Though 2017’s growth is very modest at 0.01%, it follows a decline of
-1.25% in 2016, which is a positive turnaround for the industry as a whole.
Wine contributed to the largest gain in global volume, followed by cider.
Spirits declined marginally due to losses in the CIS. Beer and mixed drinks
consumption continued to decline.
After a static year in 2016, still wine staged a comeback in 2017, gaining 12m
cases (+0.5%). Italy, Russia and the US were the top growth markets for still
wine, while the UK and France saw the largest declines. IWSR said these mature
wine markets are losing out to generational shifts in drinks choices; cider and
sparkling wine growth in the UK counteracted the decline of still wine, and in
France, beer consumption rose strongly.
The fastest-growing regions for spirits were Asia-Pacific and the Americas. The
continued growth of baijiu in China is the main contributor to the Asia-Pacific
volumes, but whisky also performed well in the region, adding 2.7m cases
between 2016 and 2017 (+1.2%). Similarly, whisky grew by 2.7m cases in the
Americas (+3.2%), and vodka adding 1.7m cases (+1.8%).
Agave-based spirits were the best-performing category in the region by
percentage growth, growing 5.3%, adding 1.4m cases. The CIS was the only region
to see a decline in spirits consumption, falling -7.6% (25.2m cases), due to
the decrease of vodka consumption in Russia and Ukraine. Government pressures
and generational shifts contribute to these ongoing declines.
In percentage terms, agave-based spirits were the fastest-growing category
globally (+5.2%), followed by gin and genever (+4.5%) and whisky (+2%). The US
was the largest-growth market for agave-based spirits and whisky, and the UK
was the largest-growth market for gin.
Beer returned to growth in the Americas, led by Mexico and Argentina, despite
continued declines in the US. Positive results in the Americas along with
strong growth in Africa, the Middle East and Europe helped to slow the global
decline of beer consumption.
Though cider growth in Europe has slowed, momentum in Africa and the Middle
East helped spur a 2.5% global volume increase. The mixed drinks market
declined by -1%, led by a slowdown in Asia-Pacific and further category
negative trends in the CIS and the Americas.