Alcoholic Drinks in Estonia

July 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Estonia report includes:

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

This report answers:

  • What is the market size of Alcoholic Drinks in Estonia?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Estonia?
  • How are products distributed in Estonia?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Alcoholic Drinks in Estonia

Alcoholic drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2022
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2022
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2022
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2022
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2022
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2018-2022
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2017-2022
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2022
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2022-2027
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2022-2027
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2022-2027
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2022-2027

DISCLAIMER

Summary 2 Research Sources

Beer in Estonia

KEY DATA FINDINGS

Ale benefits from premiumisation trend and the reopening of society
Lidl’s entry threatens to disrupt the competitive landscape
A Le Coq leverages a strong portfolio and wide price points to lead the field
Healthier lifestyles and technology to push non alcoholic beer
Sustainability concerns to inform beer choices
Imported economy lager to struggle in the forecast period
Lager price band methodology
Summary 3 Lager by Price Band 2022
Table 17 Sales of Beer by Category: Total Volume 2017-2022
Table 18 Sales of Beer by Category: Total Value 2017-2022
Table 19 Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 20 Sales of Beer by Category: % Total Value Growth 2017-2022
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2017-2022
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022
Table 25 GBO Company Shares of Beer: % Total Volume 2018-2022
Table 26 NBO Company Shares of Beer: % Total Volume 2018-2022
Table 27 LBN Brand Shares of Beer: % Total Volume 2019-2022
Table 28 Forecast Sales of Beer by Category: Total Volume 2022-2027
Table 29 Forecast Sales of Beer by Category: Total Value 2022-2027
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027

Cider/Perry in Estonia

KEY DATA FINDINGS

Cider/perry loses ground to cheaper flavoured/mixed lager
Rising prices contribute to fall in demand in the on-trade channel
Smaller players increase the pressure on the leaders
Cider/perry to continue its downward demand trajectory
Flavoured and craft options to offer some growth potential
Changing consumer shopping behaviour to disrupt distribution patterns
Table 32 Sales of Cider/Perry: Total Volume 2017-2022
Table 33 Sales of Cider/Perry: Total Value 2017-2022
Table 34 Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 35 Sales of Cider/Perry: % Total Value Growth 2017-2022
Table 36 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2017-2022
Table 37 Sales of Cider/Perry by Off-trade vs On-trade: Value 2017-2022
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2017-2022
Table 40 GBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 41 NBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 42 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2022
Table 43 Forecast Sales of Cider/Perry: Total Volume 2022-2027
Table 44 Forecast Sales of Cider/Perry: Total Value 2022-2027
Table 45 Forecast Sales of Cider/Perry: % Total Volume Growth 2022-2027
Table 46 Forecast Sales of Cider/Perry: % Total Value Growth 2022-2027

Rtds in Estonia

KEY DATA FINDINGS

Spirit-based format drives RTDs
More sophisticated consumers lose interest in wine-based RTDs
Saku Õlletehase and A Le Coq remain well ahead of the pack
Spirit-based RTDs retain competitive advantages
Growth opportunities remain despite maturity
Alcohol-free RTDs to tap into the mocktails trend
Table 47 Sales of RTDs by Category: Total Volume 2017-2022
Table 48 Sales of RTDs by Category: Total Value 2017-2022
Table 49 Sales of RTDs by Category: % Total Volume Growth 2017-2022
Table 50 Sales of RTDs by Category: % Total Value Growth 2017-2022
Table 51 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
Table 52 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
Table 53 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 54 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
Table 55 GBO Company Shares of RTDs: % Total Volume 2018-2022
Table 56 NBO Company Shares of RTDs: % Total Volume 2018-2022
Table 57 LBN Brand Shares of RTDs: % Total Volume 2019-2022
Table 58 Forecast Sales of RTDs by Category: Total Volume 2022-2027
Table 59 Forecast Sales of RTDs by Category: Total Value 2022-2027
Table 60 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
Table 61 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027

