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Europe Alcoholic Drinks Packaging Market Analysis- Industry Size, Share, Research Report, Insights, Covid-19 Impact, Statistics, Trends, Growth and Forecast 2024-2032

Published Date: April, 2024
Base Year: 2023
Delivery Format: PDF+ Excel
Historical Year: 2017-2023
No of Pages: 178
Forecast Year: 2024-2032

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Market Overview

The European alcoholic drinks packaging market has witnessed significant growth in recent years. Alcoholic beverages are an integral part of the European culture and lifestyle, contributing to the high demand for diverse packaging solutions. Packaging plays a crucial role in preserving the quality, extending shelf life, and ensuring safe transportation of alcoholic drinks. This market overview provides insights into the meaning of alcoholic drinks packaging, key market insights, drivers, restraints, opportunities, and regional analysis.


Alcoholic drinks packaging refers to the materials and containers used to store, protect, and promote various alcoholic beverages, including beer, wine, spirits, and liqueurs. It involves the design, production, and distribution of packaging solutions that meet the specific requirements of the alcoholic drinks industry. Packaging serves multiple purposes, including product differentiation, brand promotion, convenience, and compliance with regulatory standards.

Executive Summary

The European alcoholic drinks packaging market is experiencing steady growth due to the rising demand for alcoholic beverages, changing consumer preferences, and the introduction of innovative packaging solutions. The market is characterized by a wide range of packaging materials, including glass, metal, plastic, and paperboard, each offering unique benefits and features. The competitive landscape is highly fragmented, with both established players and new entrants competing for market share.

Europe Alcoholic Drinks Packaging Market

Key Market Insights

  1. Growing Demand for Sustainable Packaging: Consumers are increasingly conscious of the environmental impact of packaging. As a result, there is a rising demand for sustainable and eco-friendly packaging materials and solutions.
  2. Emphasis on Brand Differentiation: Alcoholic drinks manufacturers are focusing on packaging design and aesthetics to differentiate their products and create a strong brand identity in a competitive market.
  3. Shift towards Premium Packaging: With the growing trend of premiumization in the alcoholic drinks industry, there is an increased demand for high-quality packaging materials that reflect the premium nature of the products.
  4. Technological Advancements: Packaging manufacturers are leveraging technological advancements, such as smart packaging and augmented reality, to enhance consumer engagement and provide interactive experiences.
  5. Regulatory Compliance: Alcoholic drinks packaging must adhere to various regulatory requirements related to labeling, nutritional information, alcohol content, and responsible drinking messaging.

Market Drivers

  1. Increasing Consumption of Alcoholic Beverages: Europe has a strong culture of alcohol consumption, leading to a consistent demand for alcoholic drinks packaging.
  2. Evolving Consumer Preferences: Consumers are seeking convenience, portability, and visually appealing packaging solutions that enhance their overall drinking experience.
  3. Growing Craft Beer and Spirits Industry: The rise of craft breweries and distilleries has created opportunities for innovative and customized packaging solutions to cater to niche markets.
  4. E-commerce Boom: The growth of online alcohol sales has necessitated packaging that ensures product integrity, protection during transit, and an engaging unboxing experience.

Market Restraints

  1. Environmental Concerns: The use of non-recyclable or non-biodegradable packaging materials raises environmental concerns and poses challenges for the industry.
  2. Stringent Regulations: Alcoholic drinks packaging must comply with strict regulations regarding labeling, warning messages, and health-related information, which can increase compliance costs.
  3. Volatile Raw Material Prices: Fluctuations in the prices of packaging materials, such as glass, metal, and plastics, can impact the overall profitability of alcoholic drinks packaging manufacturers.

Market Opportunities

  1. Sustainable Packaging Innovations: The demand for eco-friendly packaging solutions presents opportunities for companies to develop sustainable alternatives, such as biodegradable materials, refillable containers, and lightweight packaging.
  2. Customization and Personalization: Offering customizable packaging options allows brands to connect with consumers on a more personal level, catering to individual preferences and creating a sense of exclusivity.
  3. Growing Demand for Ready-to-Drink (RTD) Cocktails: The rising popularity of RTD cocktails creates opportunities for innovative packaging formats, such as single-serve cans or pouches, to cater to on-the-go consumers.

Market Dynamics

The European alcoholic drinks packaging market is dynamic, influenced by evolving consumer preferences, technological advancements, sustainability considerations, and regulatory changes. The market is driven by the increasing consumption of alcoholic beverages, the demand for premium packaging, and the need for differentiation in a crowded market. However, challenges related to environmental concerns, stringent regulations, and fluctuating raw material prices impact market growth.

Regional Analysis

Europe can be segmented into several regions, including Western Europe, Eastern Europe, Northern Europe, Southern Europe, and Central Europe. Each region has its unique market dynamics, consumption patterns, regulatory landscape, and packaging preferences. Western Europe, comprising countries like Germany, France, and the United Kingdom, represents a significant market for alcoholic drinks packaging due to its large consumer base and thriving alcoholic beverages industry.

Competitive Landscape

The European alcoholic drinks packaging market is highly competitive, with numerous key players and local manufacturers competing for market share. Major companies operating in the market include XXX, XXX, and XXX. These companies focus on product innovation, sustainability, and strategic partnerships to gain a competitive edge.


The market can be segmented based on packaging material, which includes glass, metal, plastic, and paperboard. Glass packaging is widely used for wine and premium spirits due to its aesthetic appeal and ability to preserve product quality. Metal packaging, such as aluminum cans, is popular for beer and ready-to-drink cocktails due to its durability and recyclability. Plastic packaging offers convenience and portability, especially for single-serve beverages. Paperboard packaging is used for packaging wine and spirits gift sets, providing an elegant and eco-friendly solution.

