Hardly had anyone imagined that Metaxa, the famous Greek spirit associated with luxury and winter, could be served in a can and consumed at a beach bar.
However, modern trends in consumption and the need for companies to adapt to survive and be profitable, are leading even traditional brands to follow or even shape the trends, and also operate in the rapidly growing category of ready to drink (RTD) drinks, as well as in drinks with little or no alcohol.
Last year, Metaxa entered this category with two low-alcohol RTD cocktails and recently added a third. Breweries are increasingly developing nonalcoholic beer brands, while soft drink companies offer their own nonalcoholic RTD cocktails.
There are three main reasons for the decline in the consumption of classic alcoholic beverages: more and stricter Breathalyzer tests, less alcohol consumption by younger generations, and inflation.
IWRS data on beverage sales in Greece in 2025 shows alcoholic beer still dominates, with a 53% share of the total beverage market in volume terms, but its sales in 2025 fell by 5.8%, while nonalcoholic beer grew 12%, holding a 5% share.
