Summary

The global spirits market experienced growth post-2020, with the size estimated at $143.31 billion in 2022, and it's projected to reach $208.84 billion by 2025, growing at a CAGR of 8%. This expansion is primarily fueled by the developing countries' population growth and market premiumization, which involves adapting to new consumer demands for innovation, digitalization, and eco-conscious products. Asia-Pacific is the dominant region, with 58% of the market share as of 2020, while vodka and whisky are leading in global consumption. However, the market faces challenges such as advertising restrictions, heavy taxation, and health issues due to excessive alcohol consumption. Major players include Diageo and Pernod-Ricard, among others. In Belgium specifically, while spirits consumption has seen some decline, particularly since 2016, there's a notable trend towards premiumization, localization, and the increasing popularity of low-alcohol or alcohol-free beverages..Title: Navigating the Dynamics of the Belgian Spirits Market In recent times, Belgium has experienced a notable shift in the spirits industry, characterized by diverse market trends. The Belgian spirits market has grown, presenting a size of approximately 900 million euros in 2019. Astoundingly, the value of exports and imports concerning spirits reached 800 million euros by 2022, with European trade relationships being a focal point. Indeed, there has been a soaring trend, with the coverage rate witnessing a substantial increase of more than 20 points since 2018. An emerging phenomenon within Belgium is the no/low alcohol trend. This inclination towards healthier drink options has gathered momentum, reflecting in a 5% drop in alcohol consumption in 2020. This development has given rise to unique establishments like alcohol-free bars, catering to a crowd that favors the conviviality of bars without the inclusion of alcohol. Despite the general rise in more healthful drinking choices, the overconsumption of alcohol persists. Belgium overshoots the European average with an annual alcohol consumption rate of more than 12 liters of pure alcohol per capita. Among the youth, particularly men aged between 15 to 24 years, considerable numbers engage in perilous drinking behaviors like binge drinking. Excessive alcohol consumption remains a public health concern, with road safety statistics from Wallonia indicating the involvement of alcohol-impaired drivers in bodily injury accidents. When delving into spirit-specific preferences, Belgians show a predilection for liqueurs, whiskies, and white spirits such as gin and vodka. Notably, there is a surge in the popularity of rum, with molasses rums like Diplomatico and Don Papa leading the charge. Simultaneously, there is a slow yet persistent pivot towards premiumization in alcohol consumption, evidenced by a growing demand for high-quality spirits. Observing the production side, the number of employees and employers in the Belgian spirits production industry has seen a remarkable rise between 2018 and 2022. Over these years, the industry has seen the workforce grow by over 50% and the number of employers by over 70%, which underscores a burgeoning sector exhibiting considerable diversification. On a global scale, the spirits market was estimated to reach a value of between 140 and 150 billion dollars in 2022, with expectations to accelerate beyond 200 billion dollars by 2025. This growth is invigorated by market premiumization, innovation, and evolving consumer demands related to health and environmental consciousness. Distribution channels in Belgium cover a.### Spotlight on Key Players Shaping the Belgian Spirits Landscape As we journey through the vibrant atlas of Belgian spirits, we encounter distillers, distributors, and aficionados, each adding their unique touch to the country's rich tapestry of alcoholic delights. The diversity of these market players—ranging from historic distilleries to contemporary clubs and influential supermarkets—paints a picture of a sector where tradition blends seamlessly with innovation. **Filliers Distillery** stands tall among the veterans, a distinguished name in the spirits domain, primarily known for its finely crafted juniper spirits. This distillery has woven itself into the national fabric, not just as a producer but as a proud beacon of Belgian heritage in spirits. Moving to the realm of high-quality fruit brandies, we encounter the esteemed **Distillerie de Biercée**. Their dedication to quality transcends the mere production of spirits—it's a testament to the mastery of turning fruits into liquid gold that dances across the palate with grace. **Belgian Owl** represents the new wave of Belgian whisky makers. It has swiftly garnered international attention by demonstrating that Belgium's potential in whisky craftsmanship extends well beyond its borders, promising a note of sophistication in every sip. **Corman-Collins** strides confidently as a leading importer and distributor within Belgium, tapping into the global pulse of quality spirits and bringing a world of flavors to Belgian doorsteps. Their curated selection stands as a tribute to the discerning tastes of Belgian consumers. **La Maison du Whisky** is not just a distributor but an institution that has, over time, established itself as a vault of premium spirits. Its treasure trove of whisky and other exquisite spirits speaks to the connoisseur’s desire for depth and distinction in their choices. The spirited heartbeats of Belgium's nightlife and social scene are often given rhythm by places like **The Owl Distillery** and **The Belgian Gin Club**. The former combines the allure of a bar with the craft of distillation, inviting visitors on an immersive journey into the world of Belgian whisky. Meanwhile, The Belgian Gin Club emerges as a hub for gin enthusiasts, with a collection that celebrates the very essence of this versatile spirit. When it comes to retail and accessibility, supermarket chains like **Delhaize**, **Colruyt**, and **Carrefour** offer consumers the convenience of discovering a broad range of spirits right in their neighborhood. These supermarkets serve as gatekeepers to a world where an ordinary shopping list can be elevated by the inclusion of a bottle of Belgian pride

The spirits market - Belgium

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Number of pages : 30 pages
Format : Digital and PDF versions
Last update : 12/12/2023

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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.

