{"id":40757,"date":"2025-11-09T18:17:14","date_gmt":"2025-11-09T17:17:14","guid":{"rendered":"https:\/\/www.vinexposium.com\/?p=40757"},"modified":"2026-01-04T21:23:32","modified_gmt":"2026-01-04T20:23:32","slug":"a-european-market-in-full-transformation-key-findings-from-circanas-silent-revolution-of-beverages-study","status":"publish","type":"post","link":"https:\/\/www.vinexposium.com\/en\/actus\/industry\/a-european-market-in-full-transformation\/","title":{"rendered":"A European market in full transformation"},"content":{"rendered":"

Key findings from Circana\u2019s \u2018Silent Revolution of Beverages\u2019 study<\/span><\/h2>\n

Circana\u2019s latest analysis on the European wine and spirits market shows steady though uneven drops in alcohol consumption, as consumer behaviour reshapes drink culture<\/strong>.<\/p>\n

Europe\u2019s 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.<\/p>\n

According to Circana\u2019s Silent Revolution of Beverages analysis<\/strong>, which draws on consumer panel data and sentiment insights across Europe, the continent\u2019s out-of-home annual drinks market has reached \u20ac157 billion. The June 2025 report tallies an astonishing 50 billion beverages served in caf\u00e9s, restaurants, pubs and bars<\/strong>. Yet behind these impressive figures lies a deeper shift: alcohol is losing ground, while moderation and innovation are fuelling growth.<\/p>\n

Moderation rising, alcohol dropping<\/span><\/strong><\/h3>\n

The numbers tell a sobering story. Across Europe, alcohol consumption in food-service outlets fell by 6%, while retail volumes dropped by 1.7%, equivalent to 285 million fewer litres. Value sales also slipped, down 1.5% (around \u20ac1 billion) compared to last year.<\/p>\n

This is more than a temporary dip. It reflects a generational movement towards reduced alcohol intake, with younger Europeans leading the way<\/strong>. They are turning to beverages that are refreshing, healthier, and aligned with wellness culture. Retail sales of non-alcoholic drinks rose 5.5% in value (+\u20ac4 billion) and 2.3% in volume, representing an additional 1.5 billion litres sold.<\/p>\n

The cultural shift is unmistakable. From after-work mocktails to kombucha nights and CBD spritzes, drinking occasions are increasingly curated with moderation in mind. More than half of Europeans (55%) now expect non-alcoholic beer to be a standard option in bars and restaurants<\/strong> \u2014 a remarkable new consumer reality.<\/p>\n

\u201cConsumers still value conviviality, but they want it to be more flexible, personalised, and often lighter on alcohol.\u201d<\/strong><\/p>\n

\"\" Photo : (c) Adobe Stock<\/p>\n

Wines and spirits divide<\/span><\/strong><\/h2>\n

Within alcohol, the picture is uneven.<\/p>\n

Wine, long considered Europe\u2019s cultural anchor, is losing ground. Its heritage-rich image struggles to resonate with younger audiences who value novelty, functional benefits and visual appeal<\/strong>. Both volumes and values are falling, and while premium wines retain loyal customers, the mainstream market is shrinking. Spirits, however, show more resilience.<\/p>\n

The standout performer is ready-to-drink (RTD) cocktails<\/strong>, which grew 6.5% in value (+\u20ac145 million) and represent the only growth alcohol category.<\/p>\n

For spirits makers, innovation is paying off. New flavours, lower-alcohol formats, and collaborations with soft drinks are creating fresh momentum. For wine, the challenge is clear: how to reconnect with a generation that views beverages as tools of identity, wellness and self-expression.<\/p>\n

Wellness and digital revolutions<\/span><\/strong><\/h3>\n

Circana highlights that Europe\u2019s most dynamic beverage trends originate not in vineyards or distilleries but in caf\u00e9s and on TikTok. Colourful iced teas, fermented cold brews, ginger shots and \u201csmart sodas\u201d enriched with vitamins or prebiotics are reshaping menus. These drinks are designed to be photographed and shared online, as much as consumed.<\/p>\n

For 18\u201334-year-olds<\/strong>, beverages are no longer just thirst-quenchers \u2014 they are lifestyle accessories<\/strong>. As Edurne Uranga, VP of Foodservice Europe at Circana, explains that drinks today are about much more than quenching thirst. \u201cThey\u2019re a form of self-expression, a mood booster, and a way to support lifestyle goals.\u201d<\/p>\n

