Customized Report Service – Beer, wine and spirits in the Nordic countries of Sweden, Denmark, and Norway

Market overview

The European market for alcoholic drinks is diverse and dynamic, characterized by a rich cultural heritage and varying consumer preferences. Traditionally, wine and beer dominate across most countries, but there's a noticeable trend towards premiumization with a rising demand for craft beers, artisanal spirits, and higher-quality wines. Regulatory environments differ significantly, with strict controls on advertising, packaging, and sales influencing market dynamics. Throughout the region, there's also a growing interest in low-alcohol and non-alcoholic alternatives, underscoring broader consumer shifts towards healthier and more sustainable drinking choices (Euromonitor International, 2023).

Between 2010 and 2020, alcohol consumption in the EU decreased by 0.5 litres per person, continuing a long-term decline, yet Europe remains home to the world's heaviest drinkers (Euro News, 2024). The data on per capita expenditure on alcoholic drinks in Europe from 2019 to 2028 reveals significant regional differences and trends. Eastern Europe shows robust growth with a CAGR of 5.0% from 2019 to 2023, slowing to 3.9% from 2023 to 2028. Western Europe exhibits modest growth at 2.3% initially, increasing to 3.4% in the latter period. Among selected Nordic countries, Norway led growth at 6.9% CAGR, while Denmark and Sweden also saw positive increases. Looking forward, Norway is forecasted to reach US$961.8 in 2028 with a 2.6% CAGR, Denmark to $682.3 at 2.6%, and Sweden to $566.7 at 4.0% CAGR.

According to Euromonitor International, in 2023, consumers in Nordic countries like Sweden and Denmark faced significant challenges in managing household budgets due to rising costs of everyday items, with 63% of Swedes and 59% of Danes expressing concern. Despite these financial pressures, there was a notable focus on health and quality in purchasing decisions. In Sweden, 27% of consumers preferred buying fewer but higher quality products, a sentiment echoed by 31% of Danes. Managing diets and adopting sober lifestyles were important trends, with 42% of Swedes and 31% of Danes monitoring their eating to manage weight, and 23% of Swedes and 16% of Danes reducing alcohol consumption (Euromonitor International,2024). Additionally, around one-third of consumers in both countries sought foods with additional health benefits, and a significant portion were willing to pay more for these features (57% in Sweden and 59% in Denmark).

Beer in Europe, by region and country

The overall beer sales in Europe experienced a minor downturn from 2019 to 2023, followed by a projected moderate growth from 2023 to 2028. Eastern Europe outpaced Western Europe in growth. Among the selected countries, Sweden showcased steady growth in beer sales, with a CAGR of 0.8% from 2019 to 2023, and a slightly accelerated growth rate expected for the upcoming years, reaching a CAGR of 0.7% from 2023 to 2028. Denmark displayed consistent growth, with a CAGR of 2.2% from 2019 to 2023, though the growth is expected to slow down to 0.0% from 2023 to 2028. Meanwhile, Norway showed modest growth with a CAGR of 0.8% from 2019 to 2023, but a slight decline is projected from 2023 to 2028.

Wine in Europe, by region and country

The overall wine sales in Europe experienced a slight downturn from 2019 to 2023, followed by a projected moderate growth from 2023 to 2028. Eastern Europe outpaced Western Europe in growth. Among the selected countries, Sweden showcased steady growth in wine sales, with a CAGR of 1.0% from 2019 to 2023, and a slightly decelerated growth rate expected for the upcoming years, reaching a CAGR of 0.8% from 2023 to 2028. Denmark displayed consistent growth, with a CAGR of 2.0% from 2019 to 2023, though the growth is expected to slow down to 0.4% from 2023 to 2028. Meanwhile, Norway showed modest growth with a CAGR of 3.0% from 2019 to 2023, but a slight decline is projected from 2023 to 2028.

Spirits in Europe, by region and country

The overall spirits sales in Europe experienced a slight growth from 2019 to 2023, with a projected continued moderate growth from 2023 to 2028. Eastern Europe demonstrated stronger growth compared to Western Europe. Among the selected countries, Sweden exhibited a stable growth in spirits sales, with a CAGR of 2.2% from 2019 to 2023, and a slightly decelerated growth rate expected for the upcoming years, reaching a CAGR of 0.8% from 2023 to 2028. Denmark experienced consistent growth, with a CAGR of 1.5% from 2019 to 2023, although the growth is expected to slow down marginally to −0.1% from 2023 to 2028. Meanwhile, Norway demonstrated strong growth with a CAGR of 1.9% from 2019 to 2023, but a slight decline is projected from 2023 to 2028.

Beer, wine and spirits in Sweden

Sales of alcoholic drinks in Sweden stagnated despite the easing of pandemic restrictions. While on-trade volumes neared pre-pandemic levels, off-trade sales suffered due to inflation, declining wages, and geopolitical tensions, prompting consumers to choose cheaper brands. Additionally, Norwegians reduced their cross-border alcohol purchases due to changing habits and reduced price differences. The non/low alcohol trend grew, driven by health concerns, particularly among young consumers who preferred moderate consumption. Future growth in alcohol sales is expected to be sluggish, hindered by economic challenges and a shift towards more affordable and lower-alcohol beverages. Innovations in non-alcoholic RTDs, ciders, and spirits will drive demand for non-alcoholic variants. Distribution will focus on offline sales through Sweden's Systembolaget stores, with a minor but growing segment of foreign e-commerce alcohol sales (Euromonitor International, 2023).

