Mirroring developments in wine, spirits saw off- and on-trade volume sales bounce back into positive territory in 2021 after having posted double-digit declines in 2020 due to COVID-19 lockdowns and social distancing. Overall demand rebounded quickly as consumers began regularly socialising and attending celebratory events such as weddings in on-trade establishments and private homes once again thanks to the progression of the national vaccination programme and the relaxation of public health measures.
Vodka has long been the dominant spirits category in Azerbaijan. However, in recent years it has faced increasing competition from other product types that are more likely to be favoured by younger consumers.
The economy price segment in vodka in Azerbaijan primarily comprises local brands such as Mamedoff and Banketnaya. In contrast, the premium segment is mainly represented by imported brands, which range from more affordable options such as Finlandia to higher-end varieties like Onegin and Beluga.
Spirits is expected to see off-trade volume sales – which account for the lion’s share of total consumption – decline throughout the forecast period. While on-trade volume sales are set to increase, growth looks set to slow sharply from 2022 onwards.
Whiskies looks set to be one of the most dynamic areas within spirits in terms of total volume sales growth over the forecast period. It will continue to benefit from rising interest among young adults, who tend to prefer whiskies to vodka and like to mix them with cola carbonates and other types of soft drinks.
While it will continue losing ground to other product types, vodka will remain the dominant spirits category in Azerbaijan over the forecast period. It looks set to record consistently negative results in off-trade volume sales terms, which will drag down the performance of spirits as a whole in this regard.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See All of Our DefinitionsThis report originates from Passport, our Spirits research and analysis database.
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