Alcoholic Drinks in Greece
Euromonitor International's Alcoholic Drinks in Greece 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: 162 | 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
Sluggish increase for mature alcoholic drinks
Alcoholic drinks in Greece witnessed slow overall increase both in volume and value terms in 2007, reaffirming its mature character. Beer, cider and wine showed a sluggish but steady increase. RTDs saw another year of sharp decline in sales, while spirits remained static in total volume terms. Given that maturity predominately affects volume sales, companies are currently focused on adding value through the launch of premium products. Eristoff Red, Pamperro and Grey Goose are only some examples of how key manufacturers shifted their interest to increasing the value of sales towards the end of the review period.
Premiumisation: an innovative way out of stagnation
The review period saw a shift towards stricter drink driving legislation and inflated entrance fees for many on-trade outlets, with these entrance fees usually granting customers a free drink. These factors, along with contemporary lifestyle choices, paved the way for premiumisation. Spirits was most affected by consumers’ shift to products that are promoted or perceived as of superior quality. A widening range of premium products became available and there was a rapid increase in sales of single malt Scotch whisky.
Stronger shares for key players
Company rankings remained the same most product categories with minimal fluctuations in share. Athenian Brewery SA retained leadership of beer while Mythos Brewery SA showed a more dynamic performance. Furthermore, Boutaris Group witnessed marginal increase in its share, further reaffirming the leadership within wine. Diageo Hellas SA secured its position as the unquestionable leader within spirits while Pernod Ricard Hellas witnessed strong growth, mostly attributed to the success of its Havana Club brand. Meanwhile, the acquisition of Ursus Roter by Diageo Hellas SA led to impressive changes within RTDs/high-strength premixes, immediately establishing Diageo Hellas SA as the leader within this area as well.
Supermarkets/hypermarkets’ dominance reaffirmed
Supermarkets/hypermarkets secured its dominant position within distribution in overall alcoholic drinks in 2007, with a marginal increase in off-trade volume and value share. Convenience stores managed to retain its position with minimal losses, while discounters showed signs of slow but steady increase in beer and spirits. Furthermore, specialists saw a strong performance within wine while losing some customers to supermarkets/hypermarkets and discounters for spirits. The growth driver for supermarkets/hypermarkets is its competitive pricing compared to specialists.
Stagnant future for mature alcoholic drinks
The mature nature of Greek alcoholic drinks paves the way for a sluggish increase in volume sales within the forecast period. Most product areas are expected to witness a minimal increase, with the exception of RTDs. Following global trends, these products are proving to be a short-lived fad and will thus face a further sharp decline in sales. Stagnation might be overcome in value terms if the consumer shift to premium products is continued. However, the increased availability of private label and economy products will inevitably prevent significant constant value unit price growth.
Table of contents
ALCOHOLIC DRINKS IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Sluggish increase for mature alcoholic drinks
Premiumisation: an innovative way out of stagnation
Stronger shares for key players
Supermarkets/hypermarkets’ dominance reaffirmed
Stagnant future for mature alcoholic drinks
KEY TRENDS AND DEVELOPMENTS
Challenging economic environment boosts sales of economy products
Weather provides a random influence on growth
Female consumers shift from being a niche to becoming a growth driver
Premiumisation adding value
Artisanal tradition creates barriers for alcoholic drinks
Cocktails and long drinks offer an innovative approach
Localisation has an increasing impact
Private label increasingly well accepted
Specialist retailers
Market merger and acquisition activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007: Athenian Brewery SA’s Amstel
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2007: Boutaris Group’s Moshofilero
Table 5 Selling Margin of a Typical Imported Wine Brand 2007: Blossom Hill
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2007: Distillery Plomariou Isidorou Arvanitou’s Ouzo Plomariou
Table 7 Selling Margin of a Typical Imported Spirits Brand 2007: Diageo Hellas SA’s Johnnie Walker Red Label
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/Private imports
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GREECE
AMVYX SA - ALCOHOLIC DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Amvyx SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Amvyx SA: Competitive Position 2006
ATHENIAN BREWERY SA - ALCOHOLIC DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Athenian Brewery SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Athenian Brewery SA: Competitive Position 2006
BOUTARIS GROUP - ALCOHOLIC DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Boutaris Group: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Boutaris Group: Competitive Position 2006
DISTILLERY PLOMARIOU ISIDOROU ARVANITOU - ALCOHOLIC DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Distillery Plomariou Isidorou Arvanitou: Key Facts
Summary 9 Distillery Plomariou Isidorou Arvanitou: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Distillery Plomariou Isidorou Arvanitou: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 11 Distillery Isidorou Arvanitou: Competitive Position 2006
INO SA - ALCOHOLIC DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 12 INO SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 INO SA: Competitive Position 2006
MYTHOS BREWERY SA - ALCOHOLIC DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Mythos Brewery SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Mythos Brewery SA: Competitive Position 2006
PEZA UNION - ALCOHOLIC DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Peza Union: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Peza Union: Competitive Position 2006
TSANTALIS SA, E - ALCOHOLIC DRINKS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Tsantalis SA, E: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Tsantalis SA: Competitive Position 2006
BEER IN GREECE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 20 Lager by Price Band 2007
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN GREECE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2002-2007
Table 45 Sales of Cider/Perry: Total Value 2002-2007
Table 46 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 47 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 52 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 53 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 54 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 55 Brand Shares of Cider/Perry 2003-2006
Table 56 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 57 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN GREECE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 61 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 63 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 68 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 69 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 70 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 75 Sales of Wine by Subsector: Total Volume 2002-2007
Table 76 Sales of Wine by Subsector: Total Value 2002-2007
Table 77 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 78 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 79 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 80 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 81 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 82 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 83 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 84 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 85 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 86 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 87 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 88 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 89 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 90 Sales of Still Red Wine by Quality Classification 2002-2007
Table 91 Sales of Still White Wine by Quality Classification 2002-2007
Table 92 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 93 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 94 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 95 Wine Exports by Country of Destination: Total Value 2001-2006
Table 96 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 97 Wine Imports by Country of Origin: Total Value 2001-2006
Table 98 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 99 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 100 Brand Shares of Still Light Grape Wine 2003-2006
Table 101 Company Shares of Champagne by National Brand Owner 2003-2006
Table 102 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 103 Brand Shares of Champagne 2003-2006
Table 104 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 105 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 106 Brand Shares of Other Sparkling Wine 2003-2006
Table 107 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 108 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 109 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 110 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 111 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 112 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 113 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN GREECE
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Summary 21 Benchmark Brands – Greece
SECTOR DATA
Table 114 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 115 Sales of Spirits by Subsector: Total Value 2002-2007
Table 116 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 117 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 118 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 119 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 120 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 121 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 122 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 123 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 124 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 125 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 126 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 127 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 128 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 129 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 130 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 131 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 132 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 133 Liqueurs Production: Total Volume 2001-2006
Table 134 Other Spirits Production: Total Volume 2001-2006
Table 135 Company Shares of Spirits by National Brand Owner 2002-2006
Table 136 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 137 Brand Shares of Spirits 2003-2006
Table 138 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 139 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 140 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 141 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012