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2025 Developments
In 2025, alcoholic drinks in Denmark saw a decrease in total volume to 593 million litres, falling by 1%, yet value sales edged up by 0.7% to DKK52.9 billion, reflecting a pattern of lower consumption but increased spending per unit. This performance aligns with broader Western European trends, where economic recovery and a projected real GDP increase of 3% bolstered consumer confidence despite ongoing inflation. The Danish market remains attractive due to strong consumer willingness to pay for premium and distinctive products, evidenced by the rise of high-value offerings and the rapid growth of non-alcoholic alternatives, even as standard options lose ground. Success depends on balancing innovation in premium and non-alcoholic products with value-driven strategies, leveraging partnerships and new formats to capture shifting preferences, and adapting to evolving retail dynamics, especially as grocery channels and e-commerce reshape the path to purchase.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Denmark report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Denmark?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Denmark?
- How are products distributed in Denmark?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Denmark
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Thornæs Distillery Elevates Premium Whiskey to Counter Shifting Consumer Loyalties
Chart 2 Premium Danish heritage whiskey from Thornæs Distillery
Ish Spirits Redefine Non-Alcoholic Cocktails to Meet Evolving Lifestyle Demands
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Premiumisation and Health Focus Reshape Consumer Spending
Retailers and Producers Invest in Innovation as Volume Contracts
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Chart 7 Analyst Insight for Alcoholic Drinks
Carlsberg Reinforces Leadership through Microbrewery Acquisition and Collaboration
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Grocery Retailers Drive Sales with Campaigns and Promotions
Specialist Online Retailers Accelerate E-Commerce Growth Amid Low Share
Thornæs Distillery and Ish Spirits Lead Premium and Nolo Innovation
Chart 10 Ish Spirits Launches Non-Alcoholic Ish Espresso Martini
Chart 11 Economic Context for Alcoholic Drinks
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Beer in Denmark
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Carlsberg Drives Growth in Regenerative and Non-Alcoholic Launches
Chart 18 The range of non-alcholic beer is broadening
Younger Danes Choose Innovation and Premium Quality over Quantity
Chart 19 Carlsberg offers not only sustainable packaging but also 100% regenerative beer
Chart 20 Volume Sales 2020-2030
Chart 21 Volume Sales by Category 2025
Carlsberg’S Regenerative Beer Strategy Drives Premium Value Growth
Chart 22 Forecast Volume Sales 2020-2030
Chart 23 Forecast Volume Sales by Category 2025-2030
Chart 24 Analyst Insight for Beer
Carlsberg Extends Lead with Strategic Acquisitions and New Launches
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Discounters Attract Value-Focused Shoppers as Online Gains Ground
Online Retailers Expand Reach as Discounters Hold Firm
Carlsberg and to Øl Expand "Nolo" and Premium Ranges
Sustainability and Premiumisation Lift Value Despite Declining Lager Sales
Chart 27 Economic Context for Beer
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Beer
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Cider/Perry in Denmark
Key Data Insights
Cider/Perry Summary
Chart 33 Key Industry Trends for Cider/Perry
Mikkeler Leverages Collaboration to Drive Premiumisation Amid Falling Demand
Chart 34 Mikkeler's special edition cider
Chart 35 French organic cider with different alcohol content
Chart 36 Volume Sales 2020-2030
Chart 37 Volume Sales by Category 2025
Older Consumers Sustain Regular Cider as Younger Adults Exit
Premium and Natural Launches Target Health-Conscious but Fail to Offset Losses
Chart 38 Forecast Volume Sales 2020-2030
Chart 39 Forecast Volume Sales by Category 2025-2030
Carlsberg Accelerates Gains as Royal Unibrew Slips Further
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Discounters Retain Lead as Online Channels Gain Ground
Carlsberg-Mikkeler Joint Ventures Set Stage for Innovation
