Lena Savoie
Alcohol is a popular beverage worldwide, with different countries and regions having their preferences. For instance, ouzo is the national drink of Greece, while baijiu is China's national drink. In Japan, whisky and shochu are ubiquitous. When it comes to the most popular alcohol globally, vodka and whiskey are well-represented, with Smirnoff being the most popular vodka, and Johnnie Walker being a popular Scotch whisky. Rum is also widely consumed, with Bacardi being the most popular rum brand globally, founded in Cuba in 1862. Other popular rum brands include Tanduay from the Philippines, which has held the title of the world's most popular rum for over five years. Emperador from the Philippines is the world's favourite brandy, while San Miguel gin is the planet's best-selling gin.
| Characteristics | Values |
|---|---|
| Most consumed alcoholic drink in the world | Beer |
| Global beer production in 2022 | 1.89 billion hectolitres |
| Global wine consumption in 2022 | 232 million hectolitres |
| Most consumed spirit in the US | Vodka |
| Number of 9L cases of vodka sold globally in 2022 | 28.1 million |
| Most popular spirit brand in the world | Jinro Soju |
| Number of 9-liter cases of Jinro Soju sold worldwide in 2022 | 100.9 million |
| Global alcohol consumption in 2019 | 5.5 liters of pure alcohol consumed per person aged 15 or older |
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What You'll Learn
Vodka's popularity
Vodka is one of the world's most popular spirits, especially in the US, where it has been the best-selling spirit since 1976. In 2021, around 78.1 million cases of vodka were sold in America, and in 2022, 28.1 million 9L cases were sold globally. Vodka's popularity can be attributed to its versatility and perceived lack of flavour, making it a popular choice for cocktails.
Despite its popularity, vodka is not well-liked by many bartenders, who view it as a lack of seriousness. Vodka's neutral flavour profile can be seen as a direct affront to the mission of many mixologists, who aim to create unique and complex cocktails. However, vodka's simplicity also makes it a versatile spirit that can be enjoyed in a variety of ways, such as the popular Moscow Mule.
The most popular vodka brand in the world is Smirnoff, which sold 24.4 million 9-liter cases in 2024. Smirnoff has been a well-known vodka brand for a long time, as it was the vodka of choice for Russian royalty before the Russian Revolution and later became the first vodka distillery in the US. Other popular vodka brands include Absolut, Grey Goose, and Ukrainian brand Nemiroff, which saw a double-digit increase in sales in 2024.
While vodka remains popular, it faces competition from other spirits such as tequila and bourbon, which have been gaining attention in the US. Additionally, the overall volume sales of vodka from 2023 to 2024 were relatively flat, indicating a plateau in some markets. Despite these challenges, vodka continues to be a successful spirit globally, with new brands like Husky from Siberia entering the market and gaining popularity.
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Beer's global demand
Beer is the most consumed alcoholic beverage in the world. In 2022, global beer production increased by 1.3% year-on-year to 1.89 billion hectolitres. The beer market worldwide is projected to grow by 2.08% from 2025 to 2029, resulting in a market volume of $367.8 billion in 2029. From 2024 to 2034, the market is expected to grow at a compound annual growth rate of 2.7%, reaching $873 billion by 2034.
The Asia-Pacific region is expected to dominate the beer market during the forecast period, driven by a robust expansion of local breweries and the presence of international beer brands. China, in particular, leads the world in beer consumption and production, producing over 359 million hectolitres of beer in 2020, 86% more than the United States. Beer is deeply ingrained in Chinese culture, commonly consumed during urban nightlife and traditional festivities, contributing to the high demand.
The beer market is experiencing several changes due to intense competition and a decrease in the growth rate of loyal consumers, who are becoming more health-conscious. As a result, there is rising demand for low-alcohol and non-alcoholic beers, with breweries introducing new products to cater to this growing segment. Additionally, craft beers are gaining popularity, driven by a preference for artisanal and locally-produced products and a desire to support small businesses.
The leading companies in the global beer market include AB InBev, Heineken Holding, Kirin Holdings, and Asahi Group Holdings. While AB InBev topped the ranking in sales, Corona from Grupo Modelo had the largest brand value at over $19 billion in 2024.
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Wine tourism
While beer is the most consumed alcohol worldwide, wine tourism has seen a significant boost in popularity. Wine tourism, or enotourism, is a relatively new form of tourism that has seen exponential growth in the first two decades of the 21st century. The rising demand for premium and luxury wines has been a key factor in driving this growth.
Europe is home to a variety of renowned wine tourism destinations, including Bordeaux in France, Emilia-Romagna in Italy, Mosel Valley in Germany, Rioja in Spain, and Douro Valley in Portugal. Bordeaux, in particular, is considered by many to be a wine tourism capital of the world. Catalonia in Spain has also emerged as a popular enotourism destination, marketed as an alternative to the traditional beach vacations for which the country is known.