Blurring boundaries, new opportunities<\/span><\/strong><\/h2>\n

Circana underlines a critical point: category boundaries are dissolving. Alcohol brands are expan-ding into low- and no-alcohol variants, while soft drink companies are moving into traditionally alcoholic spaces with sophisticated, adult-oriented flavours.<\/p>\n

The trend is also visible at home. The rise of \u201cinsperiences\u201d \u2014 recreating out-of-home drinking rituals at home \u2014 has boosted sales of cocktail kits, barista-style beverages<\/strong>, and even virtual wine tastings. Consumers still value conviviality, but they want it to be more flexible, personalised, and often lighter on alcohol.<\/p>\n

\u201cBlurring category boundaries is becoming essential for growth,\u201d notes Ananda Roy, Senior Vice President of Global Thought Leadership at Circana.<\/p>\n

\u201cAlcohol brands are expanding into low and no-alcohol options to reach health-conscious and younger consumers, while soft drinks are pushing into traditional alcohol spaces.\u201d<\/p>\n

\"Un Photo : (c) Adobe Stock<\/p>\n

The challenge for wine<\/span><\/strong><\/h2>\n

For the wine sector, Circana\u2019s study is a clear wake-up call. Declining sales across Europe cannot be ignored \u2014 and without adaptation, wine risks losing its central place in European drinking culture.<\/p>\n

Opportunities do remain. Premiumisation continues to attract discerning consumers who value authenticity, heritage and craftsmanship. Ways to help reconnect with younger generations include innovation in packaging, smaller formats, alcohol-free extensions and storytelling that links wine to sustainability or creativity.<\/p>\n

Yet the competition is no longer just other wines or spirits. Today, wine competes with functional teas, RTD cocktails, and wellness-driven sodas that embody identity and lifestyle. To thrive, wine needs to present itself not only as a cultural treasure but as a relevant, versatile companion for modern life.<\/p>\n

A silent evolution<\/span><\/strong><\/h2>\n

Europe\u2019s drinks market is not shrinking \u2014 it is evolving. Consumers are not abandoning conviviality, but redefining it. They want drinks that deliver experiences, reflect individuality, and align with healthier living.<\/p>\n

For wine and spirits producers, the message is clear. Tradition remains a strength, but it must be paired with innovation and openness to crosscategory experimentation. Those who embrace moderation as an opportunity, rather than a threat, will be best placed to succeed in this new era.<\/p>\n

Because in 2025, Europeans are not drinking less. They are drinking differently.<\/p>\n

About the Study<\/span><\/strong><\/h2>\n

Circana\u2019s Silent Revolution of Beverages analysis<\/strong> draws on CREST\u00ae consumer panel data and Foodservice Consumer Sentiment insights for the first half of the year to June 2025, covering the UK, France, Spain, Italy and Germany.<\/p>\n

About Circana<\/span><\/strong><\/h3>\n

Circana est un leader des technologies, des donn\u00e9es et des solutions d\u2019intelligence artificielle<\/strong> appliqu\u00e9es aux biens de grande consommation, aux produits durables et \u00e0 la distribution. Sa plateforme Liquid Data\u00ae, fond\u00e9e sur six d\u00e9cennies d\u2019expertise et des algorithmes pr\u00e9dictifs, aide ses clients \u00e0 comprendre les comportements, optimiser leur performance et acc\u00e9l\u00e9rer leur croissance.<\/p>\n

\u00c0 propos de J\u00e9r\u00e9my CAMPY<\/span><\/strong><\/h3>\n

Fort de plus de vingt ans d\u2019exp\u00e9rience<\/strong> dans les m\u00e9dias digitaux, les contenus \u00e9ditoriaux et la communication de marque, J\u00e9r\u00e9my Campy<\/strong> \u00e9volue \u00e0 la crois\u00e9e du journalisme et de l\u2019innovation digitale. Sp\u00e9cialis\u00e9 d\u00e9sormais dans le secteur des vins et spiritueux, il a fond\u00e9 Do You Speak Wine, un studio de communication consacr\u00e9 \u00e0 la voix et \u00e0 la visibilit\u00e9 des producteurs et des institutions. Il est \u00e9galement r\u00e9dacteur en chef de \u00ab Voice of the Industry \u00bb, le magazine \u00e9ditorial publi\u00e9 par Vinexposium.<\/p>\n","protected":false},"excerpt":{"rendered":"

Key findings from Circana\u2019s \u2018Silent Revolution of Beverages\u2019 study Circana\u2019s latest analysis on the European wine and spirits market shows steady though uneven drops in alcohol consumption, as consumer behaviour reshapes drink culture. 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