Market Overview
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 offers a comprehensive analysis of the Austria alcoholic beverages market, delivering detailed insights into market size, historical growth trends over the past six years, and forward-looking projections through 2030. It provides a granular breakdown of the market by product type, packaging type and distribution channel, highlighting key drivers, challenges, and opportunities shaping the industry.
What’s Inside the Report
This report presents a comprehensive dataset detailing the Austria alcoholic beverages market size from 2020 to 2030, with metrics reported in (Liters/EUR/USD). It includes historical data and forward-looking projections through 2030, with CAGR analysis provided for both timeframes. The market is segmented by product type, packaging type and distribution channel, enabling granular assessment of growth performance. The comparative view of historical versus forecasted growth supports identification of high-potential submarkets and informs evidence-based strategic planning.
Beyond quantitative indicators, the report provides qualitative insights into emerging market dynamics. Drawing on expert interviews and macroeconomic context, it analyzes the underlying causes of market expansion and contraction. Evolving consumer preferences, and environmental regulations are examined as structural forces shaping the competitive landscape. The report also highlights fast-growing sub-segments and untapped innovation-driven opportunities across the value chain.
Furthermore, the report delivers a rigorous competitive assessment, tracking market share movements and brand performance among industry participants from 2020 onward. It highlights evolving competitive dynamics, consolidation trends, and granular share shifts, empowering stakeholders to benchmark performance and refine differentiation strategies. These evidence-based insights support targeted investment prioritization and long-term strategic planning.
Market Segmentation
The Austria alcoholic beverages market is classified into the following segments:
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
In addition to core market data, the report incorporates key socio-economic indicators that provide essential context for interpreting market dynamics. These include population trends, the Consumer Price Index (CPI), Gross Domestic Product (GDP), per capita consumption (expressed in USD), and consumer spending as a percentage of GDP. Together, these metrics offer a macroeconomic backdrop that enhances the strategic relevance of the market size figures, helping stakeholders better assess demand potential and long-term growth opportunities.
Competitive Landscape: Market Share Analysis
The study outlines the distribution of market share among key players in the alcoholic beverages industry in Austria, offering visibility into brand dominance and market leadership. Major participants include: 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, etc.
This report provides market share data for leading players in the overall alcoholic beverages market, as well as in key segments including alcoholic beverages, beer, dark beer, lager, low and non-alcoholic beer, stout, cider and perry, regular cider and perry, RTDs, spirit-based RTDs, wine-based RTDs, other RTDs, spirits, brandy, liqueurs, non alcoholic spirits, rum, tequila and mezcal, whiskey, white spirits, other spirits, wine, fortified wine, non alcoholic wine, sparkling wine and still wine.
Market share analysis covered in the report:
Austria alcoholic beverages market share
Austria beer market share
Austria dark beer market share
Austria lager market share
Austria low and non-alcoholic beer market share
Austria stout market share
Austria cider and perry market share
Austria regular cider and perry market share
Austria RTDs market share
Austria spirit-based RTDs market share
Austria wine-based RTDs market share
Austria other RTDs market share
Austria spirits market share
Austria brandy market share
Austria liqueurs market share
Austria non alcoholic spirits market share
Austria rum market share
Austria tequila and mezcal market share
Austria whiskey market share
Austria white spirits market share
Austria other spirits market share
Austria wine market share
Austria fortified wine market share
Austria non alcoholic wine market share
Austria sparkling wine market share
Austria still wine market share
Why Choose This Report?
Designed as a data-rich strategic snapshot, the report delivers timely and reliable intelligence to support decisions across market entry, investment evaluation, supply chain planning, and competitive benchmarking. Whether you’re an investor, manufacturer, distributor, or consultant, this report delivers actionable value.
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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
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/Brand Shares Analysis
AB InBev
Bacardi Limited
Brauerei Hirt GmbH
Brauerei Murau eGen
Budweiser Budvar n.p.
…
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)
Companies Mentioned
Key industry players examined in this Austria Alcoholic Beverages market analysis comprise:
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