Systembolaget, meaning "the system company," is Sweden's exclusive retailer of almost all alcoholic beverages. Aimed at limiting alcohol consumption, Systembolaget operates approximately 450 stores and allows sales only to individuals over 20, despite the national drinking age being 18. It also offers online orders for home delivery or pickup at 482 approved agents. Systembolaget accounted for 75% of Sweden's total alcohol consumption in 2021, with the remainder sold through the hotel, restaurant, and institutional outlets or imported via personal travel and online EU stores. The company imports beverages from about 100 countries through over 900 registered Swedish suppliers and launches around 300 new products annually based on market research and customer demand. Products undergo a rigorous selection process, including blind tastings and quality checks, ensuring they meet specific criteria before being added to the inventory (USDA, 2023).

Beer in Sweden

In 2022, the Swedish beer market showed marginal growth in on-trade volumes as pandemic restrictions eased, but off-trade sales were hampered by inflation-driven price hikes. Lager, particularly domestic premium varieties, dominated consumption, with non/low alcohol beer gaining popularity due to health-conscious trends and retail accessibility. Spendrups Bryggeri and Carlsberg Sverige AB maintained market dominance, though faced challenges from increasing competition and economic pressures. Looking ahead, recovery in on-trade sales is expected, yet overall growth will be tempered by economic uncertainties and shifting consumer preferences towards healthier and more affordable options. Sustainability initiatives will likely gain traction, but smaller breweries may struggle amid rising costs, prompting calls for regulatory support to preserve market diversity (Euromonitor International, 2023).

From 2019 to 2023, Sweden's beer sales grew steadily, with a CAGR of 0.8%, reaching 506.5 million liters. Lager, the predominant category, experienced growth at a CAGR of 2.3%, while non/low alcohol beer declined by −2.9%. Dark beer demonstrated modest growth rates of 1.0%. Looking ahead to 2028, Sweden's beer sales is projected to continue growing at a slightly slower pace, with an overall CAGR of 0.7%. Lager is expected to have slower growth, while non/low alcohol beer stabilizes and dark beer accelerates its growth.

In 2023, the top 10 beer brands in Sweden accounted for 54.7% of the market share. Norrlands Guld, the leading brand by Spendrups Bryggeri AB, experienced a decline with a CAGR of −2.1%, from 13.4% in 2019 to 12.3% in 2023. Mariestads, also by Spendrups Bryggeri AB, maintained relative stability with a slight increase in market share, showing a CAGR of 0.7% over the same period. Carlsberg A/S, represented by multiple brands including Carlsberg, Pripps Blå, Falcon, and Eriksberg, saw mixed results. Guldkällan showed the most significant increase with a CAGR of 34.6%. Private label brands and others collectively saw a decline in market share, with CAGRs of −5.4% and −3.6% respectively.

From 2019 to 2023, the total beer retail sales in Sweden increased slightly from 394.2 million liters to 401.0 million liters, with a CAGR of 0.4%. Offline retail sales grew marginally by 0.2%. Within this category, convenience retail declined slightly, with convenience stores dropping at a CAGR of −2.0% and forecourt retailers growing at 1.0%. Supermarkets saw a slight decline, while hypermarkets and discounters experienced growth, with discounters achieving a 4.5% CAGR. Food/drink/tobacco specialists remained stable, and small local grocers saw significant growth at 8.1% CAGR. E-commerce stood out with robust growth, increasing from 11.8 million liters to 16.3 million liters, achieving an 8.4% CAGR.

Wine in Sweden

In 2022, the Swedish wine market faced challenges as off-trade volumes declined amidst economic uncertainties and inflationary pressures, prompting cash-strapped consumers to cut back on discretionary spending. The return to on-trade activities dampened off-trade sales, particularly for red wine and sherry, as consumers shifted towards lighter options. Sparkling wine showed resilience in on-trade sales driven by special events, but faced sluggish off-trade performance, with champagne sales notably affected by cautious consumer spending. Competition intensified among importers, with value-focused offerings like bag-in-box wines gaining traction for their affordability and sustainability benefits. Looking ahead, while on-trade volumes are expected to recover gradually, off-trade sales are forecasted to stagnate due to ongoing economic challenges, with growth opportunities in sparkling, non-alcoholic, and still rosé wines, alongside a heightened focus on sustainability across the industry (Euromonitor International 2023).

From 2019 to 2023, wine sales in Sweden experienced a modest increase from 231.9 million litres to 241.2 million litres, with a CAGR of 1.0%. This growth is forecasted to continue at a slower pace, reaching 250.8 million litres by 2028 with a CAGR of 0.8%. Still light grape wine, the largest category, grew at a CAGR of 0.3% from 2019 to 2023 and is expected to grow slightly faster at 0.6% CAGR from 2023 to 2028. Sparkling wine showed significant growth at a CAGR of 4.3% between 2019 and 2023 and is projected to continue growing at a 2.2% CAGR. Non-alcoholic wine is expected to grow at a 0.7% CAGR from 2023 to 2028. Fortified wine and vermouth saw a minor increase of 0.9% CAGR from 2019 to 2023 but are anticipated to decline slightly with a −0.7% CAGR by 2028. Non-grape wine decreased by −5.9% CAGR from 2019 to 2023 and is expected to stabilize with no growth from 2023 to 2028.

In 2023, the top 10 wine brands in Sweden collectively accounted for 14.8% of the market share. Il Barone Rosso, the leading brand by ViniMundi, experienced notable growth with a CAGR of 17.5%, rising from 1.1% in 2019 to 2.1% in 2023. Lindeman's by Treasury Wine Estates Ltd and Castillo de Gredos by J García Carrión SA both saw declines, with CAGRs of −5.2% and −4.7% respectively.

From 2019 to 2023, wine retail sales in Sweden experienced marginal growth, increasing from 210.3 million litres to 217.3 million litres, with a CAGR of 0.8. Within grocery retailers, sales were primarily through food/drink/tobacco specialists. Retail e-commerce showed significant growth, with a CAGR of 14.6%, rising from 5.5 million litres in 2019 to 9.5 million litres in 2023.

