Alcoholic drinks in 2024: The big picture
Total volume sales of alcoholic drinks saw a second consecutive year of stagnation in Spain in 2024, following robust growth in 2022. A key factor contributing to this performance was the sustained high levels of inflation seen in the latter part of the review period, especially in the grocery retail environment. The price of alcoholic drinks continued to increase due to supply chain disruptions and shortages of basic products and raw materials, including apples for the production of cider, for example. Inflation and the continuous rise in the cost of living led consumers to be more cautious in their spending. Despite economic constraints, the premiumisation trend persisted in alcoholic drinks, particularly in beer, with a growing interest in craft beer and non/low alcohol beer, as well as in some spirits such as tequila and liqueurs.
2024 key trends
Beer remains the most consumed category of alcoholic drinks in Spain. In 2024, Spain's beer consumption exhibited notable trends influenced by increasing consumer health consciousness and the expansion of the tourism industry. A significant shift was observed as traditional beer consumption declined while the popularity of Clara (beer mixed with lemonade or soda) increased. This change reflects a growing preference for beverages with a lower alcohol content, driven by health considerations. The tourism sector played a pivotal role in bolstering overall demand for beer despite the decrease in traditional beer consumption amongst local residents at the end of the review period. Tourists’ significant contribution to beer consumption more than compensated for the decline observed amongst the local population. In addition, Spain maintained its position as a leader in non/low alcohol beer consumption per capita in Western Europe. The demand for these products continued to increase, reflecting the strength of the country's health and wellness trends. Overall, while traditional beer consumption faced challenges, the Spanish beer market adapted to evolving consumer preferences, with non alcoholic and low alcohol options gaining traction, and tourism providing a substantial boost to the industry's resilience.
Competitive landscape
Mahou SA was the largest player in alcoholic drinks in volume terms in Spain in 2024 thanks to its leading role in the high-volume beer category. Indeed, the top three players in alcoholic drinks overall during the year were all brewers, with Heineken España SA and Damm SA joining Mahou at the top of the rankings. In 2024, Mahou introduced several notable innovations in the alcoholic beverages sector. A significant development was the launch of YouBrew, a pioneering service that allows consumers to create 100% customised beers. With an investment exceeding EUR1.5 million, YouBrew enables users to design their beer from the recipe to the label, offering up to 1,000 possible combinations by adjusting parameters such as colour, bitterness intensity, and alcohol level. This initiative reflects the company's commitment to providing unique and personalised experiences to its customers. New innovations such as this have helped Mahou to maintain its position as the overall leader within alcoholic drinks in Spain in total volume terms.
Retail developments
Spanish citizens have become more price sensitive while proximity shopping has remained key, which is a habit that has developed in line with the high inflation seen in Spain. Supermarkets accounted for by far the largest share of alcoholic drinks volume sales in 2024. The popularity of these stores is supported by a combination of convenience and affordability. In the midst of hectic modern lifestyles, consumers appreciate the convenience of purchasing alcoholic drinks alongside products such as groceries, tissue and hygiene products and home care products on regular shopping trips. At the same time, supermarkets generally offer competitive prices for products such as alcoholic drinks. However, it was noticeable that supermarkets lost share to discounters, which focus strongly on aggressive pricing policies, in the highly budget-conscious environment prevailing at the end of the review period. The affordability of discounters is reinforced by a strong private label offer of alcoholic drinks at competitive prices.
On-trade vs off-trade split
On-trade volume sales of alcoholic drinks continued to exceed off-trade sales in 2024. Two main factors shaped drinking in the on-trade environment in Spain at the end of the review period. On the one hand, Spain is enjoying unprecedented levels of interest from international tourists, with 2024 setting a new record for international visits to the country. On the other hand, Spain has a strong tradition of locals socialising outside the home, with people often meeting friends and enjoying tapas in bars and cafés, for example.
What next for alcoholic drinks?
Total volume sales of alcoholic drinks are expected to stagnate in Spain over the forecast period. Growth is expected in categories such as RTDs and non-alcoholic options in the beer, wine, and spirits categories. Beer, which is set to remain by far the largest category in volume terms, is expected to exceed pre-pandemic volume sales by 2025 with growth driven by the expansion of on-trade sales, itself supported by the ongoing increase in tourism in the country. Sales of wine are not expected to reach pre-pandemic levels over the forecast period, however, with consumers increasingly switching to lower alcohol options, or focusing on quality over quantity within wine, which is limiting volume sales in the category. This reflects the growing influence of the health and wellness trend across alcoholic drinks. For similar reasons, spirits is not expected to see a full recovery to pre-pandemic levels by the end of the forecast period, either. As well as consumers shifting their preferences towards beverages with a lower alcohol content, there is a possibility of increases in tariffs due to the changes in economic strategy of the new administration in the US, which could entail further increases in unit prices and thus make these beverages unattractive for already budget-conscious consumers. However, RTDs is projected to remain one of the most dynamic categories in alcoholic drinks in the Spanish market, with these products proving popular with a broad consumer base, as well as benefiting from an expanding range of products, including no/low alcohol varieties. While traditional alcoholic drinks categories are struggling to maintain the interest of younger generations for reasons of health awareness and perceptions that they are old-fashioned, RTDs is benefiting from the interest in novel flavours and convenience, as well as the evolving cocktail trend, amongst demographics such as Gen Z
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Spain 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 Spain, 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 Spain 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 Spain?
- 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 Spain?
- How are products distributed in Spain?
- 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 Spain
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 Spain
KEY DATA FINDINGS
Strong demand for no/low alcohol beer continues in Spain
Mahou SA remains the leader in beer
Growth in tourism supports beer consumption in the on-trade environment
Healthier lifestyles and reduced alcohol consumption to put pressure on beer demand in the country
Focus on sustainability
No Lo trend to continue, with companies investing in innovative products to attract consumers
Lager price band methodology
Cider/Perry in Spain
KEY DATA FINDINGS
Volume sales stagnate in 2024
Cider/perry leader continues to innovate to appeal to consumers
On-trade consumption prevails over off-trade
Cider/perry set to see volume sales stagnate over the forecast period
Climate change and changing consumer preferences set to have negative effect on production of cider/perry
Looking for innovative products to attract younger demographics
Rtds in Spain
KEY DATA FINDINGS
RTDs remains the most dynamic category in alcoholic drinks in Spain
Bacardi partners with Coca-Cola to reinvent the classic Cuba Libre
Off-trade environment holds the largest share of RTDs
Non alcoholic drinks offer potential
Focus on sustainability concerns
Reaching out to a younger audience
Spirits in Spain
KEY DATA FINDINGS
Sales of spirits stabilise in 2024
Market leaders in Spain are looking into innovative product lines to appeal to consumers
On-trade leads spirits sales in Spain
Consumption of spirits to stabilise over the forecast period, with Gen Z set to influence market development
Sales of non alcoholic spirits set to see continued growth over the forecast period
Growing role for technology and sustainability
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Spain
KEY DATA FINDINGS
Wine consumption continues to decline in Spain
Wineries look for innovation to maintain the interest of consumers
On-trade environment benefits from increase in tourism and Spanish culture of socialisng outside the home
Non alcoholic wine is set to grow in the forecast period
Wine producers facing challenges to adapt to changing consumer preferences
Key roles for sustainability and technology in the future of Spain’s wine industry
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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