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2025 Developments
In 2025, alcoholic drinks in Kazakhstan reversed prior declines, achieving 2% volume growth and a notable 13% value surge, outpacing many regional peers due to sustained economic expansion and the dynamism of beer and innovative spirits. The environment is increasingly attractive, with robust GDP growth of 6% supporting consumer spending, though persistent inflation and heightened price sensitivity require brands to strike a balance between premiumisation and affordability. The most successful approaches involve targeting younger consumers through flavour innovation, expanding portfolios into modern spirits like gin and rum, and leveraging both traditional and modern retail channels as supermarkets and specialists gain share. Brand resilience hinges on adapting to evolving preferences, capitalising on new drinking occasions, and maintaining relevance through both promotional activity and a continuous pipeline of product launches. To thrive, companies must offer differentiated products, respond rapidly to shifts in demand, and ensure breadth of distribution, while navigating a market that is both highly competitive and characterised by fast-changing consumer expectations.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Kazakhstan 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 Kazakhstan, 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 Kazakhstan 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 Kazakhstan?
- 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 Kazakhstan?
- How are products distributed in Kazakhstan?
- 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 Kazakhstan
2025 Developments
Key Data Insights
Players Focus on Flavour Innovation to Attract Younger Consumers of Legal Drinking Age
Chart 1 Players Continue to Invest in New Products with Diverse Flavours
Consumer Preferences Shift beyond Tradition Towards Experimentation and Moderation
Chart 2 Kokshetauminvody Ao Launched Archa, One of the First Locally Produced Gin
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Chart 5 Analyst Insight for Alcoholic Drinks
Innovation and Affordability Will Define the Next Phase of Alcoholic Drinks Growth
Modern Spirits and Cocktail Culture Is Set to Drive Portfolio Diversification and Premiumisation
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Market Leaders Strengthen Their Position through Diversification and Distribution
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Supermarkets and Food/Drink/Tobacco Specialists Grow as Small Local Grocers Lose Ground
Hybrid E-Commerce Models Expand but Remain Niche Amid Regulation
On-Trade Drives Innovation as Off-Trade Sustains Volume Growth
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 10 Economic Context for Alcoholic Drinks
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Beer in Kazakhstan
Key Data Insights
Beer Summary
Value-Conscious Consumers Shape Beer's Return to Growth
Lager Remains Dominant as Non-Alcoholic Beer Rises in Line with Moderation Trends
Chart 16 Efes Kazakhstan Ao Ip Launches Its Non-Alcoholic Portfolio
Efes Kazakhstan Drives Premiumisation and Flavour Innovation to Capture Evolving Demand
Chart 17 Volume Sales 2020-2030
Chart 18 Volume Sales by Category 2025
Premium Lager Brands Are Set to Accelerate Growth as Prices Rise
Premium and Flavoured Beers Will Drive Value Creation through 2030
Chart 19 Forecast Volume Sales 2020-2030
Chart 20 Forecast Volume Sales by Category 2025-2030
Efes Kazakhstan Strengthens Its Leadership as Carlsberg Kazakhstan Loses Share
Galanz Bottlers Revives Baltika and Fuels Competitive Innovation
Chart 21 Company Shares 2025
Chart 22 Brand Shares 2025
Supermarkets and Hypermarkets Gain Share as Small Local Grocers Lose Ground
Retail E-Commerce Remains a Niche but Shows Potential
Chart 23 Economic Context for Beer
Chart 24 Real Gdp Growth 2020-2030
Chart 25 Inflation 2020-2030
Chart 26 Consumer Context for Beer
Chart 27 Population 2020-2030
Chart 28 Population by Generation 2025
Cider/Perry in Kazakhstan
Key Data Insights
Cider/Perry Summary
Price Increases Slow Cider Growth Despite Resilient Consumer Spending
