Volume sales of spirits are expected to stabilise over the forecast period as more mindful drinking habits gain traction among young adults, notably millennials and Generation Z. Overall alcohol consumption is predicted to decline, thus undermining total volume growth in the spirits category.
Other whiskies will rank among the fastest growing categories in spirits, due to rising consumer interest and greater awareness of premium brands. Emerging whiskies from India, Sweden and Taiwan will tempt consumers, while the continued expansion of German whisky is set to play a major role in driving category sales.
Spirits-based RTDs are predicted to reach a wider consumer base among young adults, notably through variants with fruit flavours targeting summer consumption. The growing competition from RTDs is set to influence future product launches in spirits, with a greater focus on recipes containing fruit, as illustrated by the introduction of Jägermeister Orange in spring 2025.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitionsThis report originates from Passport, our Spirits research and analysis database.
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