Market Insights Consumer Alcoholic Drinks

Spirits - Norway

Norway

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$580.9m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$557.6m in 2024.
Revenue, combined amounts to US$1,139.0m in 2024.
The revenue, at home is expected to grow annually by 0.70% (CAGR 2024-2028).
In global comparison, most revenue, at home is generated in China (US$150,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$105.30 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 10.7m L by 2024.
Volume, out-of-home is expected to amount to 1,789.0k L in 2024.
Volume, combined is expected to amount to 12.5m L in 2024.
The Spirits market is expected to show a volume growth, at home of -2.3% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 1.95L in 2024.

Key regions: Australia, Singapore, India, Worldwide, United States

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

The Spirits market in Norway has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Norwegian consumers have shown a growing interest in premium spirits, particularly craft and artisanal products. This shift in preferences can be attributed to a desire for unique and high-quality products, as well as a growing appreciation for the craftsmanship and story behind the spirits. Additionally, there has been an increasing demand for organic and sustainable spirits, reflecting a broader trend towards more conscious consumerism.

Trends in the market: One of the key trends in the Norwegian spirits market is the rise of local distilleries. These small-scale producers have gained popularity for their focus on quality and innovation, offering consumers a wide range of unique and distinctive spirits. This trend has been supported by a growing interest in local and traditional products, as well as a desire to support local businesses. Another trend in the market is the increasing popularity of gin. Gin has experienced a resurgence in recent years, with a wide variety of flavors and botanicals now available in the market. This trend can be attributed to the versatility of gin, which can be enjoyed in a variety of cocktails and mixed drinks. Additionally, the rise of craft cocktails and mixology has further fueled the demand for gin.

Local special circumstances: Norway has strict regulations and high taxes on alcohol, which have had a significant impact on the spirits market. These regulations have limited the availability of spirits, particularly those with higher alcohol content, and have led to higher prices compared to other countries. However, despite these challenges, the spirits market in Norway has continued to grow, driven by the aforementioned trends and changing consumer preferences.

Underlying macroeconomic factors: The growth of the spirits market in Norway can also be attributed to favorable macroeconomic factors. Norway has a strong economy and high disposable income levels, which have contributed to increased consumer spending on luxury and premium products, including spirits. Additionally, the country's tourism industry has been growing steadily, attracting a large number of international visitors who are interested in experiencing the local culture, including its food and drink offerings. This has further fueled the demand for spirits in Norway.

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.