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2025 Developments
Alcoholic drinks in Norway demonstrated notable resilience in 2025, surpassing national economic growth with a 2% increase in total volume to 442 million litres and a 5% rise in value to NOK70.8 billion, reflecting a favourable environment for brands that prioritise premiumisation and innovation. Growth was underpinned by a decisive shift in consumer preferences toward non-alcoholic and low-calorie options, driving both product launches and retail strategies, as well as a marked acceleration in the uptake of RTDs and flavoured innovations. The landscape is increasingly competitive, with established players adapting through portfolio diversification, smaller entrants leveraging product novelty, and retail channels capitalising on convenience and aggressive pricing to expand reach. Companies that align with demands for moderation, unique flavour experiences, and sustainability, while investing in sophisticated alcohol-free alternatives and engaging digital channels, are best positioned to capture value as volume growth moderates. As traditional beer volumes soften, the most attractive opportunities are found in the growth of RTDs, cider/perry, premium and alcohol-free launches, and channel strategies that balance accessibility with premium positioning.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Norway 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 Norway, 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 Norway 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 Norway?
- 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 Norway?
- How are products distributed in Norway?
- 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 Norway
2025 Developments
Key Data Insights
Kiwi Drives Nolo Sales Growth through Aggressive Price Campaigns
Vinmonopolet Capitalises on Sober Curiosity with Its Expanding Nolo Range
Chart 1 Volume Sales 2020-2030
Chart 2 Volume Sales by Category 2025
New Launches Respond to Rising Demand for Low-Calorie and Alcohol-Free Choices
Chart 3 Forecast Volume Sales 2020-2030
Chart 4 Forecast Volume Sales by Category 2025-2030
Ringnes Sustains Leadership as Alpha Brands Fuels Innovation-Driven Competition
Chart 5 Company Shares 2025
Chart 6 Brand Shares 2025
Vinmonopolet Leverages Exclusivity to Reinforce Premium Positioning
Oda and Food Delivery Apps Drive Double-Digit Online Growth
Legislation
Legal Purchasing Age and Legal Drinking Age
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 7 Economic Context for Alcoholic Drinks
Chart 8 Real GDP Growth 2020-2030
Chart 9 Inflation 2020-2030
Chart 10 Consumer Context for Alcoholic Drinks
Chart 11 Population 2020-2030
Chart 12 Population by Generation 2025
Beer in Norway
Key Data Insights
Beer Summary
Kiwi Accelerates Nolo Adoption as Younger Shoppers Cut Alcohol
Mack Drives Lite Beer Sales as Calorie Concerns Reshape Habits
Players Expand Flavour and Nolo Portfolios to Win New Occasions
Chart 13 Volume Sales 2020-2030
Chart 14 Volume Sales by Category 2025
Ringnes Pivots to Lite Variants as Calorie Focus Grows
Small Breweries Adapt through Cost-Cutting and Export Strategies
Non/Low Alcohol Beer to Outpace Lager as Health Focus Drives Demand
Chart 15 Forecast Volume Sales 2020-2030
Chart 16 Forecast Volume Sales by Category 2025-2030
Chart 17 Health and Wellness Driving Nolo Trend
Ringnes Sustains Lead as Nolo and Lite Variants Reshape Demand
Chart 18 Company Shares 2025
Chart 19 Brand Shares 2025
Vinmonopolet Launches over 120 New Ipas to Attract Premium Shoppers
Wolt and Foodora Expand Delivery Options as New Players Join the Field
Chart 20 Economic Context for Beer
Chart 21 Real GDP Growth 2020-2030
Chart 22 Inflation 2020-2030
Chart 23 Consumer Context for Beer
Chart 24 Population 2020-2030
Chart 25 Population by Generation 2025
Cider/Perry in Norway
Key Data Insights
Cider/Perry Summary
Chart 26 Demand Grows for Low Calorie and Sugar Free Cider
