Alcoholic drinks in 2024: The big picture
Alcoholic drinks in Portugal faced relevant challenges in 2024, with prices increasing due to an IABA tax of 10% which was implemented by the government in 2024. This was in addition to the tax increase in 2023 and the impact of inflation on prices, all of which hampered stronger growth in alcoholic drinks in total volume terms in 2024. Some companies absorbed part of the increase in costs by reducing their margins, but other players simply passed on most of the added cost to consumers. This pushed average unit prices up, although this was more visible in the on-trade channel, as tourists present a higher capacity to absorb higher prices. The off-trade channel proved less resilient to price increases with volume sales declining in 2024.
2024 key trends
Beer and wine dominate sales of alcoholic drinks in Portugal in total volume terms. Wine saw a small decline in sales in total volume terms in 2023, but it managed to recover in 2024. Contrary to other alcoholic drinks, wine continues to benefit from IABA tax exclusion. Nonetheless, the category registered a very relevant average price increase compared with previous years, mainly in the on-trade, as players increased the cost of their alcoholic drinks to compensate for the increased cost of food and thereby avoid losing customers. Record tourism also encouraged on-trade businesses to raise their prices, with inbound visitors often having deeper pockets and a greater willingness to spend on alcoholic drinks. Beer also managed to deliver an increase in total volume terms, with most categories seeing positive results, with non alcoholic beer and premium lager seeing the strongest growth. Both beer and wine also benefited from being cheaper than spirits, with some consumers making the switch to save money.
Competitive landscape
Super Bock Group SGPS SA extended its lead in alcoholic drinks in total volume terms in 2024. The company holds a strong lead in beer, but it has also seen a growing presence in wine, namely with the brand Vini, a draft wine. It also offers a line of wine-based RTDs, Vini Sangria (red and white), in the on-trade channel. The company also benefited from its dominant position in the dynamic cider/perry category with the Somersby brand, under which it launched a new on-the-go format comprised of 33cl cans in April 2024. It also reinforced its communications for the brand during summer 2024, with outdoor and digital marketing. SCC - Sociedade Central de Cervejas e Bebidas SA is the closest rival to Super Bock. The company is the distributor for the Guinness brand in Portugal and it reinforced its brand portfolio in 2024 with the launch of Guiness 0.0.
Retail developments
Supermarkets remained the dominant distribution channel for alcoholic drinks in Portugal in 2024. This dominant position is due to the close proximity of these stores to consumers and the continued opening of new outlets.
On-trade vs off-trade split
The on-trade channel continued on its path recovery in 2024, posting strong growth as off-trade volume sales declined. This was partly a result of local consumers returning to their old consumption habits, but mostly from the positive impact of tourism on the market. 2024 saw a record number of visitors in Portugal as well as a record number of overnight stays, all of which boosted on-trade sales of alcoholic drinks.
What next for alcoholic drinks?
Sales of alcoholic drinks are expected to see only modest growth in total volume terms over the forecast period, with off-trade volume sales predicted to decline. Health entities are expected to continue with their efforts to limit alcohol consumption. This will likely include promoting responsible drinking habits but also lobbying with the government to raise taxes in order to make drinking less affordable and placing additional limits on distributors to prevent easy access to younger consumers. Future anti-alcohol policies could present a threat to the category’s future development. Despite the government’s compromise to make no changes to the IABA for 2025, prices are still expected to increase which could make alcoholic drinks even less affordable for Portuguese consumers, especially in the on-trade channel.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- 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 Portugal?
- How are products distributed in Portugal?
- 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 Portugal
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 Portugal
KEY DATA FINDINGS
Beer benefits from positive on-trade demand in 2024
Super Bock and SCC continue to dominate beer sales
Beer benefits from its strong relevance in the on-trade channel
Beer landscape could evolve as consumers develop new tastes and habits
Non alcoholic beer set to be a key growth driver
Innovation linked to sustainability and non/low alcohol beer
Lager price band methodology
Cider/Perry in Portugal
KEY DATA FINDINGS
Cider/perry continues to benefit from the trend towards lighter alcholic drinks
Somersby leads but Bandida do Pomar gains share
Off trade remains the most relevant channel for cider sales
Category expected to grow but at a slower pace
Players may need to target new consumers and new consumption occasions
New developments expected in non alcoholic cider/perry
Rtds in Portugal
KEY DATA FINDINGS
Spirit-based RTDs fuelling growth
Producers of Sangria lead the market
On-trade the most dynamic channel in 2024
Spirit-based RTDs set to remain the most dynamic category
Distribution will be key in RTD’s penetration growth
Innovation likely to be a key growth driver
Spirits in Portugal
KEY DATA FINDINGS
Spirits sales slump following further price hikes
Pernod Ricard and Diageo compete for the lead
Tourism boosts on-trade sales while supermarkets lead retail sales
Spirits facing a challenging future
New strategies could be required to reach the next generation of drinkers
Sustainability and non/low alcohol spirits set to be a focus of innovation
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Portugal
KEY DATA FINDINGS
Wine returns to growth in 2024
Awareness of organic wine remains limited
Supermarkets dominate retail sales, but on-trade sales are key to growth
Players expected to focus on adding value
Efforts to reduce alcohol consumption could hurt wine sales
Local innovation likely to be mostly determined by foreign demand
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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