Alcoholic drinks in 2024: The big picture
Following the lacklustre performance of the previous year, sales of alcoholic drinks in Lithuania showed positive volume growth in 2024. This was primarily driven by the strong performance of beer, supported by favourable excise tax policies and a warm summer season. Price increases were modest, having already risen significantly during the 2022–2023 period.
2024 key trends
In 2024, beer remained the largest alcoholic drinks category in Lithuania by volume, having experienced positive year-on-year sales growth. This was driven by favourable excise tax policies that helped keep prices competitive, alongside warm summer weather, since beer is widely consumed when socialising in outdoor settings.
Competitive landscape
Svyturys Utenos Alus UAB was the leading player in Lithuania’s alcoholic drinks market in 2024, primarily due to its dominance in beer, which accounts for the largest share of volume sales. The company offers a wide range of beer brands across all price segments and also operates the craft brewery Raudonu Plytu. However, despite its diversified product portfolio and strong presence across modern and traditional distribution channels, the player lost share in 2024, largely due to pressure from private labels. Indeed, private labels saw an especially dynamic performance during the year, largely fuelled by the robust growth of economy lager. Major grocery retailers such as Maxima, Rimi, Iki, Norfa, and Lidl are actively promoting their own economy lagers, which are especially attractive to price-sensitive shoppers.
Retail developments
Supermarkets continued to dominate retail sales of alcoholic drinks in Lithuania in 2024. Grocery chains like Maxima, Rimi, Iki, and Norfa benefit from extensive store networks, offering a wide selection of alcoholic beverages across all price segments. Since the advertising and promotion of alcohol is prohibited by law, competition in this channel is primarily driven by offering a wide product range and competitive pricing.
On-trade vs off-trade split
Off-trade channels are less significant in Lithuania compared to Western European markets. On-trade remains relatively expensive, and most consumers do not have a strong tradition of regularly visiting such venues. On-trade outlets typically focus on mid- and premium-priced products, especially beer, and play an important role in shaping current alcoholic drinks trends, particularly when in the case of cocktails.
What next for alcoholic drinks?
Sales of alcoholic drinks in Lithuania are expected to see a modest decline in volume over the forecast period. Younger generations are generally less inclined to drink alcohol, leading to a shrinking consumer base. However, a shift towards premium products may help the market to sustain or increase its value. Prices are also anticipated to continue rising, driven by government-approved excise tax increases.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Lithuania 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 Lithuania, 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 Lithuania 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 Lithuania?
- 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 Lithuania?
- How are products distributed in Lithuania?
- 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 Lithuania
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
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Lithuania
KEY DATA FINDINGS
Economy lager drives revival in beer sales in 2024
Private labels surge as market leader faces pressure
Supermarkets continue to dominate sales while e-commere gains momentum
Beer market poised for stagnation amid tax pressures
Shift to premium beer offers scope for value growth
Major innovations expected in premium ales as IPA trend continues and fruit ales gain popularity
Lager price band methodology
Cider/Perry in Lithuania
KEY DATA FINDINGS
Sales decline due to outdated products and rising competition
Leading players dominate, but premium challengers are gaining ground
Cider distribution continues to rely on retail, while on-trade remains limited
Lack of cider-making tradition will hamper growth
Local premium cider production shows potential
Fruit-flavoured ciders could gain momentum
Rtds in Lithuania
KEY DATA FINDINGS
Stagnant demand for RTDs in 2024
Leaders challenged by growing niche competition
Supermarkets dominate sales, while on-trade continue downward spiral
RTDs face limited growth prospects amid strong competition and entrenched consumer habits
RTDs face uphill battle due to legacy of negative perceptions
Innovation in RTDs will likely focus on flavours and packaging
Spirits in Lithuania
KEY DATA FINDINGS
Spirits suffers from shifting consumer preferences and rising taxes
Stumbras leads Lithuania’s spirits market while Prike Lietuva posts fastest growth
Supermarkets domnate sales as on-trade faces challenges
Spirits consumption in Lithuania expected to decline amid changing consumer habits and tax pressures
Shift to lighter and mixed spirits consumption expected as premiumisation gains momentum
Flavour innovations to reflect growing demand for sweeter spirits
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Lithuania
KEY DATA FINDINGS
Wine sales grow strongly in 2024, driven by lighter and sparkling varieties
Non alcoholic wine sees slight growth amid rising competition from alternative beverages
Supermarkets dominate wine sales while e-commerce emerges as fastest-growing channel
Sparking wine will continue as top choice for Lithuanian consumers
Non alcoholic wine will continue to see limited popularity, due to strong competition
Innovation in wine will remain limited
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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