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.
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.
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.
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’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.
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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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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