Eloïse Trenda
Research Expert covering global food topics with a focus on the French and Spanish markets.
Spirits market in France - statistics & facts
Craft spirits have been experiencing a surge in popularity lately, but this type of alcoholic beverage has been around for quite a while. Indeed, it can be traced back to the Middle Ages when alchemists were busy fine-tuning alembics and various distillation processes. Spirits, which are the products of distillation, were once considered the “soul” of the alcoholic beverage, hence the name. In France, the oldest spirit is Armagnac, with the first written record of the beverage dating back to the 14th century. Recently, drinks such as whiskey or rum seem to have earned their spot in French people’s minibars.
Esprit es-tu là?
Traditionally, France is a net exporter of spirits, mainly because its people turn more easily towards a glass of wine or a pint of beer rather than a glass of liqueur. The strong foreign demand for Cognac in particular is what is driving its current production, while national demand remains rather low. Nonetheless, the national alcoholic spirits market is undeniably growing and is expected to continue doing so in years to come. The reasons behind this trend are diverse. Some experts believe the pandemic played a key role in this phenomenon, with the “virtual aperitif” trend, or the development of new hobbies, such as cocktail-making, during the various lockdowns, and that those trends simply remained since then.Cocktails, or the modernization of the spirit
Following in the footsteps of its overseas neighbors, the cocktail trend is slowly but surely taking root across France. For example, the versatility of a product is among the many criteria considered when making a spirit purchase. As such, many brands see this phenomenon as a great opportunity to bounce back from their sometimes-outdated image and launch their own versions of the currently-popular gins, vodkas, or whiskeys. Market players are careful to remain focused on proximity and savoir-faire, as consumers increasingly seek authenticity and craft, similar to the wine and beer markets.
