In 2024, beer in Singapore continued its modest recovery, with total volume sales rising by 1% to reach 136 million litres. Despite ongoing challenges such as inflation and high living costs, consumer sentiment began to stabilise, leading to a cautious but growing interest in beer. This recovery was driven by a mix of value-conscious behaviour and a rising demand for premium and creative offerings, indicating a gradual shift in consumer preferences. The category showed resilience, with consumers

In 2024, total volume sales of beer in Indonesia rose by 3% to 266 million litres, continuing the moderate growth trajectory from the previous year, although at a slightly slower rate due to the uncertain economic conditions. Exchange rate volatility and supply chain disruptions also prevented more aggressive expansion. Nevertheless, growth was supported by tourism recovery, urban nightlife, and brand-led event marketing.

Volume growth of beer in Georgia in 2024 was mainly driven by the development of modern grocery retailers.

Retail volume sales of beer in Morocco registered dynamic growth due to several factors. Amid economic pressures in Morocco, beer remained a popular go-to beverage due to its affordability compared to wine and spirits. Morocco’s thriving tourism industry has continued to boost on-trade sales in 2024, with foreign tourists returning in the aftermath of the pandemic. Domestic brands like La Speciale Flag continue to dominate as they have a favourable price advantage and enjoy widespread familiarit

In 2024, total volume sales of beer in Thailand grew by 5% to 2.3 billion litres, driven by widespread availability in both off-trade and on-trade channels. This growth was partly attributed to a shift in consumer preference from spirits to beer, as individuals sought more affordable options for socialising. Beer was an attractive choice for those looking to reduce their spending. Although off-trade volumes continued to dominate, the on-trade channel saw the strongest growth and remained a cruci

Overall, volume growth was flat for beer in Croatia in 2024. Off-trade channels registered a small decline in volume sales, while on-trade registered a slight increase, boosted by the booming tourism sector and also UEFA Euro 2024. Though inflation eased in 2024, consumers were still price sensitive and there was a shift towards economy brands. However, there was also growth in premium brands revealing a continuing demand for quality. However, the same was not true for craft beer, where there

Total volume sales of beer in Estonia only increased marginally in 2024, mainly because on-trade consumption fell sharply as elevated cost-of-living concerns led many people to rein in discretionary spending. The impact of this trend was mitigated somewhat by rising inbound tourist numbers, spells of warmer weather and the staging of several festivals and similar events, especially during the summer, but the category still registered a double-digit volume decline at the on-trade level. In contra

Beer in Tunisia saw an only slight increase in volume sales in 2024, with demand fairly stagnant. Off-trade sales were stronger than on-trade as a result of product price hikes in bars and restaurants, prompting many local consumers to drink beer at home instead. Despite economic strife, Tunisian consumers continue to enjoy drinking beer. Domestic mid-priced lager remained the biggest subcategory within beer in 2024, led by the popular Celtia brand which is widely available in both on-trade and

Early 2024 saw volume sales growth increase for beer in Serbia, though rates slowed down as the year progressed. Consumers were discouraged from consumption by price hikes and squeezed household budgets. Domestic mid-priced lager continues to benefit from the enduring popularity of locally produced beer. Leading brands are active in this segment, and attract consumers through widespread availability, and favourable prices and quality. While lager remains by far the most popular beer in Serbia, s

Total volume sales for beer in Uruguay fell for the third consecutive year in 2024 as consumers moderated their alcohol intake for health reasons, cutting spending by drinking less and favouring premium options. Uruguayan consumers have established a more moderate relationship with alcohol, shifting towards healthier alternatives such as bottled water and lower-alcohol beverages. High living costs - among the highest in the region - have further reinforced this trend, prompting consumers to reas

Despite moderate price increases amidst lingering inflationary pressure, beer in Slovenia registered moderate total retail volume growth in 2024. Beer is a highly popular beverage when socialising, benefiting significantly from abundant and sophisticated global advertising and promotion campaigns, especially on the eve or during major international sporting events, football, in particular. In 2024, the health and wellness and responsible drinking trends, especially among younger adults, helped n

Volume growth of beer in Romania in 2024 was driven by several key factors, most notably the high temperatures throughout the year and major sports events such as the Olympic Games and the European Football Championship. This rebound followed two years of volume decline caused by reduced purchasing power due to high inflation and rising production costs, which led to increased prices. Non alcoholic beer experienced the highest growth in the year due to the rising healthy living trend and reduced