Spirits in Estonia

KEY DATA FINDINGS

Blended malt Scotch whisky and tequila (and mezcal) enjoy fast-rising popularity
Craft and labelling trends emphasise sophistication and more natural claims
Liviko leverages quality, a wide offer and strong distribution to lead spirits
Popularisation trend to push whiskies
Lidl is set to create waves in the competitive landscape
Social media focus to reach young adults
Table 62 Sales of Spirits by Category: Total Volume 2017-2022
Table 63 Sales of Spirits by Category: Total Value 2017-2022
Table 64 Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 65 Sales of Spirits by Category: % Total Value Growth 2017-2022
Table 66 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
Table 67 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
Table 68 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 69 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
Table 70 GBO Company Shares of Spirits: % Total Volume 2018-2022
Table 71 NBO Company Shares of Spirits: % Total Volume 2018-2022
Table 72 LBN Brand Shares of Spirits: % Total Volume 2019-2022
Table 73 Forecast Sales of Spirits by Category: Total Volume 2022-2027
Table 74 Forecast Sales of Spirits by Category: Total Value 2022-2027
Table 75 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
Table 76 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027

Wine in Estonia

KEY DATA FINDINGS

Low prices drive volume sales of “other” fortified wine in a highly inflationary climate
Widening variety boosts awareness and interest in wine
Still wine suffers from maturity while new consumption occasions boost sparkling wine
Wine popularisation trend to stimulate strong sales growth
Increasing awareness and availability to grow the demand for port
Specialist retailers and e-commerce to increase the pressure on supermarkets and hypermarkets
Table 77 Sales of Wine by Category: Total Volume 2017-2022
Table 78 Sales of Wine by Category: Total Value 2017-2022
Table 79 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 80 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 81 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 82 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 83 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 84 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 85 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 86 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 87 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 88 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
    • Regular Cider/Perry
    • Non Alcoholic Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
    • Non Alcoholic RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
        • Blended Malt Scotch Whisky
          • Prestige Other Blended Scotch Whisky
          • Ultra Premium Other Blended Scotch Whisky
          • Super Premium Other Blended Scotch Whisky
          • Premium Other Blended Scotch Whisky
          • Standard Other Blended Scotch Whisky
          • Economy Other Blended Scotch Whisky
      • Single Grain Scotch Whisky
      • Single Malt Scotch Whisky
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Aguardiente De Caña
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • Destilados De Agave
      • Distilled Fruit Spirits
      • Domestic Brandy
      • Domestic Rum
      • Doppelkorn
      • Economy Chinese Spirits
      • Flavoured Spirits
      • Flavoured Vodka-based Drinks
      • Fynbos gin/Local Gin
      • Gin-flavoured spirits
      • Goldbrand/Goldkrone
      • Grappa
      • Grappamiel
      • Guaro
      • Kirsch
      • Komovica
      • Korn
      • Lambanog
      • Limoncello
      • Local White Spirits
      • Lower Mid-Range Chinese Spirits
      • Lozovaca
      • Maesilju
      • Mahia Rabi Amrane
      • Mead
      • Mixed Spirits
      • Nalivka/Nalewka
      • Nastoyka
      • National Specialities
      • Obstbrände
      • Ouzo
      • Pacharán
      • Palinca/Pálinka
      • Pear and Apple Distillates
      • Pisco
      • Premium Chinese Spirits
      • Prune
      • Punsch
      • Rachiu/Rakija
      • Rum-Flavoured Spirits
      • Samane
      • Sambuca
      • Samsu
      • Schnapps
      • Shochu/Soju
      • Singani
      • Sljivovica/Slivovice
      • Steinhäeger
      • Strong African Spirits
      • Super Premium Chinese Spirits
      • Sura Khao
      • Tequila Flavoured Spirits
      • Travarica
      • Tsipouro
      • Upper Mid-Range Chinese Spirits
      • Vieux
      • Viina
      • Vodka Type Distilled Spirits
      • Other Distilled Beverages
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • Apple Wine
      • Bokbunjaju
      • Cheongju
      • Chinese Wine
      • Economy Rice Wine
      • Fortified Fruit Wine
      • Fruit and Berry Wine
      • Fruit and Herbal Wine
      • Fruit and Honey based Wine
      • Fruit Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine
    • Non Alcoholic Wine

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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