Beer consumption in Mexico rose steadily in 2024 as the growing popularity of premium brands enhanced the perception of this beverage. Beer is no longer perceived as a low-cost beverage in Mexico and is increasingly positioned as a good alternative to wine or cocktails. Consumption occasions have also increased as beer gains popularity with more women. The latter has been driven by the growing availability of light beers, such as Michelob, Amstel Ultra, Heineken Silver, and Corona Light, that of

Beer in New Zealand saw a marginal drop in off-trade volume sales and strong decline in on-trade volume sales in 2024. Only dark beer, dominated by ale, which overtook lager as the largest category during the review period, posted positive, if marginal, growth in total volume sales in 2024. While health and wellness considerations are seeing consumers drink less, cost-of-living pressures amplified the drop in consumption in 2024. In an effort to balance budgets, households across the country hav

Volume sales of beer decreased in Ireland in 2024, impacted by the broader decline in alcohol consumption. This decline is driven by growing health consciousness, legislative measures, and shifting social habits, particularly among younger generations. The continued closure of pubs and restaurants, due to rising operating costs and reduced consumer spending in the on-trade channel, is further dampening sales. However, as overall consumption falls, many consumers are trading up to higher-quality

Following a period of contraction, total volume sales of beer in Hungary recorded marginal growth in 2024. This modest recovery was primarily supported by two diverging trends: premiumisation and the increasing appeal of non-alcoholic alternatives. As inflationary pressures persisted throughout the year, consumers became more discerning in their spending, shifting their focus from quantity to perceived quality and value. Many opted to reduce the frequency of their purchases while choosing premiu

Beer volume sales in Bulgaria registered most growth in 2024, supported by a growing preference for lower-alcohol drinks and an extended, hotter summer season that encouraged greater consumption. In addition, the country's legal drinking age population remained relatively stable after years of decline, while inbound tourism exceeded outbound travel, further boosting domestic consumption.

Beer remains the most widely consumed alcoholic beverage in Guatemala. Its broad price range makes it accessible to consumers across all income levels, while a variety of styles - from lighter to stronger options - caters to diverse tastes and preferences. Additionally, the country’s warm climate reinforces beer’s popularity, making it a refreshing and versatile choice for nearly any occasion.

Total volume sales of beer in Finland continued to decline in 2024. Younger adults often opted for trendier RTDs, while others shifted to non/low alcohol alternatives. In 2024, when considering the main categories, non/low alcohol beer registered the highest total volume sales growth. This trend reflected a growing health consciousness and a desire to consume less alcohol overall, especially among younger adults. In addition to the sober-curious trend, on-trade sales faced competition from the o

Beer sales in Bolivia experienced strong volume growth in 2024, driven by a reduction in contraband and consumer migration from other alcoholic drinks. With the high exchange rate, the illegal market lost its price advantage, leading to a significant decline in smuggled beer across all segments - from premium to economy brands. As the cost of acquiring US dollars rose, smuggling became less profitable, prompting many informal operators to reduce their activity or exit the market altogether. Lega

Beer in Greece registered fast total volume sales growth in 2024. It remained the largest category in alcoholic drinks and posted fast growth in both on- and off-trade volume sales at the end of the review period. Off-trade volume growth was faster than on-trade volume growth in 2024, albeit from a slightly lower base. This was due to an increase in home consumption amidst heavy strain on disposable income, with inflation having a significant impact on discretionary spending. Meanwhile, beer ben

Volume sales of beer recorded a double-digit decline in 2024. The recession imposed by the government on middle- and lower-income socioeconomic groups was evident in the decline in purchases at supermarkets and traditional stores. Prices doubled, while salaries barely returned to the previous year's levels in real terms. This, combined with the increasing costs of services in the average consumption basket, left little room for buying food, drinks, and other essentials.

While alcoholic consumption remained low in Algeria in 2024, beer registered healthy volume growth, Beer also continued to be the most popular alcoholic drink and also outperformed other alcoholic drinks, partly due to its more affordable pricing. That being said, though inflation reduced, it was still an issue, and this dampened volume growth to an extent, with many consumers avoiding on-trade channels in particular, where beer is more expensive. Domestic mid-priced beer continued to dominate v

The beer market in Bosnia and Herzegovina was relatively saturated in 2024, resulting in minimal volume growth. This stagnation was further impacted by the lingering effects of inflation and moderate price increases across all beer categories. While mainstream beers face limited opportunities for significant expansion, niche varieties such as dark beer are experiencing the fastest growth, driven by their underdeveloped presence.