Spirits in Sweden

In 2022, the Swedish spirits market experienced a decline in overall volumes, largely driven by a downturn in off-trade sales amidst economic pressures and a return to on-trade consumption following pandemic-related restrictions. Whiskies, especially blended Scotch, and gin faced notable declines in volume, contrasting with previous years when gin was a growth leader due to home cocktail trends. However, categories like liqueurs and tequila saw modest growth, benefiting from broader availability and affordability. Non-alcoholic spirits emerged as the fastest-growing segment, driven by health-conscious trends and improved product quality, exemplified by products like Gordon's 0.0%. Despite initial gains during the pandemic, e-commerce for spirits stabilized as consumers reverted to traditional retail channels. Looking ahead, off-trade spirits sales are expected to continue declining in 2023, while on-trade volumes may see a partial recovery with the return of consumers to bars and restaurants. Non-alcoholic spirits are poised for continued growth, supported by evolving consumer preferences, while sustainability initiatives, such as eco-friendly packaging, will remain critical in shaping product development and consumer choices in the market (Euromonitor International, 2023).

From 2019 to 2023, Sweden's spirits sales grew steadily, with a CAGR of 2.2%, reaching 27,041.6 thousand liters in 2023. Whiskies, the predominant category, experienced moderate growth at a CAGR of 1.7%, while white spirits grew at a higher rate of 2.4%. Liqueurs saw a similar growth rate of 2.6%, and tequila (and Mezcal) recorded the highest growth at a CAGR of 11.3%. Looking ahead to 2028, Sweden's spirits sales are projected to continue growing at a slower pace, with an overall CAGR of 0.8%. Whiskies are expected to see minimal growth, while white spirits and liqueurs will continue to grow, albeit at reduced rates. Tequila (and Mezcal) will maintain a moderate growth rate.

In 2023, the top 10 spirits brands in Sweden accounted for 30.8% of the market share. Absolut, owned by Pernod Ricard Groupe, maintained its position as the leading spirits brand in Sweden, increasing its market share from 4.7% to 5.5%, with a CAGR of 4.0%. The Explorer brand, which began reporting in 2021, maintained a steady 4.4% share in 2023. Despite a slight decline, The Famous Grouse remained among the top brands, though its share decreased from 3.8% to 3.3%, reflecting a −3.5% CAGR. New entries like Vanlig Vodka and Lord Calvert from Anora Group Oyj showed presence in 2021, with Vanlig Vodka increasing to 3.3% by 2023. Overall, the share of 'Others' brands significantly decreased from 83.6% to 69.2%, indicating a consolidation of market share among the top brands.

From 2019 to 2023, spirits retail sales in Sweden increased from 21,633.9 thousand litres to 23,385.7 thousand litres, reflecting a CAGR of 2.0%. The offline retail segment, encompassing food/drink/tobacco specialists, experienced growth from 20,336.5 thousand litres to 21,570.2 thousand litres, achieving a 1.5% CAGR. Retail e-commerce, however, displayed a notable surge, growing from 1,297.5 thousand litres in 2019 to 1,815.5 thousand litres in 2023, with a substantial CAGR of 8.8%.

New product launches in Sweden

Between 2019 and 2023, 703 new alcoholic beverages were launched in Sweden. The most common price group for product launches shifted significantly from the lowest range (0.66 - 11.65 USD) declining from 128 in 2019 to 73 in 2023, to higher price ranges, especially the 11.66 - 22.65 USD group, which rose markedly from 2 in 2019 to 33 in 2023. Positioning remained the dominant claim category, though ethical and environmental claims fluctuated, peaking in 2021 and 2023. Imported products were initially more frequent than non-imported but saw a decline, contrasting with a rise in non-imported launches in 2023. The top brands varied, with Mikkeller and Oppigårds showing declining trends, while new product launches and new variety/range extensions were consistently the most popular launch types. Beer remained the top category but saw a notable decline, while gin and liqueur experienced significant growth. Specialist retailers dominated as the primary launch platform, especially in 2023, whereas supermarkets and hypermarkets had inconsistent and generally lower involvement.

In the past five years, breweries and alcoholic drinks companies continued launching new products, focusing on non-alcoholic options due to growing health concerns. Flavor innovation remained key, with new varieties featuring exotic ingredients. Looking ahead, new product development in Sweden will focus heavily on low and non-alcoholic drinks, reflecting changing consumer attitudes. The line between alcoholic and non-alcoholic beverages will blur as Swedes seek new taste experiences (Euromonitor International, 2024).

Examples of new product launches

Beer, wine and spirits in Denmark

In 2023, total volume sales of alcoholic drinks in Denmark were stagnant, with notable growth in non-alcoholic drinks, flavored lager, rosé, and sparkling wine, while non-grape wine, brandy, cognac, and cider declined. Premium spirits struggled, whereas standard brands thrived amid economic uncertainties. Despite lower beer prices, there was a continued interest in specialty and premium beers, particularly from microbreweries. The health and wellness trend spurred demand for non-alcoholic options and low-calorie beverages, and a shift toward organic and sustainable products was evident, with organic offerings like Carlsberg's Tuborg Classic gaining popularity. Carlsberg Danmark and Royal Unibrew dominated the market, especially in beer and cider. Looking forward, the trend towards organic and sustainable offerings is projected to persist, motivating manufacturers to invest in natural ingredients and emphasize their sustainability initiatives (Euromonitor International, 2024).

