The longer-term trend towards reduced alcohol consumption due to greater health consciousness amongst younger consumers of legal drinking age, including millennials and generation Z, is expected to continue impacting total volume growth of spirits. However, it will allow non alcoholic spirits to appeal to a wider audience, seeking new flavours to create non alcoholic cocktails using high-quality recipes with natural ingredients such as botanicals.
Flavoured spirits are expected to continue making gains, notably within gin, rum, and whiskies, as spirits companies may need to increasingly focus on flavour innovations in order to stem the gradual exodus of younger consumers of legal drinking age away from spirits, due to their growing preference for spirits-based RTDs, which tend to offer greater drinkability.
Amongst traditional German spirits categories, korn and doppelkorn previously suffered from a lack of innovation and a focus on low prices. Despite a forecast of stagnating or declining total volume sales, in the on-trade korn and doppelkorn are expected to continue benefiting from a renewed interest amongst younger consumers of legal drinking age, who see these as an alternative to gin and vodka, thereby fuelling a recovery for premium brands thanks to a more distinct craft positioning.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Germany 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 Germany, 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.
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