Austria Alcoholic Beverages Market 2025

The Austrian alcoholic beverages market is projected to grow from USD 14.8 billion in 2025 to USD 16.5 billion by 2030, reflecting a modest compound annual growth rate of 2.2%. However, this value-led expansion masks a more complex structural shift in consumption patterns, as total sales volume is expected to decline further over the forecast period. The disconnect between revenue and volume reflects a broader recalibration in consumer behavior, driven by rising health consciousness and evolving social norms around alcohol use.

The decline in per-capita alcohol consumption is particularly pronounced among younger demographics, who are increasingly prioritizing wellness, mental clarity, and long-term health outcomes. This generational shift has been reinforced by a growing societal acceptance of sobriety and moderation, leading to more consumers actively reducing or eliminating alcohol from their routines. As a result, traditional categories are under pressure to justify their relevance in a market where consumers are more intentional and values-driven in their choices.

Nonetheless, tourism continues to offer a meaningful offset to domestic consumption softness, particularly in major cities and alpine regions where on-premise sales remain robust. The hospitality sector benefits from strong inbound travel demand, supporting experiential and occasion-based consumption, particularly for wine, beer, and regional specialties. These pockets of growth provide a counterbalance to the overall decline in everyday consumption habits.

At the same time, non-alcoholic alternatives are gaining traction as a credible and fast-growing segment. Products positioned as healthier, lower-cost substitutes are attracting significant short-term consumer interest, particularly among individuals experimenting with reduced alcohol lifestyles. This trend is expected to deepen as innovation in taste, branding, and functionality expands the appeal of alcohol-free beverages beyond niche wellness consumers.

Looking forward, sustained market value growth will depend on the industry’s ability to adapt to a more health-conscious and experience-oriented consumer base. Companies that succeed will likely be those able to diversify their portfolios, invest in non-alcoholic innovations, and tap into tourism-driven consumption, while addressing the shifting social and cultural dynamics that are redefining alcohol’s role in modern Austrian lifestyles.

The report provides a comprehensive analysis of the Austria alcoholic beverages market, offering detailed data on historical market size and growth rates over the past six years, alongside forecasts extending to 2030. It presents an in-depth examination of market categories and subcategories, with a particular focus on key trends shaping the industry across product type, packaging type and distribution channel.

Report Highlights

Providing a forward-looking view of the Austria alcoholic beverages market, this report presents size estimates from 2020 to 2030, with figures in (Liters/EUR/USD). Actual data (2020–2024) and projections (2025–2030) are supplemented with CAGR metrics to reveal both past momentum and future trajectory. Key segmentation areas – product type, packaging type and distribution channel – highlight where growth is accelerating. The analysis is tailored to inform capital deployment, market expansion, and competitive positioning.

In addition to granular market metrics, the report captures the broader structural shifts that define the industry’s trajectory. Using proprietary analysis and cross-referenced economic indicators, it maps the interaction between innovations, policy, and consumption patterns. This enables strategic foresight into future growth zones, disruption risk, and innovation-led differentiation, especially within product-focused and region-specific segments.

The report also delivers a comprehensive evaluation of market share changes and core brand performance among leading players from 2020 to 2024. It reveals competitive dynamics and trends in market concentration, providing granular market share comparisons and trend analyses. This equips users to better understand competitive advantages and challenges, thereby informing differentiated market strategies and investment decisions with robust empirical evidence.

Market Segmentation

The following outlines the segmentation of the Austria alcoholic beverages market:
Product type – e.g., beer (dark beer, lager, low and non-alcoholic beer, stout), cider and perry, RTDs (spirit-based RTDs, wine-based RTDs, others), spirits (brandy, liqueurs, non alcoholic spirits, rum, tequila and mezcal, whiskey, white spirits, others), wine (fortified wine, non alcoholic wine, sparkling wine, still wine)
Packaging type – e.g., glass bottles, metal cans, paper container, PET bottles, others
Distribution channel – e.g., bars and HoReCa, convenience stores, discounters, e-commerce, food and drinks stores, forecourts, hypermarkets, small grocery stores, supermarkets, others

Macroeconomic & Demographic Indicators

Supporting context includes:
Total population
Consumer Price Index (CPI)
Gross Domestic Product (GDP)
Per capita consumption
Consumer spending as a percentage of GDP

These variables enhance understanding of consumption potential and macroeconomic trends affecting the market.

