Summary of our market study

Belgian spirits market estimated at €900 million

The global spirits market grew after 2020, with an estimated size of $143 billion in 2022, and is expected to reach $208 billion in 2025, with a compound annual growth rate of 8%.

Asia-Pacific is the dominant region, with 58% of market share in 2020, while vodka and whisky lead global consumption.

Dynamics of the Belgian spirits market

Spirits consumption in Belgium has been declining, particularly since 2016. The market is evolving towards high-end products and low-alcohol or alcohol-free drinks.

The Belgian spirits market is estimated at €900 million in 2019.

The trend towards alcohol-free or low-alcohol products has resulted in a 5% drop in alcohol consumption in 2020. This trend has given rise to establishments such as alcohol-free bars.

Overconsumption of alcohol persists. Belgium exceeds the European average, with an annual consumption of over 12 liters of pure alcohol per inhabitant. A high number of young people, particularly men aged 15 to 24, adopt dangerous drinking behaviors, such as binge drinking. Excessive alcohol consumption remains a public health problem.

Belgian consumers have a predilection for liqueurs, whiskies and white spirits such as gin and vodka. The popularity of rum is on the rise, with molasses rums such as Diplomatico and Don Papa.

Between 2018 and 2022, the industry saw its workforce grow by over 50% and the number of employers by over 70%. Belgium is both a major exporter and importer of spirits

Spirits distribution players in Belgium

  • Distillerie Filliers, famous for its juniper spirits.
  • Distillerie de Biercée produces fruit brandies
  • Le Belgian Owl** producer of Belgian whisky.
  • Corman-Collins, a leading importer and distributor in Belgium
  • La Maison du Whisky, whisky and spirits distributor
  • The Owl Distillery, bar and craft whisky distillery
  • The Belgian Gin Club, a hub for gin enthusiasts
  • Food retailing, with Delhaize, Colruyt and Carrefour, is the main distribution channel for spirits

Global players

  • diageo
  • Pernod-Ricard
  • Moet Hennessy
  • Campari
  • Bacardi
  • LaMartiniquaise Bardinet
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Summary and extracts

1 Market overview

1.1 Definition and scope of study

In the refined world of spirits, Belgium, like its European neighbors, operates in a dynamic and diversified market. Spirits are divided into two major categories - "simple" and "compound" - and include such gems as whisky, vodka, gin and rum. The process of making whisky, an emblematic spirit, requires precise know-how, from malting to ageing. Although Belgium is not the world's largest producer of spirits, it is nevertheless part of a constantly evolving global context.

By 2022, the global spirits market, estimated at $143.31 billion, will continue to expand, driven in particular by growth in the Asia-Pacific region. In neighboring France, alcohol consumption has fluctuated, with growing concern for consumer health. However, spirits remain a mainstay of the market, supported by dynamic exports and a move upmarket. Major international groups, such as Pernod-Ricard and Diageo, rub shoulders with a myriad of local producers, creating a diverse scene. Belgian spirits offer a diverse range, from gin's cousin juniper to pear and apple brandies. Herbaceous Peket and sweet Cuberdon liqueur represent the terroir, while Belgian whisky, on the rise internationally, diversifies the country's spirits scene.

against the backdrop of these global trends, Belgium, with its artisanal history and penchant for innovation, is taking its place on the spirits map. While consumption of spirits in Belgium is tending to decline, the Belgian market is adapting to these economic and societal transformations with a certain premiumization and the "no/low" market.

The spirits market in Belgium remains a significant one, worth close to a billion euros. Spirits are the 3ᵉ most consumed alcohol by Belgians after beer and wine. Alongside a slight drop in consumption, we're seeing an increase in the number of employees in the sector, as well as in the number of companies: enough to put this market dynamic into perspective.

1.2 Estimate of the Belgian spirits market

We will estimate the size of the Belgian spirits market by comparing it with the French market, for which market size data is available.

The WHO provides data on per capita consumption of liters of pure alcohol from spirits in Belgium and France in ****. These figures are multiplied by the population ...

1.3 The global spirits market

In ****, the global spirits market was estimated at ***.** billion dollars. After a year of recovery in ****, market growth is expected to accelerate to ***.** billion US dollars by ****, with a compound annual growth rate of *%.

World spirits market size World, ****-*****, in billions of US dollars Source: ****

The global market is mainly ...

