The spirits sector has grown by 2.1% since pre-Covid levels, driven by a surge in cocktail purchases and the enduring popularity of aperitifs. Gin leads growth, while low and no-alcohol alternatives also gain traction among younger consumers, reflecting changing drinking habits.
The spirits sector is experiencing a resurgence, evidencing a growth of 2.1% compared to pre-Covid levels. Currently, the total value related to wholesalers’ sales stands at 689 million euros, which also marks an increase of 6.4% from the previous year. This data was unveiled during the conference titled “The Beverage Scenarios and the Evolution of Mixology. Numbers, Analysis, Market,” held at Beer&Food Attraction, an event orchestrated by the Italian Exhibition Group at the Rimini Fair.
A report from Circana highlighted that in 2024, the spirits market accounted for an impressive 343 million purchase transactions, with cocktails emerging as the primary focus and constituting 146 million purchases. The aperitif segment proved particularly robust, now making up 46% of total sales. This statistic underscores the popularity of social drinking occasions among Italians.
Gin has emerged as the standout category in terms of growth within the spirits sector, boasting a notable 15% uptick year-on-year, thereby consolidating its position at the forefront of spirit classifications. Other categories also showed promising growth, with alcoholic digestifs increasing by 10.2%, vodka up by 8.7%, and rum gaining 4.8%. In contrast, whisky recorded a more modest increase of 2.6% of total spirits sales.
The tradition of the aperitif remains a cherished social ritual in Italy, with data suggesting a shift in consumption patterns as trends indicate a slight decline in beverages consumed during dinner and after-hours. This decline could be attributed to a phenomenon known as “trading down,” where consumers display heightened sensitivity to spending and are opting for lower-priced products, largely driven by inflation and rising living costs.
Emerging trends in the spirits market include the growing popularity of cocktails on tap, which are pre-mixed drinks available for immediate service. This new segment, valued at 100 million euros, has experienced a remarkable 15% growth in the past year. The transition towards cocktails on tap answers the demand for both convenience and quality, allowing consumers to savour expertly crafted drinks without the need for prolonged manual preparation. This trend is gaining traction in bars and public events, where efficiency and quality are paramount.
Additionally, the market for low and no-alcohol beverages is witnessing significant expansion, particularly among younger consumers. Reports indicate that 20% of consumers aged 18 to 35 in Europe opt for non-alcoholic or low-alcohol drinks at least once a week. This shift reflects an increasing focus on health and moderation in consumption habits. In the United States, the preference for low and no alcohol beverages is even more pronounced, with an average annual growth rate of 7%, contributing to a remarkable market value of 10 billion dollars. This global trend is reshaping the beverage sector, resulting in a wider range of non-alcoholic alternatives that satisfy both health considerations and a desire for novel flavours and sensory experiences.
Source: Noah Wire Services
