Faroese buy less spirits and more beer for Ólavsøka

The Faroese state alcohol retailer expects sales in July to exceed last year’s figures by several hundred thousand krona, driven by demand ahead of the Ólavsøka festival.

Sales in July typically range between 16.5 and 19 million krona, with 17.6 million recorded in 2024. This year’s figures are not yet finalised, but the retailer anticipates a strong month.

Consumer habits are shifting, with declining purchases of high-strength alcohol and spirits. Beer, wine, and ready-to-drink beverages—pre-mixed alcoholic drinks sold in cans or bottles—are growing in popularity.

Sales of traditional bottled spirits, such as the once-dominant Aalborg akvavit, have fallen. The brand now ranks third among the best-selling products in its category, according to the retailer.