The alcoholic beverages market remained on a positive trajectory jn 2023 with wine ranking first in terms of consumption.
More specifically, according to “Naftemporiki” sources, the alcoholic beverages market remained positive in 2023, with wine recording the highest increase in consumption at around 15%, beers and “hard” drinks at around 8%-10%. Super premium drinks slowed down compared with 2022, moving in line with regular options.
As market representatives pointed out, “the contribution of the increased tourist flow played an important role in the sales performance of alcoholic beverages. However, in terms of domestic consumption, the Greeks, together with the Spanish and the Italians, are ‘social drinkers’ and the habit of eating out in restaurants, which has returned to normality, after the abrupt interruption during the Covid-19 crisis and lockdowns, has also helped.”
They added that the forecasts are optimistic over the course of the market, as consumption in restaurants is maintained at good levels.
Based on data from a recent survey by Ierax Analytix – conducted from November 13 to November 27, 2023 – 62% of consumption is held in restaurants, 35% at home and 3% in public places such as parks and beaches.
According to the analysts of Ierax “the consumption of alcoholic beverages indoors is a growing trend.”
Wine and beer are in the first two positions of the favorite alcoholic beverages, with their participation in the total consumption amounting according to the market to about 20%-25%, at 8%-10% the share (based on volume) of of other alcoholic beverages, while premiums correspond to 2%-3% of consumption.
At the same time, another beverage that shows an upward trend, mainly in the 25-44 age group, is alcoholic coffee, with three out of ten persons appearing positively inclined to try it.
It is also worth noting that of those who consume at home, 71% buy alcoholic beverages in supermarkets, while 59% consume alone. Younger people drink more out in bars and older people drink more at home.
A general qualitative characteristic is also the fact that men consume more alcohol than women, with 34% of men reporting that they consume alcoholic beverages at least three times a week.
