The largest market in Europe for alcoholic beverages is Germany. In 2015, the sales value of alcoholic drinks in Germany amounted to approximately 18.7 billion euros, roughly six billion more than France, the second-largest market with a sales value of nearly 12.6 billion euros. The United Kingdom and Italy are the third and fourth-largest markets in Europe, with sales values of 5.7 and 4.9 billion euros respectively.
The most popular alcoholic drink in Europe is beer, with a market share of roughly 37 percent of all alcohol sold in 2017. Wine and spirits had a market share of 34 and 25 percent respectively. In 2015, the combined sales value of beer in the United Kingdom, Germany, France, Spain, Italy and the Netherlands was over 19.2 billion euros, roughly four billion more than wine and eight billion more than other spirits. Although lager remains popular, especially the craft beer market is booming in Europe. In 2016, consumption of craft beer in Europe reached nearly 1.4 billion liters.
Europe’s heaviest drinkers can be found in Moldova, which had the highest pure alcohol consumption per capita, with 17.4 liters consumed on average in 2015. Belarus and Lithuania followed, with 17.1 and 16.2 liters respectively. On the other hand, alcohol consumption was relatively low in Turkey (2.4 liters on average), Macedonia (5.7 liters) and Italy (6.1 liters).