Noah Vinter
Alcohol is a popular drink worldwide, with global consumption in 2019 equating to 5.5 liters of pure alcohol per person aged 15 or older. Beer is the most consumed alcoholic drink globally, with production increasing by 1.3% in 2022 to 1.89 billion hectolitres. Baijiu, a Chinese liquor, had the highest sales in 2022, generating $95.21 billion, while Soju, a Korean liquor, is the most popular spirit brand worldwide, with 100.9 million 9-liter cases sold in 2022.
| Characteristics | Values |
|---|---|
| Worldwide consumption in 2019 | 5.5 litres of pure alcohol consumed per person aged 15 years or older |
| Average rate of consumption of alcohol per person | 5.5 litres a year |
| Consumption in North Africa and the Middle East | Particularly low, close to zero |
| Consumption in Europe | Higher, more than two-thirds of adults drink some alcohol |
| Consumption in the US, Canada, Australia, New Zealand, Argentina, and many European countries | Alcohol is responsible for around a third of all traffic deaths |
| Consumption in South Africa and Papua New Guinea | More than half of all traffic deaths are attributable to alcohol consumption |
| Most consumed alcoholic beverage globally | Beer |
| Most consumed spirit brand in the world | Jinro Soju |
| Country with the highest rate of alcohol consumption | Poland, dubbed the "Drunkest Country on Earth" |
| Average per-capita alcohol consumption in Poland | 11.63 litres |
| Percentage of adults in Poland who engage in binge drinking at least once a month | 35% |
| Country with one of the world's most consumed beers | Ireland, home to Guinness |
| Average per-capita alcohol consumption in Latvia | 13.09 litres in 2021 |
| Percentage of Latvians who report binge drinking at least once a month | 45% |
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What You'll Learn
- Beer is the most popular alcoholic beverage globally
- North America and Asia-Pacific are the biggest markets for alcoholic beverages
- Europe has the highest regional alcohol intake
- Men consume more alcohol than women
- Poland, Germany, and Ireland are among the countries with the highest alcohol consumption
Beer is the most popular alcoholic beverage globally
Alcohol is consumed worldwide, with around 2.3 billion people drinking it. On average, each person aged 15 or older consumed 5.5 litres of pure alcohol in 2019, a slight decrease from 5.7 litres in 2010. Beer is the most popular alcoholic beverage globally, driving the market for alcoholic beverages. Beer is the most popular drink in the Czech Republic, a country known for its beer culture and the creation of the pilsner style. Latvia, another country with a notable beer culture, has seen a significant increase in alcohol consumption in recent years, with nearly 45% of its population reporting binge drinking at least once a month.
Beer's dominance in the global alcohol market is not limited to Europe. In South Africa, beer is a significant beverage, with local brands such as Castle Lager and craft breweries contributing to its popularity. Similarly, in the United States, craft beer has seen a resurgence, with a microbrewery or a craft brewery opening every day on average. This trend is also observed in the rising popularity of mead, with a new meadery opening every three days in the US, according to the American Mead Makers Association.
While beer is the most popular alcoholic beverage globally, other drinks are also widely consumed. Soju, a Korean vodka-like drink, is the most popular spirit brand worldwide, with 100.9 million 9-litre cases sold in 2022. Soju's versatility, smoothness, and affordability contribute to its popularity. Cachaça, Brazil's national drink, is another notable alcohol with a global presence, especially as the main ingredient in the Caipirinha cocktail.
Regional preferences also play a role in alcohol consumption. In North Africa and the Middle East, alcohol consumption is generally low, while in Europe, more than two-thirds of adults drink alcohol. In the US, Canada, Australia, and many European countries, alcohol is responsible for about a third of all traffic deaths, highlighting the negative consequences of excessive drinking.
Overall, beer remains the most popular alcoholic beverage globally, driving market trends and consumption patterns. However, the diverse range of alcoholic drinks and regional preferences contribute to a dynamic and evolving global alcohol landscape.
