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Market research for the alcoholic drinks industry

Euromonitor has the world’s most comprehensive research on the alcoholic drinks industry. We monitor and analyse industry trends in alcoholic drinks globally, including in-depth data on market share and market size – from the “big picture” down to specific category levels. Categories in alcoholic drinks include:

    Euromonitor data and market analysis advances your knowledge of the industry and its competitive environment, ensuring accurate and focused strategies for your business. Our market research can be used throughout your entire organisation, including strategic development, marketing, mergers and acquisitions, and brand management.

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    Country Report

    Rtds/High-Strength Premixes in Bulgaria

    Overall volume sales of RTDs/high-strength premixes saw a -4% decline in 2013, while the review period volume sales recorded a -13% CAGR. It continued to decline as new categories appeared on the market. The novelty of the flavoured/mixed lager and ...

    Sep 2014 | US$900 | Add to cart | View details

    Country Report

    Spirits in Bulgaria

    Spirits is the second largest category within alcoholic drinks growing to reach 57 million litres and sales of BGN1.2 billion in 2013. It is well developed with all main categories present and the main sales volumes being generated by the largest ...

    Sep 2014 | US$900 | Add to cart | View details

    Country Report

    Wine in Bulgaria

    Greater exposure of consumers to wine-related events, publications and promotional games convinced many that wine is both healthy and a sign of social status. Key wine events such as DiVino tasting, Vinaria and Casavino’s themed events in several ...

    Sep 2014 | US$900 | Add to cart | View details

    Country Report

    Beer in Bulgaria

    Beer in Bulgaria is already developed in 2013; products are distributed to any point within the country and through every possible distribution channel. The most popular type of beer is standard lager, accounting for 93% of volume sales. Within it, ...

    Sep 2014 | US$900 | Add to cart | View details

    Country Report

    Cider/Perry in Bulgaria

    Despite the fact that cider was first launched in Bulgaria in 2006, it only started to make inroads in 2012 with the efforts of Carlsberg Bulgaria AD to promote its brand Somersby. Until then, cider brands were non-differentiated and were imported to...

    Sep 2014 | US$900 | Add to cart | View details

    Country Report

    Alcoholic Drinks in Bulgaria

    Alcoholic drinks continued to recover from the economic crisis in 2013. For a second consecutive year, volume growth displayed unequivocal signs of recovery with rates above the review period’s average. Value growth also developed positively with a ...

    Sep 2014 | US$1,900 | Add to cart | View details

    Country Report

    Cider/Perry in Italy

    Strongbow Gold is the only branded cider present in Italy, and was introduced in the market only in 2011. Since then, Heineken has made an effort to make cider known to Italian consumers in order to let them rediscover this beverage, which was known ...

    Sep 2014 | US$900 | Pages: 29 | Add to cart | View details

    Country Report

    Rtds/High-Strength Premixes in Italy

    Despite the negative condition of the Italian economy and the overall negative growth trends recorded in alcoholic drinks, RTDs/high-strength premixes declined by only 3% in total volume terms in 2013. This was chiefly due to the growing popularity ...

    Sep 2014 | US$900 | Pages: 36 | Add to cart | View details

    Country Report

    Spirits in Italy

    Spirits was the mature category that was hit the hardest in value terms by the economic crisis in 2013. Falling GDP and high unemployment, especially amongst the younger generation, decreased Italians’ disposable incomes, causing a contraction in the...

    Sep 2014 | US$900 | Pages: 48 | Add to cart | View details

    Country Report

    Wine in Italy

    Total volume sales of wine were hit by several factors in 2013. Wine prices rose by 7% in 2013 after poor grape harvests in 2012. This, together with the downturn in the Italian economy, was the reason for the dip in domestic wine consumption. ...

    Sep 2014 | US$900 | Pages: 56 | Add to cart | View details

    Country Report

    Beer in Italy

    The worsening of the Italian economic situation and the poor weather conditions during the spring and the summer had a negative impact on the performance of beer in both the on-trade and off-trade channels. The negative performance of the Italian ...

    Sep 2014 | US$900 | Pages: 41 | Add to cart | View details

    Country Report

    Alcoholic Drinks in Italy

    In 2013 sales of alcoholic drinks recorded a decline in both volume and value terms. Although negative, the total value performance of alcoholic drinks was better than the volume performance, as the market experienced a sharp rise in prices, which ...

