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2025 Developments
Alcoholic drinks in Türkiye in 2025 faced a marked downturn in total volume, declining by 0.7% to 1.35 billion litres, in sharp contrast to the stabilisation observed in Western European markets and a significant reversal from the 8% CAGR growth recorded from 2020 to 2024. Despite this contraction in consumption, retail value soared by 38%, propelled by steep excise taxes and inflation that rendered out-of-home drinking increasingly unaffordable, thereby accelerating a shift to off-trade channels and at-home occasions. The market is now defined by intensified polarization. While value offerings gain traction among price-sensitive consumers impacted by slowing real GDP growth and diminished disposable income, a small but resilient affluent cohort continues to support premium products, particularly in beer, raki, gin, and imported spirits. The environment remains highly concentrated, yet recent moves into spirits by leading players signal a gradual evolution in competitive dynamics. For businesses, success requires a dual approach: fortifying value brands to capture the mainstream while simultaneously defending premium portfolios through innovation and heritage storytelling, particularly as supermarkets strengthen their position as one-stop destinations for both value and high-end alcoholic drinks.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Turkey 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 Turkey, 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 Turkey 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 Turkey?
- 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 Turkey?
- How are products distributed in Turkey?
- 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 Türkiye
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Volume Declines Amid Inflation-Driven Polarization and the Shift toward At-Home Consumption
Beer Retains Its Dominance While Spirits Drive the Strongest Growth Amid Increasing Polarization
Chart 2 Premium imported vodka reinforces polarization in 2025
Brands Leverage Tradition to Defend Share in Turbulent Times
Chart 3 Izmir Rakisi highlights traditional stone-milled anise to reinforce heritage positioning
Chart 4 Volume Sales 2020-2030
Chart 5 Volume Sales by Category 2025
Chart 6 Analyst Insight for Alcoholic Drinks
Growth Is Set to Remain Flat Amid Sustained Affordability Pressure, Beer Dominance and Selective Spirits
Tourism-Driven On-Trade Revival Is Set to Boost Premium Spirits and Cocktails
Gradual Macroeconomic Improvements Are Expected Amid Persistent Affordability Pressure
Chart 7 Forecast Volume Sales 2020-2030
Chart 8 Forecast Volume Sales by Category 2025-2030
Türk Tuborg and Efes Pilsen as Drive Consolidation with New Spirits Moves
Acquisitions Reshape Spirits as Cross-Category Synergies Emerge
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets Broaden Ranges While Taking Share From Tekel Shops
On-Trade Loses Ground as Economic Pressures Shift Demand to Off-Trade
Retail E-Commerce Remains Restricted as Offline Channels Shape Consumer Choice
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 11 Economic Context for Alcoholic Drinks
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Beer in Türkiye
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Volume Decline Amid Inflation, Shifting Consumption and Weaker Tourism Support
Mainstream Lager Leads Volumes as Premium and Craft Styles Diversify Demand
Premium Innovation and Flavour Launches Reinforce Polarisation in Beer Consumption
Chart 18 Tuborg Ice offers a differentiated and refreshing beer experience
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Gradual Recovery Constrained by Value Pressures, with Premium and Imported Segments Outperforming Mainstream Lager
Brewers Prioritise Dark Beer Innovation to Drive Growth across the Forecast Period
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Türk Tuborg Strengthens Position as Anadolu Efes Innovates to Retain Share
Chart 23 Company Shares 2025
Chart 24 Brand Shares 2025
Migros and Carrefour Expand Their Beer Selections to Attract Value-Seeking Shoppers
