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Alcoholic Drinks in
Bulgaria

Country Report

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Executive Summary

Jul 2019
Alcoholic drinks market continues to grow

In 2018, spirits demonstrated stable growth, driven by premiumisation trends and heavy promotional activity in modern grocery retailing. Despite the high price sensitivity of the mass Bulgarian consumer, in 2018 the quest for “authentic experience” and “value for money”, as opposed to the “lowest price”, shaped consumer preferences in alcoholic drinks.

Premiumisation trends in spirits intensify

Imported alcoholic beverages recorded outstanding growth in 2018. Premium categories like cream-based liqueurs, bitters and whiskies were among the fastest growing in spirits.

Healthier lifestyles to positively impact the development and sales of non-alcohol beer

Consumer lifestyles and concerns are changing in Bulgaria and are becoming more in line with trends seen in Western Europe. Healthier living is one of the biggest emerging trends and it is affecting consumer choices when deciding what beverage to consume.

On-trade among the key growth drivers for alcoholic drinks

Continuous growth of the tourism industry fostered growth in on-trade consumption of alcoholic beverages. In 2018, Bulgaria was visited by more than nine million international tourists – a 4% increase over 2017.

Globalisation continues to transform alcoholic drinks culture in Bulgaria

In spirits, mixology and fusion drinks like flavoured rum, vodka and gin, niche liqueurs, craft spirits continue to gain popularity among the younger urban consumer group. Alcoholic drinks were increasingly perceived as a way to learn about and adopt different cultures and traditions, as a journey of discovery and exploration.

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Alcoholic Drinks in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Bulgaria for free:

The Alcoholic Drinks in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Bulgaria?
  • What are the major brands in Bulgaria?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Alcoholic Drinks in Bulgaria

EXECUTIVE SUMMARY

Alcoholic drinks market continues to grow
Premiumisation trends in spirits intensify
Healthier lifestyles to positively impact the development and sales of non-alcohol beer
On-trade among the key growth drivers for alcoholic drinks
Globalisation continues to transform alcoholic drinks culture in Bulgaria

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Bulgaria

HEADLINES

PROSPECTS

Beer in Bulgaria is saturated, but premiumisation trend is starting to shape prospects
Lager still dominates beer in Bulgaria, led by domestic mid-priced lager
Healthier lifestyles to positively impact the development and sales of non-alcoholic beer

COMPETITIVE LANDSCAPE

Carlsberg Bulgaria leads the rankings in 2018
Kamenitza working hard to improve its position in 2018
Craft beer still small but expected to grow

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2018

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2013-2018
Table 19 Sales of Beer by Category: Total Value 2013-2018
Table 20 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 21 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 26 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 27 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 29 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 30 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Bulgaria

HEADLINES

PROSPECTS

Cider in Bulgaria continues to see a positive development
Increasing popularity of healthier diet to further positively impact cider in future
Innovation boosts cider

COMPETITIVE LANDSCAPE

Somersby by Carlsberg Bulgaria remains the preferred brand in 2018
Kradecat na yabalki by Zagorka continues to grow in 2018
Carling by Kamenitza a strong number two

CATEGORY DATA

Table 33 Sales of Cider/Perry: Total Volume 2013-2018
Table 34 Sales of Cider/Perry: Total Value 2013-2018
Table 35 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 36 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 37 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 41 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 42 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 43 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 44 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 45 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 46 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 47 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Spirits in Bulgaria

HEADLINES

PROSPECTS

Strong promotional activity in retailing continues to drive growth in spirits
Growth of the tourism industry drives the premiumisation trend in the on-trade
The quest for experience and discovery benefits imported brands

COMPETITIVE LANDSCAPE

Diageo Bulgaria focuses on innovation and new launches
Vinprom Peshtera AD continues to record growing sales
Craft spirits brand owners expanding in rakija

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2018

CATEGORY DATA

Table 48 Sales of Spirits by Category: Total Volume 2013-2018
Table 49 Sales of Spirits by Category: Total Value 2013-2018
Table 50 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 51 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 52 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 53 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 54 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 55 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 56 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 57 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 58 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 59 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 60 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 61 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 62 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Bulgaria

HEADLINES

PROSPECTS

Still white wine’s strong performance drives overall growth in wine
On-trade consumption of wine growing in the value-for-money segment
Internet retailing growing in importance for distributors and small-batch wine producers

COMPETITIVE LANDSCAPE

Metro Cash & Carry with the largest wine portfolio among modern grocery retailers
Shifting horeca pricing strategy contributes to stable wine demand in the on-trade
Dynamic growth of smaller-sized wine brand owners to make the category more fragmented in the forecast period

CATEGORY DATA

Table 63 Sales of Wine by Category: Total Volume 2013-2018
Table 64 Sales of Wine by Category: Total Value 2013-2018
Table 65 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 66 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 67 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 68 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 69 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 70 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 71 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 72 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 73 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 74 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

Rtds in Bulgaria

HEADLINES

PROSPECTS

Bulgarian consumer still prefers pure alcoholic drinks to RTDs
Cocktail culture in Bulgarian on-trade increases, slowing down RTDs sales
Spirit-based RTDs still dominates

COMPETITIVE LANDSCAPE

Sofstok’s Bacardi Breezer remains the number one RTD in 2018
Diageo’s Smirnoff Ice remains in second place
Bulgarian companies continue to dominate wine-based RTDs

CATEGORY DATA

Table 75 Sales of RTDS by Category: Total Volume 2013-2018
Table 76 Sales of RTDS by Category: Total Value 2013-2018
Table 77 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 78 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 79 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 80 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 81 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 82 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 83 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 84 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 85 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 86 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 87 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 88 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 89 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023