Spirits in Norway

PRE-COVID-19 PERFORMANCE

Spirits records a positive performance in volume terms, as off-trade volume sales grow, but on-trade volume records a decline in 2019

Off-trade volume sales of spirits recorded modest growth in 2019, with increases recorded for most products. Blended malt Scotch whisky was the most dynamic area, growing from a small base, with growth driven by the success of Monkey Shoulder.

In 2019, premium and craft offerings are becoming notable trends in the spirits landscape

The craft wave that started in beer extended to spirits in the last half of the review period, fuelling the demand for products with strong elements of craft, small-batch and traditional appeal. This has led to increased share for premium offerings, including English gin and dark rum.

Arcus Norway AS continues to lead in 2019, as Altia Norway AS records high growth, and Vinmonopolet focuses on sustainability in the industry

Arcus Norway AS sustained the leading position in spirits in 2019, with the players largest shares being within the traditional Scandinavian spirit aquavit and in vodka. Arcus gained share in vodka in 2019, owing primarily to growth from Kalinka, driven by its competitive price point.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of spirits are expected to fall by 25% in 2020 in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted in May 2019, before the spread of COVID-19.

Affected products within spirits

Due to the closure of the majority of on-trade establishments, a double-digit decline is predicted for all spirit products in 2020, with brandy, Dutch gin and Canadian whisky expected to drive the most significant decline.

Recovery and opportunities

Mirroring results seen in wine, on-trade volume sales of spirits in predicted to be dampened in 2020, while a decline in growth is also predicted for 2021, as consumers remain cautious around drinking in bars and clubs throughout 2020. However, in 2021 several areas will move from negative on-trade growth in 2020 to positive growth in 2021, including whiskies, tequila, bitters and liqueurs, with blended malt Scotch whisky predicted to drive the highest on-trade volume growth.

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