Consumers in Greece are apparently drinking less liquor and increasingly turning to beverages with little or no alcohol, as changing lifestyles, higher prices and public awareness campaigns appear to be reshaping consumption habits.
The share of adults in Greece who reported drinking alcohol daily fell to 3.8% in 2025, while 33.7% said they had never consumed alcohol or had not done so during the year, according to Eurostat figures published this week by the Hellenic Association of Drinks Companies (SEAOP). The latter figure was up from 28.5% in 2019.
The trend reflects a longer-term decline in alcohol consumption in the east Mediterranean country.
For instance, World Health Organization data show that per capita consumption of pure alcohol among people aged 15 and over fell by two liters between 2010 and 2020, a reduction of 36.2%, according to the figures cited in the report.
The latest data also put Greece below the European Union average for daily alcohol drinking, which stood at 4.8% in 2025. In Greece, 18% of adults reported drinking weekly and 26.1% monthly, while a further 18.4% said they consumed alcohol less than once a month.
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The figures point to a consumption pattern in which alcohol is more closely associated with social outings and celebrations, rather than with a daily routine at home.
In the EU, daily alcohol consumption in 2025 was more common among men than women, with 7.5% of men and 2.5% of women reportedly drinking every day, according to the figures cited in the report.
n Greece, the corresponding shares were 5% for men and 2.7% for women, respectively.
A New Market Trend
The decline in alcohol consumption over the past decade has also prompted changes in the beverage market, with consumers moving away from spirits such as whisky and vodka toward milder alternatives.
The shift reflects a combination of health considerations, stricter law enforcement vis-a-vis “drunk driving” and financial pressure on households. One of the clearest signs is the growth of the “no and low alcohol” category, which includes beverages containing no alcohol or only small amounts.
The domestic market for these products now generates more than 40 million to 45 million euros in wholesale revenue and is growing at an annual rate of 18%-22%, according to industry estimates cited in the report.
Alcohol-free beer accounts for approximately 85% of the category, representing 7%-9% of the total volume of beer consumed in Greece. Domestic breweries are investing in production technologies to expand their offerings, while ready-to-drink low-alcohol cocktails and “mocktails” are gaining popularity, particularly among younger consumers.
Bars and restaurants are also adding these alternatives to their menus, reflecting growing demand for drinks that allow customers to socialize without consuming as much alcohol.
The trend is consistent with broader developments across Europe.
Eurostat reported that the EU produced two billion liters of non-alcoholic and low-alcohol beer in 2024, with output in the category increasing by 11.1% from the previous year.
Industry representatives and market participants attribute the decline in alcohol consumption in Greece primarily to two factors: the cost of alcoholic beverages and increased awareness of the risks associated with excessive drinking.
For instance, Greece is the EU’s third-most expensive country for alcoholic beverages, with prices 54% above the EU average, according to Eurostat figures analyzed by SEAOP in 2025. Industry representatives attribute the high cost largely to excise duties and value-added tax (VAT), which account for a substantial share of the retail price.
Additionally, much more frequent roadside breathalyzer tests and public information campaigns highlighting the consequences of alcohol misuse have also contributed to changing attitudes.