Having been the most heavily affected by the foodservice closures due to the lockdown in 2020, starting from the third quarter of 2020 bars too introduced home delivery and takeaway to minimise the losses and adapt to the new normal. The share of home delivery and takeaway prior to the pandemic was non-existent, but this changed radically with the pandemic.
Consumption of spirits in Greece is very much dependent on the on-trade, and the on-trade is also key to driving growth in the consumption of premium spirits, and an important channel for new launches and introducing new products and new trends to consumers. With bars closed, consumer exposure to new trends, new products and to more niche brands was a major challenge for companies.
While more Greeks started to consume spirits at home during the lockdown, upon bars reopening off-trade sales slowed right down while there was a parallel boom in on-trade sales. The return to bars has exceeded expectations, despite the restrictions such as distance between tables, limited access to indoor spaces etc.
The value growth of spirits is set to be strong in the forecast period, especially in the on-trade. Until recently, the premiumisation trend was mostly evident in imported spirits, whereas domestic products (found in other distilled beverages such as tsipouro, ouzo) were dominated by mid-priced products and a high share of unbranded alternatives sold in bulk to the on-trade and via specialist retailers.
While not a strong trend yet, it appears that non-alcoholic spirits are starting to be introduced in Greece in line with the healthy living trend increasingly shaping drinking patterns too. The penetration of non-alcoholic spirits is negligible as of the end of the review period, and consumer awareness is very low but given the success story of non-alcoholic beer there is growth potential for non-alcoholic spirits too.
In the forecast period, tequila (and mezcal) is set to post an increase in sales with growth deriving primarily from mezcal. The penetration of mezcal remains very low in Greece which allows room for growth.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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