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North America and Asia-Pacific are the biggest markets for alcoholic beverages
North America and Asia-Pacific are two of the biggest markets for alcoholic beverages. The former is projected to record a CAGR of 4.17% over the forecast period, while the latter is expected to register a CAGR of 5.22% during the 2025-2030 forecast period.
North America
The North American Alcoholic Beverage Market is witnessing an increase in per capita consumption, driven by the rising disposable income of its consumers. Beer is the most consumed alcoholic beverage in the region, with the United States being no exception. The beer market in the US has seen a heightened preference for flavoured and craft beers, especially by millennials, who constitute about 22% of the country's population. The demand for alcoholic beverages is also growing among American consumers due to changing demographics, with the country seeing an increase in the number of young adults.
The premium liquor segment in the region is also growing, particularly in darker spirits, like whiskey. However, Mexico is North America's most rapidly growing alcoholic beverage market, with a 41% increase in beer consumption between 2020 and 2021. North America is also seeing a trend towards low-alcohol beers and ciders, attributed to a growing awareness of alcohol unit consumption and a willingness to try new beverages.
Asia-Pacific
The Asia-Pacific Alcoholic Beverage Market is highly diversified due to variations in taste and cultural behaviours. The market is growing steadily due to the increased demand for premium alcohol, particularly among millennials who enjoy socialising over a drink without getting intoxicated. The region has also seen a rise in the number of nightclubs, bars, and pubs, which has stimulated the growth of the alcoholic beverage market.
The market size and forecasts are provided in terms of value (USD million) and are segmented by product type (beer, wine, and spirits), distribution channel (on-trade and off-trade), and geography (China, India, Japan, Australia, and the rest of the Asia Pacific). India could offer significant growth potential for beer, with per capita consumption at just 2.15 litres, which is far below the Asia Pacific average of 15.33 litres.
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Europe has the highest regional alcohol intake
Alcohol is consumed worldwide, but some countries have higher-than-average drinking rates. Europe has the highest regional alcohol intake, with an average of 9.2 litres of pure alcohol consumed per person per year. This is a decrease from 12 litres in 2000, but it is still the highest consumption rate globally. The WHO European Region covers 53 countries, including Russia and surrounding countries. In 2020, annual alcohol consumption in 36 European countries, including the EU, the UK, and EFTA, ranged from 1.2 litres in Turkey to 12.1 litres in Latvia, with an average of 9.5 litres.
Among the EU's "Big Four" in terms of economy and population, Germany had the highest alcohol consumption at 10.6 litres, followed by France at 10.4 litres and Spain at 7.8 litres. Latvia, a Baltic region country, has seen a significant spike in alcohol consumption in the last decade, jumping from 9.8 litres in 2010 to 13.09 litres per capita in 2021. The Czech Republic, known for its beer culture, is also among the top countries with the highest alcohol consumption.
Poland, another European country, has a rich history with alcohol, especially vodka. With Poland accounting for over a third of all vodka sales in the EU, alcohol has become ingrained in Polish culture. As of 2021, the average per-capita alcohol consumption in Poland was 11.63 litres, and 35% of adults engage in binge drinking at least once a month. Ireland, another European country with a celebrated history with alcohol, is known for its pubs and sought-after whiskies.
While Europe has the highest regional alcohol intake, there are concerns about the health risks associated with excessive alcohol consumption. According to the WHO, alcohol is the leading cause of death in Europe, causing almost 800,000 deaths per year. Noncommunicable diseases like heart disease, cancer, and respiratory issues account for most alcohol-related deaths. Despite these concerns, many European countries have been slow to implement WHO recommendations to reduce alcohol consumption.
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Men consume more alcohol than women
Alcohol is consumed worldwide, with an average consumption rate of 5.5 litres per person per year. Some countries, such as Ireland, Germany, and Poland, have higher-than-average alcohol consumption rates. While alcohol consumption is prevalent in many societies, there are notable gender differences in drinking patterns.
