Select Country Report
2025 Developments
Alcoholic drinks in Latvia saw a sharper contraction in 2025 than in neighbouring countries, as volume dropped by 6% to 216 million litres and value slipped to EUR1.9 billion, despite a modest economic recovery. This unattractive environment reflects multiple converging pressures: rising excise taxes, unfavourable weather that curtailed outdoor and hospitality-driven consumption, persistent moderation in drinking habits, and ongoing demographic challenges. Success increasingly depends on strategic focus: brands need to emphasise premiumisation, product innovation, and targeted promotional activities, while adapting to a polarised landscape where premium and value-for-money offerings outperform mainstream options. The dominance of supermarkets and discounters, the resilience of specific products like brandy, and the shift towards lighter drinks such as white and sparkling wine underscore the importance of aligning with evolving consumer preferences and cost sensitivities in a mature, low-growth context.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Latvia 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 Latvia, 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 Latvia 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 Latvia?
- 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 Latvia?
- How are products distributed in Latvia?
- 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 Latvia
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Aldaris and Tervetes Build Loyalty as Mainstream Brands Lose Ground
Brandy Leverages Price Dynamics to Capture Share as Vodka Retreats
Cold Summer Suppresses Outdoor Drinking and Reshapes Consumer Habits
Chart 2 Cool Summer Dampens Alcoholic Drinks Sales
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Consumers Shift From Strong Drinks to Lighter Wines as Premium Cider Gains Appeal
Latvijas Balzams’ Instability and Cross-Category Innovation Create New Risks and Opportunities
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Chart 7 Analyst Insight for Alcoholic Drinks
Aldaris Leverages Promotions and Portfolio Breadth to Widen Its Lead
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Maxima and Rimi Drive Supermarket Dominance with Promotions and Product Range
Discounters and Supermarkets Adapt to Cost Sensitivity and Changing Habits
Maxima and Rimi Extend E-Commerce Reach as Online Shopping Mirrors Store Offers
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Premium Brands Capture Loyalty as Consumers Shift Preferences
Cold Summer Limits Outdoor Sales and Reshapes Product Demand
Chart 10 Economic Context for Alcoholic Drinks
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Beer in Latvia
Key Data Insights
Beer Summary
Chart 16 Key Industry Trends for Beer
Aldaris Gains From Loyal Premium Buyers as Value Beers Decline
Lager Holds the Largest Share as Non Alcoholic Beer Edges Upward
Mezpils Leverages Celebrity Tie-Up as Cold Weather Hits Sales
Chart 17 Premium Beer Proves More Resilient Amid Challenging Conditions
Chart 18 Volume Sales 2020-2030
Chart 19 Volume Sales by Category 2025
Premium Brands Sustain Value Growth as Mainstream Volumes Stagnate
Non Alcoholic Beer Gains Momentum as Manufacturers Intensify Marketing
Chart 20 Non-Alcoholic Beer Continues to Grow but Remains Niche
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Chart 23 Analyst Insight for Beer
Aldaris and Cesu Alus Build Dominance through Local and Global Brands
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Maxima and Rimi Drive Beer Sales with Promotions and Variety
Online Stores Extend Reach but Follow Supermarket Leadership
Aldaris Leverages Premium Loyalty as Value Brands Falter
Mezpils and Kronenbourg Drive Premium and Collaborative Launches
Premium and Non Alcoholic Launches Offset Volume Declines for Leaders
Chart 26 Economic Context for Beer
Chart 27 Real Gdp Growth 2020-2030
Chart 28 Inflation 2020-2030
Chart 29 Consumer Context for Beer
Chart 30 Population 2020-2030
Chart 31 Population by Generation 2025
Cider/Perry in Latvia
Key Data Insights
Cider/Perry Summary
Darza Sidrs and Somersby Defend Volume as Premium Options Emerge
Rekorderlig, Abavas and Darza Sidrs Seek Value in Premium Shift
Chart 32 Volume Sales 2020-2030
