Retail In recent years, the general average sales volume of pure alcohol consumed per person decreased in Denmark. As of 2020, the sales volume amounted to 7.8 liters per person. This overall declining trend was visible especially in beer and wine sales. By comparison, spirit sales volumes overall increased in the past years. The sales volume of beer fell from around 17.6 million liters in 2010 to approximately 16.3 million liters in 2020, while spirits sales grew from almost 6.6 million liters to roughly 7.7 million liters in the same period.
Carlsberg Group The global producer and seller of beer and other beverages Carlsberg was founded in Copenhagen, Denmark, where it is still based. From 2012 to 2020, the company’s operating profit fluctuated, amounting to nearly 10.9 billion Danish kroner as of 2021. That year, the highest sales volume was generated in Central and Eastern Europe, at 55.7 million hectoliters. In Asia, the volume was 11 million hectoliters lower and in Western Europe, the Group sold the least of its beverages. In total, Carlsberg sold 119.6 million hectoliters of beer and 20 million hectoliters of other beverages in 2021.
Consumer spending The average household consumption expenditure on lager beer in Denmark was very high compared to spending on low and non-alcoholic beer. In 2020, consumers spent just over 900 Danish kroner on lager beer, while, on average, 33 Danish kroner were spent on low alcohol content and non-alcoholic beer. Additionally, Danish households spent 870 Danish kroner on spirits and liqueurs.