The outlook for spirits remains pessimistic in total volume terms. The trends which are expected to continue to negatively impact the category over the forecast period, are mainly rising consumer awareness of health and wellbeing, resulting in lower alcohol consumption, the high level of maturity of many traditional spirits, and the struggle of traditional bars and pubs.
In light of changing consumer behaviour and the increasing mindful drinking trend, spirits is experiencing a transformation. Consumers are not finding as many reasons as they once did to frequently indulge in strong spirits.
Gin and whiskies are expected to be amongst the best performers over the forecast period. The growing popularity of these spirits, especially amongst the young adult population, combined with strong promotions and effective marketing campaigns, are key factors for the positive outlook.
Pernod Ricard remained the overall leader of spirits in Germany in 2018. However, Campari is steadily closing the gap, as it posted the strongest total volume growth.
Jim Beam and Jack Daniel’s, ranked fifth and seventh within overall spirits in Germany, continued to benefit from the growing popularity of bourbon/other US whiskey, Scotch whisky and Irish whiskey, experiencing strong development. Consumers continued to be attracted by whiskies due to the successful and emotional store-telling, the vast variety of flavours and the developing bar scene in Germany.
The growth of micro-distilleries and the premiumisation trend within alcoholic drinks encouraged the growth of local craft spirits. This was particularly evident within gin and whiskies but also within rum, korn and vodka.
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This industry report originates from Passport, our Alcoholic Drinks market research database.