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2025 Developments
Alcoholic drinks in Portugal faced a challenging year in 2025, as total volume shrank by 2% to 1.2 billion litres, contrasting with a 2% value increase to EUR8.6 billion, reflecting the dual influence of premiumisation and rising prices amid subdued economic growth and constrained household budgets. This performance mirrors wider regional moderation in drinking behaviour, as health concerns, price sensitivity, and evolving social habits drive fewer but higher-value drinking occasions, with at-home consumption displacing traditional on-trade venues. Although the environment is less attractive for pure volume growth, resilience in value and the dynamism of innovative segments such as RTDs and alcohol-free options present opportunities for brands able to balance premium offerings with value-led innovation. Success will depend on navigating polarised demand—capturing both the premium upgrade and the appeal of private label—while leveraging product innovation, new formats, and strategic channel investments, especially in supermarkets and emerging online touchpoints.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- 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 Portugal?
- How are products distributed in Portugal?
- 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 Portugal
2025 Developments
Key Data Insights
Pernod Ricard Drives Innovation in Rtds as Moderation Reshapes Consumption
Chart 1 Craft Breweries Launch 0% Alcohol Options
Praxis and 2 Corvos Expand 0% Beer to Attract New Drinkers
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Private Label and Premium Brands Drive Polarisation Amid Moderation
Chart 4 Forecast Volume Sales 2020-2030
Chart 5 Forecast Volume Sales by Category 2025-2030
Super Bock Group Extends Lead as Rtds and 0% Beer Drive Relevance
Chart 6 Company Shares 2025
Chart 7 Brand Shares 2025
Supermarkets Leverage Proximity to Maintain Off-Trade Dominance
Online Channels Attract Young Consumers of Legal Drinking Age, but Face Cultural Headwinds
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 8 Economic Context for Alcoholic Drinks
Chart 9 Real GDP Growth 2020-2030
Chart 10 Inflation 2020-2030
Chart 11 Consumer Context for Alcoholic Drinks
Chart 12 Population 2020-2030
Chart 13 Population by Generation 2025
Beer in Portugal
Key Data Insights
Beer Summary
Leading Players Leverage Returnable Packaging to Drive Consumer Engagement
Chart 14 Slow Clap Enters Non Alcoholic Beer
Dois Corvos Responds to Health-Driven Moderation with Non-Alcoholic Innovation
Chart 15 Volume Sales 2020-2030
Chart 16 Volume Sales by Category 2025
Tourism and Daily Gatherings Reshape Demand for Lighter Options
Players Expected to Focus on Adding Value to Maintain Profits
Chart 17 Forecast Volume Sales 2020-2030
Chart 18 Forecast Volume Sales by Category 2025-2030
Super Bock Group and Scc Reinforce Dominance through Brand Investment
Chart 19 Company Shares 2025
Chart 20 Brand Shares 2025
Supermarkets Capture Convenience-Seeking Shoppers with Wide Beer Choice
Offline Retailers Outpace E-Commerce as In-Store Impulse Wins
Chart 21 Economic Context for Beer
Chart 22 Real GDP Growth 2020-2030
Chart 23 Inflation 2020-2030
Chart 24 Consumer Context for Beer
Chart 25 Population 2020-2030
Chart 26 Population by Generation 2025
Cider/Perry in Portugal
Key Data Insights
Cider/Perry Summary
Chart 27 Central De Cervejas Rebrands Bandida Do Pomar
Somersby and Bandida Drive Growth with Innovation and Rebranding
Regular Options Remain Dominant as Lighter Alternatives See Gradual Adoption
Chart 28 Volume Sales 2020-2030
Chart 29 Volume Sales by Category 2025
Younger Adults Drive Demand as Flavour Innovation Accelerates Trial
Regular Options Sustain Leadership as Non Alcoholic Varieties Accelerate Growth
