RIES: Saturated global spirits market prompts new brands to target younger generation
An analysis report by Ries Positioning Strategy & Consulting on the alcoholic spirits market has found that global consumption of spirits reached 21.4 billion liters in 2019. Over the past five years, the global spirits market has grown steadily at an average rate of 1.7% per year. At present, the world’s top three spirits categories are baijiu, whiskey, and vodka.