세계 주류 시장 규모는 2023년 1,766억 7,000만 달러에서 2031년 2,934억 1,000만 달러에 달하고, 2024-2031년의 예측 기간 동안 연평균 6.5% 성장할 것으로 예상됩니다. 시장은 가처분 소득 증가, 칵테일 문화에 대한 수요 증가, 향료 배합 및 포장 혁신 등의 요인으로 인해 건강한 성장세를 보이고 있습니다. 증류주 또는 경주로도 알려진 증류주는 알코올 도수가 높은 알코올 음료로, 일반적으로 알코올 도수가 20%-50% 또는 그 이상입니다. 시장에는 위스키, 럼, 보드카, 진, 테킬라 등 다양한 주류가 있습니다. 사교적 음주 경험과 프리미엄화로의 전환은 소비자의 음주 패턴을 변화시키고 있으며, 이는 신규 진출기업과 기존 브랜드가 혁신을 통해 시장 점유율을 확보할 수 있는 기회를 창출하고 있습니다.
예를 들어, 2024년 5월, 주류 업계는 소비자의 음주 패턴이 변화하고 있으며, 특히 Z세대 사이에서 "2024년까지 초고가 주류가 13% 성장할 것"이라고 예측했습니다.
칵테일 문화의 세계적인 인기로 수요를 촉진
전 세계적으로 칵테일 문화의 인기가 높아짐에 따라 전 세계적으로 주류 시장에 대한 수요가 증가하고 있습니다. 과거에는 틈새 시장이나 특별한 날에만 마시는 것으로 여겨졌던 칵테일이 이제는 바, 레스토랑, 가정 모임에서 자주 마시는 술로 바뀌고 있습니다. 이러한 문화적 변화로 인해 칵테일 레시피에 필수적인 증류주에 대한 관심이 높아지고 있습니다. 소비자들은 다양한 맛과 재료를 시도하고 있으며, 보드카, 진, 럼, 테킬라, 위스키 등 다양한 주류에 대한 수요가 급증하고 있습니다.
바텐더, 인플루언서, 소셜 미디어 플랫폼은 새로운 칵테일 트렌드를 촉진하고 새로운 맛에 대한 소비자의 호기심을 자극하는 데 매우 중요한 역할을 하고 있습니다. 또한, 크래프트 칵테일의 부상으로 장인이 만든 고급 주류의 위상이 높아지고 있으며, 지지자들은 시그니처 음료를 만들기 위해 독특하고 고품질의 원료를 찾고 있습니다. 이러한 추세는 증류주 판매를 촉진하고, 생산자들이 진화하는 소비자 선호도와 다양한 맛에 대한 수요를 충족시키면서 업계의 혁신을 촉진하고 있습니다. 그 결과, 칵테일 문화 현상은 체험적이고 사교적인 음주 경험으로의 광범위한 변화를 반영하고 있으며, 세계 주류 시장의 성장 접근 방식을 형성하고 있습니다.
예를 들어 2024년 12월 바카디 리미티드(Bacardi Limited)는 연례 바카디 트렌드 보고서에서 사람들이 적당한 음주를 재정의하고 가족이나 친구들과 함께 술집으로 돌아가 기억에 남는 경험으로 칵테일을 찾음으로써 칵테일 문화를 재구성하고 있다고 밝혔습니다.
맛과 패키지 디자인의 진보와 혁신
향과 패키지 디자인의 발전과 혁신은 주류 업계에서 매우 중요한 요소로 작용하고 있습니다. 맛은 전통적인 제공 방식을 넘어 진화하고 있으며, 증류소들은 독특한 원료와 기법을 사용하여 독특한 풍미를 만들어내고 있습니다. 식물, 과일, 허브를 주입하거나 와인통이나 럼통과 같은 특이한 통에서 숙성하는 등 독특한 맛을 내기 위해 다양한 시도가 이루어지고 있습니다.
Park Street가 2024년 1월에 발표한 기사에 따르면, 알코올성 코코넛 워터 제조업체인 SunBoy는 망고, 파인애플, 귤과 같은 실제 과일 향을 섞은 풍미 가득한 증류주를 출시했습니다. 또한, 이 제품은 설탕을 첨가하지 않고 알코올 함량이 5%인 이 브랜드의 첫 번째 팩입니다.