2 Demand analysis

3 Market structure

4 Offer analysis

5 Regulations

6 Positioning the players

List of charts

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
Trends in bodily injury accidents involving at least one driver or pedestrian under the influence of alcohol
Trends in the proportion of drivers (and pedestrians) tested and found positive for driving under the influence of alcohol among those involved in a bodily injury accident
Proportion of drivers (and pedestrians) tested and found positive for driving under the influence of alcohol among those involved in a bodily injury accident, by region
Prevalence of alcohol use disorders and alcohol dependence
Breakdown of per capita alcohol consumption by type of alcohol
Alcohol consumption by gender
Spirits consumption in Belgium and Europe
Trends in spirits consumption
Number of employees and employers in spirits production
Payroll trends in spirits production
Number of start-ups in spirits production
Producer price trends for spirits
Size of the global spirits market

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Latest news

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.

How India is becoming Pernod Ricard's whisky paradise - 22/01/2024

Pernod Ricard aims to accelerate its presence in India.
The French giant, which occupies a leading position in the sub-continent
Strong growth in the Indian whisky market.
In the entry-level whisky segment, the group owns Royal Stag and Imperial Blue - two brands produced in India that rank among the top 5 best-selling whiskies in the country. It also owns several high-end brands: Chiva's Regal, Ballantine's and Glenlivet - imported whiskies that carry a 150% surtax.
India accounts for 10% of the Group's total sales, or around 1.2 billion euros.
A major market for the Group behind the United States.
Consumption of imported whiskies and high-end Indian single malts is booming.
Scotch imports are set to double between 2020 and 2022,
India is the leading export market for Scottish brands.
Sales of Indian single malt rose by 144% between 2021 and 2022.
Local brands owned by the French giant account for 85% of sales by value. Imports of foreign brands account for the remaining 15%.
Pernod Ricard has 27 factories across the country.

The trials and tribulations of Pernod Ricard to create the first whisky "made in China" - 17/12/2023

Pernod Ricard inaugurates the country's first whisky distillery
Pernod Ricard plans to invest 150 million euros over ten years in this project.
Market launch of the first bottles of The Chuan, the first pure malt made in China.
Bottles are priced between 115 and 190 euros, depending on the degree of alcohol (40, 46 or 60 degrees) and the type of aging.
Pernod Ricard's Chinese subsidiary accounts for 10% of group sales
Pernod Ricard is the world's second-largest spirits company, and already owns some 50 whiskies (including Chivas, Ballantine's, The Glenlivet, Aberlour, Royal Salute, Jameson and Jefferson's),
The Chinese spirits market remains 97% dominated by Baijiu (sorghum-based alcohol).
Western spirits share the remaining 3%, starting with cognac (a market worth 3.2 billion euros, according to specialist consultancy IWSR) and whisky (1.2 billion euros).
The Emeishan distillery is located on the Mount Emei road, used by millions of Chinese tourists throughout the year. Pernod Ricard expects two million visitors within the next ten years.

Never full of acquisitions, Campari ready to revive Courvoisier cognac - 16/12/2023

campari, the group that owns the Grand Marnier liqueur and the Aperol aperitif, is negotiating with Japan's Beam Suntory to acquire 100% of its Courvoisier cognac for 1.1 billion euros, i.e. almost 5 times sales (230 million euros by 2022).
Beam Suntory's strategy is to refocus on its premium whiskies (American bourbons, Japanese whiskies, etc.).
Campari generates sales of 2.7 billion euros
Half of the growth in recent years has come from acquisitions: Grand Marnier (2016), Trois Rivières rums (2019), Lallier champagne (2020), Picon liqueur in 2022.
The Italian group has made seven acquisitions in six years in France
The United States, Campari's biggest market
To grow in China, where Campari is weak, you need a cognac
alongside Martell (Pernod-Ricard), Hennessy (LVMH) and Rémy Martin (Rémy Cointreau), Courvoisier is the fourth-largest player in this Charentais spirit, with a 5% global market share. 50% of its sales are made in China, where the local spirit, baijiu, remains ultra-dominant (97% of the local market by volume).
Imported cognacs and whiskies have been in vogue for the past decade. Pernod Ricard, Diageo and LVMH take the lion's share.
In the United States, Campari already generates nearly 30% of its business.
Aperol leads Campari's sales (25% of sales in the first nine months of 2023).
Sales of Wild Turkey bourbon, acquired from Pernod Ricard in 2009, have more than tripled.

Campari falls for Courvoisier, venerable Cognac house - 15/12/2023

Campari is in exclusive negotiations to acquire 100% of Beam Holding France, owner of the Courvoisier premium cognac brand.
Fixed purchase price: $1.2 billion
Campari acquired American bourbon producer Wilderness Trail Distillery LLC in 2022
Campari had also acquired Grand Marnier in 2016, Bisquit Dubouché in 2017, Trois Rivières and La Mauny in 2019, Champagne Lallier in 2020 and Picon in 2022.
Founded in 1860, Campari is present in over 190 markets with a portfolio of more than fifty brands

Spirits: Bardinet equips itself with cutting-edge logistics for export expansion - 13/12/2023

Bardinet has been a subsidiary of La Martiniquaise since 1993.
La Martiniquaise acquired Marie Brizard in 2019.
Bardinet generates almost half of its sales of 240 million euros from exports.
La Martiniquaise has sales of 1.4 billion euros.
The group is number one in the French spirits market, and eighth worldwide.

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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