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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Bulgaria

Sep 2020

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Executive Summary

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COVID-19 impact on alcoholic drinks

Bulgaria’s alcoholic drinks industry is likely to have experienced a strong negative impact as a result of the COVID-19 pandemic. The country’s hospitality sector is still reeling from an extended period of enforced closure due to the state of emergency that was in effect in response to the COVID-19 pandemic from the middle of March until the middle of May.

COVID-19 country impact

A state of emergency was imposed from 13 March until 13 May, with Bulgarians only allowed to leave their home to shop for groceries, walk pets or for healthcare purposes, with fines for those flouting the rules. Parks, playgrounds, schools and kindergartens closed, as did parliament.

Rising incomes and premiumisation counterbalance negative population growth

Volume sales of alcoholic drinks remained under some pressure in Bulgaria the end of the review period due to the country’s ongoing demographic crisis. Specifically, Bulgaria’s low-wage economy and membership of the EU mean that young Bulgarian graduates and professionals have strong incentives to emigrate to other EU member states where there are better opportunities to develop a professional career and improve their earnings.

Foreign-owned local beer brewers continue to dominate sales

At the end of the review period, volume sales of alcoholic drinks in Bulgaria were dominated by the country’s three major beer brewers, all of which are owned by major multinational industry players. In leading position is Carlsberg Bulgaria, a company which registered very strong growth over the course of the review period due to substantial investment from its Denmark-based parent company.

Bulgaria’s alcoholic drinks industry slated for dynamic development and performance

Bulgaria’s alcoholic drinks industry presents strong prospects for further development and sales growth over the forecast period. In particular, the emergence of a sizeable and growing group of affluent young professionals in the country’s major urban areas presents industry players with ideal pre-conditions for new product development and investment in advertising and marketing.

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Overview

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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.

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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.

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Alcoholic Drinks in Bulgaria

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Rising incomes and premiumisation counterbalance negative population growth

Foreign-owned local beer brewers continue to dominate sales

Bulgaria’s alcoholic drinks industry slated for dynamic development and performance

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

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 2014-2019

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019

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 2014-2019

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers develop a taste for premium variants and formats

Craft beer culture grows as non alcoholic beer remains niche despite new launches

Carlsberg Bulgaria AD, Kamenitza AD and Zagorka AD remain the leading players

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2019

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2014-2019
Table 19 Sales of Beer by Category: Total Value 2014-2019
Table 20 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 21 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 26 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 27 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 28 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 29 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 30 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Burgeoning export opportunities spur the development of Bulgaria’s wine industry

Fruit wine and imported products at the forefront of emerging trends

Tourism remains a major driver of rising demand for wine

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 33 Sales of Wine by Category: Total Volume 2014-2019
Table 34 Sales of Wine by Category: Total Value 2014-2019
Table 35 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 36 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 37 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 40 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 41 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 42 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019
Table 43 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 44 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 45 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 46 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 47 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 48 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 49 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 50 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 51 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 52 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 53 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 54 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 55 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 56 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 57 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 58 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 59 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 60 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Category players turn to innovation and promotional activity to remain relevant

High-end international brands benefit from rising demand for higher-priced products

Value for money remains a lucrative positioning for category players

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 4 Benchmark Brands 2019

CATEGORY DATA

Table 61 Sales of Spirits by Category: Total Volume 2014-2019
Table 62 Sales of Spirits by Category: Total Value 2014-2019
Table 63 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 64 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 65 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 66 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 67 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 68 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 69 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 70 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 71 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 72 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 73 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 74 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 75 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 76 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 77 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 78 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 79 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 80 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 81 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Moderate sales growth is seen in 2019 as demand for cider continues to develop

Scandinavian and British brands battle it out for supremacy in cider/perry

Zagorka AD continues to challenge the category leaders

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 82 Sales of Cider/Perry: Total Volume 2014-2019
Table 83 Sales of Cider/Perry: Total Value 2014-2019
Table 84 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 85 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 86 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 87 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 88 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 89 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 90 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 91 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 92 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 93 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 94 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 95 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 96 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024

Rtds in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

RTDs struggle to find an audience despite appealing to younger consumers

Spirit-based RTDS dominate as Smirnoff and Bacardi account for most sales

Wine-based RTDs emerges strongly from a low base

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 97 Sales of RTDs by Category: Total Volume 2014-2019
Table 98 Sales of RTDs by Category: Total Value 2014-2019
Table 99 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 100 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 101 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 102 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 103 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 104 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 105 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 106 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 107 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 108 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 109 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 110 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 111 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

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Megatrends

Country Report

Alcoholic Drinks in Bulgaria

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Rising incomes and premiumisation counterbalance negative population growth

Foreign-owned local beer brewers continue to dominate sales

Bulgaria’s alcoholic drinks industry slated for dynamic development and performance

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Alcoholic Drinks in Bulgaria

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Rising incomes and premiumisation counterbalance negative population growth

Foreign-owned local beer brewers continue to dominate sales

Bulgaria’s alcoholic drinks industry slated for dynamic development and performance

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Beer in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Consumers develop a taste for premium variants and formats

Craft beer culture grows as non alcoholic beer remains niche despite new launches

Carlsberg Bulgaria AD, Kamenitza AD and Zagorka AD remain the leading players

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Burgeoning export opportunities spur the development of Bulgaria’s wine industry

Fruit wine and imported products at the forefront of emerging trends

Tourism remains a major driver of rising demand for wine

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Spirits in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Category players turn to innovation and promotional activity to remain relevant

High-end international brands benefit from rising demand for higher-priced products

Value for money remains a lucrative positioning for category players

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

CATEGORY DATA

Cider/Perry in Bulgaria

HEADLINES

PRE-COVID-19 PERFORMANCE

Moderate sales growth is seen in 2019 as demand for cider continues to develop