Rtds and Non Alcoholic Beer Intensify Competition and Redefine Drinking Occasions
Chart 30 Forecast Volume Sales 2020-2030
Chart 31 Forecast Volume Sales by Category 2025-2030
Somersby Leverages Strong Distribution While Bandida Refreshes Branding
Chart 32 Company Shares 2025
Chart 33 Brand Shares 2025
Supermarkets Expand Sales as On-Trade Attracts Younger Drinkers
Physical Outlets Retain Dominance as Online Sales Grow Slowly
Chart 34 Economic Context for Cider/Perry
Chart 35 Real GDP Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context for Cider/Perry
Chart 38 Population 2020-2030
Chart 39 Population by Generation 2025
Rtds in Portugal
Key Data Insights
Rtds Summary
Chart 40 Coca-Cola Enters Rtds
Coca-Cola and Pernod Ricard Boost Sales of Spirit-Based Rtds with New Launches
Sociedade Central De Cervejas Targets Older Consumers with Wine-Based Innovation
Chart 41 Volume Sales 2020-2030
Chart 42 Volume Sales by Category 2025
Pernod Ricard Leverages New Launches to Capture Lighter Drinking Occasions
Players to Drive Premiumisation through New Flavour Innovation
Chart 43 Forecast Volume Sales 2020-2030
Chart 44 Forecast Volume Sales by Category 2025-2030
Don Simon and Casal Garcia Defend Positions through Pricing and Variety
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Supermarkets Strengthen Reach as Physical Stores Drive Sales
Discounters Attract Value Seekers as Cost Pressures Persist
Online Channel Faces Hurdles as Delivery and Habits Limit Growth
Chart 47 Economic Context for Rtds
Chart 48 Real GDP Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Rtds
Chart 51 Population 2020-2030
Chart 52 Population by Generation 2025
Spirits in Portugal
Key Data Insights
Spirits Summary
Consumers Shift to Lighter Drinks as Health and Cost Concerns Rise
Whiskies Maintain Leadership as Volume Falls Amid Shifting Preferences
Chart 53 The Foxtale Launches 0% Option
Casa Redondo’S Alcohol-Free Gin and Coca-Cola’S Rtds Shape Drinking Habits
Chart 54 Volume Sales 2020-2030
Chart 55 Volume Sales by Category 2025
Diageo and Pernod Ricard Innovate with Flavours to Reach New Consumers
Premium Pricing and Health Trends Reshape Brand Strategies and Investment
Chart 56 Forecast Volume Sales 2020-2030
Chart 57 Forecast Volume Sales by Category 2025-2030
Diageo and Pernod Ricard Adapt to Share Erosion with Innovation
Chart 58 Company Shares 2025
Chart 59 Brand Shares 2025
Continente and Pingo Doce Expand Proximity Stores to Capture Shoppers
Lidl and Mercadona Leverage Omnichannel Investments to Boost Online Spirits Sales
Chart 60 Economic Context for Spirits
Chart 61 Real GDP Growth 2020-2030
Chart 62 Inflation 2020-2030
Chart 63 Consumer Context for Spirits
Chart 64 Population 2020-2030
Chart 65 Population by Generation 2025
Wine in Portugal
Key Data Insights
Wine Summary
Economic Pressures Hit Wine Sales
Chart 66 Producers Investing in Lighter Wine
Wineries Switch to Lighter and More Refreshing Options
Sustainability Concerns Inform Packaging Innovation
Chart 67 Volume Sales 2020-2030
Chart 68 Volume Sales by Category 2025
Producers Target Younger Adults with Low-Alcohol Innovation
Still Light Grape Wine Maintains Dominance as Sparkling Wine Accelerates
Bio and Tech Innovation Reshape Consumer Value Perceptions
Chart 69 Forecast Volume Sales 2020-2030
Chart 70 Forecast Volume Sales by Category 2025-2030
Primedrinks Expands Reach as Raposeira Joins Portfolio
Chart 71 Company Shares 2025
Chart 72 Brand Shares 2025
Supermarkets Attract Price-Sensitive Shoppers as Visits to Restaurants Decline
Producers Drive Online Sales as E-Commerce Gains Ground in Wine
Chart 73 Economic Context for Wine
Chart 74 Real GDP Growth 2020-2030
Chart 75 Inflation 2020-2030
Chart 76 Consumer Context for Wine
Chart 77 Population 2020-2030
Chart 78 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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