Wild Kazakh’S Focus on Local Identity Builds Brand Differentiation Amid Limited Innovation
Chart 29 Local Manufacturers Focus on Heritage and Tradition
Chart 30 Volume Sales 2020-2030
Chart 31 Volume Sales by Category 2025
Producers Are Set to Expand Flavour Options to Compete with Rtds and Beer
Chart 32 Forecast Volume Sales 2020-2030
Chart 33 Forecast Volume Sales by Category 2025-2030
Market Concentration Intensifies as Vinzavod Issyk Ao Strengthens Its Dominance
Chart 34 Company Shares 2025
Chart 35 Brand Shares 2025
Modern Formats Are Steadily Capturing Share From Traditional Shops
Retail E-Commerce Gains Traction, but Remains a Secondary Channel in Cider/Perry
Chart 36 Economic Context for Cider/Perry
Chart 37 Real Gdp Growth 2020-2030
Chart 38 Inflation 2020-2030
Chart 39 Consumer Context for Cider/Perry
Chart 40 Population 2020-2030
Chart 41 Population by Generation 2025
Rtds in Kazakhstan
Key Data Insights
Rtds Summary
Rtds Growth Is Fuelled by Innovation Rather Than Category Diversification
Chart 42 Bacchus Continues to Experiment with Innovaion Flavour Launches
Bacchus Prioritises Convenience and Taste over Low-Alcohol Innovation
Chart 43 Volume Sales 2020-2030
Chart 44 Volume Sales by Category 2025
Premiumisation and Flavour Innovation Will Sustain Value Despite Declining Volumes
Limited Editions and Core Flavours Are Set to Shape Innovation-Driven Premiumisation
Chart 45 Forecast Volume Sales 2020-2030
Chart 46 Forecast Volume Sales by Category 2025-2030
Bacchus Ao Accelerates Flavour Innovation to Capture Market Control
Chart 47 Company Shares 2025
Chart 48 Brand Shares 2025
Small Local Grocers Maintain the Lead as Modern Formats Expand
Retail E-Commerce Broadens Reach but Remains a Minor Channel
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 Kazakhstan
Key Data Insights
Spirits Summary
Premiumisation and Cocktail Culture Reshape the Spirits Market
Bacchus and Global Beverages Leverage Heritage Branding for Consumer Loyalty
Chart 55 Strong Focus on National Heritage in Spirits Branding
Chart 56 Volume Sales 2020-2030
Chart 57 Volume Sales by Category 2025
Cocktail Culture and Premium Brands Are Expected to Reshape Consumer Choices
Promotional Strategies and Innovation Will Counter Price Sensitivity
Rising Gdp Growth Is Set to Support Premiumisation and Diversification
Chart 58 Forecast Volume Sales 2020-2030
Chart 59 Forecast Volume Sales by Category 2025-2030
Kokshetauminvody Ao Sustains Its Leadership through Innovation and Distribution
Chart 60 Company Shares 2025
Chart 61 Brand Shares 2025
Supermarkets and Hypermarkets Capture Share as Small Local Grocers Retreat
Retailers Accelerate E-Commerce Despite Restrictions and Shifting Preferences
Food/Drink/Tobacco Specialists Expand Assortments to Meet Evolving Demand
Chart 62 Economic Context for Spirits
Chart 63 Real Gdp Growth 2020-2030
Chart 64 Inflation 2020-2030
Chart 65 Consumer Context for Spirits
Chart 66 Population 2020-2030
Chart 67 Population by Generation 2025
Wine in Kazakhstan
Key Data Insights
Wine Summary
Players Prioritise Rtd Innovation as Consumer Demand for Wine Declines
Price Sensitivity and Limited Wine Culture Constrain Market Development
Chart 68 The Assortment of Non-Alcoholic Wine Is Largely Presented by Imported Brands From Spain, Germany, France
Chart 69 Volume Sales 2020-2030
Chart 70 Volume Sales by Category 2025
Wine Is Set for a Gradual Recovery Despite Persistent Price Sensitivity
Sparkling Wine Is Set to Drive Growth as Consumers Seek Lighter, More Social Occasions
Chart 71 Forecast Volume Sales 2020-2030
Chart 72 Forecast Volume Sales by Category 2025-2030
Arba Wine Strengthens Local Identity to Stand Out From Imports
Chart 73 Company Shares 2025
Chart 74 Brand Shares 2025
Supermarkets and Hypermarkets Expand Reach as Small Local Grocers Lose Ground
Arba Wine’S Direct App Approach Reshapes Consumer Engagement
Chart 75 Economic Context for Wine
Chart 76 Real Gdp Growth 2020-2030
Chart 77 Inflation 2020-2030
Chart 78 Consumer Context for Wine
Chart 79 Population 2020-2030
Chart 80 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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