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2025 Developments
Alcoholic drinks in Estonia witnessed a pronounced decline in 2025, with total volume falling by 4% to 149 million litres despite a modest economic upturn. Players were challenged by rising excise taxes, subdued consumer sentiment, and a shift towards health-focused choices, driving polarisation between economy and premium offerings, while mid-priced drinks rapidly lost relevance. Demand was increasingly defined by moderation and selectivity, as consumers traded down in pursuit of value, or prioritised quality and lighter profiles, as exemplified by the growing appeal of white wine and the resilience of innovative RTDs among younger adults. Leading players maintained their advantage through broad portfolios and agile responses to evolving preferences, yet faced mounting pressure from the growing presence of private label, discounters, and shifting channel dynamics as retail absorbed demand from the struggling on-trade.
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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?
Alcoholic Drinks in Estonia
2025 Developments
Key Data Insights
Excise-Driven Choices Force Consumers to Trade Down or Premiumise
Chart 1 Cold summer of 2025 hampers sales
Beer Remains Dominant as Rtds Attract a New Generation
Vodka and Brandy Lose Ground as Lighter and Mixed Drinks Gain Appeal
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Health-Focused Consumers Shift Towards Lighter and Premium Choices
Younger Adult Drinkers Drive Demand for Innovative Lighter Beverages
Producers Innovate to Balance Health Trends and Value Pressures
Chart 4 Forecast Volume Sales 2020-2030
Chart 5 Forecast Volume Sales by Category 2025-2030
A Le Coq and Saku Õlletehase Defend Their Lead as Private Label Gains Traction
Chart 6 Company Shares 2025
Chart 7 Brand Shares 2025
Discounters Attract Value-Seeking Shoppers as E-Commerce Lags
Weather and Tax Hikes Drive Shift From Horeca to Retail
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 8 Economic Context for Alcoholic Drinks
Chart 9 Real Gdp Growth 2020-2030
Chart 10 Inflation 2020-2030
Chart 11 Consumer Context for Alcoholic Drinks
Chart 12 Population 2020-2030
Chart 13 Population by Generation 2025
Beer in Estonia
Key Data Insights
Beer Summary
Beer Companies Adapt Offerings as Consumers Shift Away From Mid-Priced Beer
Younger Adults Drive Non Alcoholic Beer as Health and Wellness Influences Demand
Chart 14 Non alcoholic beer aligns with healthier living patterns
Imported Brands Leverage Polarisation to Sustain Growth Amid Volume Decline
Chart 15 Volume Sales 2020-2030
Chart 16 Volume Sales by Category 2025
Local Producers Retain Dominance as Demand Stagnates
Craft Ales and Premium Lagers Generate Value Amid Falling Volumes
Health Awareness Reshapes Consumer Choice and Value
Chart 17 Forecast Volume Sales 2020-2030
Chart 18 Forecast Volume Sales by Category 2025-2030
A Le Coq and Saku Õlletehase Defend Dominance as Private Label Rises
Chart 19 Company Shares 2025
Chart 20 Brand Shares 2025
Rimi and Maxima Boost Summer Beer Sales with In-Store Promotions
Discounters Attract Value-Seekers as Price Sensitivity Rises
E-Commerce Lags as Brick-And-Mortar Giants Defend Beer Sales
Chart 21 Economic Context for Beer
Chart 22 Real Gdp Growth 2020-2030
Chart 23 Inflation 2020-2030
Chart 24 Consumer Context for Beer
Chart 25 Population 2020-2030
Chart 26 Population by Generation 2025
Cider/Perry in Estonia
Key Data Insights
Cider/Perry Summary
Leading Brands Fuel Flavour-Driven Competition as Seasonal Consumption Drops
Chart 27 Cold summer curbs summer social events and drinking occasions
Kopparberg and Rekorderlig Expand Appeal with Exotic Flavours
Chart 28 Exotic flavours are used to sustain appeal and attract consumers
Chart 29 Volume Sales 2020-2030
Chart 30 Volume Sales by Category 2025
Suppliers Focus on Flavour Variety as Volume Stabilises after Decline
Economic Recovery and Seasonal Effects Shape Demand Fluctuations
Chart 31 Forecast Volume Sales 2020-2030
Chart 32 Forecast Volume Sales by Category 2025-2030
Somersby and Kopparberg Drive Competitive Shifts with Flavour Focus
Chart 33 Company Shares 2025
