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.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Champagne Masters 2019

Deadline : 27th September 2019

The Global Grenache Masters 2019

Deadline : 2nd October 2019

Click to view more

The Prosecco Masters 2019

View Results

The Global Rosé Masters 2019

View Results

Click to view more