Alcoholic Drinks in Macedonia

Euromonitor International's Alcoholic Drinks in Macedonia 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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• 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

Executive summary

Volume consumption of alcoholic drink increasing slightly

In 2005 Macedonians consumed 11% more alcohol compared to 2000. After a year of decline in 2001, the market recovered and sales of alcoholic beverages increased, with growth reaching almost 5% in volume terms in 2005. Consumption is mainly beer and wine products. Nevertheless, Macedonia is still described as a country with lower consumption of beer and wine compared with other countries in Eastern Europe.

Macedonians prefer to consume alcohol at home

Home consumption is preferred, particularly for more expensive products as spirits and FABs. In 2005 on-trade sales accounted for one-third of total alcoholic drinks volume. Increased wine prices force people to buy wine in off-trade outlets instead of consuming such products in on-trade establishments. However, on-trade sales are increasing albeit slowly. In 2005 on-trade volume sales of alcoholic drinks increased by just over 5%.

Domestic players become less competitive

With Macedonia having to implement WTO standards, the customs tariff for beer has been reduced to zero from 35%, making imported beers approximately 30% cheaper.

More than 80% of Macedonian wine exported to European market in bulk

Despite the fact that exports are growing, profit is low due to the low prices of Macedonian wines, especially when sold in bulk. According to experts, cheap wines such as Macedonian offerings do not have a future. This is why Macedonian wineries are seeking help from the government to convince agriculturalists to cultivate higher quality grapes. The Macedonian wine industry can survive only if it turns production towards high quality wine packed in bottles, which could then command higher prices. The world market has an enormous supply of low quality wines, but declining demand for such products. Almost all Macedonian wineries share the same opinion regarding this issue.

Packaging re-orientation

While wine producers face increased demand for 0.2-litre bottles, the breweries see increased demand for lager, more economical packaging formats. For example, the 1.5-litre beer format has demonstrated huge growth over the last two years. All breweries have followed this trend, initiated as a result of consumers’ decreased purchasing power.