또한, 포장 디자인도 새롭게 변화하고 있으며, 브랜드는 소비자를 끌어들이는 아름다운 외관에 많은 투자를 하고 있으며, 세련되고 미니멀한 디자인이 스토리와 장인정신을 전달하는 보다 정교하고 장인정신이 깃든 포장과 함께 주목을 받기 위해 경쟁하고 있습니다. 기술 혁신을 통한 병 포장, 지속 가능한 재료 및 친환경 포장 솔루션은 환경에 미치는 영향에 대한 소비자의 관심이 높아짐에 따라 그 중요성이 더욱 커지고 있습니다.
이 보고서는 세계 증류주 시장에 대해 조사 분석하여 시장 규모와 예측, 시장 역학, 주요 기업 현황과 전망 등의 정보를 제공합니다.
Global spirits market is projected to witness a CAGR of 6.5% during the forecast period 2024-2031, growing from USD 176.67 billion in 2023 to USD 293.41 billion in 2031. The spirits market is experiencing healthy growth driven by factors such as increased disposable income, growing demand of cocktail culture, and the innovation in flavor mixing and packaging. Spirits, also known as distilled spirits or hard liquor, are alcoholic beverages with a high alcohol content, typically ranging from 20 % to 50% alcohol by volume or higher. The market encompasses for wide range of alcoholic beverages including whiskey, rum, vodka, gin, and tequila. The shift towards social drinking experiences and premiumization is responsible for consumer drinking patterns, creating opportunities for new market entrants and established brands to innovate and capture market share.
For instance, in May 2024, alcohol industry is experiencing shifts in the drinking patterns of consumers, especially among GenZ, as 'super-premium liquor is set to grow by 13% by 2024.
Worldwide Popularity of Cocktail Culture Drives the Demand
The demand for spirits in the market is rising globally as the worldwide popularity of cocktail culture is increasing. Cocktails once considered niche or reserved for special occasions have now become go-to choices in bars, restaurants, and get together at homes. The cultural shift has fuelled a growing interest in spirits as essential components of cocktail recipes. Consumers are now increasingly experimenting with different flavors and ingredients, leading to a surge in the demand for various spirits such as vodka, gin, rum, tequila, and whiskey.
Bartenders, influencers, and social media platforms play pivotal roles in promoting new cocktail trends and driving consumer curiosity about the new flavors of spirits. In addition, the rise of craft cocktails has elevated the status of premium and artisanal spirits, with supporters seeking out unique and high-quality ingredients to craft their signature drinks. This trend drives the sales of spirits and fosters innovation in the industry as producers respond to evolving consumer preferences and demand for diverse flavor profiles. Ultimately, the cocktail culture phenomenon reflects a broader shift towards experiential and social drinking experiences, shaping the approach of global spirits market growth.
For instance, in December 2024, Bacardi Limited stated in its annual Bacardy Trends report that people are reshaping the cocktail culture by redefining moderate drinking and finding it as memorable experiences back at the bar with families and friends.
Growing Advancements and Innovation in Flavor and Packaging Design
For the landscape of spirits, innovation and advancements in flavor and packaging design have become crucial. Flavors are evolving beyond traditional offering, with distilleries experimenting with unique ingredients and techniques to create distinctive taste profiles. It includes infusion with botanicals, fruits, and herbs, as well as barrel aging in unconventional casks such as wine or rum barrels to impart distinctive taste profiles.
According to an article published by Park Street in January 2024, SunBoy, an alcoholic coconut water producer released its flavorful spirits mixed with real fruits flavors, such as mango, pineapple, and tangerine. Also, it is the first pack of this brand with no added sugar and 5% alcohol content.
Furthermore, packaging design has undergone a regeneration, with brands investing heavily in aesthetics to attract consumers, sleek, minimalist designs competing for attention alongside more elaborate, artisanal packaging, telling a story and craftmanship. Technological innovation packaging of bottles, sustainable materials, and eco-friendly packaging solutions are gaining importance, aligning with growing consumer concerns about environmental impact.
Overall, these advancements improve the sensory experience of enjoying spirits as well as play a pivotal role in brand differentiation and marketability, which helps in strengthening the market growth.
