Total beverage alcohol (TBA) consumption volumes in the first six months of this year declined by 1% compared to the same period a year ago, according to IWSR’s mid-year data update for 20 key markets.
Despite the volume drop, TBA value in the six-month period – excluding baijiu in China, shochu in Japan, and other ‘national’ spirits- remained steady.
Several markets included in the update experienced substantial growth. TBA volume in India, for example, grew 7% in H1 2025 compared to the same period last year. In the premium-and-above price bands, volume growth in India was even stronger at 8%.
Other markets with TBA volume growth during the half-year include South Africa (+4%), Mexico (+2%), Thailand (+1%) and Colombia (+1%). These pockets of growth were offset by TBA volume declines in China (-2%), the US (-4%) and Germany (-5%).
In category terms, H1 2025 saw growth for RTDs, prosecco and several spirits subcategories, including Indian whiskey, Irish whiskey and bitters/spirit aperitifs.
Supported by strong consumer demand for convenience, flavour innovation and accessible price points, RTDs outperformed most beverage categories across the 20 key markets with H1 year-on-year volume growth of 3%. Volume growth for RTDs was notably strong in Brazil (+10%), South Africa (+9%), and India (+11%).
Steep declines in national spirits drove overall spirits volumes down by 2% in H1 2025. With national spirits excluded, however, overall spirits volumes increased by 1%.
Several spirits subcategories enjoyed strong volume growth in the half year. Indian whiskey surged 7% (mostly driven by domestic growth), while bitters/spirit aperitifs were up 3%. No-alcohol spirits volumes grew by 9% (albeit from a small base). Growth for no-alcohol spirits was strongest in Germany (+15%) and the US (+19%).
Irish whiskey enjoyed a 2% volume lift compared to the same period in 2024, but this was driven by strong growth outside its biggest market. The segment’s volumes were down by 1% in the US but up 8% in the UK, 23% in India, and 27% in Japan.
Growth continued for agave-based spirits in H1 2025 at 1%. Much of the performance was concentrated in the premium-and-above price bands, which enjoyed 2% growth over the same period last year.
Elsewhere, beer volumes dipped by 1%, led by a 2% decrease in the premium-and-above price tiers (mainly driven by a downturn in the US). A handful of markets saw growth in beer supported by strong value brands and select premium performers, including India (+7%), South Africa (+6%), Mexico (+2%) and Thailand (+2%).
The wine category continued to decline in H1, with overall volumes falling by 5%. However, prosecco continued to perform strongly across most markets, including France (+11%), the US (+2%), and Australia (+6%), buoyed by its affordability and connection to aperitivo culture.
“The current beverage alcohol landscape shows significant polarisation,” said IWSR‘s COO of research, Emily Neill. “RTDs are growing, but beer is softening. Spirits are resilient overall, but the fortunes of the different subcategories vary significantly. Apart from prosecco, wine is shrinking.
“Despite consistent volume pressures, especially in China and the US, pockets of growth are still evident in Mexico, South Africa and especially India. IWSR now forecasts India’s TBA volume to surpass Japan in 2027 and Germany in 2033.”
The H1 2025 data update covers the following markets: Australia, Brazil, Canada, China, Colombia, France, Germany, India, Italy, Japan, Mexico, the Netherlands, the Philippines, Poland, Russia, South Africa, Spain, Thailand, the UK and the US. Combined, these markets account for roughly 75% of global beverage alcohol by volume.
