Maltese increasingly seek premium alcohol with a focus on craftsmanship, say industry leaders

Malta’s alcohol market is undergoing a significant transformation, with consumers increasingly seeking quality, authenticity, and premium products, according to leading industry players. 

An industry report covering consumption trends in 2024 highlights shifting preferences.

According to the IWSR report – the leading global study on school consumption trends – consumers were persuaded to spend more money on vodka and whiskey as producers positioned their products as more premium, while Maltese appeared to prioritise quality over quantity.

According to local industry leaders, craft, provenance, and storytelling are playing an increasingly important role in driving demand.

Across beer, wine, and spirits, a common theme emerges – consumers are seeking fewer but better-quality products.

Jeremy Cassar, CEO of Marsovin, notes that premium wines from Malta are gaining recognition both locally and internationally, but challenges such as unpredictable weather and consumer education remain key factors in the industry’s evolution.

Still, he remains confident that Malta’s wines can compete with the best globally, especially after an exceptional 2024 vintage for red grape varieties.

Similarly, leading importers and distributors P. Cutajar underscored that the shift towards premium spirits is here to stay.

Consumers are becoming more selective, favouring high-quality whisky, gin, and tequila, driven by an appreciation for craftsmanship and origin.

This trend aligns with a broader movement towards responsible drinking and a more refined drinking experience.

The craft beer sector is also experiencing steady growth, with Gozo-based craft brewers Lord Chambray highlighting the rising demand for locally brewed, specialty beers.

Consumers are increasingly drawn to sustainable, innovative flavours that showcase Malta’s unique terroir.

As Malta’s alcohol market continues to mature, industry leaders agree that brands that prioritise quality, heritage, and innovation will be best positioned to thrive in this evolving landscape.

“Craft beer is here to stay” – Lord Chambray Founder and CEO Samuele D’Imperio

“The IWSR report’s findings on craft beer resonate with our experience in the Maltese market. There is an emerging specialty craft beer segment that has become a key driver of differentiation and growth. This reflects a global trend where consumers are increasingly drawn to authentic, locally produced beers that offer unique flavour profiles and a story behind the brand,” said Mr D’Imperio.

He added that for Lord Chambray, craft beer is not just about brewing; it’s about creating a product that reflects the culture, heritage, and environment of Malta and Gozo.

“Our brewery in Gozo has been at the forefront of bringing the craft beer revolution to the Maltese islands. From the start, we committed to working with local farmers and growers to source the finest ingredients. This approach has allowed us to create beers that truly reflect the spirit of Malta and Gozo. Whether it’s our caper flower Göse, peach and strawberry sour, or prickly pear IPA, each of our seasonal and sustainable brews tells a story of innovation, collaboration, and respect for our local environment,” he stated.

“While challenges from low-cost imports and pricing pressures persist, we believe that the distinctiveness of our products, coupled with the strong connection we’ve fostered with the local community and visitors alike, positions us to weather these challenges.

“We also see the slower growth in non-alcoholic beer as an opportunity to offer creative, flavour-forward options that align with emerging consumer preferences. We will continue focusing on quality and innovation,” he concluded.

“Every year tells its own story” – Jeremy Cassar, CEO, Marsovin. 

Jeremy Cassar expressed pride in Marsovin’s role at the forefront of crafting exceptional wines that highlight Malta’s unique terroir, blending generations-old traditions with cutting-edge winemaking techniques.

As Malta’s leading wine producer, Marsovin has been a key advocate in efforts to elevate the profile of Maltese winemaking, recognising the significance of premiumisation in the market. Mr Cassar emphasised that this has long been a focus for the company and continues to fuel its passion.

In recent years, there has been a growing interest in Marsovin’s premium wine lines, not only from local consumers and visiting tourists but also from international collectors eager to experience Malta’s rich wine heritage. He noted that this increasing recognition is a testament to the skill, dedication, and passion of the company’s winemaking team.

However, the journey towards producing premium wines comes with its challenges. Mr Cassar highlighted the unpredictability of erratic weather patterns, which have made grape growing more difficult.

In 2023, for instance, Marsovin faced lower yields, posing a challenge but also strengthening the company’s determination to make every bottle count. On a more positive note, he remarked that 2024 saw one of the best years for red grape varieties in over a decade, reinforcing the idea that each year in winemaking tells its own story.

