Executive Summary

Jul 2019
PROSPECTS
Strong promotional activity in retailing continues to drive growth in spirits

Product variety in spirits expanded further in 2018 in line with the rising incomes of urban consumers and rapid development of modern grocery retailing. Consumers were exposed to a wider choice and increasingly looked for quality and value in products.

Growth of the tourism industry drives the premiumisation trend in the on-trade

Dynamic growth of luxury outlets in Sofia and in Plovdiv, as well as in tourist resorts, stimulated consumption of premium brands in spirits, especially in cognac, whiskies, gin and vodka. In 2018, the Ministry of Tourism shared statistics showing higher value growth from the tourism industry and the outstanding performance of luxury resorts, which fosters consumption in the on-trade through higher-income tourists.

The quest for experience and discovery benefits imported brands

Urban millennials in Bulgaria are the main target group for spirits brand owners in the current and forecast periods. They are highly influenced by social media and exposed to global trends thanks to their wanderlust.

COMPETITIVE LANDSCAPE
Diageo Bulgaria focuses on innovation and new launches

In 2018, Diageo had an extensive focus on innovation and promotion. The innovative Gordon’s Pink in English gin was among the most innovative and successful new launches in 2018.

Vinprom Peshtera AD continues to record growing sales

Local producer Vinprom Peshtera AD demonstrated a stable performance thanks to strong marketing and promotional activity. Its economy brand Black Ram in other whiskies benefitted from increased preference for international alcoholic beverages like whiskies among all age groups – including the young adult generation.

Craft spirits brand owners expanding in rakija

In line with global trends, there was also a growing interest in craft products, especially in rakija, in Bulgaria. Urban consumers lack the time, infrastructure and skills to produce their own home-made rakija.

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Spirits in Bulgaria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spirits industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Bulgaria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in Bulgaria?
  • What are the major brands in Bulgaria?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Spirits in Bulgaria - Category analysis

HEADLINES

PROSPECTS

Strong promotional activity in retailing continues to drive growth in spirits
Growth of the tourism industry drives the premiumisation trend in the on-trade
The quest for experience and discovery benefits imported brands

COMPETITIVE LANDSCAPE

Diageo Bulgaria focuses on innovation and new launches
Vinprom Peshtera AD continues to record growing sales
Craft spirits brand owners expanding in rakija

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2018

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 10 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 12 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 13 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 14 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Bulgaria - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks market continues to grow
Premiumisation trends in spirits intensify
Healthier lifestyles to positively impact the development and sales of non-alcohol beer
On-trade among the key growth drivers for alcoholic drinks
Globalisation continues to transform alcoholic drinks culture in Bulgaria

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 16 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 17 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 28 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources