Off-trade volume sales of wine are set to continue to decline in 2023, albeit at a less dramatic rate than in the preceding year. The main reasons behind this decline include the further resumption of cross-border trade, which is expected to return to pre-pandemic levels in 2023 and an increase in international travel, particularly during the summer holiday period.
Weak on-trade growth is expected for 2023 as consumers remain cautious in their spending. The prices of alcohol in bars and restaurants in Norway is very high compared to most other European countries, thus, drinking out of the home is a luxury that is likely to be skipped in the face of decreasing purchasing power.
The shift towards lighter and brighter wine styles with lower sugar, calorie, and alcohol content reflects a long-term change in consumer preferences that is expected to continue throughout the forecast period. To target younger adults of legal drinking age and an urban demographic, it is expected that Vinmonopolet and producers will increasingly explore new types of wine for the Norwegian market such as orange wine, natural wine, pét-nat (naturally sparkling wine), sake and fruit wine.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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