Outside of Europe, India boasts several wine tourism destinations, including Sula Vineyard, Samba Wine, Chateau d'Ori in Nasik, Maharashtra, and Grover Vineyard in Nandi Hills, Karnataka. The annual Famous Winefest in Sula, held every February, is a notable event in the Indian wine tourism calendar. Georgia, considered the cradle of wine with a winemaking history of over 8,000 years, offers a unique wine tourism experience centered around ancient traditions such as qvevri winemaking and Rtveli, the traditional grape harvest festival.
The United States has also witnessed a significant number of wine travelers, with 27 million American leisure travelers engaging in culinary or wine-related activities. Wine tourism websites like WineTourism.com and WineEnthusiast.com provide resources for planning winery adventures and discovering top wine regions and tasting rooms worldwide.
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Gin's versatility
While beer is the most consumed alcohol globally, gin's popularity is driven by its versatility and taste. In fact, gin is so versatile that it can be enjoyed in a variety of ways, from dry martinis to refreshing gin and tonics. Gin is made by distilling a neutral grain alcohol or a base spirit with juniper berries and a collection of bespoke botanicals, which gives the gin its distinct flavour.
The versatility of gin is further enhanced by the different types of gin available, such as London Dry, Old Tom, sloe, and genever. These styles offer a range of flavour profiles, from spicy and citrusy to floral and bright, ensuring there is a gin to suit every taste preference. The versatility of gin also extends to the wide range of cocktails it can be used in, including martinis, Negronis, and gin and tonics.
Additionally, gin's versatility is demonstrated by its ability to complement a wide range of aromas and infusions. For example, gin can be infused with strawberry or raspberry, resulting in a sweet and fruity flavour profile. Alternatively, gin can be infused with pink grapefruit or redcurrants, creating a more sour and dry taste. The versatility of gin is also evident in the way it can be enjoyed neat, on the rocks, or mixed with other beverages.
The popularity of gin has seen several notable explosions over the years, with the effects of the 18th-century "gin craze" famously captured in Hogarth's satirical artwork, "Gin Lane". More recently, the lifting of a centuries-old ban on small-scale distilling in the UK in 2009 fuelled a huge boom in "craft gin", leading to record sales between 2015 and 2019.
While gin may not be the most consumed alcohol globally, its versatility in terms of flavour, style, and mixology ensures it remains a popular choice for many consumers.
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Whiskey's premium status
While beer is the most consumed alcoholic drink in the world, vodka and whiskey are the most well-represented spirits among the top 30 liquors worldwide.
Whiskey, in particular, has a premium status due to its intricate production process, unique flavour profiles, and the skill and craftsmanship required to create it.
Firstly, whiskey's premium status is closely tied to its production process. It begins with a premium distillate, which forms the foundation of the spirit. The distillate is then transformed by a Master Blender or Whiskey Master, who employs their expertise to experiment with different techniques, casks, and locations to layer flavours and create a complex and detailed flavour profile. The cask or barrel in which the whiskey is matured plays a crucial role, contributing to around 60-80% of its flavour. The treatment of the cask, including its previous contents, greatly influences the final product.
Secondly, whiskey's premium status is enhanced by its unique flavour profiles. Whiskey is known for its versatility, pairing well with various mixers such as ginger ale, ginger beer, cola, lemonade, and soda water. It can also be enjoyed neat or on the rocks, highlighting its pure flavours. American whiskey, for example, includes styles like Rye and Tennessee whiskey, each with distinct characteristics. Rye whiskey offers a spicier kick, while Tennessee whiskey is known for its sweet, smoky notes.
Lastly, whiskey's premium status is underpinned by the skill and craftsmanship of its producers. Creating a premium whiskey requires a deep understanding of wood, cask treatment, styles, sizes, and the liquids previously held in those casks. This knowledge, combined with time, resources, and experience, results in intricate flavour profiles and a considered mouthfeel that harmonise to create a luxurious drinking experience.
The rising demand for premium and luxury alcoholic beverages, coupled with consumers' increasing disposable income, has contributed to the growth of the ultra-premium spirits category, with whiskey being a prominent player.
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Frequently asked questions
Beer is the most consumed alcoholic drink in the world. In 2022, global beer production increased by 1.3% to 1.89 billion hectolitres.
Jinro Soju is the most popular spirit brand in the world. In 2022, 100.9 million 9-litre cases were sold worldwide.
Vodka is the most consumed spirit in North America and has been since 1970. In 2021, 78.1 million cases of vodka were sold in the US.
Aperol is a popular Italian bitter aperitivo. It has seen a rise in popularity in the US and is often used in Aperol Spritz.
Wine consumption has decreased in China since 2018, losing an average of 2 million hectolitres per year. However, the popularity of sake is growing among the younger generation and upper class.