    Sep 2014 | US$1,900 | Pages: 109 | Add to cart | View details

    Country Report

    Alcoholic Drinks in Kenya

    Total volume sales of alcoholic drinks experienced steady growth in 2013, showing an improvement in comparison to the previous year. This was further supported by the fact that the middle-class continues to grow every year, giving rise to more ...

    Sep 2014 | US$1,900 | Pages: 62 | Add to cart | View details

    Country Report

    Rtds/High-Strength Premixes in Kenya

    Growth in the number of financially independent women in the country increased in line with growth of the middle-class during 2013. These women accounted for a large majority of the females found in bars and restaurants at any given time. This means ...

    Sep 2014 | US$900 | Pages: 26 | Add to cart | View details

    Country Report

    Spirits in Kenya

    In a bid to curb illicit brew production in Kenya, the government encouraged local beer manufacturers to produce healthy spirits brands at affordable prices. This saw East African Breweries launch a new spirit in the market, Jebel Special, targeted ...

    Sep 2014 | US$900 | Pages: 32 | Add to cart | View details

    Country Report

    Wine in Kenya

    Overall wine consumption in Kenya grew by 5% during 2013. The growth rate was higher than in the previous year. The growth in wine consumption was largely driven by the growing middle-class population in Kenya. Other factors such as increased product...

    Sep 2014 | US$900 | Pages: 21 | Add to cart | View details

    Country Report

    Beer in Kenya

    Men remain the largest consumers of beer in the market, but during 2013 there is a trend of an increasing number of female consumers of beer, who have high disposable income. Brands such as Tusker Lite and Castle Lite were targeted towards the female...

    Sep 2014 | US$900 | Pages: 28 | Add to cart | View details

    Country Report

    Cider/Perry in Kenya

    Cider consumption in Kenya remained low, with consumers not aware of the cider products available in the market. Little to no advertising was carried out during the year, leading to little knowledge about the product, and overall low growth levels in...

    Sep 2014 | US$900 | Pages: 21 | Add to cart | View details

    Country Report

    Alcoholic Drinks in Germany

    Alcoholic drinks continued to see declining demand in 2013 as consumers displayed a growing preference for more moderate alcohol consumption levels. Germany’s population is rapidly ageing, and health concerns are continuously growing in importance in...

    Sep 2014 | US$1,900 | Pages: 114 | Add to cart | View details

    Country Report

    Rtds/High-Strength Premixes in Germany

    Sales of RTDs/high-strength premixes continued to be driven by growing demand for flavoured alcoholic drinks as well as by the growing demand for convenience. The largest type of RTDs/high-strength premixes continued to be wine-based RTDs, which ...

    Sep 2014 | US$900 | Pages: 36 | Add to cart | View details

    Country Report

    Spirits in Germany

    Sales of spirits continued to be shaped by a strong trend towards premiumisation in 2013. As volume sales witnessed further declines, total turnover benefited from consumers’ growing demand for more premium spirits, which drove up the average unit ...

    Sep 2014 | US$900 | Pages: 50 | Add to cart | View details

    Country Report

    Wine in Germany

    Wine in Germany continued to be impacted by consumers’ growing preference for quality over quantity. As such, a premiumisation trend was evident across virtually all types of wine, which translated into a 1% total volume decline but a 1% total ...

    Sep 2014 | US$900 | Pages: 48 | Add to cart | View details

    Country Report

    Beer in Germany

    Due to socio-demographic changes and changing consumer behaviour, beer consumption in Germany continued to decline steadily. In 2013 retail volume sales declined more strongly than the decline faced over 2008-2013 as a whole. Particularly the ...

    Sep 2014 | US$900 | Pages: 42 | Add to cart | View details

    Country Report

    Cider/Perry in Germany

    Cider/perry continued to grow in popularity in Germany in 2013 but remained a small niche overall. The key problem of cider/perry in Germany is that it tends to be viewed as a type of beer although it is actually more similar to wine. In a ...

