Spirits witnessed dynamic double-digit growth in off-trade volume terms in 2020 with sales benefiting from the near-absence of private imports and duty-free sales, as well as limited nightlife activity due to various restrictions in place on bars and nightclubs. The cocktail trend is traditionally popular in bars and clubs in Sweden but during the pandemic it migrated to the off-trade as some consumers looked to replicate these drinks at home.
The premiumisation trend continued to inform demand for spirits in Sweden in 2021 despite rising price sensitivity and uncertainty about disposable incomes as a result of the pandemic. With consumers being advised not to travel abroad unnecessarily, some chose to spend more on small indulgences and luxury experiences in the home.
English gin remained one of the most dynamic categories within spirits in 2021. There is a strong cocktail trend in Sweden, with English gin being a key component of several recipes, including the classic gin and tonic.
Spirits is expected to see steady growth over the forecast period in total volume terms. On-trade volume sales are set to see a full recovery as consumers return to bars and restaurants, with sales also likely to benefit from the return of inbound tourists.
Low and non-alcoholic spirits is a niche area but one which is full of potential. Consumers continue to become more mindful of their drinking habits which in turn is pushing them to look at reducing their alcohol intake.
While accounting for a relatively low overall share of sales in total volume terms, craft and organic spirits are attracting interest from Swedish consumers looking for products which are perceived to be more natural and sustainable, while they are also gaining support from Systembolaget. There are a growing number of small, local distillers offering a growing range of small-batch, craft and organic spirits, many of which promote the use of local and regional ingredients.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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