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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Strengthen dark spirits’ image as relaxing to boost usage
- Offer more affordable ways for people to try low-/no-alcohol versions
- Present mixed drinks/cocktails as perfect for a wide variety of occasions
- Market predictions
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THE MARKET
- Snapshot – market size and forecast
- Market size
- Value and volume sales of dark spirits and liqueurs prove volatile over 2019-25
- Graph 1: total volume sales of dark spirits and liqueurs, 2019-25
- Graph 2: total value sales of dark spirits and liqueurs, 2019-25
- Category value and volume sales fall, rise and then fall again from 2019-25
- Market forecast
- Value sales growth to pick up pace in 2027-28 with improved on-trade performance, then slacken off
- Graph 3: market size and forecast for total value sales of dark spirits and liqueurs, 2019-30
- Volume sales will pick up in 2027-28 with consumers’ improved finances; alcohol moderation trend will erode sales longer term
- Graph 4: market size and forecast for total volume sales of dark spirits and liqueurs, 2019-30
- Channels to market
- On-trade loses ground to off-trade in 2024-25 as consumers continue to economise
- Graph 5: total value sales of dark spirits and liqueurs, by on- and off-trade, 2023-25
- Retail market segmentation
- Whisky continues to lead the market but loses volume sales in 2024-25
- Graph 6: retail value sales of dark spirits and liqueurs, by segment, 2023-25
- Retail market share
- Leading whisky brands struggle in 2024-25
- Graph 7: retail value sales of whisky, by top five brands and own-label, 2022/23-24/25
- Jack Daniel’s and the Famous Grouse lead the whisky segment, but see lacklustre sales in 2024-25
- Own-label gains share from brands in 2024-25
- Baileys dominates the liqueurs category, but loses out to own-label in 2024-25
- Graph 8: retail value sales of liqueurs and others^, by top five brands and own-label, 2022/23-24/25
- Leading liqueur brands lose ground to own-label in 2024-25
- Market drivers
- Weak consumer confidence drives down category sales in 2024
- Graph 9: the financial confidence index, 2016-25
- Inflation for wine and spirits slackens off in 2024, but gains speed in 2025
- Graph 10: inflation in wine and spirits and all-items, 2021-25
- UK and US government policies add to the pressures on the industry
- Pub closures continue in 2024, with more predicted for 2025
- Increased alcohol moderation drives down category sales
- Graph 11: alcohol reduction and non-usage, 2022-25
- Projected growth in 20-34s will give some support to category sales
- Graph 12: trends in the age structure of the population, 2020-25 and 2025-30
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WHAT CONSUMERS WANT AND WHY
- Usage of dark spirits and liqueurs and frequency
- Six in 10 adults drink dark spirits, and half drink liqueurs
- Graph 13: usage of dark spirits and liqueurs, by type, 2025
- Under-35s and the financially better-off are the key drinkers of both dark spirits and liqueurs
- Graph 14: usage of dark spirits and liqueurs, by gender, age and financial situation, 2025
- Usage patterns for dark spirits and liqueurs vary by gender, age and financial situation
- Few people drink dark spirits or liqueurs neat
- Graph 15: drinking of different serves of dark spirits and liqueurs, by type, 2025
- Only a third of adults drink dark spirits or liqueurs weekly or more often
- Graph 16: frequency of drinking dark spirits and liqueurs, by age, 2025
- Qualities associated with mixed drinks/cocktails made with different types of dark spirits
- Need to boost dark spirits’ image as relaxing
- Link with low-key at-home occasions to strengthen relaxing associations
- Link with activities people do to unwind
- Promote long, chilled mixed serves to boost associations with refreshment
- Graph 17: views of mixed drinks/cocktails made with different dark spirits as refreshing, by type, 2025
- Bombay Sapphire depicts refreshment in its marketing
- Spotlight cocktails originating in hot climates
- Scope for more brands to explore chilled RTDs
- Most appealing flavours of liqueurs
- Liqueurs with coffee, citrus, exotic fruit and chocolate flavours each appeal to a third of liqueur drinkers
