Alcoholic Drinks in Bulgaria
Euromonitor International's Alcoholic Drinks in Bulgaria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 157 | Publication date: Mar 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks with slower volume and value growth in 2007
The volume growth of alcoholic drinks slowed down as a result of the increasing maturity seen in spirits. Despite the improved price competitiveness of imported spirits, their volume share is still quite low and they have not managed to offset the overall loss of momentum. Beer performed well as a result of excellent marketing by the three leading multinational producers, affordable prices and frequent new product launches. Wine was the second best performer, with value growth being particularly strong. RTDs continued to decline, albeit at a slower rate. The lack of new product launches and line extensions as well as brand owners’ unwillingness to invest in marketing contributed to this continued decline.
EU membership created competitive advantage for imported alcoholic drinks
Entry to the EU resulted in the abolition of trade barriers for alcoholic drinks shipped from within the EU, which helped many imported brands improve their price competitiveness. This was mainly felt in spirits and beer, since wine benefited from a tariff quota with a reduced rate of import duty even before the EU entry. The lowering of unit prices was mainly felt at the retail level. However, the market remained stable and shifts in the positions of locally produced and imported spirits did not occur because the price difference between the local and imported brands is still significant.
Multinationals dominate beer and RTDs, local players perform better in spirits and wine
The strength of the multinational companies is not only limited to beer, with the local subsidiaries of the leading three international brewing companies – Zagorka AD, Kamenitza AD and Carlsberg Bulgaria AD – also accounting for around two thirds of overall alcoholic drinks volumes. Since spirits is relatively more fragmented, compared to beer, the largest spirits manufacturers – SIS Industries Ltd and Vinprom Peshtera AD – are only ranked sixth and seventh in the market as a whole. The leading wine company LVK Vinprom AD Targovishte is ranked eighth overall, although spirits sales also contribute to its favourable position.
Off-trade channel still accounts for the greatest share of volume sales
In 2007, the dominance of the off-trade channel in volume sales continued. The expanding share of the chained super-/hypermarkets contributed to the high proportion of sales through this channel, although a substantial number of consumers still rely on independent stores or convenience stores to purchase their desired brands. One exception is RTDs, with these products mainly sold through the on-trade.
Even slower growth envisaged in the forecast period
Volume growth in the forecast period is expected to slow down even further as spirits continue their shaky performance. Beer is also expected to develop at slightly slower rates, which will naturally affect the overall performance of alcoholic drinks. Wine is expected to display healthy volume and value growth rates, which will be due to an expected increase in the frequency of wine drinking. RTDs are projected to continue declining, finding it difficult to expand their consumer base. Cider will remain of marginal importance for alcoholic drinks as it relies on purchases by foreign tourists.
Table of contents
ALCOHOLIC DRINKS IN BULGARIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks with slower volume and value growth in 2007
EU membership created competitive advantage for imported alcoholic drinks
Multinationals dominate beer and RTDs, local players perform better in spirits and wine
Off-trade channel still accounts for the greatest share of volume sales
Even slower growth envisaged in the forecast period
KEY TRENDS AND DEVELOPMENTS
EU Entry Lowers Unit Prices
Product Integrity to be Controlled through New Regulations
Home production still thriving
Specialist Retailers
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Summary 3 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 1 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 2 Selling Margin of a Typical Domestically Produced Beer Brand 2007
Table 3 Selling Margin of a Typical Domestically Produced Wine Brand 2007
Table 4 Selling Margin of a Typical Imported Wine Brand 2007
Table 5 Selling Margin of a Typical Domestically Produced Spirits Brand 2007
Table 6 Selling Margin of a Typical Imported Spirits Brand 2007
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 4 Research Sources
LOCAL COMPANY PROFILES - BULGARIA
BELVEDERE BULGARIA - ALCOHOLIC DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Belvedere Bulgaria: Key Facts
Summary 6 Belvedere Bulgaria: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Belvedere Bulgaria: Competitive Position 2006
BOLIARKA VT AD - ALCOHOLIC DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Boliarka VT AD: Key Facts
Summary 9 Boliarka VT AD: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Boliarka VT AD: Competitive Position 2006
BULBREW OOD - ALCOHOLIC DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Bulbrew Holding: Key Facts
COMPANY BACKGROUND
Summary 12 Bulbrew TD AD: Operational Indicators
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Bulbrew Holding: Competitive Position 2006
LVK VINPROM TARGOVISHTE AD - ALCOHOLIC DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 LVK Vinprom Targovishte AD: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 LVK Vinprom Targovishte AD: Competitive Position 2006
VINPROM PESHTERA AD - ALCOHOLIC DRINKS - BULGARIA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Vinprom Peshtera AD: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Vinprom Peshtera AD: Competitive Position 2005
BEER IN BULGARIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 18 Lager by Price Band 2007
Published data comparisons
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2002-2007
Table 24 Sales of Beer by Subsector: Total Value 2002-2007
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 26 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 27 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 31 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 32 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Value 2001-2006
Table 34 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 35 Beer Imports by Country of Origin: Total Value 2001-2006
Table 36 Company Shares of Beer by National Brand Owner 2002-2006
Table 37 Company Shares of Beer by Global Brand Owner 2002-2006
Table 38 Brand Shares of Beer 2003-2006
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 40 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN BULGARIA
TRENDS
Table 43 Sales of Cider/Perry: Total Volume 2002-2007
Table 44 Sales of Cider/Perry: Total Value 2002-2007
Table 45 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 46 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 51 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 52 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 53 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 54 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 55 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN BULGARIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 57 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 58 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 59 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 60 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 61 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 62 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 64 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2001-2006
Table 65 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 66 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 67 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 68 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 69 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN BULGARIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 72 Sales of Wine by Subsector: Total Volume 2002-2007
Table 73 Sales of Wine by Subsector: Total Value 2002-2007
Table 74 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 75 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 76 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 77 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 78 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 79 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 80 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 81 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 82 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 83 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 84 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 85 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 86 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 87 Sales of Still Red Wine by Quality Classification 2002-2007
Table 88 Sales of Still White Wine by Quality Classification 2002-2007
Table 89 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 90 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 91 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 92 Wine Exports by Country of Destination: Total Value 2001-2006
Table 93 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 94 Wine Imports by Country of Origin: Total Value 2001-2006
Table 95 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 96 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 97 Brand Shares of Still Light Grape Wine 2003-2006
Table 98 Company Shares of Champagne by National Brand Owner 2003-2006
Table 99 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 100 Brand Shares of Champagne 2003-2006
Table 101 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 102 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 103 Brand Shares of Other Sparkling Wine 2003-2006
Table 104 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 105 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 106 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 107 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 108 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 109 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 110 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN BULGARIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Summary 19 Benchmark Brands – Bulgaria
Published data comparisons
SECTOR DATA
Table 111 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 112 Sales of Spirits by Subsector: Total Value 2002-2007
Table 113 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 114 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 115 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 116 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 117 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 118 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 119 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 120 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 121 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 122 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 123 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 124 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 125 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 126 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 127 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 128 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 129 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 130 Liqueurs Production: Total Volume 2001-2006
Table 131 Other Spirits Production: Total Volume 2001-2006
Table 132 Company Shares of Spirits by National Brand Owner 2002-2006
Table 133 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 134 Brand Shares of Spirits 2003-2006
Table 135 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 136 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 137 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 138 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012