06/11/2025

Value holds steady for beverage alcohol in H1 2025 despite -1% volume drop

6 November 2025 – Total beverage alcohol (TBA) consumption volume declined -1% during H1 2025 compared to the same period the year before, according to IWSR’s mid-year data update for twenty key markets.*

Despite the volume drop, TBA value in H1 2025 (excluding baijiu in China, shochu in Japan, and other “national spirits”) remained steady.

Several markets included in the update experienced substantial growth. TBA volume in India grew +7% in H1 2025 compared to the same period last year. In the premium-and-above price bands, volume growth in India was even stronger at +8%.

Other markets with TBA volume growth during H1 2025 include South Africa (+4%), Mexico (+2%), Thailand (+1%) and Colombia (+1%). These pockets of growth were offset by TBA volume decline in China (-2%), the US (-4%) and Germany (-5%).

In category terms, H1 2025 saw growth for RTDs, Prosecco, and several spirits subcategories including Indian whiskey, Irish whiskey, and bitters/spirit aperitifs.

Supported by strong consumer demand for convenience, flavour innovation, and accessible price points, RTDs outperformed most beverage categories across the twenty key markets with H1 year-on-year volume growth of +3%. Volume growth for RTDs was notably strong in Brazil (+10%), South Africa (+9%), and India (+11%).

Steep declines in national spirits drove overall spirits volume down -2% in H1 2025. With national spirits excluded, however, overall spirits volumes rose by +1%.

Several spirits subcategories enjoyed strong volume growth in H1 2025. Indian whiskey surged +7% (mostly driven by domestic growth), while bitters/spirit aperitifs were up +3%. No-alcohol spirits volumes grew by +9% (although from a small base). Growth for no-alcohol spirits was strongest in Germany (+15%) and the US (+19%).

Irish whiskey enjoyed +2% volume growth compared to the same period the previous year, but this was driven by strong growth outside its biggest market. Volume was down by -1% in the US but was up +8% in the UK, +23% in India, and +27% in Japan.

Growth continued for agave-based spirits in H1 2025 at +1%. Much of this growth was concentrated in the premium-and-above price bands, which enjoyed +2% growth over the same period the previous year.

Beer volumes declined by -1% in H1 2025, led by a -2% drop in the premium-and-above price tiers (mainly driven by downturn in the US). A handful of markets saw growth in beer supported by strong value brands and select premium performers, including India (+7%), South Africa (+6%), Mexico (+2%) and Thailand (+2%).

The wine category continued to decline in H1 2025, with overall volumes down -5%. Prosecco continued to perform strongly across most markets, however, including France (+11%), the United States (+2%), and Australia (+6%), buoyed by its affordability and connection to aperitivo culture.

Speaking about the H1 2025 data release, IWSR COO of Research, Emily Neill, says, “The current beverage alcohol landscape shows significant polarisation. RTDs are growing, but beer is softening. Spirits are resilient overall, but the fortunes of the different subcategories vary significantly. Apart from Prosecco, wine is shrinking.

“Despite consistent volume pressures, especially in China and the United States, pockets of growth are still evident in Mexico, South Africa, and especially India. IWSR now forecasts India’s TBA volume to surpass Japan in 2027 and Germany in 2033.”

About IWSR: For over 50 years, IWSR has been trusted by the leaders of global beverage alcohol businesses as an integral part of their strategic planning and decision-making processes. We uniquely combine proprietary longitudinal market data, consumer insights and AI-enhanced data science, with valuable on-the-ground human intelligence in 160 markets worldwide, to decipher what is really happening in the global beverage alcohol market. With access to our data, clients from across the drinks industry, including multinational spirits, beer, and wine businesses; packaging and ingredient manufacturers; distributors; and financial institutions, plan their strategies and future investment with a reliable, consistent and complete understanding of the global landscape.

Notes to Journalists
*The H1 2025 data update covers the following markets: Australia, Brazil, Canada, China, Colombia, France, Germany, India, Italy, Japan, Mexico, the Netherlands, the Philippines, Poland, Russia, South Africa, Spain, Thailand, the UK and the US. Combined, these markets account for roughly 75% of global beverage alcohol by volume.

Where appropriate, please cite “IWSR, the global leader in beverage alcohol data and insights.”

Please refer to IWSR as “IWSR” only.

For questions or interview requests, please contact:
Ned Vaught
ned.vaught@theiwsr.com
+44 (0) 7969 794568