Nordics drink more energy – and less alcohol

The differences are clear: 66 litres of alcohol per capita in the Nordic countries compared with 123 litres in the Baltics. The European average stands at 73 litres. This means alcohol consumption in the Baltics is nearly twice as high as in Northern Europe. This is one of the findings of the “BrauBeviale meets Europe” tour, which kicks off in Copenhagen on 29 April 2026. Developments also vary across non-alcoholic beverages and individual categories such as energy drinks and alcohol-free beer.

In terms of per capita alcohol consumption, the Nordic countries, at around 66 litres in 2025, remain below the European average of 73 litres, according to Statista Market Insights. The Baltic markets, by contrast, reach approximately 123 litres per capita.

For non-alcoholic beverages, per capita consumption in the Nordic countries broadly follows the European level of just under 177 litres but remains lower at nearly 123 litres. The Baltic markets reach around 132 litres and show a more dynamic trajectory, with further increases expected in the coming years.

Growth categories: energy and RTD
Developments within individual categories are particularly notable. In 2025, per capita consumption of energy and sports drinks in Europe stands at around 6 litres. The Nordic countries reach significantly higher levels at approximately 11 litres per capita, while the Baltic markets remain lower at around 4.5 litres. A similar pattern can be observed in RTD tea and coffee.

In alcohol-free beer, the Nordic markets remain below the European level at around 1 litre per capita, and also below the Baltic markets, which reach up to 3 litres. This comparatively low consumption points to development potential – both for innovative beverage producers and for breweries developing alcohol-free beer variants.

Consumption follows occasion – not category
Differences in consumption are evident not only between regions but also within categories. In Copenhagen, Paul Bremer of the Rheingold Institute describes this shift as a move towards new expectations of beverages: “Consumption is becoming less about traditional categories and more about individual needs, usage occasions and additional functions.”

This creates clear starting points for manufacturers to further develop existing offerings and integrate new products into existing structures. The “BrauBeviale meets Europe” tour reflects these developments across individual markets – and brings them together in Nuremberg from 10 to 12 November 2026, alongside the broad range of exhibitor solutions across the entire value chain, from raw materials to machinery.