Category-wise Insights

  1. Beer Packaging: Beer packaging represents a significant segment in the European alcoholic drinks packaging market. It includes cans, bottles, kegs, and pouches. The trend of craft beer has led to the adoption of unique and visually appealing packaging designs.
  2. Wine Packaging: Wine packaging involves glass bottles, bag-in-box containers, and alternative materials like PET bottles. The demand for sustainable wine packaging, such as lightweight glass and eco-friendly closures, is on the rise.
  3. Spirits Packaging: Spirits packaging includes glass bottles, decanters, and luxury packaging options. Premiumization and brand storytelling are crucial in this segment, with a focus on unique bottle shapes, intricate labels, and premium materials.

Key Benefits for Industry Participants and Stakeholders

  1. Market Expansion Opportunities: The growing demand for alcoholic beverages and evolving consumer preferences create opportunities for packaging manufacturers to expand their market presence.
  2. Increased Revenue: By offering innovative and customized packaging solutions, companies can differentiate themselves and command premium prices, leading to increased revenue.
  3. Sustainable Brand Image: Embracing sustainable packaging practices enhances brand reputation and attracts environmentally conscious consumers.
  4. Collaboration and Partnerships: Collaborating with alcoholic drinks manufacturers, retailers, and suppliers allows packaging companies to develop tailored solutions that meet specific requirements and foster long-term relationships.

SWOT Analysis


  • Established market players with extensive experience and expertise in alcoholic drinks packaging.
  • Wide range of packaging materials and formats to cater to diverse consumer preferences.
  • Strong demand for alcoholic beverages in Europe, creating a stable customer base.


  • Environmental concerns associated with non-recyclable packaging materials.
  • Compliance with stringent regulations can increase operational costs for packaging manufacturers.


  • Growing demand for sustainable packaging solutions.
  • Customization and personalization of packaging to meet consumer preferences.
  • Increasing popularity of RTD cocktails and niche alcoholic beverages.


  • Fluctuating raw material prices impacting overall profitability.
  • Intense competition among packaging manufacturers.

Market Key Trends

  1. Sustainable Packaging Solutions: The market is witnessing a shift towards sustainable packaging materials, such as recycled glass, bio-based plastics, and compostable materials, driven by consumer demand and regulatory pressures.
  2. Premiumization and Luxury Packaging: Brands are investing in premium packaging designs, unique bottle shapes, and luxury finishes to enhance product perception and justify higher price points.
  3. Digitalization and Smart Packaging: Integration of technology into packaging, such as NFC tags, QR codes, and augmented reality, provides interactive experiences, engages consumers, and offers product information.

Covid-19 Impact

The Covid-19 pandemic had a mixed impact on the European alcoholic drinks packaging market. On one hand, the closure of bars, restaurants, and entertainment venues led to a decline in on-premise consumption, affecting the demand for packaging formats like kegs and draught beer. On the other hand, the increased consumption of alcoholic beverages at home, driven by lockdowns and social distancing measures, resulted in higher demand for packaged alcoholic drinks.

Key Industry Developments

  1. Increased Emphasis on Sustainable Packaging: Alcoholic drinks manufacturers and packaging companies are actively investing in sustainable packaging solutions to reduce the environmental impact and meet consumer expectations.
  2. Packaging Innovation for Convenience: The market is witnessing the introduction of innovative packaging formats, such as single-serve cans, lightweight bottles, and resealable closures, to cater to consumers’ on-the-go lifestyles.
  3. Collaboration for Circular Economy: Industry players are joining forces to establish circular economy initiatives, focusing on recycling and waste management, to reduce the environmental footprint of alcoholic drinks packaging.

Analyst Suggestions

  1. Embrace Sustainable Packaging: Packaging companies should prioritize the development of sustainable packaging solutions, leveraging recyclable materials and optimizing packaging designs for reduced material usage.
  2. Enhance Brand Differentiation: Invest in packaging design and customization to create a unique brand identity and stand out in a competitive market.
  3. Monitor Regulatory Changes: Stay updated with evolving regulations related to packaging materials, labeling requirements, and environmental standards to ensure compliance and avoid penalties.

Future Outlook

The European alcoholic drinks packaging market is expected to witness steady growth in the coming years, driven by the demand for diverse alcoholic beverages and the need for innovative packaging solutions. Sustainability, customization, and convenience will continue to be key focus areas for packaging manufacturers, along with the integration of technology to enhance consumer engagement and provide unique experiences.


The European alcoholic drinks packaging market is a dynamic and competitive industry, influenced by changing consumer preferences, sustainability considerations, and regulatory requirements. Packaging manufacturers have the opportunity to capitalize on the growing demand for alcoholic beverages by offering innovative, sustainable, and visually appealing packaging solutions. Collaboration, customization, and staying abreast of market trends will be crucial for industry participants to succeed in this evolving landscape.

Europe Alcoholic Drinks Packaging Market

Segmentation Details
Packaging Type Bottles, Cans, Cartons, Pouches, Others
Material Glass, Metal, Paper & Paperboard, Plastic, Others
Country Germany, UK, France, Italy, Spain, Rest of Europe

Leading Companies in the Europe Alcoholic Drinks Packaging Market:

  1. Amcor plc
  2. Ball Corporation
  3. Ardagh Group S.A.
  4. Crown Holdings, Inc.
  5. Tetra Laval International S.A.
  6. Owens-Illinois, Inc.
  7. Rexam PLC (now part of Ball Corporation)
  8. Smurfit Kappa Group plc
  9. Huhtamaki Oyj
  10. DS Smith plc

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