Beer in Denmark

From 2019 to 2023, Denmark's beer sales grew at a CAGR of 2.2%, reaching 418.6 million liters. Lager, the predominant type, experienced growth with a CAGR of 1.4%, while dark beer showed significant growth at 11.0%. Non/low alcohol beer also saw substantial growth, with a CAGR of 9.8%, and Stout increased by 4.5% during the same period. However, from 2023 to 2028, overall beer sales is expected to experience a slight decline, with a negligible CAGR of −0.04%, reaching 417.8 million liters. Lager is projected to decline with a CAGR of −1.0%, while dark beer is anticipated to grow at a CAGR of 5.4%. Non/low alcohol beer and stout are both expected to continue their growth trends, with CAGRs of 8.0% and 5.7%, respectively, from 2023 to 2028.

Over the forecast period, modest volume growth is expected, driven by a preference for premium options over mid-priced and economy beers. This shift will likely lead to new product developments focused on craft beers, natural ingredients, and sustainability claims. The number of microbreweries is set to grow, with increased competition from major breweries launching craft-style beers. Non-alcoholic beer, ale, and flavored lager are anticipated to see healthy growth, despite the overall decline in standard lager consumption (Euromonitor International 2024).

Note: Sales volume data includes both off-trade and on-trade channels. The off-trade channel refers to the sale of alcoholic drinks through retail outlets such as supermarkets, convenience stores, and online stores. The on-trade channel refers to the sale of alcoholic drinks through licensed premises such as bars, restaurants, and clubs.

In 2023, the top 10 beer brands in Denmark accounted for 71.9% of the market share. Tuborg, the leading brand by Carlsberg A/S, experienced a slight decline with a CAGR of −0.6%, decreasing from 38.5% in 2019 to 37.6% in 2023. Royal by Royal Unibrew A/S also saw a decline, with a CAGR of −1.7%, reaching 10.1% in 2023. Carlsberg, another brand by Carlsberg A/S, had a notable decrease with a CAGR of −9.0%, dropping from 11.8% in 2019 to 8.1% in 2023. Heineken maintained a relatively stable market share with a minor decline at a CAGR of −1.1%, holding 4.5% in 2023. Private label brands and others saw mixed results, with private labels declining at a CAGR of −1.1% and others growing at a CAGR of 2.9%, reaching 4.6% and 23.5% respectively in 2023.

From 2019 to 2023, beer retail sales in Denmark showed steady growth, increasing from 297.6 million liters to 339.3 million liters, with a CAGR of 3.3%. Within grocery retailers, convenience retail experienced moderate growth at 2.0% CAGR, driven by both convenience stores and forecourt retailers. Supermarkets and hypermarkets saw steady growth rates of 2.3% and 4.0% CAGR, respectively, while discounters exhibited the highest growth rate at 4.3% CAGR. Food/drink/tobacco specialists and small local grocers maintained relatively stable trends, while retail e-commerce emerged as a significant contributor, experiencing remarkable growth with a 14.3% CAGR.

Wine in Denmark

From 2019 to 2023, wine sales in Denmark increased from 151.3 million litres to 163.8 million litres, with a CAGR of 2.0%. This growth is expected to slow, reaching 166.8 million litres by 2028 with a CAGR of 0.4%. Still light grape wine, the largest category, grew at a CAGR of 1.3% from 2019 to 2023 but is projected to decline slightly with a −0.1% CAGR from 2023 to 2028. Sparkling wine showed substantial growth at a CAGR of 10.0% between 2019 and 2023 and is expected to continue growing at a 7.1% CAGR. Fortified wine and vermouth remained stable from 2019 to 2023 but are anticipated to decline with a CAGR of −2.6% by 2028. Non-alcoholic wine is expected to grow significantly at a 6.3% CAGR from 2023 to 2028. Non-grape wine decreased by −5.9% CAGR from 2019 to 2023 and is forecasted to decline further with a −3.9% CAGR by 2028.

Trends in grape wines have shifted during the review period, with notable growth in wines from the USA and Australia, driven by local marketing efforts such as Globus Wine's successful launch of WOW from the US. Pricing varies widely by origin, with South Africa, Australia, and Chile offering affordable options, while premium wines from France and Italy command higher prices. Sparkling wine, once reserved for special occasions, saw increased consumption year-round, benefiting from a return to social gatherings post-COVID-19. Rosé wine gained popularity due to its lighter taste and alignment with health-conscious trends. However, fortified wine continued to decline among younger consumers who view it as outdated. The shift towards lower alcohol content options like beer and RTDs further challenged wine consumption growth. Looking ahead, while overall wine volumes may stagnate, sparkling and rosé wines are expected to drive positive growth, supported by consumer preferences for lighter, more social-friendly options and increasing demand for organic and non-alcoholic alternatives (Euromonitor International, 2024)

In 2023, the top 10 wine brands in Denmark collectively accounted for 28.7% of the market share. Il Capolavoro by Anora Group Oyj, newly introduced in 2022, reached a 5.8% share in 2023. Santa Rita by Viña Santa Rita SA maintained relative stability, showing a CAGR of 0.7% from 2019 to 2023. Diamond Hill by Taster Wine A/S experienced growth with a 4.8% CAGR from 2019 to 2023. Gallo by E&J Gallo Winery Inc and Hardys by Accolade Wines Ltd both saw declines, with CAGRs of −10.9% and −7.7% respectively. Private label brands experienced significant growth, with a 7.6% CAGR, while others declined slightly by −2.8% CAGR.

From 2019 to 2023, wine retail sales in Denmark exhibited steady growth, increasing from 125.3 million litres to 136.8 million litres, with a CAGR of 2.2%. Within grocery retailers, convenience stores experienced the highest growth rate at 9.5% CAGR. Supermarkets and hypermarkets also demonstrated substantial growth, with CAGRs of 4.9% and 4.4% respectively, while discounters showed a higher growth rate at 5.5% CAGR. Retail e-commerce emerged as a significant contributor, experiencing remarkable growth with a CAGR of 17.5%, reaching 8.2 million litres in 2023.