Retail E-Commerce Ban Eliminates Online Competition and Shapes Offline Retail Dynamics
Chart 25 Economic Context for Beer
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Beer
Chart 29 Population 2020-2030
Chart 30 Population by Generation 2025
Cider/Perry in Türkiye
Key Data Insights
Cider/Perry Summary
Chart 31 Key Industry Trends for Cider/Perry
Volume Decline Driven by Market Polarization, Weak Innovation and On-Trade Dependency
Narrow Product Ranges and Weak Innovation Hinder New Consumer Uptake
Chart 32 Volume Sales 2020-2030
Chart 33 Volume Sales by Category 2025
Tourists and Urban Consumers Will Drive Limited Rebound through On-Trade Innovation
Flavoured Innovation and Premiumisation May Broaden Appeal among Affluent Consumers
Brand Investment and Tourism-Focused Strategies Will Sustain Relevance in a Niche Space
Chart 34 Forecast Volume Sales 2020-2030
Chart 35 Forecast Volume Sales by Category 2025-2030
Kavaklidere Saraplari as Strengthens Its Hold as Rivals Lose Ground
Chart 36 Company Shares 2025
Chart 37 Brand Shares 2025
Supermarkets Reinforce Dominance as Tekel Shops Restrict Access
Retail E-Commerce Ban Eliminates Alternative Paths for Consumer Trial
Chart 38 Economic Context for Cider/Perry
Chart 39 Real Gdp Growth 2020-2030
Chart 40 Inflation 2020-2030
Chart 41 Consumer Context for Cider/Perry
Chart 42 Population 2020-2030
Chart 43 Population by Generation 2025
Spirits in Türkiye
Key Data Insights
Spirits Summary
Chart 44 Key Industry Trends for Spirits
Whisky Drives Strong Volume Growth as Consumers Shift Towards Affordable, At-Home Consumption
Market Polarization Intensifies as Value Segments Outperform and Premiumisation Becomes Increasingly Selective
Chart 45 Anadolu Raki Sifir Seri reinvents a heritage spirit with a modern twist
Chart 46 Volume Sales 2020-2030
Chart 47 Volume Sales by Category 2025
Whisky Consolidates Leadership in Spirits, Driven by Value Positioning and Sustained At-Home Consumption
Anadolu Efes and Türk Tuborg Are Set to Boost Competition through Wider Access
Chart 48 Forecast Volume Sales 2020-2030
Chart 49 Forecast Volume Sales by Category 2025-2030
Mey I?çki San Ve Tic as Gains Ground as New Entrants Accelerate Competition
Chart 50 Company Shares 2025
Chart 51 Brand Shares 2025
Supermarkets Expand Its Spirits Selection as Tekel Shops Lose Ground
Retail E-Commerce Ban Restricts Channel Competition and Digital Access
Chart 52 Economic Context for Spirits
Chart 53 Real Gdp Growth 2020-2030
Chart 54 Inflation 2020-2030
Chart 55 Consumer Context for Spirits
Chart 56 Population 2020-2030
Chart 57 Population by Generation 2025
Wine in Türkiye
Key Data Insights
Wine Summary
Chart 58 Key Industry Trends for Wine
Wine Volume Declines Amid Inflation-Driven Price Pressures in 2025
Chart 59 Küp targets the squeezed mid-income consumers with affordable local red wine
Still Light Grape Wine Retains Dominance as Sparkling Wine Accelerates
Accelerating Polarization Drives Shift Towards Economy and Premium Wines
Chart 60 Selendi Morali leverages Anatolian heritage to drive premium wine sales
Chart 61 Volume Sales 2020-2030
Chart 62 Volume Sales by Category 2025
Gradual Recovery Will Be Driven by Sparkling Wine Growth Amid Persistent Price Sensitivity
Continued Polarization, Premiumisation, and Gradual On-Trade Recovery across the Forecast Period
Chart 63 Forecast Volume Sales 2020-2030
Chart 64 Forecast Volume Sales by Category 2025-2030
Fragmentation Persists as Leading Players Gain Share through Scale, Distribution Strength and Capacity Advantages
Chart 65 Company Shares 2025
Chart 66 Brand Shares 2025
Tekel Shops Reinforce Neighbourhood Access as Supermarkets Broaden Premium Assortments
Regulatory Barriers Keep Retail E-Commerce Absent From Off-Trade Wine Sales
Chart 67 Economic Context for Wine
Chart 68 Real Gdp Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Wine
Chart 71 Population 2020-2030
Chart 72 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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-
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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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