In 2018, alcoholic drinks in Turkey saw double-digit total volume growth, which far exceeded the growth demonstrated during the review period. The main reason for this notable growth was the increase in tourism in the country.
As part of Turkey’s European Union membership negotiations within the framework of the equalisation of tax, the differences between the excise taxes on high alcohol beverages were abolished in May 2018. The minimum fixed tax amount for high alcohol beverages became TRY184.
In 2018, Efes Pilsen accounted for half of total volume sales of alcoholic drinks in Turkey. The success of the company came from its leading position within beer, which is the dominant category within alcoholic drinks.
In 2018, the leading distribution channel in alcoholic drinks remained food/drink/tobacco specialists, dominated by Tekel outlets. Tekel outlets saw growth in their share due to the high number of these outlets across the country and the lack of shelf space fees for alcoholic drinks companies, in an environment in which companies are paying high shelf prices at supermarkets and hypermarkets.
Over the forecast period, the total volume growth expected for alcoholic drinks greatly exceeds the performance recorded over the review period. The main reasons for growth are projected to be the increase in tourism, the better macroeconomic environment and the rising number of foodservice outlets with a licence to sell alcohol within their premises.
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This industry report originates from Passport, our Alcoholic Drinks market research database.