ProSpirits Business Reports 2025

Based on insights from over 200 industry professionals, the inaugural ProSpirits Report – The Future of Spirits provides a detailed examination of the industry's current landscape, the challenges on the horizon, and the opportunities for future growth.

At the moment, the spirits sector stands at a particularly dynamic crossroads. Rapid shifts in consumer drinking habits and the emergence of entirely new product categories — such as low- and no-alcohol spirits — are reshaping the market. In this evolving environment, access to reliable data and the exchange of insights have never been more essential for staying competitive.

Reaffirming its support for the spirits sector, ProWein, the world’s leading wine and spirits trade fair, commissioned the ProSpirits Report. The inaugural 2025 edition, The Future of Spirits, was developed under the leadership of Professor Dr. Simone Loose from Geisenheim University’s Department of Wine and Beverage Business Research. The report is the result of extensive research and industry collaboration. Dr. Loose and the ProSpirits team began by consulting with spirits professionals to identify the most critical topics for the study. The survey was then distributed among ProSpirits exhibitors and visitors, ultimately gathering responses from over 200 participants across 45 countries. The sample includes a diverse mix of businesses, from global corporations to smaller, locally focused enterprises.

Structured around four core themes, the ProSpirits Report 2025 covers:

• Current Conditions and Future Opportunities
• Emerging Trends in the Spirits Industry
• Expectations for Market Segments and Sales Channels
• Key Developments in International Spirits Markets

Responses regarding the current business situation were notably more optimistic than might be expected based on the prevailing sentiment within the industry. Overall, economic conditions were described as either satisfactory or good by the majority of participants. Notably, the spirits trade reported a slightly stronger economic position than producers and brand owners.
Looking ahead to 2025, both spirits producers and trade professionals express cautious optimism, with almost half anticipating an improvement in their economic situation.

When asked about the key opportunities for revenue growth in the spirits sector, optimism was again apparent. Innovation and premiumisation emerged as the two most important drivers of future growth, particularly for the spirits trade. Given the pressures of reduced consumer spending power and broader global economic challenges, successful businesses and entrepreneurs will need to act strategically to capture these opportunities.
In addition, producers identified further growth potential in expanding into new, emerging regions and diversifying across a broader range of sales channels.

Industry experts identified the low- and no-alcohol ‘spirits’ segment as the most important category for future growth. However, producers and trade professionals differ somewhat in their outlook on emerging trends. The spirits trade sees the greatest potential in rum (62%), whiskey (54%) and alcohol-free ‘spirits’ (53%), while spirits producers highlight strong prospects for low-alcohol ‘spirits’ (55%), ready-to-drink (RTD) beverages (53%) and alcohol-free ‘spirits’ (47%).

When asked for projections for 2030, experts estimate that alcohol-free ‘spirits’ could reach a median market share of 10% by volume and 8% by value. This is a remarkably high forecast, particularly given that the legal definition of spirits still requires the presence of alcohol. The strong expected demand in this segment further reinforces why innovation is widely regarded as the primary driver of future growth.

In terms of broader market dynamics, authentic storytelling and unique production methods are seen as the two most influential trends, cited by 61% of respondents. Regional identity follows closely, with 59% of experts identifying it as a key factor shaping the sector’s future. Craft and artisanal spirits (50%), mixology (48%) and ready-to-drink (RTD) beverages (40%) are also expected to play significant roles in the market’s development. By contrast, other topics currently under discussion in the industry, such as additive-free product alternatives, single-serve packaging and cannabis-infused beverages, are seen as less powerful drivers of future sales growth.

Young consumers, the so-called digital natives, are becoming an increasingly important target group for spirits producers and the trade. Reaching these consumers requires new forms of communication and engagement. A strong need to enhance digital operations — particularly in marketing — was highlighted by 70% of industry experts surveyed.
Almost two-thirds (64%) of respondents emphasised that improving digital marketing skills is essential for the industry to remain competitive and successful.
While there is still some hesitation around the role of artificial intelligence in building consumer relationships, Professor Dr Simone Loose notes that this is "a rapidly evolving field already being successfully adopted by other industries."

When asked about the expected development of different market segments over the next two years, the majority of both trade and producer respondents predicted relative stability. However, more respondents foresee a decline rather than growth across most segments. Premium spirits and low- and no-alcohol ‘spirits’ provided the strongest reasons for optimism, according to the survey findings.

The theme of digitalisation also features prominently in the chapter on Market Segments and Sales Channels. About half of the experts identified significant opportunities for digital platforms, particularly for mainstream spirits. In contrast, premium spirits continue to rely heavily on traditional specialist retailers and the on-trade, where consumers seek premium and luxury experiences. Additionally, digital direct-to-consumer channels are viewed by many industry experts as having strong growth potential for premium spirits, offering new ways to build closer, more personalised connections with customers.

When considering international opportunities, a strong majority of spirits producers (81%) identify expansion into new export markets as a key driver of future sales growth. However, the perceived ability to successfully enter new markets largely depends on a producer’s size and level of internationalisation. Smaller, locally focused producers face significantly greater challenges, as expanding abroad often requires navigating complex distribution networks and adapting to a wide range of regulatory environments.

In terms of market attractiveness, North America and Central Europe continue to be regarded as the most appealing regions for spirits exports. The United States (58%), Germany (49%) and the United Kingdom (36%) remain at the top of producers’ rankings for market potential.
Asia and India are also gaining importance, with China and Japan (both 35%) and India (31%) viewed as promising growth markets, closely followed by Hong Kong (26%), Singapore and South Korea (both 25%).
Interestingly, Africa (33%) is also attracting increased attention as a future growth region for spirits exports.

However, the emergence of global tariffs and escalating trade tensions introduces additional uncertainty and risk into producers’ export plans, highlighting the need for flexible strategies and robust market intelligence.

The industry has many headwinds ahead of it. But by sharing more data and knowledge, the industry will be far better equipped to successfully work through future challenges together, and harness opportunities to achieve their growth goals.

ProWein extends its sincere thanks to all participants of the inaugural ProSpirits Survey. The publication of the Pro-Spirits Report 2025 will be followed by the ProSpirits Business Talks – a platform for exchanging insights and perspectives with leading voices from the industry. We are already looking ahead to the next edition of the ProSpirits Survey in 2026.