The spirits category recorded a minor increase in total volume sales, boosted by a rebound in on-trade volume while the off-trade witnessed a decline in sales. Nevertheless, off-trade volumes remained significantly higher than pre-pandemic levels.
Restrictions in opening hours of bars and nightclubs continued to have a negative effect on volume sales of spirits in 2021. The two most popular spirit-based drinks in bars and clubs are Bacardi-cola and vodka Red Bull, most often combined with Smirnoff Red vodka.
A key launch in the spirits category was Diageo’s launch of its alcohol-free version of Gordon’s Gin, which uses the same botanical ingredients as in the regular alcoholic version to deliver the taste of juniper berries. Non-alcoholic spirits is dominated by specialised brands and Diageo is the first major player to bring a mainstream spirits brand into this category.
A full recovery of the on-trade will help the spirits category to recover and achieve growth over the forecast period. Demand in the on-trade will normalise in the second half of 2022 and the first half of 2023, which will be an essential step in the recovery of the category as a whole.
Non-alcoholic spirits is in the early stages of its development and is likely to see strong growth in the forthcoming years although it is unlikely to become a mainstream category as yet. There is a wide gap between the taste of regular spirits and non-alcoholic alternatives.
For domestic spirits such as Dutch gin and vieux the outlook remains broadly negative, although marginal growth is possible as volume sales recover in the on-trade. The core target audience for domestic spirits is ageing and despite producers of Dutch gin trying to attract new consumers to their category, they have largely been unsuccessful.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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