Alcoholic drinks in 2024: The big picture
Alcoholic drinks in Denmark witnessed declining volume sales in 2024, largely due to the rise of mindful drinking, as well as a need to economise amid higher costs of living. More Danes are either cutting down on alcohol consumption, choosing lower strength (ABV) drinks, or are abstaining completely from drinking alcohol as part of healthier lifestyles. This was notably the case among young adults who are more health conscious and focused on wellbeing compared to older generations. The preference for lighter options was reflected in significant disparities across various product areas. Non-alcoholic drinks, flavoured lager, RTDs, rosé wine, and sparkling wine experienced growth, while non-grape wine, brandy, cognac, and cider witnessed decline. Whilst spirits has come under pressure from its high strength, spirit-based RTDs are enjoying strong growth in Denmark, albeit from a small base. Even as Danes cut back on overall alcohol consumption, there was a clear shift towards higher quality and premium drinks, supporting total value growth. Consumers showed a continued interest in speciality and premium beers, including microbrewery alternatives, despite the higher price.
2024 key trends
Beer is the largest category in Denmark due to widespread consumption of lager. Given the high per capita consumption of beer in Denmark, this is a mature category with limited prospects to grow penetration. The move away from drinking lager among younger generations of legal drinking age is depressing volume sales of alcoholic drinks. As Danes reduce the quantity of alcohol consumed, they are willing to spend a little more per drink meaning premium, speciality and unique products are becoming sought after. Dark beer with a premium positioning has seen positive development, whilst wine consumers are becoming more interested in wine origin as well as the story behind different wines.
Competitive landscape
Carlsberg Danmark A/S is the leading player in alcoholic drinks by a wide margin, mainly due to its strong position in beer. The company releases a steady stream of new products and line extensions to maintain its position and has also invested in craft-positioned companies such as Mikkeller in 2024. Carlsberg’s well-known and respected brands are also highly visible at sports and cultural events to maintain high levels of brand awareness. The slight decline in volume share over 2024, was due to volume declines in mid-priced beer, which is the company’s biggest source of revenue.
Retail developments
Modern grocery retailers remained the preferred channels in Denmark, with discounters, hypermarkets, and supermarkets gaining market share in 2024. Despite their limited alcoholic beverage selection, discounters attracted consumers with competitive pricing. Constant offers in this channel has helped to improve its position during challenging economic times. Discounters are able to sell large volumes of alcoholic drinks due to multi-pack and bundle offers. Hypermarkets have retained popularity owing to their extensive offerings and broad availability throughout the country.
On-trade vs off-trade split
Although on-trade sales developed positively after the COVID-19 pandemic, volumes sales in this channel have still not reached pre-pandemic levels. In 2024, on-trade volume sales stalled further, as consumer confidence remained low and Danes cut back on drinking in bars and restaurants. A relatively large share of cider and RTDs are sold via the on-trade. These are less sought-after in the off-trade as many consumers chose to mix their own drinks or drink beer or wine at home. On-trade accounts for a small share of volume sales in wine, partly due to the high prices, as wine is notably more expensive in bars and restaurants compared to the off-trade. For some other drinks such as brewery products the difference between on- and off-trade is less noticeable.
What next for alcoholic drinks?
Alcoholic drinks in Denmark will continue to see volume sales decline over the forecast period. Young adults are expected to drink less alcohol and there will be consumers opting to avoid alcohol completely. Danes are heavily focused on health and wellness, and alcohol does not sit well with this trend. Cutbacks in consumption will have a noticeable impact on volume sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Denmark 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 Denmark, 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 Denmark 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 Denmark?
- 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 Denmark?
- How are products distributed in Denmark?
- 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 Denmark
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
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Denmark
KEY DATA FINDINGS
Falling consumption of lager reflects preference for quality over quantity
Domestic player Carlsberg Danmark maintains firm lead in beer category
Grocery retailers dominate off-trade beer sales
Premium and non-alcoholic beer to perform well amid overall decline
Non-alcoholic beer offers significant growth potential
Niche offerings to emerge shaped by health and wellness trend
Lager price band methodology
Cider/Perry in Denmark
KEY DATA FINDINGS
Ongoing decline as cider/perry fails to resonate with young adults
Carlsberg Danmark A/S continues to lead, focusing on innovation to drive growth
Price sensitivity drives cider purchases in discounter channel
Cider/perry faces ongoing challenges
Regular cider is considered old-fashioned
Premium cider provides some growth potential
Rtds in Denmark
KEY DATA FINDINGS
Growth moderates following period of dynamism in RTDs
Competitive landscape remains concentrated in RTDs
Discounters are dominant channel
RTDs faces steady growth in forecast period
Non-alcoholic RTDs set to emerge
RTDs is poised for innovation
Spirits in Denmark
KEY DATA FINDINGS
Lower consumption of spirits creates challenges for players
Diageo Danmark A/S takes the lead in spirits
Discounters is key channel for retail purchases
Challenging outlook for spirits category but growth opportunities exist
Premiumisation trend set to gain ground in spirits
Innovations will centre on delivering premium experiences
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Denmark
KEY DATA FINDINGS
Flat volume sales as wine consumption shifts to lighter options
Rising demand for sparkling wine boosts Amka Danmark’s volume share
Discounters lead the retail distribution of wine
Changing preferences in wine consumption set to continue
Shifts in consumer preferences towards sparkling and still rosé wine
Packaging formats and sustainable features will lead innovations
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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