In 2017, alcoholic drinks recorded moderate total volume growth primarily due to market saturation and underperformance of wine which is one of the traditional alcoholic drinks, mainly of domestic origin. Towards the end of 2017 the Macedonian political crisis settled down after the latest parliamentary election in 2016 and the subsequent formation of a new government during the first half of 2017.
In 2017, craft beer manufacturing continued to evolve as several leading microbreweries launched a number of new craft beers. These new product launches experienced strong volume demand and interest among beer connoisseurs.
In 2017, domestic companies dominated alcoholic drinks in total volume terms, mainly due to the very strong market share held by the two largest domestic breweries, Pivara Skopje ad and Prilepska Pivarnica ad. Besides beer, another area with strong market presence and dominance of domestic brands and manufacturers is other spirits, particularly in the rachiu/rakija and other distilled beverages subcategories.
Traditional grocery retailers was the dominant distribution channel for alcoholic drinks in Macedonia in 2017. Small grocery retailers is the leading channel, followed by other grocery retailers.
Alcoholic drinks is set to maintain stable growth over the forecast period. This growth will represent a slowdown compared to the review period as the most robust alcoholic drinks categories are heavily saturated and there is little room for future volume growth.
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This industry report originates from Passport, our Alcoholic Drinks market research database.