Alcoholic drinks in 2024: The big picture
Alcoholic drinks in Belgium experienced a decline in overall sales in 2024, driven by shifts in consumer behaviour and the rising cost of living. As moderation and mindful drinking became more mainstream, an increasing number of Belgians have reduced their alcohol intake, either by cutting back on frequency or opting for low- and no-alcohol alternatives. This trend is especially evident among younger demographics and health-conscious consumers who prioritise well-being over traditional drinking habits.
2024 key trends
Although spirits remain the largest category in alcoholic drinks in Belgium in 2024, it faced challenges as overall sales decreased due to a combination of shifting consumer habits and economic pressures. As Belgians adopted more moderate and mindful drinking habits, many cut back on their consumption of spirits, especially in casual and at-home settings. With rising living costs, consumers also reduced their spending on non-essential items, including premium and mid-range spirits.
Competitive landscape
The competitive landscape of alcoholic drinks in Belgium in 2024 was shaped by shifting consumer preferences, economic pressures, and evolving drinking habits. While all players faced challenges, industry leader Anheuser-Busch InBev SA NV leveraged its extensive portfolio and distribution network. The company produces and distributes Jupiler, Belgium’s most consumed pils, along with well-known brands such as Stella Artois and Leffe. It also strengthened its position in the premium international beer segment by commencing local production of the popular Mexican beer Corona.
Retail developments
Supermarkets remained the leading distribution channel for alcoholic drinks in Belgium in 2024, maintaining its dominance despite shifting consumer behaviour and widespread challenges. Extensive product selection, convenient locations, and frequent promotions make these retailers the preferred shopping destination for most Belgian consumers. With economic pressures driving price sensitivity, supermarkets benefited from their ability to offer competitive pricing and broad promotional campaigns.
On-trade vs off-trade split
Off-trade remained by far the dominant distribution channel for alcoholic drinks in Belgium in 2024, with the majority of sales occurring in supermarkets, convenience stores, and food/drink/tobacco specialists. The cost-of-living crisis continued to influence consumer behaviour, leading more people to drink at home rather than in bars, restaurants, or cafés. As a result, on-trade performed worse than off-trade, struggling to regain pre-pandemic levels of foot traffic and spending. Many consumers opted for more affordable options in retail, further pressuring the hospitality industry. While the premiumisation trend faded in off-trade, it remained relevant in on-trade. Consumers who did visit bars and restaurants were more likely to indulge in higher-end drinks, viewing these occasions as special moments worth spending on. This helped sustain premium segments in certain categories, particularly spirits and wine, where quality and experience played a crucial role in on-trade consumption. Despite its weaker performance, on-trade remained strategically important for brands. Temporary events such as festivals continued to provide key opportunities for visibility and consumer engagement. Major players leveraged these opportunities to showcase their brands, introduce new products, and reinforce their presence. Although the gap between off-trade and on-trade widened, the latter remained an essential channel for brand positioning and long-term growth strategies.
What next for alcoholic drinks?
Alcoholic drinks in Belgium is expected to continue to register decline over the forecast period, driven by evolving consumer habits and increasing regulatory pressures. The trend towards moderation, which is already a key factor in 2024, is set to gain further momentum as more consumers actively reduce their alcohol intake for health and lifestyle reasons. Younger generations, in particular, are shifting away from regular alcohol consumption and favouring mindful drinking and non-alcoholic alternatives. This change in behaviour will continue to exert pressure on volume sales across most categories. In addition, stricter regulations on alcohol advertising, availability, and taxation could make alcoholic drinks less accessible and more expensive, further discouraging consumption. Policies aimed at curbing excessive drinking, such as restrictions on sales and promotions, are likely to impact both off-trade and on-trade sales, limiting opportunities for recovery. While certain segments, such as non-alcoholic beverages and RTDs, may offer some growth potential, they are unlikely to fully offset the overall downturn. The industry will need to adapt by focusing on premium experiences, diversification, and catering to changing consumer expectations to maintain relevance. The non-alcoholic segment will remain the key growth driver, benefiting from the rising popularity of mindful drinking and the increasing availability of high-quality, alcohol-free alternatives. While non-alcoholic beer is expected to remain at the forefront in this respect, strong performances are also anticipated in non-alcoholic spirits, RTDs, and wines. More brands are investing in expanding their zero-alcohol ranges, with premium offerings helping to attract a wider audience. Legislative support, including potential restrictions on alcohol advertising and promotions, may further encourage consumers to explore non-alcoholic options. Flavoured alcoholic drinks are also set to gain momentum as consumers seek variety and more enjoyable drinking experiences. Flavoured vodka, fruit-infused beers, and sweeter, fruit-forward wines are attracting interest, particularly among younger demographics. Recent launches, such as Mort Subite Juicy in beer and the growing selection of flavoured spirits, highlight the industry’s response to this demand.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Belgium 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 Belgium, 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 Belgium 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 Belgium?
- 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 Belgium?
- How are products distributed in Belgium?
- 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 Belgium
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 Belgium
KEY DATA FINDINGS
Beer faces decline once again in 2024
Anheuser-Busch InBev is the leader in a declining industry
Off-trade benefits from price consciousness and at-home consumption
Category will continue to decline, but non-alcoholic segment offers scope for optimism
Breweries face ongoing challenges in the years ahead
Non-alcoholic and flavoured beer will lead innovation
Lager price band methodology
Cider/Perry in Belgium
KEY DATA FINDINGS
Cider sees decline in 2024 as innovation stalls
Stassen retains the lead in a challenging climate
Supermarkets represents the largest portion of sales of cider in distribution terms
Cider will continue to face decline in the coming years
Focus on convenience necessary the future of the category
Lack of innovation will hasten decline
Rtds in Belgium
KEY DATA FINDINGS
Affordability and availability drive growth of RTDs in 2024
Bacardi Martini leads with notable dynamism in 2024
Supermarkets loses some share to convenience stores but remains the leading distribution channel
Optimistic outlook for RTDs in the years ahead
Innovation in flavours and packaging will compound growth prospects
Cans will remain preferred format over glass
Spirits in Belgium
KEY DATA FINDINGS
Spirits continues to decline in volume and value terms in 2024
Diageo leads spirits thanks to strong portfolio of global brands
Convenience stores gain share at the expense of supermarkets
Volume sales fo spirits set to continue declining in the years ahead
Demand for flavoured spirits and RTDs will remain strong
Non-alcoholic spirits will continue to drive sales and innovation in the category
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Belgium
KEY DATA FINDINGS
Wine faces continuous decline due to complex range of factors
Innovation focuses on packaging developments
E-commerce is growing, but supermarkets holds sway
Gloomy outlook ahead for wine in Belgium
Demand for fruitier and lighter wines set to increase
Sustainability trend will drive innovation in packaging in the years ahead
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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