A European market in full transformation

Key findings from Circana’s ‘Silent Revolution of Beverages’ study Circana’s latest analysis on the European wine and spirits market shows steady though uneven drops in alcohol consumption, as consumer behaviour reshapes drink culture. Europe’s drinks landscape is in the midst of a transformation that would have been almost unthinkable a decade ago. Long dominated by the traditional choices of wine, beer and spirits, the market is now being redrawn by health-conscious consumers, digital culture and new ideas about what it means to enjoy a drink. According to Circana’s Silent Revolution of Beve...