Euromonitor International released new data on the global alcoholic drinks industry. In 2014, total volume growth remains subdued for a second consecutive year at 0.8 % reaching 252 billion liters.

North America has shifted back into focus with total volume growth at 1%, up from a meagre 0.3% in 2013. China grew 1.2% which is amongst the lowest growth since the 1990s, while Russia’s on-going macro and geopolitical stress has culminated in a decline of 6% in 2014. 

Key findings from our new alcoholic drinks research shows:

• The tradition from white to brown spirits continues as Bourbon, Irish and Japanese whiskeys steal the limelight from scotch with spectacular volume rates of 5, 8 and 7% respectively.

• In beer, craft offerings continue to rise across the globe while imported premium lager, ale and non-alcoholic variants were star performers.

• Cider enjoyed solid total volume growth of nearly 9% globally as Western European core markets take a back seat to growing North American success.

• Champagne remains challenged in its core Western European market as other sparkling wines capitalise on its demise.

“The seemingly unstoppable emerging market engine is beginning to stall,” says Spiros Malandrakis, Senior Alcoholic Drinks Analyst at Euromonitor International. “Geographic diversification—or lack thereof—remains one of the defining factors determining top line success or failure.”