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Report
Alcoholic Drinks in Austria
Market Direction I 2022-07-07 I 74 Pages I Euromonitor
Alcoholic drinks remained very much shaped by the COVID-19 pandemic in 2021 when horeca outlets remained closed for long periods and alcohol drinking occasions remained tied to consumer homes. Consumption in all major categories remained well below pre-pandemic levels due to the abnormally low on-trade volume sales. In fact, only spirits saw positive growth in on-trade volume sales due to a surge in impulse purchases when bars and nightclubs were finally allowed to reopen. Moreover, a general re...
Euromonitor International's Alcoholic Drinks in Austria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2017-2021), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Alcoholic Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Alcoholic Drinks in Austria
Euromonitor International
July 2022
List Of Contents And Tables
ALCOHOLIC DRINKS IN AUSTRIA
EXECUTIVE SUMMARY
Alcoholic drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026
CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026
CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2019-2026
CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2019-2026
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2015-2021
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2021
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021
MARKET DATA
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2016-2021
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
WINE IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Another shift from horeca to home consumption in the pandemic
Manufacturers exploit niches in wine to drive off-trade sales
Sparkling wine helped by abolition of special tax
PROSPECTS AND OPPORTUNITIES
Strong growth ahead in 2022 with the expected recovery of horeca
Consumers opting for quality over quantity in wine
Vermouth faces an exciting period ahead
CATEGORY DATA
Table 18 Sales of Wine by Category: Total Volume 2016-2021
Table 19 Sales of Wine by Category: Total Value 2016-2021
Table 20 Sales of Wine by Category: % Total Volume Growth 2016-2021
Table 21 Sales of Wine by Category: % Total Value Growth 2016-2021
Table 22 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021
Table 23 Sales of Wine by Off-trade vs On-trade: Value 2016-2021
Table 24 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 25 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021
Table 26 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2016-2021
Table 27 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2016-2021
Table 28 Sales of Still White Wine by Price Segment: % Off-trade Volume 2016-2021
Table 29 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2016-2021
Table 30 GBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021
Table 31 NBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021
Table 32 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2018-2021
Table 33 GBO Company Shares of Champagne: % Total Volume 2017-2021
Table 34 NBO Company Shares of Champagne: % Total Volume 2017-2021
Table 35 LBN Brand Shares of Champagne: % Total Volume 2018-2021
Table 36 GBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021
Table 37 NBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021
Table 38 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2018-2021
Table 39 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021
Table 40 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021
Table 41 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2018-2021
Table 42 Forecast Sales of Wine by Category: Total Volume 2021-2026
Table 43 Forecast Sales of Wine by Category: Total Value 2021-2026
Table 44 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026
Table 45 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
SPIRITS IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumption at home again not able to compensate closed horeca sector
Gin remains the most dynamic category
Jagermeister production moves out of Austria
PROSPECTS AND OPPORTUNITIES
Anticipated recovery of horeca expected to drive spirits
Fluctuations between off-trade and on-trade keep shaping spirits
Non-alcoholic spirits expected to be here to stay
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2021
CATEGORY DATA
Table 46 Sales of Spirits by Category: Total Volume 2016-2021
Table 47 Sales of Spirits by Category: Total Value 2016-2021
Table 48 Sales of Spirits by Category: % Total Volume Growth 2016-2021
Table 49 Sales of Spirits by Category: % Total Value Growth 2016-2021
Table 50 Sales of Spirits by Off-trade vs On-trade: Volume 2016-2021
Table 51 Sales of Spirits by Off-trade vs On-trade: Value 2016-2021
Table 52 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 53 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2016-2021
Table 54 Sales of Dark Rum by Price Platform: % Total Volume 2016-2021
Table 55 Sales of White Rum by Price Platform: % Total Volume 2016-2021
Table 56 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2016-2021
