Borco aims to surpass Beam Suntory

The top five spirits trends in Germany, according to Markus Kramer, CEO, Borco:

1. Premiumisation across all spirits categories as people “drink less but better”
2. A growth in whisk(e)y consumption
3. A an increasing demand for ‘hand-crafted’ spirits
4. A shift from beer to spirits consumption in the on-trade
5. A growth in venues which offer everything under one roof – a hotel, restaurant, and a disco, so you can have dinner, and then from 11pm, start dancing as the restaurant turns into a dancefloor.

Speaking generally about the spirits market in Germany, Kramer said that sales are flat at 740m bottles, and that over the last 10 years alcohol consumption per capita has fallen from 5.7 litres to 5.4 litres.

He also recorded that Germany used to be primarily a market for locally-produced spirits but that today, it is split 50:50 between domestic and imported spirits, with the imported category continuing to grow at the expense of local spirits. “Only a few German brands, such as Jägermeister, are growing,” he said.

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