Competitive Landscape: Market Share Analysis

Alongside sizing and segmentation data, the report includes market share breakdowns for primary players in the alcoholic beverages market in Austria, highlighting dominant firms and brand-level movements.
AB InBev
Bacardi Limited
Brauerei Hirt GmbH
Brauerei Murau eGen
Budweiser Budvar n.p.
Davide Campari-Milano N.V.
Diageo plc
Dr. August Oetker
Heineken N.V.
Mast-Jagermeister SE
Ottakringer Getraenke AG
Pernod Ricard Group
Privatbrauerei Fritz Egger GmbH & Co. KG
Privatbrauerei Zwettl
Schlumberger AG
Stieglbrauerei zu Salzburg GmbH
Weinkellerei Lenz Moser AG
Winzer Krems GesmbH

This section helps stakeholders evaluate market concentration, identify partnership opportunities, and track shifts in leadership.

Why Choose This Report?

Access accurate and up-to-date market size data for the Austria alcoholic beverages sector.
Obtain granular insights across key segments, including product type, packaging type and distribution channel.
Understand the underlying market dynamics through expert-driven analysis of growth drivers, barriers, and structural shifts.
Identify attractive investment areas by tracking fast-growing categories and emerging consumption patterns.
Evaluate the competitive landscape to support timing, positioning, and strategic decision-making.
Includes a single-user enterprise license with no additional fees for internal distribution.

Request a redacted sample to preview the data structure and presentation quality before purchase.

Deliverables Include

Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030

Table of Contents

TABLE OF CONTENTS
Key Findings
Market Segmentation
Market Overview
Austria Alcoholic Beverages Market – Product Type Analysis
Austria Alcoholic Beverages Market – Packaging Type Analysis
Austria Alcoholic Beverages Market – Distribution Channel Analysis
Company Shares Analysis
AB InBev
Bacardi Limited
Brauerei Hirt GmbH
Brauerei Murau eGen
Budweiser Budvar n.p.
Davide Campari-Milano N.V.
Diageo plc
Dr. August Oetker
Heineken N.V.
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer

FIGURES AND TABLES
Table Austria Alcoholic Beverages Market 2020-2030
Chart Austria Alcoholic Beverages Market, Net Growth, 2020-2030
Chart Austria Alcoholic Beverages Market, Growth Rates, 2020-2030
Table Austria Alcoholic Beverages Market by Product Type, 2020-2030
Chart Austria Alcoholic Beverages Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Austria Alcoholic Beverages Market by Product Type, 2020-2030
Table Austria Alcoholic Beverages Market by Packaging Type, 2020-2030
Chart Austria Alcoholic Beverages Market by Packaging Type, CAGR Historic and Forecast, 2020-2030
Chart Austria Alcoholic Beverages Market by Packaging Type, 2020-2030
Table Austria Alcoholic Beverages Market by Distribution Channel, 2020-2030
Chart Austria Alcoholic Beverages Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Austria Alcoholic Beverages Market by Distribution Channel, 2020-2030
Table Austria Alcoholic Beverages Market Share (%), by Companies, 2020-2024
Chart Austria Alcoholic Beverages Market, by Companies, 2024
Table Austria Alcoholic Beverages Market Share (%), by Brands, 2020-2024
Chart Austria Alcoholic Beverages Market, by Brands, 2024
Table Austria – Population (Millions) and Forecast
Table Austria – Consumer Price Index (CPI) and Forecast
Table Austria – Gross Domestic Product and Forecast
Table Austria Alcoholic Beverages Market: Spend as a Proportion of GDP (%)
Table Austria Alcoholic Beverages Market: Consumption per Capita (Population)