Spirits in Denmark

From 2019 to 2023, Denmark's spirits sales grew steadily, with a CAGR of 1.5%, reaching 20,284.5 thousand liters in 2023. White spirits, a significant category, increased at a CAGR of 4.3%, while Liqueurs declined by −0.6%. Whiskies demonstrated moderate growth rates of 1.9%. Non-alcoholic spirits, a rapidly expanding category, reached 219.5 thousand liters in 2023 with a remarkable CAGR of 76.5%. Looking ahead to 2028, Denmark's spirits sales are projected to grow at a slightly slower pace, with an overall CAGR of −0.1%. White spirits and rum are expected to continue growing, albeit at reduced rates. Liqueurs are anticipated to stabilize with a slight growth. Whiskies, other spirits, and brandy and cognac are expected to decline. Tequila (and Mezcal) is expected to maintain strong growth. Non-alcoholic spirits are projected to continue their rapid growth trajectory.

Despite economic uncertainty, Danes favored reliable standard brands over premium options. Gin, which previously enjoyed growth, stagnated and declined as consumers shifted to vodka for home cocktails, though this trend may reverse with economic improvement. Craft spirits remained popular, but there was a shift to cheaper options. Non-alcoholic spirits were the best-performing category, aligning with the health and wellness trend. Gin remained popular, especially among Millennials and Gen Z, supported by premiumization and the cocktail scene. As the market looks ahead, non-alcoholic spirits and tequila are expected to grow, while flavored vodka drinks, brandy, and akvavit may decline. The popularity of cocktails will continue to drive sales, and tequila's renaissance will contribute to its positive performance. Stricter regulations on flavored vodka-based drinks will likely shift younger consumers towards spirit-based RTDs. Health-conscious and environmentally aware consumers will drive demand for non-alcoholic and organic spirits (Euromonitor International,2024).

In 2023, the top 10 spirits brands in Denmark accounted for 38.8% of the market share. Aalborg, owned by Anora Group Oyj, emerged as the leading spirits brand in Denmark by 2021, with a 7.3% share in 2023. Smirnoff experienced a slight decline, dropping from 5.8% to 5.5% with a CAGR of −1.3%. Absolut showed growth, increasing from 3.4% to 3.7%, achieving a CAGR of 2.1%. Notably, Private Label brands showed significant growth, increasing their share from 2.2% to 2.9%, achieving a 7.2% CAGR. Overall, the 'Others' category saw a notable decline from 69.0% to 58.3%, indicating a consolidation among the top brands with a CAGR of −4.1%.

From 2019 to 2023, spirits retail sales in Denmark saw modest overall growth, increasing from 15,976.8 thousand litres to 17,017.3 thousand litres, with a CAGR)of 1.6%. The offline retail segment, specifically grocery retailers, which includes convenience stores, supermarkets, hypermarkets, discounters, food/drink/tobacco specialists, and small local grocers, dominated the market with a CAGR of 1.0%. Among them, discounters and convenience stores showed the most significant growth with CAGRs of 1.7% each, while supermarkets and hypermarkets grew modestly by 0.6% and 0.8%, respectively. In contrast, food/drink/tobacco specialists and small local grocers experienced slight declines with CAGRs of −0.8% each. Retail e-commerce, although starting from a lower base, experienced a substantial growth spurt, increasing from 269.1 thousand litres in 2019 to 679.0 thousand litres in 2023, achieving a remarkable CAGR of 26.0%.

New product launches in Denmark

Between 2019 and 2023, 694 new alcoholic beverages were launched in Denmark. Most of these products were priced in the lowest range (0.41 - 11.40 USD), although launches in higher price brackets (11.41 - 22.40 USD) also saw significant growth, particularly in 2020 and 2022. Positioning and ethical/environmental claims were the most common product claims, with positioning peaking in 2022. Imported products consistently outnumbered non-imported ones, with a significant increase in imported products in 2022 and 2023. Among brands, Mikkeller saw the highest number of launches in 2023, while Mikropolis emerged notably in 2022. New product launches and new variety/range extensions were the dominant types of launches throughout these years. Beer remained the most launched category, although its share declined slightly in 2023, with flavoured alcoholic beverages gaining prominence. Supermarkets were the primary retail channel for these launches, consistently leading over other store types.

Examples of new product launches

Beer, wine and spirits in Norway

In 2023, the Norwegian alcoholic drinks market faced challenges driven by increased cross-border trade, economic pressures including inflation and a weakened currency, and adverse summer weather, resulting in an overall decline in consumption compared to 2022. RTD beverages, however, experienced a notable but slower increase in volume sales. Norwegian consumers showed a growing preference for lower ABV products due to lower taxes and fees, reduced sugar, and calorie content, aligning with health and cost-conscious trends. The non/low alcohol trend gained momentum, reflecting consumer choices influenced by climate concerns and affordability. Sustainability initiatives, particularly in packaging, advanced in wine and spirits, driven by industry and governmental efforts. As market conditions remain tough into 2024, consolidation is expected among producers and retailers, impacting product variety in grocery stores while premium and specialty products are likely to be channeled through Vinmonopolet and on-trade venues. With ongoing challenges from currency devaluation and inflation, further price increases are anticipated, reinforcing the shift towards non/low alcohol options and sustainable packaging solutions in the industry (Euromonitor International, 2024).

Vinmonopolet, the government-owned retailer for beverages above 4.75% ABV, dominated distribution, while supermarkets and discounters played crucial roles in distributing lower ABV drinks, notably beer and cider. This state-owned corporation operates under the oversight of the Norwegian Ministry of Health and Social Affairs and runs 335 stores nationwide, commanding roughly 90% of the market in 2020. Vinmonopolet sources all of its 27,000 products through approximately 500 approved Norwegian importers, with no direct trade between it and producers of wine, beer, and spirits (Euromonitor International, 2024 and USDA, 2021).