- Graph 18: most appealing liqueur flavours, 2025
- Increase the visibility of liqueurs and their flavours in retail
- Authenticity is key for liqueurs
- Offer liqueurs as part of authentic world cuisine experiences
- Fruit liqueurs appeal most to under-35s; coffee to over-55s
- Graph 19: preferred flavours of liqueurs, by age group, 2025
- Align with the iced coffee trend to engage younger adults
- Graph 20: interest in chilled coffee drinks which combine coffee with other drinks, excluding milk, (eg soft drinks, alcoholic drinks), by age group, 2025
- Link up with chocolate and coffee brands on liqueurs
- Behaviours relating to dark spirits and liqueurs
- Address the price barrier around low-/no-alcohol versions
- Smaller formats can help make low-/no-alcohol dark spirits and liqueurs more accessible
- Make judicious use of promotions to drive purchase of low-/no-alcohol ‘spirits’
- Attitudes towards dark spirits and liqueurs
- Present home-made mixed drinks/cocktails as suitable for ‘ordinary’ as well as special occasions
- Views of home-made mixed drinks/cocktails as only for special occasions will hinder overall dark spirits/liqueurs usage
- Suggest convenient solutions for people to enjoy mixed serves at home
- Align with consumers’ desire to make at-home meals more special
- Emphasise dark spirits’ indulgent qualities
- Graph 21: perceptions of mixed drinks/cocktails with dark spirits as indulgent, by spirit type, 2025
- Look to a wide range of usage occasions beyond parties
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INNOVATION AND MARKETING TRENDS
- Launch activity and innovation
- Low-/no-alcohol launches continue in 2024-25
- Further activity in limited-edition launches in 2025
- Spirits and liqueurs brands link up with celebrities
- Film/TV tie-in launches should appeal to dark spirits/liqueurs’ key users
- Fruit flavours remain a key flavour trend in 2025
- Sweet treat-inspired flavours continue to be popular for NPD
- Continued activity in dark spirits/liqueurs made with upcycled ingredients in 2025
- Advertising and marketing activity
- Ad spend drops by 24% in 2024
- Graph 22: total ATL, online display and direct mail advertising expenditure on dark spirits^ and liqueurs, 2022-25
- Brown Forman reduces ad spend by half
- Graph 23: total ATL, online display and direct mail advertising expenditure on dark spirits^ and liqueurs, by top five advertisers, 2022-25
- Jack Daniel’s highlights its heritage and links up with influencers
- Diageo emerges as the leading advertiser in 2024
- Drambuie’s ‘A Taste of the Unexpected’ campaign spotlights iced coffee serve
- Drambuie presents ‘Iced Espresso’ as an ideal way to intrigue dinner guests
- Courvoisier shifts focus to more casual drinking occasions
- Dark spirits brands continue to target Father’s Day
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APPENDIX
- Market definition – whisky
- Market definition – brandy/rum
- Market definition – liqueurs
- Supplementary market data
- Whisky value sales – brands
- Whisky volume sales – brands
- Whisky value sales – brand owners
- Whisky volume sales – brand owners
- Rum value sales – brands
- Rum volume sales – brands
- Rum value sales – brand owners
- Rum volume sales – brand owners
- Brandy/cognac/armagnac value sales – brands
- Brandy/cognac/armagnac volume sales – brands
- Brandy/cognac/armagnac value sales – brand owners
- Brandy/cognac/armagnac volume sales – brands
- Liqueurs value sales – brands
- Liqueurs volume sales – brands
- Liqueurs value sales – brand owners
- Liqueurs volume sales – brand owners
- Market forecast data and methodology
- Forecast methodology
- Market forecast and prediction intervals (value)
- Market forecast and prediction intervals (volume)
- Consumer
- Consumer research methodology
- Nielsen Ad Intel coverage
- Snoop SpendMapper methodology
- Abbreviations and terms
UK Dark Spirits and Liqueurs Market Analysis
The UK Dark Spirits and Liqueurs Market saw a decline in both value and volume sales from 2019 to 2025, driven by economic challenges, inflation, and growing alcohol moderation. While a slight recovery is expected in the medium term due to improved consumer finances, value sales in the dark spirits market and liqueurs market may grow due to inflation, but volume sales will remain hindered by continued alcohol moderation trends.
