Else Beekman
Spain saw a drop in the consumption of beer and spirits in 2024, according to industry figures published in recent days. Manufacturers largely attribute the decline of alcohol consumption to rising prices, following several years of inflation.
The volume of spirits sold fell by 3.7% last year, marking the second consecutive annual decline, said Bosco Torremocha, director of Espirituosos España, in the newspaper El Diario on Friday. He pointed to shifting consumer habits as a source of concern but emphasised that consumers remain loyal, despite the economic context. “We have managed, with great effort, to maintain the value at €7.2 billion,” he stated.
Torremocha also highlighted demographic changes as a contributing factor to the declining alcohol consumption. “The demographic pyramid has inverted,” he noted. Meanwhile, tourism continues to play a crucial role, with over 80 million visitors to Spain annually. “Hospitality and tourism remain vital,” he added.
In total, 180 million litres of spirits were sold in 2024, seven million fewer than in 2023. While sales of whisky and liqueurs such as tequila increased, other categories, including gin, recorded declines. Around 60% of spirits are consumed in hospitality venues, and over 30% of manufacturers’ revenues come from bars, clubs, and restaurants, reflecting what Torremocha described as “a way of life that Spaniards need, with regional particularities and moderation.”
Industry faces tariff uncertainty
The sector is also watching international trade tensions with growing unease. “There is fear, uncertainty. We need to see the real impact as negotiations continue,” Torremocha explained, referring to ongoing discussions between the US and EU over tariffs.
Despite these challenges, exports grew by 4.7% in 2024, exceeding €1 billion, with the US accounting for a quarter of that figure. “We have managed to consolidate markets. The US performed better than in 2023,” he said, though he acknowledged that stockpiling ahead of potential tariff hikes partly drove the increase. “Calls for negotiation are generating some confidence in the market.”
Political parties, including PSOE and PP, have expressed interest in assisting the sector in reaching a negotiated solution through collaboration with the Spanish government and the European Union. “The US remains the market with the greatest potential. There is no alternative that can replace it,” Torremocha warned.
Shifting consumer patterns
The industry is also observing a trend towards “premiumisation”, fewer drinking occasions but higher-quality choices, across all demographics. Aperitif and afternoon consumption have seen some growth, but overall consumption began 2025 on a negative note, impacted by spring rains and tariff concerns. “We need to reactivate consumption. Everything is more expensive than five months ago and five years ago,” Torremocha urged.
Beer consumption also in decline
Beer sales also fell, dropping 0.2% in 2024 to 38.6 million hectolitres, according to the Socioeconomic Report on the Beer Sector in Spain 2024, produced by Cerveceros de España and the Ministry of Agriculture, Fisheries and Food. This marks the second consecutive year of decline — a situation not seen since the 2008 financial crisis.
Economic uncertainty, inflation, and volatile international conditions explain this downturn, said Jacobo Olalla, director general of Cerveceros de España. He pointed to a sharp fall in the final quarter of 2024, particularly in central regions of the country.
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