Having surged by almost a third in 2020, the rate of growth in off-trade volume sales of spirts slowed significantly during 2021 but remained robust. The fact that there was very little cross-border trade due to COVID-19 restrictions continued to have a positive effect on demand for spirits during 2021.
Gin continued to exhibit double-digit growth during 2021, driven in large part by such local brands as Harahorn, Bareksten, Himkok, Skagerak and Oslo Gin. Pink gin is also growing in popularity, particularly during the summer months.
On-trade demand began to recover during 2021, particularly during the summer months, when restrictions on movement were eased. However, this rebound was curtailed later in the year, when a fresh wave of COVID-19 infections led to the reimposition of restrictions.
Off-trade volume sales of spirits will decline in 2022, as the easing of COVID-19 restrictions leads to the re-normalisation of cross-border shopping. However, demand will recover during subsequent years and rise during the forecast period as a whole.
There is expected to be increased polarisation within spirits, with mid-priced offerings ceding ground to their premium and economy counterparts, particularly in vodka. Within gin, flavoured gins will continue to grow in popularity, capitalising on the success of pink gin.
Lower ABV spirits will continue to grow in popularity, as local consumers become more health conscious. The fact that offerings below 22% ABV can be purchased by people ages 18-19, as opposed to the 20 year minimum age for higher ABV spirits, will be a key driver.
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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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