Beer in Norway

From 2019 to 2023, Norway's beer sales experienced marginal growth at a CAGR of 0.8%, reaching 292.8 million liters. Lager, the most consumed type, grew slightly with a CAGR of 0.3%, while dark beer showed moderate growth at 2.1%. Non/low alcohol beer saw significant growth with a CAGR of 7.1%, during the same period. However, from 2023 to 2028, overall beer sales is projected to decline slightly, with a CAGR of −0.6%, reaching 284.4 million liters. Lager is expected to decline by −1.4% CAGR, while dark beer is anticipated to continue growing at a moderate rate of 2.6%. Non/low alcohol beer is expected to maintain growth, albeit at a slower pace, with a CAGR of 5.0% from 2023 to 2028. Conversely, Stout is projected to decline further, with a CAGR of −2.9% during the same period.

In 2023, the Norwegian beer market continued to face challenges with a second consecutive year of declining total volume sales, albeit at a slower pace than in 2022. Factors contributing to this decline included economic pressures such as high inflation and a weakened currency, alongside a shift in consumer preferences towards healthier and lower alcohol content options. Small-scale breweries struggled amidst these conditions, with some facing financial difficulties and closures. Imported lager sales plummeted sharply due to higher prices driven by currency devaluation, whereas non-alcoholic beer gained market share with positive growth. Looking forward, the beer market is expected to consolidate further in 2024, with larger players likely to dominate amid ongoing economic challenges. Prices are anticipated to rise to offset increasing costs, with the non/low alcohol trend projected to continue shaping consumer preferences, especially among younger demographics like Generation Z (Euromonitor International, 2024).

In 2023, the top 10 beer brands in Norway accounted for 63.1% of the market share. Tuborg, by Carlsberg A/S, experienced a decline with a CAGR of −2.1%, dropping from 16.0% in 2019 to 14.7% in 2023. Hansa by Hansa Borg Bryggerier AS saw a decrease with a CAGR of −6.0%, reaching 11.4% in 2023. Ringnes, also by Carlsberg A/S, declined with a CAGR of −4.8%, holding 10.1% in 2023. Frydenlund, another Carlsberg A/S brand, showed growth with a CAGR of 14.0%, increasing to 8.6% in 2023. Dahls Pils by Carlsberg A/S saw significant growth with a CAGR of 18.0%, reaching 3.3% in 2023. The Carlsberg brand itself declined with a CAGR of −8.7%, dropping to 3.2% in 2023. Private label brands and others collectively saw varied results, with private label growing at a CAGR of 6.9% to 4.7%, and others increasing at a CAGR of 1.9% to 32.2% in 2023.

From 2019 to 2023, beer retail sales in Norway showed modest growth, increasing from 230.3 million litres to 244.6 million litres, with a CAGR of 1.5%. Discounters and supermarkets experienced slight growth at 1.6% CAGR each within grocery retailers, while hypermarkets experienced a slight decline with a −0.2% CAGR. Food/drink/tobacco specialists maintained relatively stable trends with a 3.7% CAGR, while small local grocers saw a decrease in sales, at −1.8% CAGR. Retail e-commerce emerged as a significant contributor, experiencing remarkable growth with a 20.5% CAGR.

Wine in Norway

From 2019 to 2023, wine sales in Norway increased from 75.0 million litres to 84.5 million litres, with a CAGR of 3.0%. This growth is expected to stabilize, reaching 83.8 million litres by 2028 with a slight decline at a −0.2% CAGR. Still light grape wine, the largest category, grew at a CAGR of 2.7% from 2019 to 2023 but is projected to decrease slightly with a −0.8% CAGR from 2023 to 2028. Sparkling wine demonstrated significant growth at a CAGR of 5.0% between 2019 and 2023 and is expected to maintain this growth rate through 2028. Fortified wine and vermouth remained stable from 2019 to 2023 but are anticipated to decline with a −3.6% CAGR by 2028. Non-alcoholic wine is expected to grow at a 3.7% CAGR from 2023 to 2028. Non-grape wine showed no change from 2019 to 2023 and is forecasted to remain stable with no growth from 2023 to 2028.

In 2023, the Norwegian wine market saw a modest decline in total volume sales, slower than the steep drops in previous years, with off-trade sales stabilizing as pandemic effects eased. Conversely, on-trade volume sales decreased more noticeably amid consumer price sensitivity and economic caution. Despite this, both on- and off-trade current value sales grew due to higher prices. Categories like still red wine experienced declines in volume sales but maintained stability post-pandemic, while "lighter" options such as still white wine, champagne, and rosé saw growth driven by health-conscious choices and social events' resurgence. Vinmonopolet emphasized sustainable packaging, pushing for eco-friendly solutions like PET and metal cans. Looking ahead, economic challenges like a weakened krone and inflation may dampen wine demand, with off-trade affected by Swedish price competition, albeit subdued. The no/low alcohol trend will likely expand, especially among younger consumers, influencing product preferences and consumption habits. Overall, still red wine faces continued decline, contrasting with growth prospects for still rosé, white, and sparkling wines in both retail and on-trade sectors, reflecting ongoing shifts in consumer behavior and market dynamics (Euromonitor International, 2024).

In 2023, the top 10 wine brands in Norway collectively accounted for 15.6% of the market share. Marqués de Nombrevilla by Anora Group Oyj, introduced in 2021, reached a 2.0% share in 2023. Viña Maipo by Viña Concha y Toro SA experienced slight growth with a 1.4% CAGR. Falling Feather by Anora Group Oyj, introduced in 2021, decreased to a 1.8% share in 2023.

