World Market for Alcoholic Drinks

July 2022

From the apocalyptic levels of pandemic disruption to the joyous return to hospitality venues, social gatherings and revenge conviviality, the alcoholic drinks industry has faced genuinely unprecedented volatility in the past couple of years. As the macroeconomic horizon darkens once more, what is the state of the industry and what are the key themes emerging as the dust is settling, and will it be able to reassert its resilience?

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Examining Five Trends Shaping Alcoholic Drinks

A long and difficult road to recovery

Historically high savings rates, comparatively low unemployment figures and, most importantly, the pent-up demand for socialising and communal celebration after years of lockdowns provided huge momentum in the initial stages of the recovery. However, severe inflationary pressures could partly derail recovery in the short-to-medium term.

Drinking goes digital

Pandemic disruption forced the industry to belatedly embrace the digital age, where historically it had been underdeveloped when compared with other key fmcg industries. As the shift to online sales is now becoming embedded, the next digital frontiers will be in the virtual universe and blockchain technology.

A cocktail of polarisation

Indulgence and moderation, premiumisation and economising, convenience and adventurous experimentation – seemingly antithetical themes and polarised trends – will exert an impact simultaneously, as the industry is going through a period of transition.

Beyond alcohol

The rise of mindful drinking, moderation initiatives and “dry” venues, retailers and events predated the pandemic but the trend accelerated further during the crisis. As it has now fully entered the mainstream, functionality cues will come under the spotlight.

Soft and “hard” drinks collide: The Great Convergence

As the alcoholic drinks industry explores non/low alcohol horizons, soft drinks behemoths are hesitantly entering the alcohol arena. Holistically tackling total beverage occasions and tailoring offerings accordingly will drastically shake up historic taboos and strategies.


Examining five trends shaping alcoholic drinks

State of the industry

On-trade fuelling recovery but spectre of recession lingers
Global state of play
Bouncing back and the many shades of recovery
A cocktail of premiumisation, moderation and convenience
E-commerce turns on the growth taps
Usual suspects lead forecast growth rankings
Stagflation: A stiff chaser after the pandemic hangover?

Leading companies and brands

Fragmentation levels maintain historic trajectories
Riding the recovery wave
Mark Anthony, hard seltzers and soft forecasts

Top five trends shaping the industry

Examining five trends shaping alcoholic drinks

Top Five Trends Shaping the Industry

A long and treacherous road to recovery
Drinking goes digital
A cocktail of polarisation
Beyond alcohol
Soft and “hard” drinks collide: The “Great Convergence”

Market snapshots

Global snapshot of beer
Global snapshot of wine
Global snapshot of spirits
Global snapshot of RTDs
Global snapshot of cider/perry
Regional snapshot: Asia Pacific
Regional snapshot: North America
Regional snapshot: Latin America
Regional snapshot: Western Europe
Regional snapshot: Middle East and Africa
Regional snapshot: Eastern Europe
Regional snapshot: Australasia

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

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