The Per capita expenditure on Beer segment in Greece reached USD 258.13 in 2025
The indicator recorded a historical growth (CAGR) of 9.31% between 2022 to 2025, and is expected to decline by...
GlobalData projects the indicator to decline at a CAGR of...
Beer segment in Greece
The beer & cider market consists of the retail sale of beer and cider. The beer segment consists of ale, dark beer, lager, stout, flavored beer, wheat beer, beer mixes, and seasonal beer. The cider segment consists of apple cider, flavored cider, pear cider, and seasonal cider.
The authorities imposed strict lockdown measures in March 2020 and banned non-essential movement to prevent the spread of COVID-19. These restrictions were gradually relaxed from May 2020. However, the country entered a second lockdown in November 2020 as infected case numbers started to rise. The authorities lifted the second lockdown in early 2021 but kept curfews and some restrictions in place. As a result, the beer and cider sector’s sales suffered owing to restrictions on on-premise channels for most of 2020.
Category segmentation
The Beer market is categorized into five major segments – Standard lager, Premium lager, Low/no alcohol, Ales, stouts & bitters, and Specialty beer. Lager dominated the beer category, accounting for the majority share of the overall beer volume in 2020.
Health and wellness trends aid the growth of non-alcoholic drinks
Increased numbers of Greek consumers were moving towards healthier consumption by either cutting back on their general alcohol consumption or by consuming non-alcoholic drinks. This change in consumption behavior was triggered by the growing health and wellness trend in Greece, which was further accelerated by the COVID-19 pandemic. Concurrent with this trend, non-alcoholic beers in 2020, while other strength bands recorded double-digit volume declines. Manufacturers need to focus on offering non-alcoholic drinks produced with natural and organic ingredients, with added value such as low-calorie content, no added sugar, or gluten-free variants to target increasing health-conscious consumers.
Price segmentation
The demand for the discount price segment was more resilient compared to other segments due to the hampered economic recovery and increased concerns over job losses and personal financial conditions among most consumers amid the pandemic. Mainstream was the most prominent price segment in the beer & cider sector, accounting for a large share of volumes in 2020. The segment recorded a steeper decline in its super premium products as Greek consumers avoided spending on non-conventional products amid economic uncertainties in 2020. In addition, a fall in tourist visits adversely impacted this segment.
Who are the leading players?
Athenian Brewery
Athenian Brewery was the leading company in Greece, accounting for more than half of the sector’s volume in 2020. The company, headquartered at Egaleo, Athens, Greece, is a subsidiary of the Heineken NV in Greece. The company offers several brands such as Alfa, Amstel, Heineken, Mamos, Fischer, Orchard Thieves, and Sol. The company distributes its products to retailers, restaurants, hotels, and private clubs.
Olympic Brewery
Olympic Brewery is a subsidiary of the Carlsberg Group in Greece. The company, headquartered at Nea Kifissia, Attica, Greece, is a producer and marketer of alcoholic beverages in Greece. Olympic Brewery was the second-leading company in the Greek beer & cider sector in 2020.
Hellenic Breweries Of Atalanti
The company markets its products under various brands such as Pils Hellas, EZA Z, Berlin, Blue Island, Odyssey, and Gulden Draak. The company is also involved in the private label bottling business and is one of the biggest producers of private label beers in Greece.
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