Germany’s overall alcohol market declined sharply in 2025, driven by falling sales, the consumer shift towards moderation and cost-of-living pressuresSpirits brands are finding refuge in no- & low-alcohol offerings, lighter aperitifs, convenient RTD cocktails and resilient categories, such as tequilaJägermeister Orange has proven a game-changer for the historic German bitters, recruiting new consumers and broadening consumption occasionsProducers are attempting to modernise traditional domestic spirits, such as korn, using premium ingredients, contemporary positioning and new product fo
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- AB InBev
- Bacardi
- Campari Group
- Diageo
- Moët Hennessy
- Pernod Ricard
- Proximo Spirits
- Suntory Global Spirits
- William Grant & Sons