Another challenge Marsovin is addressing is shifting consumer preferences. While Malta’s wine culture is evolving, Mr Cassar believes more work is needed to educate consumers about the quality that Malta can produce. He firmly maintains that Maltese wines are capable of standing alongside, if not surpassing, wines from other countries at similar price points.

He also acknowledged the intensifying competition in the market but reaffirmed Marsovin’s stance that quality should never be compromised. Despite increasing pressure from competitors, the company remains committed to producing premium, high-quality wines that authentically reflect Malta’s essence.

Innovation remains a priority for Marsovin. Beyond its core range of premium wines, the company is actively exploring new winemaking techniques, experimenting with different grape varieties, and implementing sustainable practices in its vineyards.

Mr Cassar revealed that, this month, Marsovin is launching Malta’s first-ever Malbec, a project that has been in development for over a decade. He described this milestone as a testament to the company’s long-term vision and dedication to producing wines of exceptional quality.

Marsovin’s goal, he stated, is to ensure that the brand continues to stand out – not only for the excellence of its wines but also for its commitment to environmental sustainability and responsible winemaking. Looking ahead, Mr Cassar expressed confidence that as Malta’s wine industry continues to expand, Marsovin will remain a key player, showcasing the very best the island has to offer.

He concluded by expressing excitement for the future and a commitment to creating wines that will continue to inspire and delight wine enthusiasts in Malta and beyond.

“Quality is essential in an increasingly crowded market” – Matthew Cuomo, Chief Commercial Officer at P. Cutajar & Co Ltd

Matthew Cuomo highlighted P. Cutajar’s longstanding role as one of Malta’s leading importers and distributors of wines and spirits, emphasising the company’s pride in maintaining its strong position in the industry.

He reaffirmed P. Cutajar’s commitment to providing consumers with a broad selection of world-class wines and premium spirits, stating that the company continues to work closely with its global partners to bring the best products to the Maltese market.

Referencing the latest IWSR report, Mr Cuomo pointed out key trends in the alcohol sector, particularly the shift towards premiumisation and the growing popularity of imported wines and spirits. He noted that as the market evolves, consumers have become more discerning, increasingly favouring high-quality products, especially within the wine and spirits categories. This, he explained, aligns with P. Cutajar’s long-standing vision of offering premium selections that meet the tastes and expectations of modern consumers.

One of the report’s key findings was the rising competition within the market. While acknowledging the competitive landscape, Mr Cuomo stated that P. Cutajar remains focused on maintaining its reputation for quality and ensuring that its product offerings reflect the true value of craftsmanship and authenticity. He underscored the company’s ability to offer tailored solutions, build strong relationships with customers, and provide expert advice as defining factors that set P. Cutajar apart.

Education is also a priority for the company, he noted, particularly as consumer preferences shift towards premium products. P. Cutajar continues to focus on informing consumers about the finer aspects of wine and spirits to help them appreciate quality.

He highlighted the steady growth of spirits, particularly in categories such as gin, as a key trend. In response, P. Cutajar is expanding its portfolio to include more premium spirits while also exploring the rising demand for no-alcohol options, which are gaining traction in the market.

Price sensitivity remains another challenge, as inflation and rising production costs continue to push up the prices of imported wines and spirits.

Mr Cuomo explained that P. Cutajar is working closely with suppliers to ensure competitive pricing without compromising quality. The company also supports the sector with marketing initiatives and exclusive product offerings to maintain its competitive edge.

Looking ahead, Mr Cuomo expressed optimism about the growth opportunities within the premium wine and spirits sector. He noted that the global trend towards premiumisation shows no signs of slowing down, and P. Cutajar remains committed to meeting consumer demand by maintaining a broad portfolio of sought-after international brands. The company also aims to strengthen its position as a trusted distributor of fine wines and spirits in Malta.

Mr Cuomo concluded by reaffirming P. Cutajar’s commitment to offering products that not only meet consumer demands but also enhance drinking experiences. He stated that the company looks forward to the challenges and opportunities ahead and will continue to lead the way in providing Malta’s most discerning customers with a premium selection of wines and spirits that reflect the very best of the global market.