any alcohol and which can be used as a non-alcoholic alternative to gin or vodka in mixed drinks and cocktails.
The state-owned alcoholic drinks player Altia Oyj continues to hold the leading position in spirits with its extensive selection of products. However, smaller, domestic artisanal distilleries are managing to capture more attention by offering super premium quality and well thought-through new takes on flavour.
Plenty of new products were seen in spirits in 2018. For example, domestic award-winning craft distillery Kyrö Distillery continued to expand its selection and ventured into cream liqueurs for the first time with the launch of its Kyrö Dairy Cream, which is free from lactose.
The domestic craft distillery Teerenpeli Panimo & Tislaamo Oy focuses on using renewable wood pellet energy in its production processes. In fact, this company is by no means alone in this as the state-owned Altia is also using biofuel in its Koskenkorva brand distillery, thus minimising its carbon dioxide emissions.
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This industry report originates from Passport, our Alcoholic Drinks market research database.