Market Insights Consumer Alcoholic Drinks

Spirits - Italy

Italy

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$1,470.0m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$802.6m in 2024.
Revenue, combined amounts to US$2,273.0m in 2024.
The revenue, at home is expected to grow annually by 1.47% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated in China (US$146,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$25.04 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 78.1m L by 2024.
Volume, out-of-home is expected to amount to 12.6m L in 2024.
Volume, combined is expected to amount to 90.7m L in 2024.
The Spirits market is expected to show a volume growth, at home of -0.8% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 1.33L in 2024.

Key regions: United States, United Kingdom, Worldwide, United Kingdom, Australia

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

Market

Region

Region comparison

Currency

Analyst Opinion

Italy is known for its rich history, culture, and culinary traditions, and the Spirits market in Italy is no exception. With a long-standing tradition of producing and consuming alcoholic beverages, Italy has a strong presence in the global spirits market.

Customer preferences: Italian consumers have a deep appreciation for quality and craftsmanship when it comes to spirits. They value traditional production methods and are willing to pay a premium for products that are made using traditional techniques. This preference for authenticity extends to the ingredients used in spirits, with consumers showing a preference for locally sourced and organic ingredients. Additionally, Italian consumers have a strong affinity for their local spirits, such as grappa and limoncello, which are deeply ingrained in the country's cultural heritage.

Trends in the market: One notable trend in the Spirits market in Italy is the growing demand for premium and craft spirits. Italian consumers are increasingly seeking out unique and artisanal products that offer a high level of quality and distinct flavors. This trend is driven by a desire for more personalized and experiential drinking experiences. As a result, smaller, boutique distilleries are gaining popularity, offering a wide range of innovative and high-quality spirits. Another trend in the market is the rising popularity of cocktail culture. Italian consumers are becoming more adventurous in their drinking habits and are embracing the art of mixology. This has led to an increased demand for spirits that are versatile and can be used in a variety of cocktails. As a result, spirits such as gin and vodka have seen significant growth in recent years.

Local special circumstances: Italy has a unique advantage in the Spirits market due to its rich cultural heritage and diverse regional specialties. Each region in Italy has its own traditional spirits, such as amaro in the south and grappa in the north. These regional specialties not only contribute to the country's vibrant spirits market but also attract tourists who are eager to experience the local flavors. Additionally, Italy's strong wine industry provides a solid foundation for the production of spirits, as many spirits are made from grape-based distillates.

Underlying macroeconomic factors: Italy's strong economy and high disposable income levels have contributed to the growth of the Spirits market. As the country's economy continues to recover, consumers have more purchasing power and are willing to spend on premium spirits. Furthermore, Italy's thriving tourism industry plays a significant role in driving the demand for spirits, as tourists often seek out local spirits as souvenirs or to enjoy during their stay. In conclusion, the Spirits market in Italy is experiencing growth due to customer preferences for authentic and high-quality products, the rise of craft and premium spirits, the increasing popularity of cocktail culture, and the country's unique regional specialties. These trends, along with Italy's strong economy and thriving tourism industry, are contributing to the development and success of the Spirits market in Italy.

Methodology

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.