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Alcoholic Drinks in Belgium

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    Report

  • 81 Pages
  • June 2025
  • Region: Belgium
  • Euromonitor International
  • ID: 2686829
Alcoholic drinks in Belgium experienced a decline in overall sales in 2024, driven by shifts in consumer behaviour and the rising cost of living. As moderation and mindful drinking became more mainstream, an increasing number of Belgians have reduced their alcohol intake, either by cutting back on frequency or opting for low- and no-alcohol alternatives.

The Alcoholic Drinks in Belgium report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), 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 2029 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.

Table of Contents

EXECUTIVE SUMMARY
  • Alcoholic drinks in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail 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
TAXATION AND DUTY LEVIES
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 2019-2024
MARKET DATA
  • Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
  • Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
  • Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
  • Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
  • Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
  • Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
  • Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
  • Table 9 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
  • Table 10 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
  • Table 11 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
  • Table 12 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
  • Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
  • Table 14 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
  • Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
BEER IN BELGIUMKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Beer faces decline once again in 2024
  • Anheuser-Busch InBev is the leader in a declining industry
  • Off-trade benefits from price consciousness and at-home consumption
PROSPECTS AND OPPORTUNITIES
  • Category will continue to decline, but non-alcoholic segment offers scope for optimism
  • Breweries face ongoing challenges in the years ahead
  • Non-alcoholic and flavoured beer will lead innovation
CATEGORY BACKGROUND
  • Lager price band methodology
  • Summary 2 Lager by Price Band 2024
CATEGORY DATA
  • Table 16 Sales of Beer by Category: Total Volume 2019-2024
  • Table 17 Sales of Beer by Category: Total Value 2019-2024
  • Table 18 Sales of Beer by Category: % Total Volume Growth 2019-2024
  • Table 19 Sales of Beer by Category: % Total Value Growth 2019-2024
  • Table 20 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
  • Table 21 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
  • Table 22 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
  • Table 23 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
  • Table 24 Sales of Beer by Craft vs Standard 2019-2024
  • Table 25 GBO Company Shares of Beer: % Total Volume 2020-2024
  • Table 26 NBO Company Shares of Beer: % Total Volume 2020-2024
  • Table 27 LBN Brand Shares of Beer: % Total Volume 2021-2024
  • Table 28 Forecast Sales of Beer by Category: Total Volume 2024-2029
  • Table 29 Forecast Sales of Beer by Category: Total Value 2024-2029
  • Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
  • Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029
WINE IN BELGIUMKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Wine faces continuous decline due to complex range of factors
  • Innovation focuses on packaging developments
  • E-commerce is growing, but supermarkets holds sway
PROSPECTS AND OPPORTUNITIES
  • Gloomy outlook ahead for wine in Belgium
  • Demand for fruitier and lighter wines set to increase
  • Sustainability trend will drive innovation in packaging in the years ahead
CATEGORY DATA
  • Table 32 Sales of Wine by Category: Total Volume 2019-2024
  • Table 33 Sales of Wine by Category: Total Value 2019-2024
  • Table 34 Sales of Wine by Category: % Total Volume Growth 2019-2024
  • Table 35 Sales of Wine by Category: % Total Value Growth 2019-2024
  • Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
  • Table 37 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
  • Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
  • Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
  • Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
  • Table 41 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2019-2024
  • Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
  • Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
  • Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
  • Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
  • Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
  • Table 47 GBO Company Shares of Champagne: % Total Volume 2020-2024
  • Table 48 NBO Company Shares of Champagne: % Total Volume 2020-2024
  • Table 49 LBN Brand Shares of Champagne: % Total Volume 2021-2024
  • Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
  • Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
  • Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
  • Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
  • Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
  • Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
