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    EU Alcoholic Beverages Market

    ID: MRFR/F-B & N/20193-HCR
    128 Pages
    Harshita Gorade
    September 2025

    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 2034

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    Europe Alcoholic Beverages Market Research Report —Forecast till 2034 Infographic
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    Table of Contents

    EU Alcoholic Beverages Market Summary

    As per Market Research Future Analysis, the Europe Alcoholic Beverages Market was valued at USD 248.52 Billion in 2024 and is projected to grow to USD 368.58 Billion by 2034, with a CAGR of 4.0% from 2025 to 2034. The market is driven by a growing consumer preference for premium products, increased disposable income, and a shift towards healthier drinking options, including low-alcohol and non-alcoholic alternatives. Additionally, sustainability and ethical practices are becoming increasingly important to consumers, influencing production methods across the industry.

    Key Market Trends & Highlights

    Key trends shaping the Europe Alcoholic Beverages Market include consumer health consciousness and sustainability.

    • Market Size in 2024: USD 248.52 Billion
    • Projected Market Size by 2034: USD 368.58 Billion
    • CAGR from 2025 to 2034: 4.0%
    • Dominant Product Type: Beer, with significant market share

    Market Size & Forecast

    2024 Market Size USD 248.52 Billion
    2025 Market Size USD 258.51 Billion
    2034 Market Size USD 368.58 Billion

    Major Players

    Key players 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, and Bronco Wine Company.

    EU 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.

    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.

    The European alcoholic beverages market appears to be experiencing a notable shift towards premiumization, as consumers increasingly favor high-quality products that reflect their evolving tastes and preferences.

    European Commission

    EU Alcoholic Beverages Market Drivers

    Rising Consumer Demand for Premium Products

    The Global Europe Alcoholic Beverages Market Industry experiences a notable shift towards premiumization, as consumers increasingly seek high-quality and artisanal products. This trend is evident in the growing popularity of craft beers, premium spirits, and fine wines. In 2024, the market is projected to reach 248.5 USD Billion, driven by consumers' willingness to pay more for unique flavors and experiences. This inclination towards premium offerings suggests a potential for sustained growth, as the market adapts to evolving consumer preferences and the demand for authenticity in alcoholic beverages.

    Market Segment Insights

    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 industry. 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)

    Source: Secondary Research, Primary Research, Market Research Future 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

    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)

    Get more detailed insights about Europe Alcoholic Beverages Market Research Report —Forecast till 2034

    Regional Insights

    Key Players and 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 EU Alcoholic Beverages Market market include

    Industry Developments

    In 2024, Beefeater launched "Beefeater Pink," a new strawberry-flavored gin. This offering is designed to appeal to those who enjoy a fruity twist on classic gin, featuring a blend of strawberries and traditional botanicals.

    In 2024, Heineken introduced “Heineken Silver,” a lighter version of their classic lager with a crisper taste and lower calories. This new variant is aimed at consumers seeking a refreshing beer with fewer calories.

    Future Outlook

    EU Alcoholic Beverages Market Future Outlook

    The Europe Alcoholic Beverages Market is projected to grow at a 4.02% CAGR from 2024 to 2035, driven by premiumization, health-conscious trends, and innovative product offerings.

    New opportunities lie in:

    • Develop low-alcohol and alcohol-free beverages to cater to health-conscious consumers.
    • Leverage e-commerce platforms for direct-to-consumer sales and personalized marketing.
    • Invest in sustainable packaging solutions to enhance brand reputation and attract eco-conscious buyers.

    By 2035, the Europe Alcoholic Beverages Market is poised for robust growth, reflecting evolving consumer preferences and innovative strategies.

    Market Segmentation

    Europe Alcoholic Beverages Regional Outlook

    • Germany
    • France
    • UK
    • Italy
    • Spain
    • Sweden
    • Denmark
    • Luxembourg
    • Norway
    • Austria
    • Rest of Europe

    Europe Alcoholic Beverages Product Type Outlook

    • Beer
    • Wine
    • Spirits

    Europe Alcoholic Beverages Distribution Channel Outlook

    • Supermarkets/Hypermarkets
    • Specialist Stores
    • Online Retail Stores
    • Other Off-trade Channels

    Report Scope

    Report Attribute/Metric Details
    Market Size 2024 USD 248.52 Billion
    Market Size 2025 USD 258.51 Billion
    Market Size 2034 USD 368.58 Billion
    Compound Annual Growth Rate (CAGR) 4.0% (2025-2034)
    Base Year 2024
    Market Forecast Period 2025-2034
    Historical Data 2019- 2023
    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

    Market Highlights

    Author
    Harshita Gorade
    Research Analyst

    Harshita Post graduate MBA in Business Administration from Welingkar Institute, Mumbai and 5 years of experience in the field of product market research. As a Research Analyst, I have cross-domain experience in packaging, and industrial Automation & Equipment. I am currently looking after the research process of packaging, logistics & transportation, and industrial automation & equipment at Market Research Future Reports. My responsibilities at the organization involve handling syndicate and custom reports as well as responding to client inquiries, and organize, co-ordinate with a group of 5 to 6 persons to manage all workflows.

