Greece’s alcoholic drinks market grew 8-15% in 2023, boosted by the country’s strong tourist flows as well as by Greeks’ “social drinking” habits, according to reports at OT.

Market executives pointed out that the peak months of the summer for tourists, July and August, came in weaker than expected.

But. overall, alcoholic consumption has returned to pre-pandemic levels, although the beverage of choice continues to fluctuate.

Wine was the big winner of 2023, growing around 15% year-on-year and its market value estimated as coming in close to 1 billion euros. Hard drinks and beers, meanwhile, recorded average growth between 8-10%.

Growth rates of the premium drinks market slowed, but no and low alcohol drinks (NoLo) continued their upward trend.