Japan continues its journey away from traditional products such as shochu and sake, with beer proving particularly resilient, especially in the face of a strongly-advancing RTD category. Still wine will be a winner there during 2020, the only category in absolute growth, although RTDs are also starting to make their mark. While 2020 will see a drop in the all-important beer and cachaça categories in Brazil, both are expected to bounce back quickly. The US and China are key growth drivers of global beverage alcohol, and combined, they account for one third of global volume consumption and over 40% of global value.īrazil and Japan have also proved remarkably resilient through 2020, and are expected to recover to pre-pandemic volume consumption levels in 2021. The international spirits market in China, in particular, will see full recovery by 2021. However, gains in retail and ecommerce contrast with heavy losses in the more profitable on-premise channel in the US.Ĭhina also performed better than initially foreseen at the start of the pandemic, as Chinese consumers – including 400 million millennials in the country – have returned to almost all everyday activities. The 2020 volume consumption increase in the US is in line with 2019 trends, indicating that Covid-19 has not impacted overall consumer demand. Though volume losses in several markets, including Russia, Australia, Japan, and Germany will be under -5%, only the US and Canada are expected to show actual volume growth this year (both at over 2% total volume increases). The US and China – key growth drivers of global beverage alcohol – prove resilient “The rise of ecommerce and the efforts by retailers and on-premise operators to adapt to this crisis, coupled with consumers expanding to new occasions, created a dynamic, albeit challenging, new environment for beverage alcohol.” We may see that recover even faster now, given the recent news on encouraging vaccine trials,” says Mark Meek, CEO of IWSR Drinks Market Analysis. Excluding national spirits such as baijiu and shochu, total beverage alcohol in the 19 focus countries will recover to 2019 levels by 2024. “Given the incredibly tough measures the industry has continued to face due to Covid-19, it’s encouraging to see that beverage alcohol in the 19 focus countries is only projected to decline by -8% in 2020, rather than by the double digit losses originally expected. The key markets reviewed were: Australia, Brazil, Canada, China, Colombia, France, Germany, India, Italy, Japan, Mexico, Poland, Russia, South Africa, Spain, Thailand, Turkey, UK, US, and the global travel retail channel. IWSR reviewed beverage alcohol consumption in 20 key markets, including the global travel retail channel (representing 75%+ of total global alcohol consumption). Total beverage alcohol will perform better than expected this year, but forecasts point to a slow long-term recovery, according to far-reaching new research from IWSR.īased on how the pandemic has unfolded in 2020 so far, IWSR has conducted an in-depth mid-year assessment on the outlook for the global beverage alcohol industry.
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