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Europe Alcoholic Beverages Market Research Report Information by Product Type (Beer, Wine, and Spirits), By Distribution Channel (On-trade and Off-trade (Supermarkets/Hypermarkets, Specialist Stores, Online Retail Stores, Other Off-trade Channels)) – and Europe Market Forecast Till 2032


ID: MRFR/F-B & N/20193-HCR | 128 Pages | Author: Harshita Gorade| July 2024

Europe Alcoholic Beverages Market Overview

Europe Alcoholic Beverages Market Size was valued at USD 220.8 Billion in 2022. The Alcoholic Beverages market industry is projected to grow from USD 229.6 billion in 2023 to USD 314.2 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 4.0% during the forecast period (2024 - 2032). A significant market driver propels the Europe alcoholic beverages market: the expanding desire of consumers for premium and specialty products, which is reinforced by rising disposable income and a preference for distinctive and superior drinking experiences.


Europe Alcoholic Beverages Market Overview


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Europe Alcoholic Beverages Market Trends



  • Integration within retail and transportation is driving market growth


Recent years have witnessed a discernible shift in consumer preferences toward healthier behaviors, which has resulted in substantial market changes for alcoholic beverages. Increasing awareness of the health risks associated with excessive alcohol consumption, shifting demographics with a concentration on younger, health-conscious consumers, and evolving societal norms that promote wellness all contribute to this trend. The increasing presence of low-alcohol and non-alcoholic alternatives in the Europe alcoholic beverages market is a significant indicator of this trend. These products provide consumers with the opportunity to partake in the pleasure and sensation of intoxicating beverages while avoiding the health hazards and adverse consequences that are commonly associated with them. The rise in demand for low-alcohol and non-alcoholic beers, wines, and spirits can be attributed to consumers pursuing alternatives that are more in line with their personal health objectives and way of life.


An additional significant development influencing the market for intoxicating beverages in Europe is the growing focus on ethical and sustainable practices across the entire supply chain. Consumers' increased awareness of the social and environmental consequences of their purchases has increased in recent years, resulting in a rising demand for products manufactured in an environmentally sustainable and socially responsible fashion. This phenomenon is notably conspicuous within the domains of wine and spirits, wherein manufacturers are adopting sustainable approaches to vineyard administration, manufacturing procedures, and packaging. Wineries are increasingly embracing organic and biodynamic agricultural practices in an effort to mitigate soil erosion, reduce dependence on synthetic pesticides and fertilizers, and safeguard biodiversity. Similarly, distilleries are reducing their environmental impact through investments in renewable energy sources, water conservation, and pollution reduction initiatives. The alcoholic beverage industry is witnessing an increasing emphasis on social responsibility, in addition to environmental sustainability. There is a growing consumer apprehension regarding matters including equitable labor practices, ethical sourcing of ingredients, and community support. In light of these concerns, producers are taking action through the adoption of ethical procurement policies, collaborations with fair trade organizations, and backing social initiatives that seek to enhance the well-being of communities and laborers engaged in the production process.


Europe Alcoholic Beverages Market Segment Insights


Alcoholic Beverages Product Type Insights


The Europe Alcoholic Beverages market segmentation, based on product type, includes beer, wine, and spirits. The beer segment typically occupies a majority of the market share in the Europe alcoholic beverages market. Due to its extensive appeal among various demographic groups and occasions, beer has become a preferred beverage option for a significant number of consumers. Its versatility, affordability, and accessibility all contribute to its market dominance. Furthermore, the beer industry derives advantages from an extensive assortment of products, encompassing craft beers, traditional lagers, and flavored varieties, which accommodate a wide variety of consumer inclinations. Although wine and spirits also possess considerable market share, beer maintains its position as the largest segment in terms of both volume and consumption on a consistent basis.


Figure 1: Europe Alcoholic Beverages Market, by Product Type, 2023 & 2032 (USD Billion)


Europe Alcoholic Beverages Market, by Product Type, 2023 & 2032


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Alcoholic Beverages Distribution Channel Insights


The Europe Alcoholic Beverages market segmentation, based on distribution channel, includes on-trade and off-trade (Supermarkets/Hypermarkets, Specialist Stores, Online Retail Stores, and Other Off-trade Channels). Off-trade segment represents the predominant market share in the Europe alcoholic beverage sector. Off-trade sales encompass alcoholic beverage purchases made by consumers through retail channels, including supermarkets, liquor stores, and online platforms, with the intention of consuming the products outside of licensed establishments. The prevalence of this market segment can be ascribed to elements including affordability, variety, and convenience, all of which appeal to consumers who desire to partake in alcoholic beverages privately or in communal settings. The off-trade segment consistently maintains a larger market share owing to its wider reach and greater accessibility, despite the on-trade segment's considerable importance as it encompasses sales in establishments such as bars, restaurants, and taverns.


Alcoholic Beverages Country Insights


The Europe alcoholic beverages market remains buoyant, with consistent expansion propelled by a number of pivotal factors. Changing consumer preferences and a rise in disposable income are significant factors propelling market expansion in the region. As the Europe economies rebound from previous recessions, consumers' purchasing power increases, granting them the ability to allocate funds towards premium and specialty alcoholic beverages. Furthermore, sustained demand is a factor in the robust cultural tradition of wine, beer, and spirit consumption within the Europe, which positively influences the market for alcoholic beverages. Furthermore, Germany's market had the biggest position in the European alcohol industry because of the country's long history of brewing, distilling, and winemaking, all of which are supported by a loyal customer base. Moreover, evolving lifestyle trends and demographic changes significantly influence the growth trajectory of the Germany alcoholic beverages market. Millennials and Generation Z, in particular, are a growing force in the marketplace, propelling the demand for artisanal and novel products. Europe has witnessed an increase in the number of craft breweries, boutique wineries, and small-batch distilleries as a result of their desire for distinctive imbibing experiences. In addition, there is an emerging market trend towards increased emphasis on sustainability and health consciousness. A growing consumer awareness regarding the composition and manufacturing processes of alcoholic beverages has resulted in an increased desire for alternatives that are natural, organic, and low in alcohol content.