Beer in Denmark witnessed further decline in volume sales over 2024, driven by falling consumption of lager. Standard lager remains the largest category in beer, but its appeal is waning. Younger generations are shifting towards higher quality beer and premium experiences, with quantity becoming less important to Danes. The consumption of domestic mid-priced lager is already very high, and the market is mature, offering little scope for future growth. There has been movement from here to differe

Beer continued to be the most popular alcoholic drink in the Dominican Republic by far and registered healthy volume growth in 2024. Its affordability compared to other alcoholic drinks supported volume sales. A particularly warm summer also contributed to volume growth, as beer is seen as a refreshing drink. Mid-priced beer continued to account for most volume sales, though imported premium beer registered the highest volume growth.

There was a fall in volume sales of beer in Ecuador in 2024. Both economic and social factors led to this decline. The price of beer increased, due to an increase in both the Special Consumption Tax (ICE) and VAT. ICE increased from USD13.08/l to USD13.28/l on January 1, 2024. Additionally, to address the fiscal deficit, VAT increased from 12% to 15% in April 2024. In addition, with continuing unrest, curfew were imposed for parts of the year and there was also continuous blackouts, because of

Growth in total volume sales of beer in Azerbaijan in 2024 was up on that recorded in 2023. This was primarily thanks to the alleviation of pricing pressures and increased discretionary spending by consumers amidst falling inflation and other favourable macroeconomic indicators. Frequent new launches, sustained investment in marketing activities and improvements in distribution coverage for various brands also helped to lift overall demand. These factors had a particularly positive impact on on-

Volume sales of beer continued with positive growth in Colombia in 2024, with various factors supporting this performance, alongside beer being the largest category in alcoholic drinks. On one side, affordability and low alcohol content compared to other alcoholic drinks, coupled with the high temperatures recorded during the year in most Colombian regions, and sports events like the football playoffs for FIFA World Cup 2026, have fostered gatherings with friends and family to watch the games —

Volume sales of beer (being only non-alcoholic beer) maintained positive volume growth in Saudi Arabia in 2024, at a slightly stronger level of growth than seen in 2023, albeit still at relatively low levels. Overall, it is noted that sales remain based on seasonality and socially-driven demand.

Over the review period, demand has gradually shifted towards higher-alcohol beers, exemplified by the popularity of Sakara 15% in both 500ml can and bottle formats. These products are particularly sought-after in tourist areas and among younger urban consumers in Cairo and other major cities. Nonetheless, standard 5% beers, such as Stella and Heineken, continue to hold strong appeal – especially among older and higher-income demographics and within e-commerce, where they remain in high demand. O

Beer consumption in the Czech Republic continued its gradual decline in 2024. This downward trend was largely influenced by reduced on-trade consumption, as consumers grappled with higher prices in bars and restaurants due to inflation and increased operating costs. Household budgets remained under pressure following two years of high inflation and a persistent rise in the cost of living. Despite this, a long and exceptionally hot summer provided a partial offset to declining sales, as warm weat

Total volume sales of beer in Cameroon declined in 2024 as a result of a drop in production by Société Anonyme des Boissons du Cameroun (SABC) and Union Camerounaise de Brasseries, which were faced with escalating costs for raw materials, energy, and gas, as well as regular cut to the electricity supply, which damaged equipment. The impact of these power cuts also affected local suppliers, leading to shortages of brands like Guinness, Chill, and Isenbeck. The refusal of the Ministry of Trade to

Total volume sales of beer remained in a negative slump in Canada in 2024, due to overall trends affecting alcohol consumption. Notably, beer is facing rising competition from RTDs and non-alcoholic alternatives. Within this environment, players are attempting to revitalise sales through targeted product launches, such as seen with Carlsberg Canada's 1664 Rosé and Molson Coors' Madrí Excepcional, although these initiatives have yet to reverse the overall decline.

Beer consumption in Costa Rica experienced a slight decline in 2024, particularly in the latter part of the year, when heavy rainfall and flooding dampened sales. Despite this, beer remains the largest category within the alcoholic drinks market. Its enduring popularity is largely attributed to the country’s tropical climate, with beer commonly enjoyed as a refreshing beverage. It is also viewed as one of the most cost-effective drink options, frequently supported by price promotions, especially

In 2024, total volume sales of beer in South Korea saw a solid increase, with a better performance than in the previous year. In 2022 and 2023, off-trade sales declined and on-trade sales increased, in a post-pandemic correction as consumers returned to drinking outside the home. However, in 2024 this trend stabilised, with off-trade and on-trade sales seeing similar growth rates. Nevertheless, on-trade sales did not return to the pre-pandemic level even in 2024, as a higher number of consumers