Historically, men have consumed more alcohol than women, and this trend has persisted for decades. However, the gap between male and female alcohol consumption has been narrowing over time. In 2016, worldwide, 54% of males and 32% of females aged 15 and older consumed alcohol. In the United States, 68% of males and 64% of females drank alcohol annually. Men tend to drink more frequently and in heavier quantities than women, with nearly three times the amount of pure alcohol consumption per year compared to women. Consequently, men experience more alcohol-related injuries and deaths, and a higher prevalence of alcohol-use disorders.
Several factors contribute to the higher alcohol consumption among men. One reason is the traditional association of alcohol consumption with masculinity and male-dominated spaces, such as pubs or bars. Additionally, men have been considered the primary targets of alcohol marketing, influencing their drinking habits. However, these gender norms are evolving, and women are increasingly consuming alcohol.
The narrowing of the gender gap in alcohol consumption is attributed to a combination of social, biological, and psychological factors. Socially, the changing gender roles and the increased marketing of alcohol to women have contributed to more women drinking. Additionally, women may be drinking to cope with stress, anxiety, and the pressures of balancing careers, caregiving, and social responsibilities. Biologically, women's bodies are affected differently by alcohol due to their higher body fat percentage and lower body water content, and lower production of the enzyme alcohol dehydrogenase (ADH), which breaks down alcohol. These factors contribute to women experiencing more dramatic physiological responses to alcohol and developing addiction and health issues more rapidly than men.
While the gender gap in alcohol consumption is narrowing, it is important to address the unique health risks associated with alcohol use for both men and women. Binge drinking, for example, can lead to serious negative consequences, including accidents, injuries, and long-term health problems for individuals of any gender.
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Poland, Germany, and Ireland are among the countries with the highest alcohol consumption
Alcohol is consumed all over the world, but some countries have higher-than-average drinking rates. Poland, Germany, and Ireland are among the countries with the highest alcohol consumption.
Poland has a rich history with alcohol, specifically vodka. As of 2021, the average per-capita alcohol consumption by Poles was 11.63 liters. Additionally, a report by the OECD found that 35% of adults in Poland engage in binge drinking at least once a month. This corresponds to drinking more than 80% of a bottle of wine or 1.5 liters of beer per occasion. Poland accounts for over a third of all vodka sales in the EU, and alcohol has become a significant part of Polish society and culture.
Germany also has a notable relationship with alcohol, particularly beer. Beer has been an important part of German history and culture for centuries. In 2021, Germany exported $1.38 billion worth of beer, making it the number one beer exporter in the world. This long-standing cultural relationship with beer has contributed to Germany's high alcohol consumption rate.
Ireland, too, has a celebrated history with alcohol. The Irish are known for their pub culture and their production of sought-after whiskeys. In 2019, the average person in Ireland aged 15 and over drank 11.7 liters of alcohol a year. According to data from 2021, 70% of Irish men and 34% of Irish women aged 15 and older are considered "hazardous drinkers." While Ireland has a strong drinking culture, it also has a relatively low prevalence of alcohol use disorder (AUD), estimated at 8.5% of the population.
While the average global alcohol consumption per person is 5.5 liters of pure alcohol per year, these three countries exceed this average, contributing to their reputation for high alcohol consumption.
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Frequently asked questions
Globally, beer drives the market for alcoholic beverages. Jinro Soju is the most popular spirit brand in the world, with 100.9 million 9-liter cases sold in 2022.
There is no definitive answer, but countries with high alcohol consumption rates include Ireland, Germany, Poland, Latvia, Lithuania, and the Czech Republic.
According to the World Health Organization, the average global alcohol consumption per person aged 15 and older was 5.5 liters in 2019, a decrease from 5.7 liters in 2010.
Alcohol consumption is influenced by various factors, including social engagement, bonding, and its link to celebrations and relaxation. Additionally, the increasing global young-adult demographic, high disposable income, and consumer demand for premium products also drive the market.
