Spirits Are on the Rise Among the French

The French continue to show a growing interest in spirits. The SOWINE 2025 Barometer reveals a steady increase in enthusiasm for these beverages: 41% of French consumers express an interest in spirits, marking a 3-point rise compared to the previous year.

A Thriving Industry: An Overview of Spirits Consumption

The appeal of spirits in France remains strong: 68% of French consumers purchase them regularly, and buying frequency continues to increase. However, 64% of enthusiasts still consider themselves beginners, indicating a curiosity and desire to learn more about these beverages.

Rum retains its position as the French consumers’ favorite spirit, with 78% of them favoring it, followed closely by whisky at 71%. However, this year, liqueurs and tequila have gained significant traction. 63% of French spirits consumers enjoy liqueurs, while tequila has surged in popularity, climbing to the fifth most consumed spirit with a 6-point increase. These trends reflect a diversification in consumption habits and a growing interest in mixology.

The Apéritif: A Key Moment for Spirits Consumption

Spirits remain a staple of the apéritif tradition: 62% of consumers enjoy them either neat or in cocktails before meals. This has fueled the continued rise of home mixology, with 78% of French consumers occasionally making cocktails at home, demonstrating a real passion for creativity and experimentation with drinks.

Tequila: The Rise of an Essential Spirit

Once primarily associated with party shots, tequila is undergoing a premiumization trend and attracting more spirits enthusiasts. This year, it has climbed to fourth place among the most consumed spirits, with a notable 3-point increase.

French consumers now enjoy tequila neat, not just in cocktails, much like whisky or rum. Premium and craft tequilas are particularly appealing to those seeking authentic and refined spirits.

Tequila-based cocktails are also booming (+3 points), with the iconic Margarita enjoying renewed popularity and significantly contributing to the spirit’s success.

Another notable trend is the rising interest in mezcal, the smoky, artisanal agave-based spirit from Mexico. Its unique profile is attracting adventurous drinkers eager for new taste experiences.

Liqueurs Make a Strong Comeback

Liqueurs have also performed exceptionally well in 2025, according to the SOWINE Barometer (+3 points). Previously seen as traditional drinks, liqueurs are making a comeback for several reasons:

• Aromatic diversity: Fruity, floral, herbal, or spicy—liqueurs offer a wide range of flavors to suit every palate.
• Versatility: They can be enjoyed neat or as a key ingredient in trendy cocktails.
• A renewed interest in artisanal recipes: Many brands are reviving old recipes with a modern twist.
• The cocktail renaissance: With classics like the Spritz, Negroni, and homemade creations, the French are rediscovering the endless potential of liqueurs in mixology.

A Shift Toward More Sustainable Spirits

One of the key insights from this year’s SOWINE Barometer is the growing demand for eco-certified spirits. 41% of spirits buyers now check whether their purchases have an environmental or sustainable certification.

This trend reflects a broader shift in consumer expectations, with a focus on:

• Eco-friendly production (sustainable methods, reduced chemical inputs).
• More artisanal and transparent production processes.
• Quality labels ensuring traceability and authenticity.

Producers are adapting by offering organic spirits, local sourcing, and more sustainable production methods.

A Lasting Trend in the Spirits Market

With the premiumization of tequila, the revival of liqueurs, and the rise of mixology, spirits continue to enjoy a bright future. Consumption is evolving toward greater quality and experimentation, and the French interest in spirits keeps growing.

The spirits market still has many surprises in store. As consumers seek pleasure, discovery, and sustainability, brands and producers must continue innovating to meet these new expectations.

Check out this interview with Nicolas LEBRUN on emerging trends in the spirits industry

Train in Spirits with WiSP

The SOWINE Barometer confirms it: Spirits are on the rise, and French consumers’ interest in this world continues to grow. Whether you’re looking to deepen your knowledge, refine your palate, or seize career opportunities in this booming industry, training is a must.

At WiSP, we guide you through this journey with our WSET spirits courses in Bordeaux and Paris:

From Level 1, perfect for beginners and curious amateurs, to Level 3, designed for professionals and enthusiasts seeking expertise, each course offers structured and certified learning.

These internationally recognized certifications provide real career advantages, whether you’re transitioning careers, working in the industry, or simply a passionate spirits lover.

From initiation to mastery, immerse yourself in the fascinating world of spirits and become a true connoisseur!

Cheers to this exciting trend, which promises many surprises in the years to come!