In 2024, spirits in Singapore demonstrated robust growth, with total volume sales increasing by 5% to reach 8.2 million litres. This expansion was underpinned by a combination of factors, including rising disposable income, increasing consumer sophistication, and a growing appetite for discovery. The on-trade channel, which benefits from Singapore’s vibrant and evolving nightlife landscape, plays a significant role in driving demand for spirits. However, the off-trade channel faced challenges du

In 2024, total volume sales of spirits in Indonesia increased by 12% to 14 million litres, driven by urban lifestyle shifts and a robust recovery in tourism. The emergence of slow bars and mixology-focused venues in Jakarta, including establishments such as Modernhaus, Club Soda, and En Par, played a pivotal role in shaping consumption habits, particularly among Millennials and Gen Z. These venues offered curated cocktail menus and an immersive atmosphere, positioning spirits as a key component

In 2024, total volume sales of spirits in Thailand increased by 1%, reaching 737 million litres. This modest growth rate was primarily attributed to economic downturn, which affected consumers’ spending habits. Spirits are typically consumed during social gatherings, and during times of financial strain, individuals tend to cut back on these expenses. Consequently, this led some consumers to opt to switch to more affordable alternatives such as beer or wine, which are more often enjoyed at home

Spirits in Morocco witnessed a slightly more upbeat performance over 2024, reflecting a mild improvement in off-trade volume sales and a more upbeat performance in the on-trade. The high price of spirits restricts consumption in Morocco, notably among middle- and lower-income consumers. Indeed, the lower disposable incomes of Moroccans is the main barrier to consumption, as most spirits are still too expensive for the majority of Moroccans.

Volume sales of spirits increased in 2024, driven by the expansion of modern retail, which has improved product availability across Georgian regions. However, the spirits market remains conservative. Consumers tend to stick to familiar brands and are generally hesitant to experiment with new or niche products. Price sensitivity is also a key factor, with many consumers actively seeking better deals across different retail outlets.

It was a positive picture for spirits in Croatia in 2024, with volume sales up, and a shift towards premium spirits, as well as the resurgence in popularity of local spirits. Consumers are seeking unique experiences and are willing to spend more on high-quality spirits, with interesting stories and local connections. This has fuelled the growth of craft spirits and artisanal production, particularly benefiting rakija, which has seen a significant rise in popularity.

Total volume sales of spirits in Estonia declined for the second year in a row in 2024, and at a considerably steeper pace than in 2023. As with alcoholic drinks in general, demand was depressed by more cautious attitudes to discretionary spending in the wake of the rapid rise in the cost of living during the latter part of the review period. This trend took the heaviest toll in on-trade channels, though off-trade consumption also continued to fall. Due to comparatively high unit prices, the cat

Volume sales growth in spirits in Serbia in 2024 was largely thanks to local consumers’ established alcohol consumption habits. Additionally, the rise in tourism has contributed to modest growth, as visitors often enjoy local beverages, including spirits.

Spirits in Tunisia rose in volume terms in 2024, driven by sales in supermarkets and other off-trade retailers, as well as a notable increase in the number of mass brands. Amid economic uncertainty, Tunisian consumers are shifting towards mass brands in spirits.

Though overall spirits recorded rises in both volume and value terms in Uruguay in 2024, different members faced different fortunes, with some subcategories struggling. Whiskies was a notable example. Bourbon/other US whiskey, Irish whiskey, blended malt Scotch whisky and other whiskies suffered deep falls in the off-trade and on-trade sectors. Whiskies is the largest spirits subcategory in Uruguay with one of the world’s highest litres-per-capita consumption rates. Mature in profile and declini

Total volume sales of spirits in Slovenia continued to rise moderately in 2024. Despite the maturity of the most robust, with the exception of “other” distilled beverages and cream-based liqueurs, all spirits categories registered positive total volume sales growth in 2024. Some niche spirits, which are increasingly used as mixers, posted moderate-to-strong growth rates. The trend of responsible drinking is having a positive effect on categories with lower alcohol content. An ability to be used

The modest volume growth of spirits in Romania in 2024 was primarily driven by rising excise duty and a decline in purchasing power. In response, producers were forced to absorb part of the cost increases through extensive promotions. Romanian consumers remain deeply traditional in their spirits preferences, with a significant share of households continuing to produce homemade rachiu/rakia and tzuica (plum brandy), far surpassing the volume of legally bottled alternatives. In this context, many

