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.
Imported alcoholic beverages recorded outstanding growth in 2018. Premium categories like cream-based liqueurs, bitters and whiskies were among the fastest growing in spirits.
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.
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.
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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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.
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This industry report originates from Passport, our Alcoholic Drinks market research database.