Figure 2: EUROPE ALCOHOLIC BEVERAGES MARKET SHARE BY REGION 2023 & 2032 (USD Billion)


EUROPE ALCOHOLIC BEVERAGES MARKET SHARE BY REGION 2023 & 2032


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Europe Alcoholic Beverages Key Market Players & Competitive Insights


Within the leading market players in the Europe alcoholic beverages market, well-established regional actors and multinational corporations contend for consumer loyalty and market share. The market is dominated by major corporations, including Diageo PLC, Bacardi Limited, Anheuser-Busch InBev SA/NV, Heineken Holding NV, Molson Coors Brewing Company, Pernod Ricard SA, LVMH Moët Hennessy Louis Vuitton E & J Gallo Winery, Carlsberg Breweries A/S, and Bronco Wine Company, which possess vast portfolios of brands that include beer, wine, and beverages. These industry titans utilize strong marketing prowess, a worldwide presence, and robust distribution networks to sustain market leadership and stimulate expansion. Furthermore, the major players in the Alcoholic Beverages market frequently utilize mergers and acquisitions as strategic approaches to broaden their range of products, penetrate untapped markets, and bolster their competitive standing.


In addition to these dominant companies, the Europe Alcoholic Beverages industry is distinguished by a thriving craft and artisanal sector comprised of small, independent producers. Artisanal distilleries, boutique wineries, and craft breweries all serve discerning customers in search of distinctive and high-quality products. These athletes distinguish themselves by market developments and tradition, quality craftsmanship, and innovation. Craft and artisanal producers, despite their limited scope and resources in comparison to multinational corporations, successfully establish specialized markets and foster devoted customer bases comprised of individuals who appreciate genuineness and artisanal approaches to production.


Key Companies in the European Alcoholic Beverages market include



  • Diageo PLC

  • Bacardi Limited

  • Anheuser-Busch InBev SA/NV

  • Heineken Holding NV

  • Molson Coors Brewing Company

  • Pernod Ricard SA

  • LVMH Moët Hennessy Louis Vuitton

  • E & J Gallo Winery

  • Carlsberg Breweries A/S

  • Bronco Wine Company


Europe Alcoholic Beverages Market Segmentation


Europe Alcoholic Beverages Product Type Outlook



  • Beer

  • Wine

  • Spirits


Europe Alcoholic Beverages Distribution Channel Outlook



  • On-trade

  • Off-trade

    • Supermarkets/Hypermarkets

    • Specialist Stores

    • Online Retail Stores

    • Other Off-trade Channels




Europe Alcoholic Beverages Regional Outlook



  • Europe

    • Germany

    • France

    • UK

    • Italy

    • Spain

    • Sweden

    • Denmark

    • Luxembourg

    • Norway

    • Austria

    • Rest of Europe



Report Attribute/Metric Details
Market Size 2022 USD 220.8 Billion
Market Size 2023 USD 229.6 Billion
Market Size 2032 USD 314.2 Billion
Compound Annual Growth Rate (CAGR) 4.0% (2024-2032)
Base Year 2023
Market Forecast Period 2024-2032
Historical Data 2019- 2022
Market Forecast Units Value (USD Billion)
Report Coverage Revenue Forecast, Market Competitive Landscape, Growth Factors, and Trends
Segments Covered Product Type, Distribution Channel, and Region
Region Covered Europe
Countries Covered Germany, France, UK, Italy, Spain, Sweden, Denmark, Luxembourg, Norway, Austria, and the Rest of Europe
Key Companies Profiled Diageo PLC, Bacardi Limited, Anheuser-Busch InBev SA/NV, Heineken Holding NV, Molson Coors Brewing Company, Pernod Ricard SA, LVMH Moët Hennessy Louis Vuitton, E & J Gallo Winery, Carlsberg Breweries A/S, and Bronco Wine Company
Key Market Opportunities Expansion of low-alcohol and non-alcoholic beverage offerings to capitalize on the growing health and wellness trend Leveraging digital platforms and e-commerce to enhance accessibility and reach new consumer segments in the Europe market
Key Market Dynamics Increasing disposable income driving demand for premium alcoholic beverages       Growing preference for experiential consumption, such as craft products, enhances consumer engagement and loyalty


Frequently Asked Questions (FAQ) :

The Europe Alcoholic Beverages market size was valued at USD 229.6 Billion in 2023.

The market is projected to grow at a CAGR of 4.0% during the forecast period, 2024-2032.

The key players in the market are Diageo PLC, Bacardi Limited, Anheuser-Busch InBev SA/NV, Heineken Holding NV, Molson Coors Brewing Company, Pernod Ricard SA, LVMH Moët Hennessy Louis Vuitton, E & J Gallo Winery, Carlsberg Breweries A/S, and Bronco Wine Company.

The beer category dominated the market in 2023.

The off-trade category had the largest share of the market.

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