Table of contents

ALCOHOLIC DRINKS IN MACEDONIA : MARKET INSIGHT

1. EXECUTIVE SUMMARY

2. OPERATING ENVIRONMENT

2.1 Consumer Expenditure on Alcoholic Drinks

2.2 Taxation and Duty Levies

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2005

2.3 Legislation

2.4 Contraband/Parallel Trade

2.5 Duty Free

2.6 Packaging

2.7 Drinking Habits

3. ALCOHOLIC DRINKS

3.1 Market Performance

Table 2 Sales of Alcoholic Drinks by Sector: Total Volume 2000-2005

Table 3 Sales of Alcoholic Drinks by Sector: Total Value 2000-2005

Table 4 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2000-2005

Table 5 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2000-2005

3.2 Company Profile: Pivara Skopje AD

Summary 1 Recent Launches 2003-2005

3.3 Company Profile: Tikveš AD

Summary 2 Tikves AD Skopje: Production Statistics 2004

3.4 Distribution

Table 6 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: Volume 2005

Table 7 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: Value 2005

Table 8 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: % Volume 2005

Table 9 On-trade vs Off-trade Sales of Alcoholic Drinks by Sector: % Value 2005

Table 10 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2005

3.5 Forecast Market Performance

Table 11 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2005-2010

Table 12 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2005-2010

Table 13 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2005-2010

Table 14 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2005-2010

4. BEER

Table 15 Sales of Beer by Subsector: Total Volume 2000-2005

Table 16 Sales of Beer by Subsector: Total Value 2000-2005

Table 17 Sales of Beer by Subsector: % Total Volume Growth 2000-2005

Table 18 Sales of Beer by Subsector: % Total Value Growth 2000-2005

Table 19 Company Shares of Beer by National Brand Owner 2000-2004

Table 20 Company Shares of Beer by Global Brand Owner 2000-2004

Table 21 Brand Shares of Beer 2001-2004

Table 22 Forecast Sales of Beer by Subsector: Total Volume 2005-2010

Table 23 Forecast Sales of Beer by Subsector: Total Value 2005-2010

Table 24 Forecast Sales of Beer by Subsector: % Total Volume Growth 2005-2010

Table 25 Forecast Sales of Beer by Subsector: % Total Value Growth 2005-2010

Table 26 On-trade vs Off-trade Sales of Beer: Volume 2000-2005

Table 27 On-trade vs Off-trade Sales of Beer: Value 2000-2005

Table 28 On-trade vs Off-trade Sales of Beer: % Volume Growth 2000-2005

Table 29 On-trade vs Off-trade Sales of Beer: % Value Growth 2000-2005

Table 30 Off-trade Sales of Beer by Distribution Format: % Analysis 2000/2005

5. WINE

Table 31 Sales of Wine by Subsector: Total Volume 2000-2005

Table 32 Sales of Wine by Subsector: Total Value 2000-2005

Table 33 Sales of Wine by Subsector: % Total Volume Growth 2000-2005

Table 34 Sales of Wine by Subsector: % Total Value Growth 2000-2005

Table 35 Forecast Sales of Wine by Subsector: Total Volume 2005-2010

Table 36 Forecast Sales of Wine by Subsector: Total Value 2005-2010

Table 37 Forecast Sales of Wine by Subsector: % Total Volume Growth 2005-2010

Table 38 Forecast Sales of Wine by Subsector: % Total Value Growth 2005-2010

Table 39 On-trade vs Off-trade Sales of Wine: Volume 2000-2005

Table 40 On-trade vs Off-trade Sales of Wine: Value 2000-2005

Table 41 On-trade vs Off-trade Sales of Wine: % Volume Growth 2000-2005

Table 42 On-trade vs Off-trade Sales of Wine: % Value Growth 2000-2005

Table 43 Off-trade Sales of Wine by Distribution Format: % Analysis 2000/2005

6. SPIRITS

Table 44 Sales of Spirits by Subsector: Total Volume 2000-2005

Table 45 Sales of Spirits by Subsector: Total Value 2000-2005

Table 46 Sales of Spirits by Subsector: % Total Volume Growth 2000-2005

Table 47 Sales of Spirits by Subsector: % Total Value Growth 2000-2005

Table 48 Company Shares of Spirits by National Brand Owner 2000-2004

Table 49 Company Shares of Spirits by Global Brand Owner 2000-2004

Table 50 Brand Shares of Spirits 2001-2004

Table 51 Forecast Sales of Spirits by Subsector: Total Volume 2005-2010

Table 52 Forecast Sales of Spirits by Subsector: Total Value 2005-2010

Table 53 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2005-2010

Table 54 Forecast Sales of Spirits by Subsector: % Total Value Growth 2005-2010

Table 55 On-trade vs Off-trade Sales of Spirits: Volume 2000-2005

Table 56 On-trade vs Off-trade Sales of Spirits: Value 2000-2005

Table 57 On-trade vs Off-trade Sales of Spirits: % Volume Growth 2000-2005

Table 58 On-trade vs Off-trade Sales of Spirits: % Value Growth 2000-2005

Table 59 Off-trade Sales of Spirits by Distribution Format: % Analysis 2000/2005

7. FABS

Table 60 Sales of FABs by Subsector: Total Volume 2000-2005

Table 61 Sales of FABs by Subsector: % Total Volume Growth 2000-2005

Table 62 Company Shares of FABs by National Brand Owner 2000-2004

Table 63 Company Shares of FABs by Global Brand Owner 2000-2004

Table 64 Brand Shares of FABs 2001-2004

Table 65 Forecast Sales of FABs by Subsector: Total Volume 2005-2010

Table 66 Forecast Sales of FABs by Subsector: % Total Volume Growth 2005-2010

Table 67 On-trade vs Off-trade Sales of FABs: Volume 2000-2005

Table 68 On-trade vs Off-trade Sales of FABs: % Volume Growth 2000-2005

Table 69 Off-trade Sales of FABs by Distribution Format: % Analysis 2000/2005

8. DEFINITIONS

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