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Competitive Landscape
Diageo Expands Presence as Fragmented Rivals Lose Ground
Spirits in Denmark remains highly consolidated, with the top five companies accounting for nearly 70% of total off-trade volume share in 2025. Diageo Danmark A/S leads with a 22% share, followed by Just A/S, Hans at 14%, and Pernod Ricard Denmark A/S at 13%.
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Overview:
Understand the latest market trends and future growth opportunities for the Spirits 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 Spirits 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 Spirits 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 Spirits in Denmark?
- Where is consumer demand for Spirits 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?
Spirits in Denmark - Category analysis
Key Data Insights
Spirits Summary
Chart 1 Key Industry Trends for Spirits
Bottega Expands Cream Liqueurs to Attract Younger Consumers
El Tequileño Launch Lifts Tequila Sales and Image
Chart 2 El Tequileño elevates the image of tequila
Bottega Limoncino 0.0 Sparks Interest in Sober-Curious Options
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Premium Spirits Attract Moderate Drinkers as Volume Dips
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Chart 7 Analyst Insight for Spirits
Diageo Expands Presence as Fragmented Rivals Lose Ground
Chart 8 Company Shares 2025
Chart 9 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 10 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 11 Economic Context for Spirits
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Spirits
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Alcoholic Drinks in Denmark - Industry Overview
2025 Developments
Key Data Insights
Chart 17 Key Industry Trends for Alcoholic Drinks
Thornæs Distillery Elevates Premium Whiskey to Counter Shifting Consumer Loyalties
Chart 18 Premium Danish heritage whiskey from Thornæs Distillery
Ish Spirits Redefine Non-Alcoholic Cocktails to Meet Evolving Lifestyle Demands
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Premiumisation and Health Focus Reshape Consumer Spending
Retailers and Producers Invest in Innovation as Volume Contracts
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Chart 23 Analyst Insight for Alcoholic Drinks
Carlsberg Reinforces Leadership through Microbrewery Acquisition and Collaboration
Chart 24 Company Shares 2025
Chart 25 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 26 Ish Spirits Launches Non-Alcoholic Ish Espresso Martini
Chart 27 Economic Context for Alcoholic Drinks
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Alcoholic Drinks
Chart 31 Population 2020-2030
Chart 32 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
Country Reports Disclaimer
The following categories and subcategories are included:
Spirits
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- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- 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
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- 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
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitions
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This report originates from Passport, our Spirits research and analysis database.
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