From 2019 to 2023, wine retail sales in Norway exhibited steady growth, increasing from 67.2 million litres to 77.2 million litres, with a CAGR of 3.5%. Grocery retailers and food/drink/tobacco specialists experienced a moderate growth rate of 2.9% CAGR, reaching at 73.7 million litres in 2023. Retail e-commerce emerged as a significant contributor, experiencing remarkable growth with a CAGR of 26.6%, reaching 3.6 million litres in 2023.

Spirits in Norway

From 2019 to 2023, Norway's spirits sales grew steadily, with a CAGR of 1.9%, reaching 13,932.7 thousand liters in 2023. White spirits, a significant category, experienced solid growth at a CAGR of 2.2%, while liqueurs saw a robust growth rate of 4.2%. Other Spirits demonstrated moderate growth rates of 0.9%, Rum recorded the highest growth, with a CAGR of 4.7%. Looking ahead to 2028, Norway's spirits sales are projected to decline slightly, with an overall CAGR of −0.2%. White Spirits and rum are expected to continue growing, albeit at reduced rates. Liqueurs and whiskies are anticipated to stabilize with slight declines. Tequila (and Mezcal) is expected to maintain marginal growth. Non-alcoholic spirits are projected to grow with a significant CAGR of 22.1%.

In 2023, the Norwegian spirits market faced challenges with off-trade volume sales declining for a second year, albeit slower than in 2022, impacted by increased cross-border trade with Sweden and economic pressures. On-trade sales also decreased, particularly in mid-priced and economy segments, as establishments coped with financial strains, contrasting with resilient premium segment sales among affluent consumers. Environmental sustainability gained prominence with Vinmonopolet mandating stricter eco-friendly packaging requirements like PET bottles. Non-alcoholic spirits continued exponential growth, albeit slightly slower, driven by health consciousness and higher alcohol taxes, yet struggled to penetrate the on-trade due to consumer perception. Looking to 2024, economic pressures are expected to persist, fostering a rise in no/low alcohol trends across categories, with non-alcoholic spirits poised for strong off-trade growth. Aquavit's evolving consumption patterns indicate broader year-round appeal and innovative cocktail usage, reflecting shifting consumer preferences toward diverse and versatile beverage options amidst market uncertainties (Euromonitor International, 2024).

In 2023, the top 10 spirits brands in Norway accounted for 33.3% of the market share. Aalborg, owned by Anora Group Oyj, led the spirits market in Norway, growing its market share from 4.3% in 2019 to 5.3% in 2023, with a CAGR of 5.4%. Smirnoff saw significant growth, increasing its share to 4.4% in 2023, achieving a CAGR of 5.1%. Baileys experienced moderate growth, rising to 3.7% in 2023, with a CAGR of 2.9%. The market share of 'Others' brands declined significantly from 82.9% to 66.7%, indicating a consolidation in the market and a −5.3% CAGR, as top brands gained more prominence.

From 2019 to 2023, spirits retail sales in Norway grew from 11,338.6 thousand litres to 12,556.9 thousand litres, achieving a CAGR of 2.6%. The offline retail segment, comprising food/drink/tobacco specialists, saw sales increase from 11,101.6 thousand litres to 11,974.2 thousand litres, with a CAGR of 1.9%. This segment experienced notable fluctuations, peaking in 2021 before declining. Retail e-commerce exhibited significant growth, rising from 237.0 thousand litres in 2019 to 582.6 thousand litres in 2023, achieving a remarkable CAGR of 25.2%.

New product launches in Norway

Between 2019 and 2023, 760 new alcoholic beverages were launched in Norway. The predominant price group was the lowest range (0.46 - 11.45 USD), though its share declined, particularly noticeable in 2022. Higher price brackets like 11.46 - 22.45 USD saw a resurgence in 2023. Positioning claims were consistently the most common, but their number decreased over the years, while ethical and environmental claims showed variability. Imported products remained relatively steady, whereas non-imported products saw a significant drop in 2022. Among brands, Grevens and Breezer showed notable presence, with Grevens having peak launches in 2020. New variety/range extensions were the leading type of launches each year, although new product launches also maintained a significant share. Beer dominated the product categories but saw a sharp decline in launches by 2023, with flavoured alcoholic beverages and liqueur gaining ground. Supermarkets and specialist retailers were the primary retail channels, though supermarkets slightly led in recent years.

Examples of new product launches

Analysis of imports and exports

Europe's imports from the world for beer, wine and spirits categories from 2019 to 2023 showed a growth trend. Total imports rose from US$42.2 billion in 2019 to US$50.0 billion in 2023, with a CAGR growth of 4.4%. Although beer imports increased slightly with a CAGR of 1.4%, the spirits and liqueurs, grain alcohol and vermouth/fort. wine categories recorded more pronounced growth, with respective CAGRs of 4.1%, 16.5%, and 5.6%.

Europe's imports from Canada, covering the categories of beer, wine and spirits over the period 2019 to 2023, presented varied dynamics. Overall, imports increased significantly from US$46.2 million in 2019 to US$121.5 million in 2023, a CAGR of 27.3%. Grain alcohol imports recorded impressive growth from US$8.9 million in 2019 to US$87.8 million in 2023, with a CAGR of 77.4%. In contrast, beer imports decreased significantly from US$3.7 million in 2019 to US$2.3 million in 2023, with a CAGR of −10.9%. Other categories such as spirits and liqueurs, cider, mead, sake and vermouth/fort. wine experienced less significant variations during this period.

European exports to the world of beer, wine and spirits posted moderate growth of 3.6% between 2019 and 2023, totaling US$73.9 billion. Wine exports maintained an upward trend, rising from US$26.6 billion in 2019 to US$30.1 billion in 2023, with a CAGR of 3.7%. Similarly, spirits and liqueurs recorded steady growth, reaching US$26.2 billion in 2023, with a CAGR of 3.1%. By contrast, beer exports grew marginally by 0.1%.

