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Competitive Landscape
Pernod Ricard Defends Leadership as Hijos De Rivera Expands with Spirits Acquisition
Spirits in Spain remained moderately concentrated, with Pernod Ricard España holding the largest total volume share of 19% in 2025, followed by Diageo España (14%) and Maxxium España (13%). This signals a competitive environment where a handful of multinational and domestic players exert significant influence.
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Overview:
Understand the latest market trends and future growth opportunities for the Spirits industry in Spain 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 Spain, 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 Spain 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 Spain?
- 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 Spain?
- How are products distributed in Spain?
- 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 Spain - Category analysis
Key Data Insights
Spirits Summary
Chart 1 Key Industry Trends for Spirits
Hijos De Rivera Leverages Premium Storytelling to Justify Price Premiums as Value for Money Remains a Key Consideration
Whiskies Enjoy Consumer Loyalty as Non Alcoholic Spirits Gain From Health and Wellness Trends
Heritage as a Driver of Premiumisation
Chart 2 Código 1530 Adds to High-End Tequila Offer
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Premium Brands Attract Experience Seekers as Value Options Retain Everyday Spend
Chart 5 Analyst Insight for Spirits
Whiskies Maintain Volume Lead as Non Alcoholic Spirits Drive Growth
Rtds Challenge Traditional Spirits as Polarisation Deepens
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Chart 8 Non Alcoholic Spirits Attract Flavour- and Health-Conscious Consumers
Pernod Ricard Defends Leadership as Hijos De Rivera Expands with Spirits Acquisition
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Discounters Attract Value-Seeking Shoppers with Low-Cost Offerings
Online Platforms Drive Growth for Niche and Premium Spirits Brands
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 Spain - Industry Overview
2025 Developments
Key Data Insights
Chart 17 Key Industry Trends for Alcoholic Drinks
Premium Choices Gain Traction as Inflation Drives Value Focus
Craft Beer and Non/Low Alcohol Options Capture Shifting Preferences
Patrón El Alto Taps Premium Demand as Moderation Reshapes Choices
Chart 18 Volume Sales 2020-2030
Chart 19 Volume Sales by Category 2025
Consumers Balance Moderation and Premium Choices as Spending Pressures Mount
Chart 20 Analyst Insight for Alcoholic Drinks
Non-Alcoholic Launches and Eco Innovation Reshape Brand Strategies
Chart 21 Non Alcoholic Innovation
Chart 22 Forecast Volume Sales 2020-2030
Chart 23 Forecast Volume Sales by Category 2025-2030
Mahou Drives Innovation in Rtds to Reinforce Its Lead
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Discounters Attract Cost-Conscious Shoppers as Inflation Bites
Tourism and Tradition Sustain On-Trade Dominance for Beer and Wine
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Patrón El Alto and Freixenet 0.0% Drive Premium and Non-Alcoholic Expansion
Chart 26 Premium Products Hit the Market
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
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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