UK Dark Spirits and Liqueurs Market Trends
Consumers are opting for at-home cocktail making, with more than 50% choosing to make drinks at home instead of going out, driven by cost concerns.
Younger consumers (18-34 years) are the primary drinkers of both dark spirits and liqueurs, favouring mixed drinks over drinking them neat.
The alcohol moderation is rising, with many consumers reducing their alcohol intake, creating opportunity for low-/no-alcohol variants, though price remains a barrier.
Flavour experimentation demonstrates interests, with coffee, chocolate, and fruit-flavoured liqueurs appealing to different age groups, especially younger consumers and older adults (55+), presenting opportunities for brands in gaining the dark spirits and liqueurs market share.
About The Report
The UK Dark Spirits and Liqueurs Market Report 2025 provides valuable insights into the Dark Spirits and Liqueurs Market in the UK, offering a comprehensive analysis of market performance, consumer trends, and key drivers influencing the Dark Spirits and Liqueurs Market Size. It covers areas such as consumer preferences, alcohol moderation, flavour trends, and the impact of economic factors on sales. The Dark Spirits and Liqueurs Market Report includes data on usage patterns, demographics, retail and on-trade performance, as well as forecasts for future market performance. Companies in the alcohol and beverage industry, including manufacturers, marketers, retailers, and industry analysts, will benefit from the actionable insights and strategic recommendations to navigate market challenges and capitalize on emerging opportunities.
Key Topics Analysed in the Report
- The impact of the income squeeze on value and volume sales of dark spirits and liqueurs in the on- and off-trade
- Whether people associate mixed drinks/cocktails made with whisky, dark/golden/spiced rum or brandy/cognac/Armagnac with refreshment and relaxation
- Liqueur flavours of most appeal to consumers, including coffee, chocolate and fruit flavours
- Behaviours and attitudes relating to making mixed drinks/cocktails at home
- Trends in launch activity in the dark spirits and liqueurs category, and opportunities for further innovation
| Report Attributes | Details |
|---|---|
| Published Date | August 2025 |
| Data Range | 2019 – 2030 |
| Measurement Metrics | Revenue in £ |
| Country Focus | United Kingdom (UK) |
| Consumer Data | 1,917 internet users aged 18+, June 2025 |
| Number of Pages | 53 |
| Market Segmentation | Single Malt Whisky, Blended Scotch Whisky, Other Whisky or Bourbon, Dark/Golden/Spiced Rum, Brandy, Cognac/Armagnac, Cream-Based Liqueur, Other Liqueur. |
| Leading Companies | Jack Daniel’s, The Famous Grouse, Whyte & Mackay, Bell’s, Jameson, Baileys, Disaronno, Southern Comfort, Aperol, Jägermeister, William Grant & Sons, Brown Forman, Diageo, Ilva Saronno, Campari Group, Mast Jägermeister. |
Meet the Expert Behind the Analysis
This report was written by Alice Baker. Alice analyses and writes on the UK Food & Drink sector, having joined Mintel in January 2016. She has previously worked for the International Meat Trade Association and in local government. She holds a BA in History and an MA in History of Political Thought from University College London.
Growing alcohol moderation makes it essential to continue to develop low-/no-alcohol versions, but brands will need to address the price barrier to these variants.
Alice Baker
Food and Drink Analyst
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