Chart 42 Economic Context for Cider/Perry
Chart 43 Real Gdp Growth 2020-2030
Chart 44 Inflation 2020-2030
Chart 45 Consumer Context for Cider/Perry
Chart 46 Population 2020-2030
Chart 47 Population by Generation 2025
Rtds in Denmark
Key Data Insights
Rtds Summary
Chart 48 Key Industry Trends for Rtds
Funkin and Punch Club Expand Flavour and Packaging Options to Attract Young Consumers
Punch Club and Micropolis Leverage Format Innovation to Drive At-Home Occasions
Chart 49 Bag-in-box cocktails enter Denmark
Funkin and Micropolis Redefine Cocktail Experiences to Win Younger Drinkers
Chart 50 Funkin Nitrogen-Infused Cocktails Promise a Velvety Texture, Much Like Bar Cocktails
Chart 51 Volume Sales 2020-2030
Chart 52 Volume Sales by Category 2025
Younger Adults Embrace Cocktail-Inspired Launches to Diversify Choices
Chart 53 Forecast Volume Sales 2020-2030
Chart 54 Forecast Volume Sales by Category 2025-2030
Chart 55 Analyst Insight for Rtds
Diageo and Conaxess Trade Reinforce Leadership as Emerging Brands Build Awareness
Chart 56 Company Shares 2025
Chart 57 Brand Shares 2025
Grocery Chains Drive Growth through Bundled Promotions and Campaigns
Mix and Match Offers Attract Value-Focused Shoppers to Offline Stores
Chart 58 Economic Context for Rtds
Chart 59 Real Gdp Growth 2020-2030
Chart 60 Inflation 2020-2030
Chart 61 Consumer Context for Rtds
Chart 62 Population 2020-2030
Chart 63 Population by Generation 2025
Spirits in Denmark
Key Data Insights
Spirits Summary
Chart 64 Key Industry Trends for Spirits
Bottega Expands Cream Liqueurs to Attract Younger Consumers
El Tequileño Launch Lifts Tequila Sales and Image
Chart 65 El Tequileño elevates the image of tequila
Bottega Limoncino 0.0 Sparks Interest in Sober-Curious Options
Chart 66 Volume Sales 2020-2030
Chart 67 Volume Sales by Category 2025
Premium Spirits Attract Moderate Drinkers as Volume Dips
Chart 68 Forecast Volume Sales 2020-2030
Chart 69 Forecast Volume Sales by Category 2025-2030
Chart 70 Analyst Insight for Spirits
Diageo Expands Presence as Fragmented Rivals Lose Ground
Chart 71 Company Shares 2025
Chart 72 Brand Shares 2025
Grocery Chains Drive Spirits Sales through Heavy Promotions
Specialist Online Stores Accelerate E-Commerce Growth in Spirits
Bottega Entices Younger Adults with Dessert-Inspired Cream Liqueurs
Chart 73 Bottega's Cream Flavoured Liquor Appeals to Gen Z and Millenials
El Tequileño Premium Launch Elevates Tequila’S Image and Value
Bottega Limoncino 0.0 Expands Sober-Curious Choices with Non-Alcoholic Innovation
Chart 74 Economic Context for Spirits
Chart 75 Real Gdp Growth 2020-2030
Chart 76 Inflation 2020-2030
Chart 77 Consumer Context for Spirits
Chart 78 Population 2020-2030
Chart 79 Population by Generation 2025
Wine in Denmark
Key Data Insights
Wine Summary
Chart 80 Key Industry Trends for Wine
Bailly-Lapierre’S Value-Driven Sparkling Launch Shifts Drinking Occasions
Globus Wine’S Flavour-Led Sparkling Extensions Attract Younger Consumers of Drinking Age
Muri’S Non-Alcoholic Michelin Collaboration Redefines Premium Experiences
Chart 81 Muri offers "Michelin" star experience in non-alcoholic wine
Chart 82 Volume Sales 2020-2030
Chart 83 Volume Sales by Category 2025
Cremant and Prosecco Challenge Champagne’S Celebration Stronghold
Expanding Rosé and Non-Alcoholic Choices Redefine Drinking Habits
Sustainability and Packaging Innovation Drive Premium Value
Chart 84 Forecast Volume Sales 2020-2030
Chart 85 Forecast Volume Sales by Category 2025-2030
Chart 86 Analyst Insight for Wine
Globus Wine Strengthens Its Retailer Partnerships to Extend Its Lead
Chart 87 Company Shares 2025
Chart 88 Brand Shares 2025
Grocery Retailers Expand Online Presence to Boost Wine Sales
Muri’S Premium Non-Alcoholic Launch Reshapes Drinking Experiences
Globus Wine Expands Flavour-Led Sparkling Range to Capture Gen Z
Chart 89 Bubbly Fresca with Sweet Fruit Notes Appeals to Younger Consumers of Drinking Age
Bailly-Lapierre’S Value-Driven Cremant Launch Displaces Champagne
Chart 90 Economic Context for Wine
Chart 91 Real Gdp Growth 2020-2030
Chart 92 Inflation 2020-2030
Chart 93 Consumer Context for Wine
Chart 94 Population 2020-2030
Chart 95 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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