Spirits has been facing challenges, primarily from the intensifying responsible drinking campaigns in Slovenia and particularly so with those campaigns focused on drinks with a high alcohol content. Such a dynamic has steered consumers away from spirits and towards categories with lower alcohol content, such as non/low alcohol beer.
The dominant sub-category in spirits is other whiskies. Indeed, other spirits such as travarica and slivovica have been the strongest performers due to their traditional and cultural significance and consumers have increasingly been steering towards local producers within these sub-categories.
Pernod Ricard Slovenia doo maintained its company lead in spirits in 2021, in both volume and value terms, and holding its reign by a fair margin. However, in brand terms, Jägermeister (from second-placed player in company terms, G3 Spirits doo) also holds its lead over Pernod Ricard Slovenia’s Ballantine's Finest brand.
As the economy recovers post-pandemic, a rise in disposable incomes will prompt trading up in both off-trade and on-trade channels. Additionally, with the intensifying responsible drinking campaigns and health-focused consumer trends, drinking spirits will become more of a special occasion, as opposed to a norm.
Over the forecast period, responsible drinking campaigns will intensify from both government and private producers and distributers, increasingly heightening consumer awareness of the dangers of high-level alcohol consumption. Such a dynamic will continue to influence the shift towards non/low alcohol variants, particularly so amongst younger generations of adult consumers, who are cited to exhibit more responsible drinking habits.
E-commerce is set to become a more important distribution channel for spirits over the forecast period. Since the onset of the COVID-19 pandemic, consumers have been purchasing alcoholic drinks more online.
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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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