Alcoholic drinks in 2024: The big picture
In 2024, volume sales of alcoholic drinks in Norway declined, with beer, wine, and spirits all experiencing a total volume fall. These results were largely driven by rising prices, increased tax-free purchases, and a growing consumer shift towards lower-ABV alternatives. Broader economic pressures and continued cross-border trade also contributed to the overall volume decline.
2024 key trends
Beer remained the largest category within alcoholic drinks in Norway in 2024, although overall volume sales declined. Domestic mid-priced lager continued to dominate the beer segment, supported by demand for light, refreshing options and the continued strength of established brands, despite the overall market downturn.
Competitive landscape
Ringnes AS remained the leading company in Norwegian alcoholic drinks in 2024, although it recorded a slight decline in volume share. The company retained its position due to a broad portfolio, strong market presence, and strategic focus on lite and non-alcoholic beers, catering to the increasing demand for health-conscious options. Ringnes’ portfolio includes well-known beer brands such as Tuborg, Frydenlund, Ringnes, and Carlsberg, Somersby in cider/perry, and Bacardi and Tuborg in RTDs. While volume sales declined for core beer brands like Tuborg and Ringnes, the non-alcoholic beer brand Munkholm gained momentum, helping to offset further losses.
Retail developments
Vinmonopolet is Norway’s state-owned alcohol retail monopoly. It is the only retailer legally allowed to sell alcoholic beverages over 4.7% ABV to consumers for off-trade consumption. It operates under the Ministry of Health and Care Services, with the aim of reducing alcohol-related harm by controlling access, setting high prices, and banning advertising. Consequently, Vinmonopolet maintained its position as the leading retail channel for wine, spirits, and cider/perry in Norway in 2024, supported by its exclusive sales rights, premium market positioning, broad product range, and high levels of consumer trust. The retailer continued to place strong emphasis on Norwegian cider and significantly enhanced its portfolio over the year.
On-trade vs off-trade split
The off-trade continued to account for the bulk of volume sales in 2024, however, both the off-trade and the on-trade recorded a decline. The on-trade channel faced a deeper fall, with beer and spirits challenged by inflation, rising prices, and broader economic pressures. These factors contributed to bankruptcies within the hospitality sector. Hansa Borg, for example, reduced staffing levels, citing cautious consumer spending and increased cross-border trade as contributing factors.
What next for alcoholic drinks?
Volume sales of alcoholic drinks in Norway are expected to recover modestly over the forecast period, with only marginal growth anticipated. RTDs and cider/perry are projected to be the main drivers of this recovery, supported by a steady performance in wine. In urban areas, younger adult consumers will continue to reshape drinking trends. There will be a growing interest in orange wine, natural wine, and lighter, juicy red wines. This demographic is also showing increased curiosity in alternative drinks such as sake, cider, fruit wines, and sour beers with a craft profile, highlighting a broader appetite for artisanal and niche offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Norway 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 Norway, 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 Norway 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 Norway?
- 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 Norway?
- How are products distributed in Norway?
- 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 Norway
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 Norway
KEY DATA FINDINGS
Beer sales decline in norway in 2024, while non/low alcohol options gain ground
Non alcoholic innovation drives competition in beer in Norway during 2024
Discounters remain key for beer sales as on-trade suffers steeper decline than off-trade
Modest decline forecast for beer sales, while non/low-alcohol continues to surge
Growing demand is expected for local craft beers while imports gain ground in Northern Norway
Innovation focuses on non/low alcohol beer as health trends shape buying habits
Lager price band methodology
Cider/Perry in Norway
KEY DATA FINDINGS
Local campaigns and premiumisation boosts cider/perry sales in 2024
Competitive shifts in cider/perry as health-conscious offerings and craft innovation drive growth
Discounters leads cider/perry distribution below 4.7% ABV, while craft and local offerings gain momentum
Cider/perry is expected to grow steadily, with premium and no alcoholic variants driving momentum
Norwegian cider is expected to remain popular, but a proposed policy threatens Vinmonopolet’s lead
Innovations are set to focus on flavour profiles, and high-quality ingredients
Rtds in Norway
KEY DATA FINDINGS
RTDs reord double-digit volume growth in 2024, supported by the hard seltzer boom
The RTD landscape remains fragmented as innovation and new entrants reshape competition
Discounters lead RTD off-trade sales while Vinmonopolet drives growth
Spirit-based RTDs is expected to lead growth with premium, innovative flavors driving expansion
Hard seltzers are set to drive growth, supported by the use of local flavours
Ringnes unveils a hard seltzer brand with new flavours and cocktail options
Spirits in Norway
KEY DATA FINDINGS
Vodka leads sales, while innovation and health trends shape spirits in Norway
Arcus Norway AS leads spirits, while Pernod Ricard gains ground in 2024
Vinmonopolet retains its lead, however, volume declines amid changing consumer behaviour
Spirits is set to face a modest decline while akvavit/aquavit gains momentum through innovation
The and low-alcohol trend is set to strengthen, driven by health and innovation
Innovation is set to focus on expanding the range of low and no alcohol options to create cocktails
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Norway
KEY DATA FINDINGS
Wine sales decline while consumer preferences shift and non alcoholic options gain ground
Vinmonopolet expands rosé wine portfolio with sparkling and still selections from Europe’s traditional regions
Vinmonopolet retains off-trade dominance in wine while sustainable packaging and lighter styles gain traction
Lighter styles and the no alcohol trend is set to shape future wine preferences
Vinmonopolet will drive a shift towards climate-focused packaging and sustainable wine choices
Innovation in non alcholic wine is set to accelerate as demand for lighter styles grows
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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