ProSpirits Report 2026

The ProSpirits Report 2026 paints a clear picture of a market in transition: rather than growth, structural shifts, increasing competitive pressure, and changing consumer behavior are shaping the industry. Based on the assessments of more than 100 international industry experts, the report shows why stabilization is currently more important than expansion – and which factors will determine relevance in the future.

Between premiumization and price pressure, between the pressure to innovate and declining consumption, new rules are emerging: growth is shifting to no- and low-alcohol, RTDs, and new consumption occasions, while traditional categories are increasingly coming under pressure. At the same time, it becomes clear that not only products are competing, but entire consumption occasions must be rethought.

From market and consumer trends to key challenges and concrete strategic levers such as innovation, collaboration, and occasion building: this report delivers the decisive insights for all those who want not only to accompany the transformation of the spirits industry, but to actively shape it.

The white paper on the ProSpirits Report 2026 distills the key insights of a market in transition – precise, focused, and to the point. Instead of a comprehensive analysis, it delivers the strategic essence for those who want to quickly understand what matters now.

At its core are the decisive shifts: declining volumes, more selective consumption, and increasing competitive pressure beyond traditional categories. Growth is no longer broad-based, but selective – in no- and low-alcohol, new formats, and clearly defined consumption occasions.

The white paper shows which strategic levers now matter: relevance over reach, focus over breadth, resilience over short-term momentum. It highlights how business models, portfolios, and brands must realign to succeed in a fragmented market environment. For those who want not just to analyze, but to decide.