In 2024, beer, the largest alcoholic drinks category in Latvia, experienced a modest recovery, with total volume growth improving over the previous year. Growth was underpinned by promotions from major players, including Aldaris AS and Cesu Alus AS, who offered multipacks and competitive pricing to drive volume. Consumers found these promotions particularly attractive in grocery channels, as rising prices and inflation made them seek better value. The category also benefited from mild weather co

Beer volume sales in Israel slowed over 2024 as the market was heavily impacted by the Israel-Hamas War. Locals typically enjoy drinking beer when hanging out with friends, but the war made it more difficult for locals to celebrate and meet up at venues, which caused a sizeable decline in on-trade volume sales. While at-home drinking has increased in recent years, there was a slow-down in off-trade beer sales as many locals were in and out of reserve duty and demand was impacted by the war.

In 2024, beer volume sales experienced positive growth in Lithuania, following a decline in the previous year. This was driven by favourable excise tax policies that helped keep prices competitive, alongside warm summer weather, since beer is widely consumed when socialising in outdoor settings. Renewed consumer confidence, supported by a stable Lithuanian economy, also contributed to this improved performance.

In 2024, the decline in the consumption of beer in Uzbekistan was informed by raised prices and the religious factor. Excise taxes on beer in Uzbekistan have steadily increased since 2021, with a significant 12% rise in 2023 and an additional 5% rise in mid-2024. This led to continued price growth, negatively impacting beer consumption. Combined with overall inflation and rising food prices, consumer purchasing power, despite some wage growth, suffered, contributing to lower beer consumption.

Sales of beer declined in total volume terms in 2024. This was partly due to increased health awareness and the general slow decline in alcohol consumption, with consumers adopting more responsible and mindful drinking behaviour. However, it was also partly due to the poor weather in the spring, which was particularly wet which discouraged consumers from organising social events, thus limiting sales of beer. A cold snap in September 2024 also brought an abrupt end to the summer putting a further

Volume sales of beer decreased marginally in 2024 but showed a slight improvement on the previous year. The FIFA European Football Championship partially supported this recovery, with the event held in 10 German cities during the summer of 2024. Beer volumes continued to suffer from the general decline in alcoholic drinks consumption among young adults, alongside the shift away from beer towards other types of alcoholic drinks such as RTDs.

Beer volume sales rebounded strongly in 2024, thanks to the warmer temperatures in Slovakia during the spring and summer of 2024. With consumers seeking refreshment, beer consumption improved in both the on-trade and off-trade. Beer consumption was also driven by a shift away from spirits, as consumers considered beer to be a more affordable option relative to spirits where excise tax had driven up prices. Whilst the average unit price of beer also rose in 2024, due to rising costs and the soari

Volume sales of beer declined marginally in 2024, with the off-trade being hardest hit in terms of volume sales. By contrast, on-trade consumption was flat following the rebound in post-pandemic sales. The long-term trend towards lower beer consumption and drinking less alcohol is taking its toll on the beer category, driven by rising health awareness, especially among younger generations. Cultural shifts are also underway as alcohol is becoming less socially accepted in many areas of life. Due

Beer sales experienced volume growth in Turkey in 2024, driven by shifting consumer preferences. Domestic premium and mid-priced beers demonstrated better growth than imported beers, largely due to the price advantage of local products. Due to the dominant position of mid-priced domestic beer, its performance affected the overall growth of beer. Consumers increasingly opted for higher-quality options, even as inflation and economic uncertainty affected purchasing behaviour. Due to weakening cons

Beer saw total volume sales grow in Ukraine in 2024. During the year, beer saw a continued recovery in volumes after a rapid war-related drop in sales in 2022 as relatively marginal price increases positively impacted demand and retail sales. There were seasonal sharp jumps in consumption, related to abnormally warm weather in the spring and autumn. The restoration of some local manufacturing by large global player, AB InBev, supported the supply of beer. At the same time, local regional players

Beer in Pakistan witnessed strong total volume sales growth in 2024, albeit from a relatively low base. Non alcoholic beer registered the highest increase, albeit from a much lower base than standard lager. Nonetheless, with a strong health trend among young adults, a shift in the drinking patterns has been noticed. Instead of standard options, these consumers are seeking non alcoholic alternatives.

Volume sales of beer in North Macedonia continued to see modest growth in 2024, despite lingering price increases stemming from earlier inflation. The year featured a number of major international sporting events, including the Paris Olympic Games and numerous football, basketball, and handball tournaments, which traditionally boost beer consumption.