Chart 33 Volume Sales by Category 2025
Darza Sidrs and Mid-Priced Brands Support Moderate Recovery
Premium Offerings in the Horeca Create an Opportunity for Value Growth
Chart 34 Forecast Volume Sales 2020-2030
Chart 35 Forecast Volume Sales by Category 2025-2030
Aldaris and Cesu Alus Expand Share as Premium Shift Strengthens
Chart 36 Company Shares 2025
Chart 37 Brand Shares 2025
Maxima, Rimi and Lidl Drive Sales through Diverse Offers and Promotions
Maxima and Rimi Extend Digital Reach but Online Sales Remain Limited
Chart 38 Economic Context for Cider/Perry
Chart 39 Real Gdp Growth 2020-2030
Chart 40 Inflation 2020-2030
Chart 41 Consumer Context for Cider/Perry
Chart 42 Population 2020-2030
Chart 43 Population by Generation 2025
Rtds in Latvia
Key Data Insights
Rtds Summary
Cesu's 14% Sees Shrinking Share as Higher Alcohol Options Decline
Retail Restrictions From August Reshape Morning Purchasing Habits
Classic Cocktails and Sweet Innovations Sustain Appeal Amid Decline
Chart 44 Flavour Innovation in Rtds
Chart 45 Volume Sales 2020-2030
Chart 46 Volume Sales by Category 2025
Homemade Cocktails Limit Sweet Cocktail Sales as Demand Shifts
Spirit-Based Drinks Maintain Lead as Wine-Based Options Narrow the Gap
Bold Flavours and Product Innovation Boost Resilience against Declining Volumes
Chart 47 Forecast Volume Sales 2020-2030
Chart 48 Forecast Volume Sales by Category 2025-2030
Latvijas Balzams Strengthens Lead with Brand Innovation Amid Financial Challenges
Chart 49 Company Shares 2025
Chart 50 Brand Shares 2025
Maxima and Rimi Boost Sales with In-Store Promotions and Diverse Ranges
Supermarket E-Commerce Extends Reach but Remains Tied to Physical Store Brands
Chart 51 Economic Context for Rtds
Chart 52 Real Gdp Growth 2020-2030
Chart 53 Inflation 2020-2030
Chart 54 Consumer Context for Rtds
Chart 55 Population 2020-2030
Chart 56 Population by Generation 2025
Spirits in Latvia
Key Data Insights
Spirits Summary
Grand Cavalier and Imported Brandy Gain Traction as Vodka Falls
Brandy’S Dual Approach Appeals to Both Value and Premium Buyers
Rigas Balzams Faces Uncertainty as Bitters Diversify to Sustain Relevance
Chart 57 Non-Alcoholic Spirits See a Slow but Steady Increase in Popularity
Chart 58 Volume Sales 2020-2030
Chart 59 Volume Sales by Category 2025
Younger Consumers of Legal Drinking Age Shift to Rum and Premium Spirits
Brandy, Whisky and Bitters Adapt to Evolving Consumer Tastes
Chart 60 Forecast Volume Sales 2020-2030
Chart 61 Forecast Volume Sales by Category 2025-2030
Latvijas Balzams as Leverages Diverse Spirits to Sustain Dominance
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Maxima and Rimi Strengthen Reach with Broad Spirits Selection
Lidl Leverages Pricing and Promotions to Attract New Buyers
Maxima and Rimi Integrate Online and In-Store to Sustain Loyalty
Chart 64 Economic Context for Spirits
Chart 65 Real Gdp Growth 2020-2030
Chart 66 Inflation 2020-2030
Chart 67 Consumer Context for Spirits
Chart 68 Population 2020-2030
Chart 69 Population by Generation 2025
Wine in Latvia
Key Data Insights
Wine Summary
Amber Group Leverages Heritage Sparkling Wine to Capture Shifting Consumer Demand
Younger Consumers of Legal Drinking Age Switch to Lighter Wines as Red Wine Loses Appeal
Chart 70 Low-Alcohol Wine Is Gaining in Popularity
Cold Summer Curtails Outdoor Drinking and Dampens Wine Sales across All Age Groups
Chart 71 Volume Sales 2020-2030
Chart 72 Volume Sales by Category 2025
Sparkling Wine Producers Expand Dry Styles to Meet Shifting Demand
Producers Invest in Digital Engagement and Sustainable Packaging to Maintain Relevance
Chart 73 Forecast Volume Sales 2020-2030
Chart 74 Forecast Volume Sales by Category 2025-2030
Amber Group Builds on Heritage While Still Wine Remains Fragmented
Chart 75 Company Shares 2025
Chart 76 Brand Shares 2025
Maxima, Rimi and Lidl Boost Wine Sales with Promotions and Broad Ranges
Online Branches of Established Retailers Sustain Modest Digital Wine Sales
Lidl and Maxima Capture Value-Conscious Shoppers as Discounters Rise
Chart 77 Economic Context for Wine
Chart 78 Real Gdp Growth 2020-2030
Chart 79 Inflation 2020-2030
Chart 80 Consumer Context for Wine
Chart 81 Population 2020-2030
Chart 82 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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