Spirits in Israel witnessed relatively stagnant volume growth in 2024. Whilst off-trade volumes remained relatively steady, there was a strong decrease in on-trade volume sales. The latter was heavily impacted by the Israel-Hamas War, with fewer locals choosing to go out and very low inbound tourism. At the same time, locals have become increasingly open to trying new flavours of alcohol and premiumisation is shaping the market. This trend was noticeable in retailers, where many locals continued

Volume sales of spirits rose in Turkey in 2024. During the year, spirits volume sales also saw a noteworthy shift towards off-trade consumption, driven by economic difficulties that led consumers to opt for at-home drinking. As a result, the off-trade volume sales of spirits experienced double-digit growth, with consumers seeking more affordable and convenient options. Among the spirits categories, gin was amongst the most dynamic, largely due to its versatility in cocktails and growing populari

Volume sales of spirits in Lithuania continued to decline in 2024, largely driven by increased excise taxes that pushed prices higher, making these products less accessible for price-sensitive consumers. This, combined with shifting consumer preferences away from neat spirits – such as shots - towards lighter, mixed drinks and cocktails, contributed to the reduction in overall spirit consumption.

Total volume sales of spirits decreased slightly in 2024. This relatively stable performance was quite noticeable given the general health-driven trend towards more moderate alcohol consumption, especially among younger people. This stable performance is linked to several factors. First, there is a growing interest in sophisticated spirits such as single malt Scotch whisky and imported dark rum, which are consumed as an indulgence or treat instead of for getting drunk with a few beers. Second, a

Spirits in Austria witnessed marginal volume sales decline in 2024, causing by a slowdown in off-trade consumption. Spirits consumption has largely recovered back to pre-pandemic patterns of consumer behaviour following the harsh impact of COVID-19. In alignment with other categories, spirits is also feeling the effects of lower alcohol consumption, driven by rising health awareness and changing mindsets around alcohol. Evolving leisure habits are also bringing about a decline in spirits consump

Spirits saw a dynamic increase in total volume sales in Ukraine in 2024. In recent years, spirits has been the strongest performing major category amongst alcoholic drinks in the market. Reasons for the category’s strong performance include a shift towards spirits and away from other alco categories during wartime because of stresses and the perceived need for stronger alcoholic drinks to handle them, as well as the affordability of products such as vodka. At the same time, home mixology and pre

Spirits in Germany witnessed marginal volume decline in 2024, reflecting the growing competition from RTDs, notably in the on-trade. Consumers are migrating to RTDs as part of the longer-term trend towards moderate alcohol consumption among young adults, while also offering greater convenience. Nonetheless, the trend towards home entertainment and the rising popularity of preparing cocktails at home contributed to the category’s resilience.

Traditional spirits like vodka and brandy continues to underperform in 2024, weighing down the overall category. These beverages remain primarily favoured by older consumers and are typically consumed as shots.

Total volume sales of spirits in Uzbekistan decreased slightly in 2024. The category exhibited mixed dynamics and trends. Vodka, which overwhelmingly dominates total volume sales, posted a moderate decline, which negatively impacted spirits as a whole. Meanwhile, more modern or newer spirits for Uzbekistan like tequila (and mezcal), gin, whiskies and rum gained popularity. This trend was supported by higher consumer awareness, an expanding cocktail culture and a wider range of both mainstream an

Spirits in Pakistan posted strong total volume sales growth in 2024, marginally faster than in 2023. The largest category, whiskies, posted the highest total volume growth in terms of core categories. Whiskies benefited as consumers appeared more inclined towards premium alcoholic drinks. This trend is well observed in Pakistan, where the growing taste for whisky mirrors the larger global picture in terms of spirits consumption. Whiskies are often consumed as sophisticated aspirational products

Spirits in Slovakia was negatively impacted by higher excise taxes in 2024. Consumption of spirits declined in both the off- and on-trade due to significant unit price growth on economy lines. Premiumisation remained visible as quality was increasingly favoured by more affluent consumers. Spirits was the only major category to see an increase excise tax over 2024, which encouraged some consumers to switch to more affordable alcoholic drinks like beer.

Due to the maturity of rakija, vodka, and brandy, combined with a declining legal drinking age population, spirits category experienced limited growth in North Macedonia in 2024. In addition, price increases were less pronounced than in previous years, some spirits brands remained unaffordable for increasingly price-sensitive local consumers.