Azerbaijan’s economy stabilised in 2018 thanks to growth in oil revenues. This strengthened the national currency and allowed authorities to curb inflation, which had reached double digits in 2016 and 2017.
Imports of alcoholic drinks to Azerbaijan rose in 2018 despite the hike in excise taxes, while domestic production also increased during the year. In addition to economic improvements, growth in imports and domestic production was supported by reforms in the customs, turnover and accounting systems for alcoholic drinks, which helped to reduce illicit trade.
2018 saw alcoholic drinks companies in Azerbaijan increase investment in the production and promotion of their brands, both at home and abroad. Members of the Azerbaijan Wine Producers and Exporters Association significantly expanded international distribution of their products, and increased the volume of exports to Central Asia, Ukraine, Belarus and the Baltic States.
Modern grocery retailers continued to gain ground at the expense of traditional channels in terms of off-trade distribution of alcoholic drinks in 2018. Volume share gains for the former were supported by the competitive pricing strategies and intensive promotional activities of modern chains, particularly supermarkets chains.
Total alcoholic drinks sales in Azerbaijan are expected to grow moderately in volume and current value terms over the forecast period. In addition to economic recovery, consumption will be bolstered by improvements in product quality standards and the emergence of new players, which will encourage healthy competition.
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This industry report originates from Passport, our Alcoholic Drinks market research database.