Executive Summary 2
Beer: Big players move in on craft industry but this could be misguided 2
Spirits: Craft and premiumization driving spirits segment 2
Alcohol-free: Beverages are becoming increasingly popular as fewer young consumers drink alcohol 2
Wine: Market faces some significant climatic challenges 3
Beer: big players move in on craft industry but this could be misguided 7
Craft beer has been a sector of huge growth, but maturity is arriving 7
Beer volume sales are declining but beer dollar sales are increasing 8
Craft beer companies are hit hard when acquired 9
Craft beer companies are trying to fight takeovers by seeking funding 9
Big beer can end up killing their expensive new brands 10
Big beer should search for premiumization not craft 11
The rise of true or mass craft labelling 12
Cannabis is proving to be a potential substitute for beer 12
Constellation Brands begins the first of a wave of big beer moves into the cannabis sector 12
Spirits: Craft and premiumization driving spirits segment 14
Consumption is polarizing globally 14
Value is increasing ahead of volume 15
Increasing wealth concentration spurring demand for super premium 16
Craft beer revolution has spilled over into spirits 16
Smaller distilleries are impacting the market 16
Gin has grown in popularity in the UK16
Whiskey also a future trend in the UK17
Premiumization further driven by limited edition 17
Large brewers are increasingly involved in craft M&A 17
Brands behind gin revival acquired by multinationals18
Diageo investing in craft via Distill Ventures 19
Established brands are launching experimental products 19
Other spirits are now engaging in craft production 19
Diageo acquired Casamigos in 2018 19
Veganism trend will rise in spirits 19
Alcohol-free: beverages are becoming increasingly popular as fewer young consumers drink alcohol 20
A growing trend for less alcohol consumption with millennials 20
Health concerns from alcohol is a key driver for this trend 21
Soft drinks are not the solution in this particular case 22
Premiumization becoming more popular and offers a new solution for alcohol producers 22
Success of Fever Tree commensurate with gin's popularity in the UK22
At present alcohol replacement products are growing very well 23
Seedlip alcohol-free gin, hits the premium trend well 23
Alcohol-free craft beer is booming by adding more flavor to a traditionally poorly received segment 24
Big Drop Brewing offers a wide range of flavor alternative to alcoholic beer 24
Non-alcoholic wine options are becoming mainstream but there is room for more innovation 25
Other new options are developing for innovation from other forms of inhibition 25
Wine: Market faces some significant climatic challenges 27
Premium and fine wines segment is a good place to be but not forever 27
Canned wine is helping wine to appeal to younger consumers 28
Climate change concerns for the wine industry are significant 29
New countries are making progress in the wine market 30
China is heavily developing its wine market and has been highly awarded 31
Eastern European wine options are now much more attractive 32
English wine is developing due to climate and seasonal changes 33
Key Findings 35
Appendix 36
Sources 36
Further Reading 36
Ask the analyst 37
About MarketLine 37
Disclaimer 37

List of Figures
Figure 1: Beer consumption by continent, volume million liters 1999-2022 7
Figure 2: Growth between small and large US breweries compared 2017 &2 018 CE's (cases 24 12 oz bottles) 8
Figure 3: 2010-2017 Number of US craft beer companies acquired 9
Figure 4: Budweiser's Super Bowl advert 2015 10
Figure 5: US Beer sales volume 2017, million BBLS 11
Figure 6: Brewers Association independent craft seal 12
Figure 7: Global spirits market value 2013-2017, $bn and yearly growth 14
Figure 8: Global spirits market volume 2013-2017, billion liters and yearly growth 15
Figure 9: US spirits revenue by product tier, 2007 and 2017 15
Figure 10: UK gin manufacturers' sales and price per liter, GBPm, 2008-2017 17
Figure 11: Sipsmith gin products 18
Figure 12: Alcohol drinking habits in the UK 2005-2017 20
Figure 13: Heineken advertisement campaign “Moderate Drinkers Wanted” 21
Figure 14: Fever-Tree promotional material 23
Figure 15: Seedlip range of products 24
Figure 16: Big Drop Brewing range of craft non-alcoholic beers 25
Figure 17: Global wine volume liters, million, YoY growth by category 2008-2021 27
Figure 18: Global wine volumes by country 2007-2017 liters, million 28
Figure 19: Underwood wine in cans 29
Figure 20: Climate change effects on wine growing regions estimated 2050 30
Figure 21: Chinese wine production volumes 2007-2021 liters, millions 31
Figure 22: Top six countries by number of Grand Gold Medals awarded 2017 and 2018 32
Figure 23: Wineries launched in England 2016-2017 33
Figure 24: Chapel Down Winery Kent UK 34

Companies Mentioned