  • Table 56 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
  • Table 57 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
  • Table 58 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
  • Table 59 Forecast Sales of Wine by Category: Total Volume 2024-2029
  • Table 60 Forecast Sales of Wine by Category: Total Value 2024-2029
  • Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
  • Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029
CIDER/PERRY IN BELGIUMKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Cider sees decline in 2024 as innovation stalls
  • Stassen retains the lead in a challenging climate
  • Supermarkets represents the largest portion of sales of cider in distribution terms
PROSPECTS AND OPPORTUNITIES
  • Cider will continue to face decline in the coming years
  • Focus on convenience necessary the future of the category
  • Lack of innovation will hasten decline
CATEGORY DATA
  • Table 63 Sales of Cider/Perry: Total Volume 2019-2024
  • Table 64 Sales of Cider/Perry: Total Value 2019-2024
  • Table 65 Sales of Cider/Perry: % Total Volume Growth 2019-2024
  • Table 66 Sales of Cider/Perry: % Total Value Growth 2019-2024
  • Table 67 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
  • Table 68 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
  • Table 69 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
  • Table 70 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
  • Table 71 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
  • Table 72 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
  • Table 73 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
  • Table 74 Forecast Sales of Cider/Perry: Total Volume 2024-2029
  • Table 75 Forecast Sales of Cider/Perry: Total Value 2024-2029
  • Table 76 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
  • Table 77 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029
RTDS IN BELGIUMKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Affordability and availability drive growth of RTDs in 2024
  • Bacardi Martini leads with notable dynamism in 2024
  • Supermarkets loses some share to convenience stores but remains the leading distribution channel
PROSPECTS AND OPPORTUNITIES
  • Optimistic outlook for RTDs in the years ahead
  • Innovation in flavours and packaging will compound growth prospects
  • Cans will remain preferred format over glass
CATEGORY DATA
  • Table 78 Sales of RTDs by Category: Total Volume 2019-2024
  • Table 79 Sales of RTDs by Category: Total Value 2019-2024
  • Table 80 Sales of RTDs by Category: % Total Volume Growth 2019-2024
  • Table 81 Sales of RTDs by Category: % Total Value Growth 2019-2024
  • Table 82 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
  • Table 83 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
  • Table 84 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
  • Table 85 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
  • Table 86 GBO Company Shares of RTDs: % Total Volume 2020-2024
  • Table 87 NBO Company Shares of RTDs: % Total Volume 2020-2024
  • Table 88 LBN Brand Shares of RTDs: % Total Volume 2021-2024
  • Table 89 Forecast Sales of RTDs by Category: Total Volume 2024-2029
  • Table 90 Forecast Sales of RTDs by Category: Total Value 2024-2029
  • Table 91 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
  • Table 92 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029
SPIRITS IN BELGIUMKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Spirits continues to decline in volume and value terms in 2024
  • Diageo leads spirits thanks to strong portfolio of global brands
  • Convenience stores gain share at the expense of supermarkets
PROSPECTS AND OPPORTUNITIES
  • Volume sales fo spirits set to continue declining in the years ahead
  • Demand for flavoured spirits and RTDs will remain strong
  • Non-alcoholic spirits will continue to drive sales and innovation in the category
CATEGORY BACKGROUND
  • Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
  • Summary 3 Benchmark Brands 2024
CATEGORY DATA
  • Table 93 Sales of Spirits by Category: Total Volume 2019-2024
  • Table 94 Sales of Spirits by Category: Total Value 2019-2024
  • Table 95 Sales of Spirits by Category: % Total Volume Growth 2019-2024
  • Table 96 Sales of Spirits by Category: % Total Value Growth 2019-2024
  • Table 97 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
  • Table 98 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
  • Table 99 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
  • Table 100 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
  • Table 101 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
  • Table 102 Sales of White Rum by Price Platform: % Total Volume 2019-2024
  • Table 103 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
  • Table 104 Sales of English Gin by Price Platform: % Total Volume 2019-2024
  • Table 105 Sales of Vodka by Price Platform: % Total Volume 2019-2024
  • Table 106 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
  • Table 107 GBO Company Shares of Spirits: % Total Volume 2020-2024
  • Table 108 NBO Company Shares of Spirits: % Total Volume 2020-2024
  • Table 109 LBN Brand Shares of Spirits: % Total Volume 2021-2024
  • Table 110 Forecast Sales of Spirits by Category: Total Volume 2024-2029
  • Table 111 Forecast Sales of Spirits by Category: Total Value 2024-2029
  • Table 112 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
  • Table 113 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029