French spirits sales continue to fall as consumer habits shift and exports decline

Sales of spirits in France have seen a significant decline across all distribution channels, including supermarkets, specialty liquor stores, bars, and duty-free shops. This trend was confirmed by the French Federation of Spirits (FFS), which cited customs data and market research from Nielsen IQ. In 2024, large and medium-sized retailers sold 247 million liters of spirits with at least 15% alcohol content. This figure represents a 3.8% drop compared to 2023 and marks the fourth consecutive year of declining sales volumes. The value of these sales also fell by 3.6%, reaching 4.9 billion euros, which is the first decrease in value since 2018.

Traditional spirits such as whisky and anise-based drinks, which account for more than half of supermarket sales, continued their downward trend. Premium brands also saw a decline, while white spirits used for festive occasions showed more resilience. The FFS noted that similar patterns were observed in bars and restaurants, where sales dropped by 2% to 20.8 million liters, far from the post-pandemic rebound seen in previous years.

The FFS attributed part of this decline to unfavorable weather conditions in 2024, which affected consumer habits. However, one notable exception was the spritz cocktail, which saw a sharp increase in popularity. Sales of spritz grew by 32% in value, making it the standout winner among aperitifs this year.

Thomas Gauthier, director general of the FFS, described the situation as a clear shift in consumer behavior that has been gaining momentum each year. He pointed out that all consumption indicators are down—whether looking at average consumption or breaking it down by gender or age group. Both moderate and excessive drinking have decreased. Gauthier also highlighted the rise of “absolute non-consumers,” people who do not drink alcohol at all in any setting and openly embrace this choice. This group now represents about 15% of the population.

The sector’s challenges are compounded by falling exports, which account for half its total value. Exports dropped by 12% in value in 2023 and by another 6.5% so far in 2024. In the first four months of this year alone, exports were down by 7.5%. The industry is awaiting decisions on ongoing trade disputes with China and the United States, which could further impact export performance.

In response to these difficulties, industry representatives are calling for fiscal and regulatory stability as the French government works to finalize its budget. The sector argues that stable policies are essential to help businesses adapt to changing consumer preferences and international market pressures. The current environment reflects a broader transformation in how French consumers approach alcoholic beverages, with health concerns and lifestyle changes playing an increasingly important role in shaping demand.