European exports of beer, wine and spirits to Canada showed a stable overall trend, with a CAGR of 1.2% between 2019 and 2023, totaling US$1.8 billion in 2023. Wine exports grew moderately, from US$1.0 billion in 2019 to US$1.2 billion in 2023, with a CAGR of 2.7%. In contrast, exports of cider, mead and saké fell significantly, from US$23.1 million in 2019 to US$15.7 million in 2023, a CAGR of 9.2%.

Sweden imports and exports

Between 2019 and 2023, Sweden's total alcohol imports experienced a marginal increase, reaching $1.5 billion in 2023. Wine, comprising the largest share, exhibited a modest growth at a CAGR of 0.7%, totaling $794.1 million in 2023. Spirits and liqueurs maintained steady growth with a 2.4% CAGR, reaching $191.1 million in 2023. Beer imports showed moderate increases, reaching $136.6 million.

From 2019 to 2023, Sweden's imports of beer, wine, and spirits from Canada declined at a CAGR of 6.3%, reaching US$2.0 million in 2023. Spirits and liqueurs comprised half of imports, declining at a CAGR of −5.8%. Beer imports decreased with a CAGR of 7.6%, while wine imports experienced growth at a CAGR of 7.8%.

Sweden's exports of beer, wine, and spirits to the world saw a slight growth of 1.2% from 2019 to 2023. Spirits and liqueurs, the largest export category, experienced a marginal decline (−0.3%), totaling US$485.6 million in 2023. Cider, perry, mead, and saké increased steadily (5.9%), hitting US$125.1 million. However, beer exports declined (−4.5%), reaching US$44.7 million, while wine exports decreased (−7.3%) to US$24.3 million.

Sweden's exports of beer, wine, and spirits to Canada declined at a CAGR of 0.6% from 2019 to 2023. Spirits and liqueurs remained relatively stable with a −0.4% CAGR, while wine and beer decreased by CAGR of 16.3% and 63.1% respectively.

Denmark imports and exports

Between 2019 and 2023, Denmark's total alcohol imports experienced a stable increase, reaching $1.3 billion in 2023. Wine, comprising the largest share, exhibited a modest growth at a CAGR of 1.3%, totaling $778.9 million in 2023. Spirits and liqueurs maintained steady growth with a 2.0% CAGR, reaching $235.5 million in 2023. Beer imports declined, reaching $57.4 million.

From 2019 to 2023, Denmakr's imports of beer, wine, and spirits from Canada declined at a CAGR of 1.2%, reaching US$0.2 million in 2023. Wine comprised most of the imports, increased at a CAGR of 5.8%. Beer imports increased at a CAGR of 37.0%, while spirits and liqueurs imports decreased at a CAGR of 60.1%.

Denmark's exports of beer, wine, and spirits to the world saw a growth of 3.3% from 2019 to 2023. Wine, the largest export category, experienced significant growth at a CAGR of 12.0%, totaling US$274.5 million in 2023. Beer decreased steadily at a CAGR of 1.1%, hitting US$264.3 million. Cider, perry, mead, saké exports declined at a CAGR of 8.0%, reaching US$29.0 million.

Denmark's exports of beer, wine, and spirits to Canada declined at a CAGR of 28.0% from 2019 to 2023. Beer declined with a 21.2% CAGR, while spirits and liqueurs increased by a CAGR of 9.8%.

Norway imports and exports

From 2019 to 2023, Norway's total imports of beer, wine, and spirits increased at a CAGR of 4.7%, reaching US$774.1 million in 2023. Grain alcohol imports saw the highest growth rate at 14.3%, followed by cider, perry, mead, and saké at 10.0%. However, beer imports experienced a decline of −4.1% during the same period.

From 2019 to 2023, Norway's imports of beer, wine, and spirits from Canada declined at a CAGR of −3.9%, reaching US$1.7 million in 2023. Spirits and liqueurs comprised the majority of imports, declining at a CAGR of −4.9%. Wine imports increased slightly with a CAGR of 2.8%, while beer imports also experienced growth at a CAGR of 6.8%.

From 2019 to 2023, Norway's exports of beer, wine, and spirits to the world decreased at a CAGR of −2.9%, totaling US$55.4 million in 2023. Most exports comprised spirits and liqueurs, which experienced a marginal decline at a rate of −0.8%. Beer exports also decreased at a rate of −1.1%, while wine exports saw a significant decline with a CAGR of −11.3%.

From 2019 to 2022, Norway's exports of beer, wine, and spirits to Canada are insignificant. The total exports amounted to $742 in 2023.

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Resources

• Euro News, 2024: Which country is home to Europe's heaviest drinkers?
• Euromonitor International, 2024
• Euromonitor International, 2023: Alcoholic Drinks in Sweden
• Euromonitor International, 2024: Alcoholic Drinks in Denmark
• Euromonitor International, 2024: Alcoholic Drinks in Norway
• Euromonitor International, 2024: Consumer Lifestyles in Sweden
• Euromonitor International, 2024: Consumer Lifestyles in Denmark
• Euromonitor International, 2024: Consumer Lifestyles in Norway
• Global Trade Tracker, 2024
• Mintel Global New Products Database, 2024
• USDA, 2023: Swedish Alcohol Purchasing Process - Overview of Systembolaget
• USDA, 2021: Overview of Wine and Beer Sales by Vinmonopolet in 2020

Customized Report Service – Beer, wine and spirits in the Nordic countries of Sweden, Denmark, and Norway
Global Analysis Report

Prepared by: Zhi Duo Wang Market Analyst

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