Alcoholic Drinks in Bulgaria

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

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