Competitive Landscape
Diageo and Conaxess Trade Reinforce Leadership as Emerging Brands Build Awareness
RTDs in Denmark remain highly concentrated, with Diageo Danmark A/S commanding a 46% off-trade volume share and Conaxess Trade Denmark A/S holding 29% in 2025. Over the period from 2020 to 2025, the market has seen an increase in concentration at the top, as Diageo's share rebounded sharply from 37% in 2024 to 46% in 2025, while Royal Unibrew A/S, once a strong competitor, saw its share fall to 11% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs 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.
If you're in the RTDs 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 RTDs 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 RTDs in Denmark?
- Where is consumer demand for RTDs 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?
Rtds in Denmark - Category analysis
Key Data Insights
Rtds Summary
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
Funkin and Micropolis Redefine Cocktail Experiences to Win Younger Drinkers
Younger Adults Embrace Cocktail-Inspired Launches to Diversify Choices
Diageo and Conaxess Trade Reinforce Leadership as Emerging Brands Build Awareness
Grocery Chains Drive Growth through Bundled Promotions and Campaigns
Mix and Match Offers Attract Value-Focused Shoppers to Offline Stores
Alcoholic Drinks in Denmark - Industry Overview
2025 Developments
Key Data Insights
Thornæs Distillery Elevates Premium Whiskey to Counter Shifting Consumer Loyalties
Ish Spirits Redefine Non-Alcoholic Cocktails to Meet Evolving Lifestyle Demands
Premiumisation and Health Focus Reshape Consumer Spending
Retailers and Producers Invest in Innovation as Volume Contracts
Carlsberg Reinforces Leadership through Microbrewery Acquisition and Collaboration
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
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Country Reports Disclaimer
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our RTDs research and analysis database.
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