Table 57 Sales of English Gin by Price Platform: % Total Volume 2016-2021
Table 58 Sales of Vodka by Price Platform: % Total Volume 2016-2021
Table 59 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2016-2021
Table 60 GBO Company Shares of Spirits: % Total Volume 2017-2021
Table 61 NBO Company Shares of Spirits: % Total Volume 2017-2021
Table 62 LBN Brand Shares of Spirits: % Total Volume 2018-2021
Table 63 Forecast Sales of Spirits by Category: Total Volume 2021-2026
Table 64 Forecast Sales of Spirits by Category: Total Value 2021-2026
Table 65 Forecast Sales of Spirits by Category: % Total Volume Growth 2021-2026
Table 66 Forecast Sales of Spirits by Category: % Total Value Growth 2021-2026
CIDER/PERRY IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Off-trade sales in cider continue to increase during the pandemic
Premiumisation in Most is proving a challenge
Stibitzer brand drives consolidation
PROSPECTS AND OPPORTUNITIES
Conventional cider has solid growth potential
Traditional Most variant has a challenging period ahead
Some stabilisation in unit price growth expected
CATEGORY DATA
Table 67 Sales of Cider/Perry: Total Volume 2016-2021
Table 68 Sales of Cider/Perry: Total Value 2016-2021
Table 69 Sales of Cider/Perry: % Total Volume Growth 2016-2021
Table 70 Sales of Cider/Perry: % Total Value Growth 2016-2021
Table 71 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2016-2021
Table 72 Sales of Cider/Perry by Off-trade vs On-trade: Value 2016-2021
Table 73 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 74 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2016-2021
Table 75 GBO Company Shares of Cider/Perry: % Total Volume 2017-2021
Table 76 NBO Company Shares of Cider/Perry: % Total Volume 2017-2021
Table 77 LBN Brand Shares of Cider/Perry: % Total Volume 2018-2021
Table 78 Forecast Sales of Cider/Perry: Total Volume 2021-2026
Table 79 Forecast Sales of Cider/Perry: Total Value 2021-2026
Table 80 Forecast Sales of Cider/Perry: % Total Volume Growth 2021-2026
Table 81 Forecast Sales of Cider/Perry: % Total Value Growth 2021-2026
RTDS IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
RTDs remained a popular choice during home seclusion
Wine-based RTDs do well in the pandemic
Many players set to benefit from the potential of Hard Seltzer
PROSPECTS AND OPPORTUNITIES
RTDs on the verge of making a comeback
Further marketing investment necessary in Hard Seltzer
Wine-based RTDs will suffer from horeca recovery
CATEGORY DATA
Table 82 Sales of RTDs by Category: Total Volume 2016-2021
Table 83 Sales of RTDs by Category: Total Value 2016-2021
Table 84 Sales of RTDs by Category: % Total Volume Growth 2016-2021
Table 85 Sales of RTDs by Category: % Total Value Growth 2016-2021
Table 86 Sales of RTDs by Off-trade vs On-trade: Volume 2016-2021
Table 87 Sales of RTDs by Off-trade vs On-trade: Value 2016-2021
Table 88 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 89 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2016-2021
Table 90 GBO Company Shares of RTDs: % Total Volume 2017-2021
Table 91 NBO Company Shares of RTDs: % Total Volume 2017-2021
Table 92 LBN Brand Shares of RTDs: % Total Volume 2018-2021
Table 93 Forecast Sales of RTDs by Category: Total Volume 2021-2026
Table 94 Forecast Sales of RTDs by Category: Total Value 2021-2026
Table 95 Forecast Sales of RTDs by Category: % Total Volume Growth 2021-2026
Table 96 Forecast Sales of RTDs by Category: % Total Value Growth 2021-2026
BEER IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Beer impacted as horeca sector continues to be constrained by pandemic
Low and non-alcohol variants in beer trending during home seclusion
Independent brewers are seeking to compete through union
PROSPECTS AND OPPORTUNITIES
Beer industry is eager for a return to normality to reignite horeca
Interest for broader tastes expected to increase
Non-alcoholic beer has further growth potential
CATEGORY BACKGROUND
Lager price band methodology
Summary 4 Lager by Price Band 2021
Summary 5 Number of Breweries 2016-2021
CATEGORY DATA
Table 97 Sales of Beer by Category: Total Volume 2016-2021
Table 98 Sales of Beer by Category: Total Value 2016-2021
Table 99 Sales of Beer by Category: % Total Volume Growth 2016-2021
Table 100 Sales of Beer by Category: % Total Value Growth 2016-2021
Table 101 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021
Table 102 Sales of Beer by Off-trade vs On-trade: Value 2016-2021
Table 103 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021
Table 104 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021
Table 105 Sales of Beer by Craft vs Standard 2016-2021
Table 106 GBO Company Shares of Beer: % Total Volume 2017-2021
Table 107 NBO Company Shares of Beer: % Total Volume 2017-2021
Table 108 LBN Brand Shares of Beer: % Total Volume 2018-2021
Table 109 Forecast Sales of Beer by Category: Total Volume 2021-2026
Table 110 Forecast Sales of Beer by Category: Total Value 2021-2026
Table 111 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026
Table 112 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026
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