GLOBAL – Global alcoholic drinks volumes registered a decline of 0.7% in 2015, entering negative territory for the first time in more than a decade, according to new research released by Euromonitor International.
This translated into a loss of 1.7 billion litres of alcoholic drinks volume sales since 2014.
Historic growth narratives derailed due to the influence of macro headwinds hitting China, which recorded a 3.5% decline. Brazil and Eastern Europe showed further weaknesses, falling 2.5% and 4.9%, respectively.
While Western Europe and Australasia flat lined, North America’s 2.3% 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.
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