Whiskey Holds Largest Market Share
Whiskey holds the largest market share as compared to the other segments as it has deep cultural roots in regions such as the United States, Scottland, and Ireland. These regions contributed to its widespread popularity and diverse varieties such as Irish Whiskey, bourbon, and Scotch.
For instance, in March 2023, more than 6.1 million liters of Irish Whiskey was sold in 2022, as per the Distilled Spirits Council of the United States.
For instance, in August 2023, Royal Statue launched two sets of luxury blended Scotch whiskies ' Jubilee Edition and the Royal Salute House of Quin'. These would be available in Mumbai Duty Free at the departures store at Chhatrapati Shivaji International Airport. In addition, the launch aims to help the company to increase the company's presence in the Indian market.
This market is further propelled by its extensive range from high-end options to affordable ones, catering to diverse consumers. The popularity of whiskey in emerging markets, particularly in Asia and Latin America, boosts its market share as these regions experiencing economic growth and a rising middle class sector. It can be enjoyed neat, with ice cubes, or as a key ingredient in a wide range of cocktails, which makes it accessible to different consumers preferences. The aging process adds a layer of exclusivity and perceived value, with aged bottles often fetching premium prices. In addition, the global distribution and marketing efforts by major whiskey producers ensure its availability and recognition worldwide. These factors collectively help whiskey maintain the largest market share in the competitive sprits market.
Asia-Pacific Dominates Spirits Market
Asia-Pacific dominates the global spirits market due to several key factors such as the region boasts a large and quickly growing population with increasing disposable incomes, which drives higher consumption of alcoholic beverages. Cultural practices and social norms in countries such as China, India, and Japan contributing significantly to the demand for spirits, as alcohol is often an integral part of social and business gatherings. Economic growth in the region has led to urbanization and a burgeoning middle class with a taste of premium and imported spirits, further boosting the market expansion. In addition, the presence of established local spirits such as Japanese whiskey, Chinese baiju, and Indian whiskey have strong domestic and international appeal, impacting the region's influence. Moreover, the marketing strategies and investments done by global spirits companies and investments by these companies in Asia-Pacific, combined with the increasing popularity of Western drinking habits, solidifying the region's dominant position in the global spirit market.
In March 2022, Bacardi India introduced Indian-Made Foreign Liquor category with the launch of Good Man brady. The launch aims to strengthen its brown spirits while the company is dedicated to tapping the premium brandy segment by offering India's modern-day consumers a supreme experience with their latest innovation.
Future Market Scenario (2024 - 2031F)
Enhancing the market reach and convenience by expanding the sales channels digitally helps in strengthening the market growth.
Availability of low-alcohol spirits with customized flavors and promoting it with food pairings helps in driving the market growth. For instance, Seedlip a non-alcohol spirit brand introduced its new addition 'the Seedlip Notas de Agave' with warm and vibrant taste with the blend of pickly pear and blend of zesty lime.
Key Players Landscape and Outlook
Continuous innovation by the key players characterizes the competitive landscape of the global Spirits market. The market is dominated by major players such as Diageo plc, Pernod Richard S.A., Asahi Group Holdings, Ld., and others. These companies lead through extensive portfolios, strong brand recognition, product launch, and brand evolution.
In January 2024, Altos (Pernod Richard-owned brand) launched its newest addition in distilled spirits to cater to modern tequila drinkers. This newly introduced spirit is available in two different flavors 'the Citricos mixed with mandarin and lemon' and 'Cafe Natural combined with coffee, cinnamon and Mexican piloncillo.
Emerging markets, particularly in Asia-Pacific, are driving growth due to rising disposable incomes and increasing alcohol consumption. Premiumization trends are evident as consumers seek higher quality products, boosting segments such as whiskey, vodka, and tequila. In addition, innovation in flavors and craft spirits are expanding consumer choices. Spirits manufacturers are concerned with supply chain resilience, product quality, and variety which will likely define the industry's future. Collaborations and developing technologies are projected to increase competition in the fast-paced market.
For instance, in March 2021 Constellation Brands, Inc. announced a future-focused evolution of its domestic wine and spirits distribution network to speed up its business strategy and initiative to long-term value addition for the market. This move supports Constellation's wine and spirits vision to be a forward and innovative, high-end portfolio of distinctive brands and products that deliver remarkable consumer experiences.
All segments will be provided for all regions and countries covered
Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.