1.4 Foreign trade

Spirits are an important part of Belgium's foreign trade, accounting for *** million euros of exports and imports by ****. This is a crucial element in trade relations with European partners.

Trend in Belgian trade balance for spirits Belgium, ****-****, in millions of euros FPS Economy, SMEs, Self-employed and Energy

The coverage rate ...

2 Demand analysis

2.1 Overconsumption of alcohol in Belgium

Prevalence of alcohol use disorders and alcohol dependence Belgium, ****, in WHO

Belgium, with an annual consumption of **.* liters of pure alcohol per capita (***), exceeds the European average, and **% of Belgians admit to excessive drinking at least once a month [***]

The **** study of drinking habits in Belgium shows that men and young ...

2.2 Alcohol and spirits consumption

Alcohol consumption by gender Belgium (***), ****, in % of pure alcohol consumed per capita WHO

Men consume significantly more alcohol than women in Belgium.

Spirits consumption trends Belgium (***), ****-****, in liters of pure alcohol consumed per capita WHO

Spirits consumption has tended to decline in recent years, particularly since ****.

Spirits consumption in Belgium ...

2.3 Demand trends: upmarket, no/low and experiences

Belgium's favorite spirits are liqueurs, whiskies and white spirits (***). [***]

whisky and vodka are the main spirits sales categories at Carrefour, accounting for **% and **% of sales respectively, with a stable total of *** references. Molasses rums, with brands such as Diplomatico, Don Papa, Mathusalem, Barcelo, Angostura, Mount Gay, are the most popular in ...

3 Market structure

3.1 Value chain

The Belgian spirits industry brings together several types of players involved in one or more stages of the value chain. The value chain comprises * main phases:

The first is the extraction of agricultural raw materials, such as wormwood, sugarcane, potatoes, cereals and beet. These raw materials are then processed to obtain ...

3.2 Belgian spirits production

Distillation is a process that produces spirits from liquid mixtures. Here's a summary of the key stages in distillation:

Definition of distillation : Distillation is a process for separating liquid substances with different boiling temperatures. It involves boiling the mixture followed by condensation of the vapor in another vessel.

Distillation tool: The ...

3.3 Distribution

4 Offer analysis

4.1 The main types of spirits

[***]

In terms of Belgian spirits, here's an overview of what's on offer:

4.2 Focus on whisky and gin

Whiskies vary according to :

the ingredients used production processes territorial origins

There is a wide variety of different whiskies, including :

Single malt: produced by a single distillery, this is the flagship product of Scottish distilleries. It is one of the most expensive whiskies. Aberlour and Glenfiddich are major brands in this ...

4.3 Belgian supply trend: no/low

In Belgium, the emerging no-low trend is gaining in popularity in response to a general decline in alcohol consumption and a growing demand for healthier drinks. this trend is characterized by the emergence of alcohol-free bars where customers can enjoy the convivial atmosphere usually associated with bars, without the presence of ...

5 Regulations

5.1 Alcohol regulations

In Belgium, the sale of alcohol is subject to legal restrictions designed to protect young people from alcohol abuse. The main rules include :

minimum age: It is forbidden to sell, serve or offer alcohol to young people under the age of sixteen. In addition, the sale of spirituous beverages is prohibited ...

6 Positioning the players

6.1 Segmentation

6.2 Excise duty

Packaging levy in Belgium : *.** €/hl on individual beverage containers. Possible reduction to €*.**/hl with a "reusable container" certificate Storage with Minimum Stock: Minimum stock required on an annual basis : Beer: **** hl Wine: *** hl Intermediate products: ** hl Spirits: ** hl DETT bond (***) : Bond: ***% of the excise duty due on the consignment. DE bond ...

