Coronavirus (COVID-19) impacted spirits very significantly, as these products are usually consumed outside of the home. Overall, the category's on-trade volume sales saw a sharp decline in 2020.
The shift to the on-trade channel was set up from summer 2021, in particular. On-trade businesses recorded an extremely positive summer season after the major disruptions of 2020.
After a year that saw a halt to innovation, the appetite of consumers for novel experiences led some new brands to success in 2021. Players that understood the importance of a local or regional identity tended to perform better than their rivals.
Over the forecast period, the demand for on-trade spirits is predicted to recover swiftly, although volume sales growth is set to slow as the forecast period progresses. In addition, a projected slow off-trade volume CAGR is expected be limit total volume growth.
The development and growth of e-commerce continued in Italy in 2021, with specialised online stores capitalising most on this trend. Spirits also continued to see healthy, if significantly slower, total volume share and sales growth via e-commerce in 2021.
While consumers are relatively new to spirits like tequila (and mezcal) and cachaça, options like brandy and cognac, grappa and whisky are characterised by a maturity that significantly limit their growth potential in the country. For products like grappa, positive sales development appears to rely partly on a modernisation of ways and locales of consumption.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Italy 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 Italy, 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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