Alcoholic drinks in 2024: The big picture
In 2024, Latvia’s alcoholic drinks market started to find its footing again, with a modest uptick in growth compared to the previous year. The industry has been slowly bouncing back from the disruptions of the pandemic and economic turbulence of recent years. While overall growth remained fairly modest, off-trade channels saw a noticeable boost as shoppers returned to more familiar buying patterns. Retailers responded by ramping up promotions and offering value-focused multipacks, which drew in price-sensitive shoppers. Big grocery chains, including Maxima and Rimi, jumped on this trend with bundle offers and eye-catching end-aisle displays showcasing popular beer and wine brands. These efforts lifted sales and kept brands front and centre in a crowded marketplace.
2024 key trends
Beer continued to dominate the Latvian alcoholic drinks market in 2024, holding onto its status as the largest category by a clear margin. Its steady performance was largely thanks to the resilience of local favourites like Aldaris AS and Cesu Alus AS, who tapped into consumer loyalty and preference for familiar, easy-to-reach options. Aldaris, for instance, kept things fresh by rolling out locally inspired limited-edition brews, which not only caught the eye of loyal customers, but also created buzz around seasonal launches. Meanwhile, Cesu Alus AS expanded its classic range with convenient multipacks that catered to price-sensitive shoppers and family gatherings. These packs were widely advertised in stores, so they became popular with people who wanted to buy more for less.
Competitive landscape
Aldaris AS maintained its leadership position of overall alcoholic drinks in Latvia in 2024, supported by its comprehensive beer portfolio and expansive distribution network that covered both retail and hospitality channels. The company’s strategy of balancing mainstream staples with premium and craft-inspired offerings has helped it cater to a wide range of consumer preferences. To reinforce its position, Aldaris executed timely promotional campaigns in grocery chains like Maxima and Rimi, offering multipack deals and end-aisle displays that drew attention to its core beer lines. Additionally, the company leveraged partnerships with local festivals, such as the Riga Beer Fest, where it showcased limited-edition craft brews and engaged consumers with tasting experiences. Its presence extended beyond major supermarkets to include smaller local outlets and convenience stores, ensuring its products were readily available to both everyday shoppers and those seeking a quick purchase. This multi-channel approach, combined with a mix of value-driven and premium offerings, cemented Aldaris as the go-to beer brand for a wide swath of Latvian consumers.
Retail developments
Supermarket chains, such as Rimi, Maxima, and Lidl, capitalised on this trend by offering not just extensive product ranges, but also a shopping experience tailored to the evolving needs of Latvian consumers. Their assortments featured everything from entry-level beers and wines for value-conscious shoppers to premium imports and locally crafted options that appealed to more adventurous drinkers. Regular promotions and eye-catching in-store displays, such as themed end-aisle presentations or cross-promotions with food items, helped keep shoppers engaged and boosted basket sizes. For example, during key calendar events like national holidays or the summer festival season, these chains amplified their marketing efforts with multipack discounts, limited-edition offerings, and tasting events to draw in customers. This combination of convenience, variety, and engaging promotions reinforced grocery retailers as the one-stop destination for alcoholic drink purchases in Latvia, even as competition from other channels increased.
On-trade vs off-trade split
On-trade’s share of total alcoholic drink sales grew slightly in 2024 as venues such as craft beer pubs, cocktail lounges, and experiential bars recovered from pandemic lows. Urban hubs like Riga saw the biggest rebounds, with consumers drawn to curated drinks menus, seasonal cocktails, and events. Aldaris AS partnered with bars for craft beer tastings, and Riga Black Balsam collaborated with cocktail lounges on bespoke drinks, adding excitement and attracting both loyal and new customers.
What next for alcoholic drinks?
The alcoholic drinks market in Latvia is expected to see a flat to negative volume performance over the forecast period, reflecting market maturity and rising health consciousness. Consumers are increasingly prioritising wellness, which has led to a noticeable shift in preferences towards low and no alcohol alternatives. While mainstream categories like standard beer and wine may struggle to maintain growth in this environment, more dynamic areas such as RTDs and alcohol free beverages are poised to perform strongly. Cesu Alus AS has already launched a range of non alcoholic beers targeting health-conscious consumers, while Cido Grupa SIA has introduced low alcohol RTDs in fresh, fruity flavours to appeal to younger audiences. Producers are also exploring cross-category innovations that align with evolving consumer values, such as functional beverages with botanical infusions or fortified drinks with added vitamins. These offerings tap into the growing demand for products that offer both refreshment and perceived health benefits. Retailers are supporting this trend by dedicating more shelf space to alcohol free and low alcohol options, often placing them alongside traditional categories to encourage trial. This evolution is expected to create pockets of growth within an otherwise mature market, driven by changing lifestyles and a desire for greater moderation.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Latvia 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 Latvia, 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 Latvia 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 Latvia?
- 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 Latvia?
- How are products distributed in Latvia?
- 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 Latvia
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 Latvia
KEY DATA FINDINGS
Growth supported by promotions and a good summer
Aldaris AS leads beer, balancing traditional favourites with innovative extensions
Supermarkets offer diverse beer selections, competitive pricing, and regular promotions
Health trends and compeition from other drinks dampen sales
Rising popularity of craft and flavoured beers
Innovation to focus on flavour experimentation
Lager price band methodology
Cider/Perry in Latvia
KEY DATA FINDINGS
Shifting consumer spending and increased competition from other drinks
Strong portfolio, retail partnerships and innovation support Aldaris AS’ leading position
Convenience of home delivery and the opportunity to access curated selections drives growth of e-commerce
Growth fuelled by rising interest in local craft and fruit-based beverages, and innovative product offerings
Shifting consumer preferences
Botanical infusions and lower-alcohol variants to attract health-conscious consumers
Rtds in Latvia
KEY DATA FINDINGS
Price sensitivity and cautious consumer spending impact RTDs in 2024
Latvijas Balzams AS leads, supported by a robust product portfolio and strong relationships with both off-trade and on-trade partners
E-commerce platforms offer curated packs, exclusive promotions, and seasonal bundles that appeal to consumers seeking convenience and novelty
Return to growth driven by rising demand for convenience, flavour innovation and wellness-oriented products
Shift toward wine-based RTDs
Innovation to focus on bold flavours and healthier options to capture a wider consumer base
Spirits in Latvia
KEY DATA FINDINGS
Traditional spirits continue their downward trajectory in 2024
Latvijas Balzams AS maintains its lead, supported by a diverse portfolio
Supermarkets offer convenience, competitive pricing, and regular promotions
Competition from other drinks and evolving consumer preferences
Shrinking consumer base will impact vodka and brandy
Innovation to focus on premiumisation and experiential offerings
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Latvia
KEY DATA FINDINGS
Consistent off-trade demand and a gradual return of consumers to on-trade support stable sales in 2024
Innovation focuses on fresh formats, appealing flavours, and sustainability-driven offerings
Major supermarket chains leverage their extensive networks and promotional power
Sparkling wine growth supported by marketing campaigns and promotions
Shift to drier options
Innovation to focus on flavour diversity, sustainable packaging, and digital engagement
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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