During the festive period, consumption of alcoholic beverages in Greece shows steady growth, a phenomenon linked both to increased social gatherings during winter holidays and to the long-standing presence of specific drinks at festive tables and social outings. According to available market data, despite shifts in consumer trends, whiskey and vodka continue to dominate festive demand, both through supermarket sales and on-site consumption in restaurants and hotels.
At the same time, however, notable changes in consumer trends have been recorded in recent years, gradually affecting the festive period as well. The so-called “early drinking” trend is gaining ground, with consumers choosing to go out earlier in the day and turning to beverages with lower alcohol content, cocktails and mixers. This shift particularly favors the wine category, with increased preference for rosé wines as well as sparkling wines.
Whiskey dominates alcoholic beverage sales in supermarkets
In supermarkets, whiskey continues to hold first place in sales by a significant margin. During the holidays, six out of ten bottles of alcoholic beverages sold belong to the whiskey category, confirming its dual role. On one hand, it serves as a classic gift choice, and on the other, as one of the most popular drinks for home consumption. Its strong presence is linked both to the wide range of options, from fairly common to premium labels, and to Greeks’ deeply established consumption habits.
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