    Sep 2014 | US$900 | Pages: 35 | Add to cart | View details

    Country Report

    Rtds/High-Strength Premixes in Kazakhstan

    Only spirit-based RTDs are present in this category. The category recorded growth in off-trade current value and volume terms in 2013; however, awareness of these products was very low, especially in rural areas. Consequently, the category was still ...

    Sep 2014 | US$900 | Pages: 23 | Add to cart | View details

    Country Report

    Spirits in Kazakhstan

    Over the review period, the consumption of spirits in Kazakhstan continued to increase; however, according to official statistics from Kazakhstan, this was mainly attributable to wider legalisation of previously illegally-produced spirits, mainly ...

    Sep 2014 | US$900 | Pages: 29 | Add to cart | View details

    Country Report

    Wine in Kazakhstan

    In 2013, wine continued to register strong growth, rising by 13% in total volume terms. Increases in consumers’ disposable incomes positively impacted sales of wine in 2013. European standards of alcohol consumption are developing in Kazakhstan. The ...

    Sep 2014 | US$900 | Pages: 27 | Add to cart | View details

    Country Report

    Beer in Kazakhstan

    Growing integration into Western economic and cultural processes is influencing the Kazakhstani beer industry. An increasing number of people have studied/lived abroad, which consequently brings the culture of drinking beer back to the country. ...

    Sep 2014 | US$900 | Pages: 33 | Add to cart | View details

    Country Report

    Cider/Perry in Kazakhstan

    Range of cider/perry products on offer is negligible in Kazakhstan in 2013. All products are imported

    Sep 2014 | US$900 | Add to cart | View details

    Country Report

    Alcoholic Drinks in Kazakhstan

    After declines witnessed in 2008 in total volume and current value terms, alcoholic drinks in Kazakhstan returned to growth over the period 2010-2013. Clear trends in consumer habits and preferences were observed and these were reflected in players’ ...

    Sep 2014 | US$1,900 | Pages: 71 | Add to cart | View details

    Country Report

    Alcoholic Drinks in Morocco

    Alcoholic drinks experienced once more a negative year in 2013, although the decline was the lowest experienced in the country over the review period. The economic scenario is not very positive and consumers are cutting back. Players are also ...

    Sep 2014 | US$1,900 | Pages: 81 | Add to cart | View details

    Country Report

    Rtds/High-Strength Premixes in Morocco

    Sales of RTDs/high-strength premixes declined again in 2013. Consumers are not historically very keen to consume those products. Companies did not invest much in advertising, introducing new products or promotions. In such a structural static contest...

    Sep 2014 | US$900 | Pages: 27 | Add to cart | View details

    Country Report

    Spirits in Morocco

    The category overall witnessed slower growth in 2013 compared to 2012. Though there were many subcategories performing better than expectation and delivered the same or higher volume than the previous year.

    Sep 2014 | US$900 | Pages: 40 | Add to cart | View details

    Country Report

    Wine in Morocco

    Moroccan wine is very known domestically and internationally and it has a strong reputation among consumers which really made it resist negative fallout from the taxation increase recorded during these years. Wine is the second most important ...

    Sep 2014 | US$900 | Pages: 41 | Add to cart | View details

    Country Report

    Beer in Morocco

    2013 is a challenging year for most industries and alcoholic drinks also recorded a negative performance especially the highest demanded category, beer, due to the economic crisis. The Islamic government tries to get more money from businesses by ...

    Sep 2014 | US$900 | Pages: 36 | Add to cart | View details

    Country Report

    Cider/Perry in Morocco

    Sales of cider/perry remained negligible in Morocco at the end of the review period and the presence of the products in the category remained minimal in Moroccan retail outlets. The only brand available in the category is Ecusson Doux, which retails ...

    Sep 2014 | US$900 | Add to cart | View details

    Country Report

    Wine in Nigeria

    There is growing patronage of wine in Nigeria compared to the growth experienced in other alcoholic drinks categories. The taste and preference of Nigerians, both male and female, is beginning to adapt and adopt wine as a favoured drink, especially ...

    Sep 2014 | US$900 | Pages: 24 | Add to cart | View details

    Country Report

    Beer in Nigeria

    Following a bad year for beer in Nigeria in 2012, where it saw volume growth reach a review period low of 2%, there was a slight improvement in volume growth in 2013, but sales remained stymied. 2012’s poor performance was mainly due to the fuel ...

