Alcoholic Drinks in Denmark

Report
75 Pages
June 2023
Region: Denmark
Euromonitor International
ID: 2626729

In 2022, on-trade alcoholic drinks sales posted positive total volume growth, while off-trade sales saw much lower growth rates. The COVID-19 pandemic strongly impacted sales of alcoholic drinks in Denmark in 2020, with all categories posting a sharp on-trade volume decline due to government measures. These measures saw the closure of bars and clubs, including hard lockdowns, travel bans and trade restrictions.

The analyst's Alcoholic Drinks in Denmark report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2018-2022), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage:
Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Alcoholic Drinks market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

ALCOHOLIC DRINKS IN DENMARK

EXECUTIVE SUMMARY

Alcoholic drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Summary 1 Number of On-trade Establishments by Type 2016-2022

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 202

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2022
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2022
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2022
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2022
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2018-2022
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2017-2022
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2022
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2022-2027
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2022-2027
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2022-2027
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 3 Research Sources

BEER IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Positive on-trade volume growth as COVID-19 restrictions are fully lifted
The health and wellness trends drive non-alcoholic and organic options
Carlsberg Danmark retains its lead, offering well-known products to consumers

PROSPECTS AND OPPORTUNITIES

Non-alcoholic beer records growth as more players enter the landscape
Competition in craft beer intensifies as microbreweries continue to expand
Standard lager sells well, however, growth suffers from product maturity
CATEGORY BACKGROUND
Lager price band methodology
Summary 4 Lager by Price Band 2022
Table 17 Number of Breweries 2017-2022

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2017-2022
Table 19 Sales of Beer by Category: Total Value 2017-2022
Table 20 Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 21 Sales of Beer by Category: % Total Value Growth 2017-2022
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2017-2022
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022
Table 26 Sales of Beer by Craft vs Standard 2017-2022
Table 27 GBO Company Shares of Beer: % Total Volume 2018-2022
Table 28 NBO Company Shares of Beer: % Total Volume 2018-2022
Table 29 LBN Brand Shares of Beer: % Total Volume 2019-2022
Table 30 Forecast Sales of Beer by Category: Total Volume 2022-2027
Table 31 Forecast Sales of Beer by Category: Total Value 2022-2027
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027

WINE IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

The on-trade drives total volume sales growth as off-trade sales struggle
Sparkling and still rosé wine drive growth, while fortified wine suffers from an old-fashioned image
Growing health concerns shape the demand for wine

PROSPECTS AND OPPORTUNITIES

Overall demand for wine is set to grow, driven by sparkling and still rosé wine
The growing preference for still rosé wine challenges red wine
The health trend drives sales of non-alcoholic and organic options

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2017-2022
Table 35 Sales of Wine by Category: Total Value 2017-2022
Table 36 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 37 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2017-2022
Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2017-2022
Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2017-2022
Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2017-2022
Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2019-2022
Table 49 GBO Company Shares of Champagne: % Total Volume 2018-2022
Table 50 NBO Company Shares of Champagne: % Total Volume 2018-2022
Table 51 LBN Brand Shares of Champagne: % Total Volume 2019-2022
Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2019-2022
Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2019-2022
Table 58 GBO Company Shares of Non-grape Wine: % Total Volume 2018-2022
Table 59 NBO Company Shares of Non-grape Wine: % Total Volume 2018-2022
Table 60 LBN Brand Shares of Non-grape Wine: % Total Volume 2019-2022
Table 61 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 62 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 63 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 64 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027

SPIRITS IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Economic uncertainty and the opening of the on-trade challenges off-trade growth
Craft spirit players innovate, widening availability and boosting sales
Gin and non-alcoholic spirits appeal to Millennials and Generation Z consumers

PROSPECTS AND OPPORTUNITIES

The rising cocktail trend leads consumers to experiment with various tastes and flavours
Non-alcoholic options continue to rise, aligning with consumers growing demands
Organic gin set to flourish across the forecast period
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 5 Benchmark Brands 2022

CATEGORY DATA

Table 65 Sales of Spirits by Category: Total Volume 2017-2022
Table 66 Sales of Spirits by Category: Total Value 2017-2022
Table 67 Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 68 Sales of Spirits by Category: % Total Value Growth 2017-2022
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2017-2022
Table 74 Sales of White Rum by Price Platform: % Total Volume 2017-2022
Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2017-2022
Table 76 Sales of English Gin by Price Platform: % Total Volume 2017-2022
Table 77 Sales of Vodka by Price Platform: % Total Volume 2017-2022
Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2017-2022
Table 79 GBO Company Shares of Spirits: % Total Volume 2018-2022
Table 80 NBO Company Shares of Spirits: % Total Volume 2018-2022
Table 81 LBN Brand Shares of Spirits: % Total Volume 2019-2022
Table 82 Forecast Sales of Spirits by Category: Total Volume 2022-2027
Table 83 Forecast Sales of Spirits by Category: Total Value 2022-2027
Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027

CIDER/PERRY IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

The opening of the foodservice sector challenges off-trade sales in 2022
Danish craft cider is on the rise, blurring the line between cider and fruit wines
Carlsberg Danmark A/S continues to lead, focusing on innovation to drive growth

PROSPECTS AND OPPORTUNITIES

Innovation on the landscape responds to consumer demands for quality
The availability of non-alcoholic cider/perry increases across the forecast period
Organic products increase, using local fruit while offering high quality

CATEGORY DATA

Table 86 Sales of Cider/Perry: Total Volume 2017-2022
Table 87 Sales of Cider/Perry: Total Value 2017-2022
Table 88 Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 89 Sales of Cider/Perry: % Total Value Growth 2017-2022
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2017-2022
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Value 2017-2022
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2017-2022
Table 94 GBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 95 NBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 96 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2022
Table 97 Forecast Sales of Cider/Perry: Total Volume 2022-2027
Table 98 Forecast Sales of Cider/Perry: Total Value 2022-2027
Table 99 Forecast Sales of Cider/Perry: % Total Volume Growth 2022-2027
Table 100 Forecast Sales of Cider/Perry: % Total Value Growth 2022-2027

RTDS IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Bacardi Breezer, Smirnoff Ice and Shaker retain the lead, yet competition rises
Hard seltzers show plenty of promise as growth improves in 2022
Consolidated competitive landscape disrupted by the entry of hard seltzers

PROSPECTS AND OPPORTUNITIES

The on-trade drives growth, as consumers reach for spirit-based RTDs
Non-alcoholic options arrive on the landscape, responding to rising demands
Premium RTDs and hard seltzers set to drive growth over the coming years

CATEGORY DATA

Table 101 Sales of RTDs by Category: Total Volume 2017-2022
Table 102 Sales of RTDs by Category: Total Value 2017-2022
Table 103 Sales of RTDs by Category: % Total Volume Growth 2017-2022
Table 104 Sales of RTDs by Category: % Total Value Growth 2017-2022
Table 105 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
Table 106 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
Table 107 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 108 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
Table 109 GBO Company Shares of RTDs: % Total Volume 2018-2022
Table 110 NBO Company Shares of RTDs: % Total Volume 2018-2022
Table 111 LBN Brand Shares of RTDs: % Total Volume 2019-2022
Table 112 Forecast Sales of RTDs by Category: Total Volume 2022-2027
Table 113 Forecast Sales of RTDs by Category: Total Value 2022-2027
Table 114 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
Table 115 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027

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