The vodka market - Germany

1.1 Definition and scope of the study

Vodka is a clear, unflavored spirit distilled from grain, potatoes or other plant materials. It is a popular beverage consumed neat as well as in cocktails and mixed drinks .

In the global market, the vodka sector is experiencing continuous growth. According to forecasts, the global vodka market will reach a market volume of around xx billion US dollars by 2028. This corresponds to an annual growth of about 3.9% in the period from 2018 to 2028."[Mordor Intelligence] In 2021, Russia was the most important export country for vodka in the world. With an export volume of about 110,500 tons, the country supplied a significant amount of the spirit abroad. At the same time, the U.S. imported the largest amount of vodka in the same year. With over 132,000 tons, the U.S. market was the largest buyer of imported vodka.[UN Comtrade]

The German market is also experiencing solid growth and is expected to account for a significant share of the global market, with approximately 78.1 million bottles of 0.7-liter vodka sold in food retail outlets in 2021.[BSI]

The competitive landscape of the vodka market pits both international and domestic companies against each other. World-renowned vodka brands such as Absolut, Smirnoff, Grey Goose and Belvedere dominate the market, while there are also a large number of regional and artisanal vodka producers focusing on niche markets or specific target groups.