    Sep 2014 | US$900 | Pages: 36 | Add to cart | View details

    Country Report

    Cider/Perry in Nigeria

    Following its launch into the market in 2012, particularly through the growing modern retail channels of hypermarkets and supermarkets, marketing was intensified in 2013 to raise awareness of a product traditionally unknown in Nigeria. Distell Group ...

    Sep 2014 | US$900 | Pages: 23 | Add to cart | View details

    Country Report

    Alcoholic Drinks in Nigeria

    The alcoholic drinks market is slowly recovering from a very bad year in 2012, which saw beer (the dominant category) volume sales growth drop strongly compared to the preceding five years. Even wine (a very fast growth category) and spirits saw ...

    Sep 2014 | US$1,900 | Pages: 69 | Add to cart | View details

    Country Report

    Rtds/High-Strength Premixes in Nigeria

    Marketing activities by producers, western-influenced social culture, especially night life, and increased consumption among female consumers are the major factors that stimulated growth in RTDs/high-strength premixes in 2013. Producers of brands, ...

    Sep 2014 | US$900 | Pages: 24 | Add to cart | View details

    Country Report

    Spirits in Nigeria

    Sponsored events were common among spirits producers in 2013 as they used events such as album launches, shows and sporting activities to promote their brands. Outdoor advertising was also a common feature. Marketing and promotional activities have ...

    Sep 2014 | US$900 | Pages: 30 | Add to cart | View details

    Country Report

    Rtds/High-Strength Premixes in the Philippines

    Excise tax restructuring in the Philippines hit RTDs/high-strength premixes hardest in 2013. Total volume sales decreased by 40% to reach 3.7 million litres. As this category is relatively new and less stable than other alcoholic drinks types, it is ...

    Sep 2014 | US$900 | Pages: 36 | Add to cart | View details

    Country Report

    Spirits in the Philippines

    In 2013, total volume sales decreased by 6% to reach 758 million litres. This drop is mainly attributed to tax reform, with additional taxes raising prices of spirits. Various responses to higher price increase were evident as spirits consumption ...

    Sep 2014 | US$900 | Pages: 42 | Add to cart | View details

    Country Report

    Wine in the Philippines

    Wine, as a whole, was less affected by the tax reform implemented in 2013. Total volume sales grew by 8% in 2013, only slightly slower than in 2012. Wine buyers in the Philippines, mostly from affluent households, are unaffected by price movements. ...

    Sep 2014 | US$900 | Pages: 42 | Add to cart | View details

    Country Report

    Beer in the Philippines

    Beer has been greatly affected by the implementation of the revised excise tax, registering a 12% decline in total volume sales in 2013. Middle-class beer drinkers have reduced their consumption. As the excise tax significantly increased beer prices,...

    Sep 2014 | US$900 | Pages: 39 | Add to cart | View details

    Country Report

    Cider/Perry in the Philippines

    During the review period, total volume sales of cider/perry remained negligible, as demand is very low. There is very low awareness of and familiarity with the product in the Philippines, which discourages manufacturers from entering the category. ...

    Sep 2014 | US$900 | Add to cart | View details

    Country Report

    Alcoholic Drinks in the Philippines

    Beer was most affected by the excise tax hike during the review period. Total volume sales fell strongly in 2013 as consumers either stopped drinking beer or decreased their purchases. Total volume sales of spirits were also negatively affected but ...

    Sep 2014 | US$1,900 | Pages: 93 | Add to cart | View details

    Country Report

    Wine in Serbia

    In addition to offering its two existing private label lines (Premia by Delhaize Serbia doo and M by Mercator-S), in December 2013 domestic retailing chain Univerexport also launched Dolina Vina private label wine in three different variants. This ...

    Sep 2014 | US$900 | Pages: 21 | Add to cart | View details

    Country Report

    Beer in Serbia

    Since being introduced in 2010 in Serbia, flavoured/mixed lager has been experiencing very high growth rates. Nevertheless, in 2013 growth slowed down significantly, with total volume sales increasing by just 11%. The fact these products are no ...

    Sep 2014 | US$900 | Pages: 26 | Add to cart | View details
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