Global alcoholic drinks volumes registered a decline of 0.7 percent in 2015, entering negative territory for the first time in more than a decade, according to new research published by Euromonitor International, translating into a loss of 1.7 billion liters of alcoholic drinks volume sales since 2014.
The market analysis firm's data offered some sobering insights for global drinks companies on Thursday, with data confirming that global alcoholic drinks consumption declined in many countries in 2015, notably in anticipated growth markets China, Brazil and Russia.
The report noted that "historic growth narratives derailed due to the influence of macro headwinds hitting China, which recorded a 3.5 percent decline. Brazil and Eastern Europe showed further weaknesses, falling 2.5 and 4.9 percent, respectively."
While Western Europe and Australasia flatlined, North America's 2.3 percent growth "provided a shot of optimism in an otherwise sobering global landscape where even the potential of AMEA (Asia, Middle East and Africa) was diluted by currency volatility and commodity price fluctuations," the report said.