Volume sales of spirits were in persistent decline over the review period. The COVID-19 pandemic reversed this trend, with sales rising in 2020 and 2021.
In 2021, rum, cognac and bitters were among the categories boosted by heightened demand in the retail channel. However, as a large category brandy’s growth rate was relatively subdued.
There were two opposing trends in bitters in 2021. Local brands such as Zalios Devynerios saw either a decline or stagnation in volume sales, whilst imported bitters – especially those used in mixed drinks – registered double-digit growth.
In recent years prior to the COVID-19 pandemic, volume sales of spirits were continually declining. This was influenced by changes in consumers' lifestyles, with greater attention being paid to personal health.
Due to movement and travel restrictions in 2020 and 2021, people bought less alcohol in neighbouring countries Poland and Latvia, which is why there were higher sales of spirits in local retail stores. With restrictions now easing in Lithuania, consumers are again buying some of their alcoholic beverages abroad.
By the end of the forecast period, sales of whiskies in bars and restaurants should constitute about one tenth of all on-trade spirits sales. Such rapid success in the whiskies category will be determined by the fact that it is representing well the ongoing premiumisation trend.
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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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