Despite economic headwinds, the industry has remained relatively stable. In 2024, spirits supplier sales declined by 1.1%, while volumes increased by 1.3%. Growth was primarily driven by spirit-based ready-to-drink (RTD) beverages, which saw a 16.5% sales increase, reaching 450 million euros.
Tequila and mezcal grew by 2.9%, while vodka remained flat, and American whiskey declined by 1.8%.
“While the spirits industry has proven resilient in tough times, it is certainly not immune to disruptive economic forces and market challenges, and that was definitely the case in 2024,” said Discus President and CEO Chris Swonger.
For the third consecutive year, the spirits sector maintained its market share lead at 42.2%, narrowly surpassing beer’s 42%. The Discus report also noted that in 2000, spirits held a 28.7% market share, compared to beer’s 55.5%.