Chart 34 Brand Shares 2025
Rimi, Maxima and Prisma Expand Reach with Broad Cider Assortments
Discounters Challenge E-Commerce as Price Sensitivity Rises
Chart 35 Economic Context for Cider/Perry
Chart 36 Real Gdp Growth 2020-2030
Chart 37 Inflation 2020-2030
Chart 38 Consumer Context for Cider/Perry
Chart 39 Population 2020-2030
Chart 40 Population by Generation 2025
Rtds in Estonia
Key Data Insights
Rtds Summary
Younger Adults Change First-Time Alcohol Choices From Beer to Long Drinks
Chart 41 Flavour experimentation is common in RTDs
A Le Coq G:N and Hartwall Capture Young Adults with Classic and Exotic Flavours
Flavour Polarisation and Innovation Make Rtds a First-Choice for New Adult Drinkers
Chart 42 Polarisation between long drinks and cocktails
Chart 43 Volume Sales 2020-2030
Chart 44 Volume Sales by Category 2025
A Le Coq and Carlsberg Shape Growth through Innovation
Barefoot and Le Petit Étoilé Drive Rapid Gains with Wine-Based Blends
Chart 45 Forecast Volume Sales 2020-2030
Chart 46 Forecast Volume Sales by Category 2025-2030
Saku Õlletehase and a Le Coq Drive Share Gains through Portfolio Strength
Chart 47 Company Shares 2025
Chart 48 Brand Shares 2025
Rimi and Maxima Sustain Their Lead by Offering a Broad Assortment of Rtds
Discounters Challenge Online Growth by Meeting Value Demand
Chart 49 Economic Context for Rtds
Chart 50 Real Gdp Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Rtds
Chart 53 Population 2020-2030
Chart 54 Population by Generation 2025
Spirits in Estonia
Key Data Insights
Spirits Summary
Players Embrace Flavour Experimentation to Drive Cocktail Consumption
Chart 55 Flavours are expanding to align with mixing cocktails
Non Alcoholic Gin Brands Struggle as Consumers Seek Alternatives
Chart 56 Non-alcoholic spirits have a limited presence
Cold Weather Reduces Demand for Bitters and Gin-Based Cocktails
Chart 57 Volume Sales 2020-2030
Chart 58 Volume Sales by Category 2025
Mixing Trends to Support Rum and American Whiskey
Younger Adults Prioritise Wellness, Driving Premium and Flavour Innovation
Chart 59 Forecast Volume Sales 2020-2030
Chart 60 Forecast Volume Sales by Category 2025-2030
Liviko as Leverages Vana Tallinn Expansion to Sustain Lead Amid Declining Share
Chart 61 Company Shares 2025
Chart 62 Brand Shares 2025
Rimi and Maxima Drive Spirits Sales with Wide Assortments and Local Reach
Discounters Capture Value-Seeking Shoppers as E-Commerce Struggles to Break through
Chart 63 Economic Context for Spirits
Chart 64 Real Gdp Growth 2020-2030
Chart 65 Inflation 2020-2030
Chart 66 Consumer Context for Spirits
Chart 67 Population 2020-2030
Chart 68 Population by Generation 2025
Wine in Estonia
Key Data Insights
Wine Summary
Cold Weather and Tax Rises Drive Sales Down as White Wine Outperforms
Demand for Lighter Indulgence Boosts White Wine as Still Grape Leads in Volume
Chart 69 White wine is winning over red one
Chart 70 Volume Sales 2020-2030
Chart 71 Volume Sales by Category 2025
Younger Adults Embrace Lighter Wines as White Gains Share
Retailers and Brands Respond to Evolving Demand with Innovation
Chart 72 Forecast Volume Sales 2020-2030
Chart 73 Forecast Volume Sales by Category 2025-2030
Henkell Freixenet Strengthens Its Lead in Sparkling Wine
Chart 74 Mionetto Prosecco Holds Position in Sparkling Wine
Chart 75 Company Shares 2025
Chart 76 Brand Shares 2025
Rimi and Maxima Expand Reach as Supermarkets Maintain Dominance
Prisma and Selver Reinforce E-Commerce While Offline Rivals Hold Ground
Chart 77 Economic Context for Wine
Chart 78 Real Gdp Growth 2020-2030
Chart 79 Inflation 2020-2030
Chart 80 Consumer Context for Wine
Chart 81 Population 2020-2030
Chart 82 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- 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
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- 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
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- 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
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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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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