Alcoholic drinks in 2024: The big picture
Alcoholic drinks in Austria witnessed a slight decline in volume sales over 2024. Generally, the long-term trend towards lower alcohol consumption has prevailed, driven by rising health awareness, especially among younger adults. The general decline in the social acceptance of heavy alcohol drinking has also led to lower levels of consumption in Austria. Overall inflation and unit price growth returned to healthier levels in alcoholic drinks during 2024, following the problematic hikes seen in recent years. Total value growth of alcoholic drinks has moderated in line with this trend. However, rising demand in the on-trade and higher unit prices was a key growth driver in 2024. The on-trade has been recovering from the low consumer mood in recent years and the noticeable shift towards home consumption that took place during the pandemic.
2024 key trends
Beer was the largest category within alcoholic drinks in 2024, with volume sales declining due to the weak performance in the off-trade. In contrast to other categories, on-trade beer volume sales have stagnated at levels well below that seen pre-pandemic in 2019. A key factor has been the falling number of on-trade establishments in more rural areas that traditionally focus on beer. Many of these businesses have suffered from the massive rise in operating costs and lower consumer demand in recent years.
Competitive landscape
Brau-Union Österreich AG was the leading player within alcoholic drinks in 2024, holding a significant lead on the nearest competitor. With leading brands such as Gösser Maerzen, Puntigamer and Zipfer Urtyp in beer, the company has a solid grasp on the cider/perry category with Stibitzer and Strongbow. A growing number of consumers have become more sceptical about the dominance of Brau-Union Österreich AG in the beer category with some choosing to avoid consuming its brands. There has been a general increase in scepticism towards large corporations and their lack of transparency and potential ethical and moral weaknesses. Industry backlash has also gained traction in 2024, as a new association was formed by Brau-Union's competitors, including founding members of the Independent Brewers of Europe in 2024, which is a major critic of multinational beer producers at European level.
Retail developments
Supermarkets was the leading distribution channel for alcoholic drinks in 2024, with these retailers benefitting from very high regional coverage in Austria. For many consumers, supermarkets are the first port of call for large weekly grocery shops, and due to the underdeveloped convenience store channel in Austria, they are usually the first option for everyday quick purchases too. Discounters and hypermarkets both held ground in 2024. The former channel is known for its inexpensive private label ranges with a very good price-performance ratio, whilst the latter is known for having the widest product range in all areas of alcoholic drinks. Retail e-commerce, meanwhile, was the most dynamic distribution channel within alcoholic drinks in 2024.
On-trade vs off-trade split
In contrast to the ongoing downward trend in off-trade volume sales of alcoholic beverages, there was only a marginal volume decline in the on-trade. This is largely due to recovery from the pandemic, when consumers shifted towards home consumption. The shift back towards traditional lifestyles and on-trade consumption was slowed by the inflationary period during 2022 and 2023. Consequently, on-trade sales in the vast majority of alcoholic drinks categories are still well below pre-pandemic levels, with the preference for home consumption still evident. And this ongoing shift, together with faltering consumer confidence and the recent sharp rise in operating costs, has continued to put strong pressure on the profitability of foodservice businesses, disproportionately affecting bars, pubs and, most of all, nightclubs.
What next for alcoholic drinks?
Total volume sales of alcoholic drinks are set to further weaken in the upcoming period. The long-term trend towards reducing alcohol consumption should continue, driven by increasing health awareness, especially among younger adults. With the social acceptance of alcohol and heavy drinking generally falling in Austria, more consumers will seek to reduce or even stop drinking alcohol. On-trade sales still have the potential to improve after falling to a very low level during the pandemic, with rising tourism also likely to provide a positive stimulus to volume sales. Nevertheless, in the vast majority of categories consumer demand is likely to decline over the latter part of the forecast period. The most notable categories with upside potential are RTDs, sparkling wine, and non-alcoholic beer, wine and spirits. The growing range of non-alcoholic alternatives will certainly continue to attract a lot of short-term consumer interest in the forecast period. Still light grape wine and spirits will come under further pressure from the many healthier and cheaper alternatives.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Austria?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Austria
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Austria
KEY DATA FINDINGS
Ongoing decline in off-trade beer consumption
Large number of consumers are sceptical about leading player Brau-Union Österreich AG
Supermarkets remain the leading channel while e-commerce gathers momentum
Beer consumption set to follow the downward trend
New deposit system in 2025 will have several effects on beer industry
While big innovations are unlikely, organic beer has untapped growth potential
Lager price band methodology
Cider/Perry in Austria
KEY DATA FINDINGS
Cider/perry faces flat volume performance
Declining interest among mainstream consumers impacts leading Stibitzer brand
Dominant supermarket channel also leads in cider sales
No recognisable growth opportunities in demand for cider
Leading Stibitzer brand expected to lose slight volume share
No significant innovations expected in cider/perry
Rtds in Austria
KEY DATA FINDINGS
At-home consumption and convenience drives growth of RTDs
Schlumberger Wein- & Sektkellerei AG extends its lead in wine-based RTDs
Supermarkets continue to lose share to other retail channels
Positive outlook for RTDs
New deposit system will affect a large proportion of RTDs
Flood of new products is likely to have peaked
Spirits in Austria
KEY DATA FINDINGS
Spirits suffers from lack of recovery in the on-trade
Bacardi-Martini Austria retains leadership in spirits but is under pressure
Supermarkets are main source for spirits thanks to strong regional coverage
Further recovery of on-trade sales is positive trend
Coca-Cola Austria GmbH to leverage resources to push into spirits
Greater product diversity from light and alcohol-free alternatives
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Austria
KEY DATA FINDINGS
Impulses purchases of sparkling wine provide impetus as volume sales decline
Weinkellerei Lenz Moser AG leads the fragmented wine landscape
Retail e-commerce continues to gain share from conventional channels
Wine to benefit from rising demand for higher quality products
Sparkling wine has strong growth potential
Full impact of renewed deposit system is still uncertain in wine
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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