Hansa Borg Drives Growth in Sugar-Free Options with New Launches
Norwegian Craft Cider Brands Win Acclaim through Heritage and Authenticity
Chart 27 Volume Sales 2020-2030
Chart 28 Volume Sales by Category 2025
Younger Adults Embrace Alcohol-Free Choices for Home and Social Occasions
Producers Respond to Flavour Experimentation and Demand for Transparency
Chart 29 Forecast Volume Sales 2020-2030
Chart 30 Forecast Volume Sales by Category 2025-2030
Hansa Borg Invests in Innovation to Defend Lead as Rivals Gain Share
Chart 31 Company Shares 2025
Chart 32 Brand Shares 2025
Vinmonopolet Leverages Local Craft and Exclusive Range to Dominate Sales
Oda’S Struggle Highlights E-Commerce’S Limited Impact on Cider Sales
Chart 33 Economic Context for Cider/Perry
Chart 34 Real GDP Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Cider/Perry
Chart 37 Population 2020-2030
Chart 38 Population by Generation 2025
Rtds in Norway
Key Data Insights
Rtds Summary
Chart 39 Nolo Trend Informs Innovation
Ringnes Boosts Sugar-Free Sales through Nolo Promotions and Innovation
Hansa Borg and Alpha Brands Expand Appeal through Rapid Flavour Launches
Chart 40 Volume Sales 2020-2030
Chart 41 Volume Sales by Category 2025
Younger Consumers of Legal Drinking Age Embrace Health-Focused Rtds with Innovative Flavours
Flavour Experimentation and Premiumisation Redefine Consumer Expectations
Chart 42 Forecast Volume Sales 2020-2030
Chart 43 Forecast Volume Sales by Category 2025-2030
Alpha Brands Accelerates Growth as Hansa Borg Defends Leadership
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Supermarkets Boost Sales with Increased Shelf Space and Summer Promotions
Oda’S Struggles Limit the Impact of Retail E-Commerce on Sales of Rtds
Summer Demand and Event-Led Sales Shape Channel Dynamics for Rtds
Chart 46 Economic Context for Rtds
Chart 47 Real GDP Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Rtds
Chart 50 Population 2020-2030
Chart 51 Population by Generation 2025
Spirits in Norway
Key Data Insights
Spirits Summary
Aker Brygge Leads Shift as Lighter Drinks Surpass Traditional Spirits
Ish and New Entrants Expand Non Alcoholic Spirits as Others Decline
Vinmonopolet Highlights Heritage as Norwegian Gin Joins Bestsellers
Chart 52 Volume Sales 2020-2030
Chart 53 Volume Sales by Category 2025
Akvavit and Nolo Launches Reshaping Drinking Occasions
Producers Accelerate Flavour Innovation and Embrace Transparency
Chart 54 Forecast Volume Sales 2020-2030
Chart 55 Forecast Volume Sales by Category 2025-2030
Diageo Capitalises on Innovation as Arcus Volume Declines Sharply
Chart 56 Company Shares 2025
Chart 57 Brand Shares 2025
Vinmonopolet Maintains Monopoly, Limiting Channel Shifts and Competition
Chart 58 Economic Context for Spirits
Chart 59 Real GDP Growth 2020-2030
Chart 60 Inflation 2020-2030
Chart 61 Consumer Context for Spirits
Chart 62 Population 2020-2030
Chart 63 Population by Generation 2025
Wine in Norway
Key Data Insights
Wine Summary
Premium Wine and Lighter Styles Gain Traction as Buyers Shift Habits
Chart 64 Consumers Seek Wine From Non-Traditional Countries
Health and Climate Concerns Drive Growth in Nolo and Still White Wine
Chart 65 Volume Sales 2020-2030
Chart 66 Volume Sales by Category 2025
Producers Accelerate Innovation in Alcohol-Free and Lighter Wine
Consumers Seek Sustainability as New Origins Gain Prominence
Chart 67 Forecast Volume Sales 2020-2030
Chart 68 Forecast Volume Sales by Category 2025-2030
Arcus Wine Loses Share as Lighter Styles Rise to Prominence
Chart 69 Company Shares 2025
Chart 70 Brand Shares 2025
Vinmonopolet Maintains Exclusive Control as Alternatives Remain Limited
Chart 71 Economic Context for Wine
Chart 72 Real GDP Growth 2020-2030
Chart 73 Inflation 2020-2030
Chart 74 Consumer Context for Wine
Chart 75 Population 2020-2030
Chart 76 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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- 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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