  • Diageo
  • La Martiniquaise Bardinet
  • Bacardi
  • Pernod Ricard Groupe
  • Campari France Distribution
  • Moët Hennessy (MHCS LVMH)
  • Maison du Whisky
  • Campari

List of charts presented in this market study

  • Trend in Belgian spirits trade balance
  • Trend in Belgian spirits trade balance (intra-EU27)
  • Trend in Belgian spirits trade balance (extra-EU27)
  • Export partners for Belgian spirits
  • . Business partners for importing Belgian spirits
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Latest news

Pernod Ricard sells its strategic international wine portfolio to Australian wine holdco - 17/07/2024
  • - Pernod Ricard sells its international wine brands to Australian Wine Holdco Limited (AWL).
  • - Annual volume sold: 10 million 9-liter cases.
  • - Portfolio sold: Australian (Jacob's Creek, Orlando, St Hugo), New Zealand (Stoneleigh, Brancott Estate, Church Road) and Spanish (Campo Viejo, Ysios, Tarsus, Azpilicueta) brands.
  • - The transaction also includes the sale of seven wineries.
Pernod Ricard: portfolio of Australian, New Zealand and Spanish wines - 17/07/2024
  • - The Pernod Ricard group has announced the sale of the majority of its wine portfolio.
  • - The buyer is the international consortium Australian Wine Holdco Limited, owner of Accolade Wines.
  • - The seven wineries sold represent an annual volume of 10 million 9-liter cases.
  • - The brands sold include wines from Australia (Jacob's Creek, Orlando, St Hugo), New Zealand (Stoneleigh, Brancott Estate, Church Road) and Spain (Campo Viejo, Ysios, Tarsus, Azpilicueta).
Pernod Ricard sells almost all its wines to investors - 17/07/2024
  • - Pernod Ricard is the world's number two in wines and spirits.
  • - Pernod Ricard's total sales are €12.13 billion.
  • - The divested business represents approximately 4% of Pernod Ricard's total sales.
  • - Accolade Wines, now owned by the consortium of investors, generates sales of $650 million.
  • - Pernod Ricard sells seven wineries, producing an annual volume of 10 million 9-liter cases.
  • - Pernod Ricard's wine division saw a 10% drop in sales in the last quarter analyzed, mainly due to the US and UK markets.
Wine: Pernod Ricard continues its rise in the rosé segment - 03/05/2024
  • negotiations for the purchase of 280 hectares of vines at Terres de Ravel in Provence.
  • The operation is led by Château Sainte-Marguerite, Cru Classé Côtes de Provence, whose 230 hectares have been shared by Pernod Ricard and the Fayard family since 2022.
  • The Fayard family plans to further increase its vineyard to 600 or even 1,000 hectares.
  • Rosé sales have regained momentum worldwide. IWSR forecasts sales growth of 3-6% between now and 2027 in France.
  • In the US, growth of 13% per year is forecast
Campari doubles its Aperol production capacity - 22/04/2024
  • **Campari's investment in increasing production capacity for Aperol:** 75 million euros over three years.
  • - **Campari's position in the global spirits industry:** number six.
  • - **Percentage of Campari's spirits production achieved by the Novi Ligure plant last year:** almost 30%.
  • - **Campari's total organic growth:** double-digit records for the third consecutive year in 2023.
  • - **Aperol sales growth over the last ten years:** fivefold.
  • - **Aperol brand sales growth in 2023:** 23%, representing a quarter of Campari sales volumes.
  • - **Campari sales in 2023:** 2.9 billion euros.
  • - **Number of brands in the Campari portfolio:** fifty.
Diageo regains control of its premium spirits in France - 08/02/2024
  • Diageo, world leader in spirits, creates its subsidiary in France
  • Diageo takes over direct sales of the majority of the brands it has distributed since the 2000s via MHD (Moët Hennesssy Diageo) in France.
  • Only three of its brands are marketed via MHD in France: Johnny Walker, J & B, and Gordon's gin.
  • The UK's Diageo is present in France with a market share of 7.9%.
  • Diageo's total sales are 20.5 billion euros, two-thirds of which come from the premium spirits segment.
  • In this segment, its market share in France is just 3.6%.
  • The Group has a much higher market share in other countries: 47% in Greece, 24.4% in Spain and 13.7% in Italy.
  • The transfer of MHD (Moët Hennesssy Diageo) brands to the new Diageo subsidiary in France will begin in March 2024
  • Diageo plans to develop its tequila offer in particular, with the Don Julio brand.
  • Two exclusive distributors are planned for sales to wine merchants: Dugas for Tanqueray gin, Tekel One vodka and a range of pure malt whiskies; and La Maison du Whisky for Don Julio tequila.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Diageo
La Martiniquaise Bardinet
Bacardi
Pernod Ricard Groupe
Campari France Distribution
Moët Hennessy (MHCS LVMH)
Maison du Whisky
Campari

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The spirits market | Belgium

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