Executive Summary

Jul 2019
Challenging times for alcoholic drinks in Estonia

Alcoholic drinks in Estonia experienced difficulties due to a rapid increase in alcohol excise rates in 2017 and 2018, creating a challenging environment for producers and retailers. The largest drop in volume sales was record by spirits, while wine was the least affected.

Craft segment growth is hindered by consumers downtrading

Despite the popularity of craft products amongst certain alcoholic drinks such as beer and cider in addition to the rapid development of the craft market, they remain a niche in Estonia. This has been noted by producers which are now concerned about market regression, as prior to the price hikes Estonians were becoming increasingly knowledgeable about quality alcohol and were making sophisticated purchasing decisions.

Large companies search for successful strategies

Local players lead most alcoholic drinks categories in Estonia but are now struggling as sales are rapidly dropping. Most smaller companies are limited in the measures they can take to boost sales relating to new product development, while large marketing campaigns are not expected to significantly ease the difficulties of the volatile state of the market.

Cross border trade and alcohol display limitations place strain on retailers

Significant changes also appeared in the dynamics of alcohol sales on ferry boats. In 2017, Tallink, an Estonian shipping company operating Baltic Sea cruise ferries, introduced a direct Helsinki-Riga route that attracted Finnish consumers, resulting in further losses for Estonian alcoholic drinks.

Future of Estonian alcoholic drinks remains gloomy

No major improvement is predicted for alcoholic drinks in volume terms over the forecast period as further excise tax increases are being discussed in parliament. Domestic producers remain rather pessimistic with persistent cross-border trade, although this is predicted to slow down as Latvia introduced higher excise taxes in 2019 and has plans to continue narrowing the gap with neighbouring country excise tax levels, which should somewhat mitigate the adverse effects of cross-border trade.

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Alcoholic Drinks in Estonia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Estonia 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 Estonia, 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 Estonia for free:

The Alcoholic Drinks in Estonia 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 Estonia?
  • What are the major brands in Estonia?
  • 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 Estonia

EXECUTIVE SUMMARY

Challenging times for alcoholic drinks in Estonia
Craft segment growth is hindered by consumers downtrading
Large companies search for successful strategies
Cross border trade and alcohol display limitations place strain on retailers
Future of Estonian alcoholic drinks remains gloomy

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

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 1 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Estonia

HEADLINES

PROSPECTS

Estonians purchase beer from Latvia
Non-alcoholic beer becoming popular in Estonia
Saturated beer unfavourable environment for new product development

COMPETITIVE LANDSCAPE

Domestic giants dominate beer
Small producers find barriers to entry
Majority of beer consumed at home

CATEGORY BACKGROUND

Summary 3 Lager by Price Band 2018
Table 17 Number of Breweries 2013-2018

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 Estonia

HEADLINES

PROSPECTS

Local craft cider booms as a niche category
Rising prices change dynamics of cider
Future of cider remains volatile

COMPETITIVE LANDSCAPE

Cider led by two domestic giants
New craft ciders emerge
Craft cider has greater presence in major retailers

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

Rtds in Estonia

HEADLINES

PROSPECTS

RTDs hampered by rising prices
Consumers choose other drinks over sweet RTDs
Decline expected to continue over the forecast period

COMPETITIVE LANDSCAPE

Local giants retain the lead
RTDs does not perform well in horeca
Limited new product development

CATEGORY DATA

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

Spirits in Estonia

HEADLINES

PROSPECTS

Spirits in continuous decline due to tax increase
Cheaper brands preferred over premium
Future of spirits in Estonia remains volatile

COMPETITIVE LANDSCAPE

Liviko remains as category leader due to strong portfolio
New product developments fail to stimulate category
Small retailers struggle with gloomy prediction for category

CATEGORY DATA

Table 63 Sales of Spirits by Category: Total Volume 2013-2018
Table 64 Sales of Spirits by Category: Total Value 2013-2018
Table 65 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 66 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 71 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 72 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 73 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 74 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 75 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 76 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 77 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Estonia

HEADLINES

PROSPECTS

Wine in decline due to rising tax
Sparkling wine remains popular among Estonians
Future of wine remains vulnerable

COMPETITIVE LANDSCAPE

Wine remains extremely fragmented
Limited new launches within wine
Domestic producers contribute to niche category

CATEGORY DATA

Table 78 Sales of Wine by Category: Total Volume 2013-2018
Table 79 Sales of Wine by Category: Total Value 2013-2018
Table 80 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 81 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 82 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 83 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 84 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 85 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 86 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 87 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 88 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 89 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023