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    FAQs

    How big is the Alcoholic Beverages market?

    The Europe Alcoholic Beverages market size was valued at USD 238.91 Billion in 2024.

    What is the growth rate of the Alcoholic Beverages market?

    The market is projected to grow at a CAGR of 4.0% during the forecast period, 2025-2034.

    Who are the key players in the Alcoholic Beverages market?

    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.

    Which product type led the Alcoholic Beverages market?

    The beer category dominated the market in 2024.

    Which Application had the largest market share in the Alcoholic Beverages market?

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

    1. 'TABLE OF CONTENTS
    2. EXECUTIVE
    3. SUMMARY
    4. MARKET INTRODUCTION
    5. Definition
    6. Scope of the Study
    7. Research Objective
    8. Assumptions
      1. Limitations
    9. RESEARCH METHODOLOGY
      1. Overview
      2. Data Mining
      3. Secondary Research
      4. Primary Research
        1. Primary Interviews
    10. and Information Gathering Process
      1. Breakdown of Primary Respondents
      2. Forecasting Model
      3. Market Size Estimation
        1. Bottom-Up Approach
        2. Top-Down Approach
      4. Data Triangulation
      5. Validation
    11. MARKET DYNAMICS
      1. Overview
      2. Drivers
      3. Restraints
      4. Opportunities
    12. MARKET FACTOR ANALYSIS
      1. Value Chain Analysis
      2. Porter’s Five Forces Analysis
        1. Bargaining Power
    13. of Suppliers
    14. Bargaining Power of Buyers
      1. Threat of New Entrants
        1. Threat of Substitutes
        2. Intensity of Rivalry
      2. COVID-19 Impact Analysis
        1. Market Impact Analysis
        2. Regional Impact
        3. Opportunity and
    15. Threat Analysis
    16. EUROPE ALCOHOLIC BEVERAGES MARKET, BY PRODUCT TYPE
      1. Overview
      2. Beer
      3. Wine
      4. Spirits
    17. EUROPE ALCOHOLIC BEVERAGES MARKET, BY DISTRIBUTION CHANNEL
      1. Overview
      2. On-trade
      3. Off-trade
        1. Supermarkets/Hypermarkets
        2. Specialist Stores
        3. Online Retail
    18. Stores
    19. Other Off-trade Channels
    20. EUROPE ALCOHOLIC BEVERAGES MARKET, BY REGION
      1. Overview
      2. Europe
        1. Germany
        2. France
        3. UK
        4. Italy
        5. Spain
        6. Sweden
        7. Denmark
        8. Luxembourg
        9. Norway
        10. Austria
        11. Rest of Europe
    21. COMPETITIVE LANDSCAPE
      1. Overview
      2. Competitive Analysis
      3. Market Share Analysis
      4. Major Growth Strategy in the Europe Alcoholic
    22. Beverages Market
    23. Competitive Benchmarking
      1. Leading Players in Terms of Number of Developments in the Europe
    24. Alcoholic Beverages Market
      1. Key Developments and Growth Strategies
        1. New Product Launch/Service Deployment
        2. Merger & Acquisitions
        3. Joint Ventures
      2. Major Players Financial
    25. Matrix
    26. Sales & Operating Income, 2023
      1. Major Players R&D Expenditure, 2023
    27. COMPANY PROFILES
      1. Diageo PLC
        1. Company Overview
        2. Financial Overview
        3. Products Offered
        4. Key Developments
        5. SWOT Analysis
        6. Key Strategies
      2. Bacardi Limited
        1. Company Overview
        2. Financial Overview
        3. Products Offered
        4. Key Developments
        5. SWOT Analysis
        6. Key Strategies
      3. Anheuser-Busch
    28. InBev SA/NV
    29. Company Overview
    30. Financial Overview
    31. Products Offered
    32. Key Developments
    33. SWOT Analysis
    34. Key Strategies
    35. Heineken Holding NV
    36. Company Overview
