Alcoholic drinks in 2024: The big picture
Both total volume sales and value sales of alcoholic drinks in the UK fell in 2024. However, the year saw greater stability than 2023, when volumes fell faster and value rose significantly. Alcoholic drinks faced multiple challenges in the UK in 2024. Given the current economic conditions, consumers’ purchasing power has continued to decline, leading to a preference for drinking at home rather than at on-trade venues. While prices continue to rise, notably in the on-trade, consumers tend to opt for at-home consumption. Further, this has led to fewer but better consumption occasions, where consumers are willing to splurge in exchange for fewer outings. Mindful consumption is slowly reshaping the alcoholic drinks industry, leading to different trends including the rise of non/low alcohol options, premiumisation trends and a changed approach to consumption occasions.
2024 key trends
In total value terms, beer was the largest category within alcoholic drinks overall in 2024, with value sales declining over the year while volume remained stable. However, despite a decline in many types of beer, low alcohol and non alcoholic beer are extremely seeing strong demand from consumers. Some of the main players are responding to this demand by lowering their ABV, boosting growth in low alcohol beer. 2024 was also a good year for stout, which enjoyed significant growth led by Guinness. As consumers are seeking out beverages with reduced alcohol content, these types of drinks are helping to sustain overall growth.
Competitive landscape
Heineken was the leading company within alcoholic drinks overall in 2024. The company produces top brands such as Heineken, Foster’s, Strongbow, Birra Moretti, and others, present mainly in beer and cider/perry, and saw a slight loss in volume share during the year. Beer remains the largest category within alcoholic drinks in the UK, with growth driven primarily by low and no alcoholic beer as well as stout, which enjoyed substantial demand in 2024. Most innovation is being seen in new product developments within non/low alcohol beer, with popular examples from Coors and Carlsberg.
Retail developments
Hypermarkets was the leading distribution channel within alcoholic drinks overall and across all categories, thanks to the stores’ broad product ranges and competitive pricing. The channel’s value share declined marginally over the year. Growth in offline grocery retail was driven by increased shelf space for trending products like non alcoholic spirits, tequila, and premium RTDs. Supermarkets players in particular continue to capitalise on the popularity of private label, offering strong promotions and competitive pricing that appeal to cost-conscious consumers.
On-trade vs off-trade split
Alcoholic drinks in the UK continues to see a widening gap between on-trade and off-trade channels, with off-trade maintaining a dominant share in volume, while on-trade dominates value sales. Off-trade consumption remains strong, supported by its convenience, lower prices and the growing appeal of at-home drinking. Retail channels such as hypermarkets, supermarkets and discounters benefit from multipack deals, private-label growth and expanded product ranges - particularly in beer, wine and RTDs. This trend is further reinforced by economic pressures, which push many consumers to prioritise value and reduce discretionary spending on out-of-home experiences.
What next for alcoholic drinks?
Total volume sales of alcoholic drinks are set to rise marginally over the forecast period. Most growth will come from non/low alcohol drinks. As health and wellness concerns continue to strongly influence consumers’ purchasing decisions, we expect rise in the number of mindful consumers. Further, younger generations of consumers are increasingly sober-curious, and the impact of this will become more significant over the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- 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 United Kingdom?
- How are products distributed in United Kingdom?
- 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 the United Kingdom
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 the United Kingdom
KEY DATA FINDINGS
Demand for non/low alcohol beer sees volume growth resume in 2024
Heineken holds on to number one spot
Discounters benefits from challenging economic context
Beer sales set to plateau as consumers shift toward healthier alternatives
Stout poised to provide revitalisation in beer
Increased investment in technology, sustainability and non alcoholic beer,
Lager price band methodology
Cider/Perry in the United Kingdom
KEY DATA FINDINGS
Volume sales fall in cider/perry in 2024
Heineken leads as cider sees diversification with low and no alcohol options
Balancing value and premiumisation
Cider/perry faces uncertain future in the UK
Non alcoholic cider set to drive category innovation
More diversification and flavours should attract younger adults such as Gen Z
Rtds in the United Kingdom
KEY DATA FINDINGS
Convenience, premiumisation and healthy indulgence driving demand for RTDs in 2024
Diageo Plc remains leader thanks to strong innovations, with competition rising from small brands
Supermarkets throughout the UK increase shelf space for RTDs
Non alcoholic RTDS set to see further growth
Brands will continue to capitalise on premiumisation trend
Celebrity-backed RTD brands will accelerate category growth in the UK
Spirits in the United Kingdom
KEY DATA FINDINGS
Tequila and non alcoholic spirits as 2024’s rising stars
Promotions and marketing boost growth amid cost-of-living pressures
On-trade sales hold strong in spirits
Non alcoholic spirits to see forecast growth backed by celebrity endorsement
Flavour innovation shifting from gin to vodka
Lower strength innovation on the horizon
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in the United Kingdom
KEY DATA FINDINGS
A year of transition for wine in the UK
Value-driven innovations take centre stage
Promotions maintain dynamism within wine
Climate-driven, value-conscious choices to impact wine’s future
Impact of the UK’s alcohol duty changes
Rebranding wine for the next generation
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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