    37. Financial Overview
    38. Products Offered
    39. Key Developments
    40. SWOT Analysis
    41. Key Strategies
    42. Molson Coors Brewing Company
      1. Company Overview
        1. Financial Overview
        2. Products Offered
        3. Key Developments
        4. SWOT Analysis
        5. Key Strategies
      2. Pernod Ricard SA
        1. Company Overview
        2. Financial Overview
        3. Products Offered
        4. Key Developments
        5. SWOT Analysis
        6. Key Strategies
      3. LVMH Moët Hennessy Louis Vuitton
        1. Company Overview
        2. Financial Overview
        3. Products Offered
        4. Key Developments
        5. SWOT Analysis
        6. Key Strategies
      4. E & J Gallo
    43. Winery
    44. Company Overview
    45. Financial Overview
    46. Products Offered
    47. Key Developments
    48. SWOT Analysis
    49. Key Strategies
    50. Carlsberg Breweries A/S
      1. Company Overview
        1. Financial Overview
        2. Products Offered
        3. Key Developments
        4. SWOT Analysis
        5. Key Strategies
      2. Bronco Wine Company
        1. Company Overview
        2. Financial Overview
        3. Products Offered
        4. Key Developments
        5. SWOT Analysis
        6. Key Strategies
    51. APPENDIX
      1. References
      2. Related Reports
    52. BEVERAGES MARKET, ESTIMATES & FORECAST, 2025–2034 (USD BILLION)
    53. BEVERAGES MARKET, BY PRODUCT TYPE, 2025–2034 (USD BILLION)
    54. MARKET, BY DISTRIBUTION CHANNEL, 2025–2034 (USD BILLION)
    55. MARKET, BY PRODUCT TYPE, 2025–2034 (USD BILLION)
    56. CHANNEL, 2025–2034 (USD BILLION)
    57. –2034 (USD BILLION)
    58. –2034 (USD BILLION)
    59. (USD BILLION)
    60. ITALY: ALCOHOLIC BEVERAGES MARKET, BY DISTRIBUTION CHANNEL, 2025–2034 (USD
    61. BILLION)
    62. SPAIN: ALCOHOLIC BEVERAGES MARKET, BY PRODUCT TYPE, 2025–2034 (USD BILLION)
    63. BEVERAGES MARKET, BY DISTRIBUTION CHANNEL, 2025–2034 (USD BILLION)
    64. BEVERAGES MARKET, BY PRODUCT TYPE, 2025–2034 (USD BILLION)
    65. MARKET, BY DISTRIBUTION CHANNEL, 2025–2034 (USD BILLION)
    66. MARKET, BY PRODUCT TYPE, 2025–2034 (USD BILLION)
    67. CHANNEL, 2025–2034 (USD BILLION)
    68. TYPE, 2025–2034 (USD BILLION)
    69. CHANNEL, 2025–2034 (USD BILLION)
    70. TYPE, 2025–2034 (USD BILLION)
    71. CHANNEL, 2025–2034 (USD BILLION)
    72. TYPE, 2025–2034 (USD BILLION)
    73. CHANNEL, 2025–2034 (USD BILLION)
    74. TYPE, 2025–2034 (USD BILLION)
    75. CHANNEL, 2025–2034 (USD BILLION)
    76. PRODUCT TYPE, 2025–2034 (USD BILLION)
    77. BY DISTRIBUTION CHANNEL, 2025–2034 (USD BILLION)
    78. BEVERAGES MARKET
    79. MARKET DYNAMICS FOR THE EUROPE ALCOHOLIC BEVERAGES MARKET
    80. (%), BY PRODUCT TYPE, 2023
    81. CHANNEL, 2023
    82. EUROPE ALCOHOLIC BEVERAGES MARKET, SHARE (%), BY REGION, 2023
    83. MARKET: COMPANY SHARE ANALYSIS, 2023 (%)
    84. SWOT ANALYSIS
    85. BACARDI LIMITED: FINANCIAL OVERVIEW SNAPSHOT
    86. INBEV SA/NV: FINANCIAL OVERVIEW SNAPSHOT
    87. NV: FINANCIAL OVERVIEW SNAPSHOT
    88. OVERVIEW SNAPSHOT
    89. MOLSON COORS BREWING COMPANY: SWOT ANALYSIS
    90. SA: SWOT ANALYSIS
    91. LVMH MOËT HENNESSY LOUIS VUITTON: FINANCIAL OVERVIEW SNAPSHOT
    92. HENNESSY LOUIS VUITTON: SWOT ANALYSIS
    93. WINERY: SWOT ANALYSIS
    94. CARLSBERG BREWERIES A/S: FINANCIAL OVERVIEW SNAPSHOT
    95. COMPANY: FINANCIAL OVERVIEW SNAPSHOT

    Europe Alcoholic Beverages Market Segmentation

    Market Segmentation Overview

    • Detailed segmentation data will be available in the full report
    • Comprehensive analysis by multiple parameters
    • Regional and country-level breakdowns
    • Market size forecasts by segment
    Report Infographic
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