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Competitive Landscape
Liviko as Leverages Vana Tallinn Expansion to Sustain Lead Amid Declining Share
Spirits in Estonia remained highly concentrated in 2025, with Liviko AS retaining the dominant position, although the company’s volume share declined from 34% in 2024 to 29% in 2025. This notable decrease marks a reversal from prior years, indicating that the market has become less concentrated over the 2020-2025 period.
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Overview:
Understand the latest market trends and future growth opportunities for the Spirits industry in Estonia 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.
If you're in the Spirits industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Spirits in Estonia 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 Spirits in Estonia?
- Where is consumer demand for Spirits 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 Estonia?
- How are products distributed in Estonia?
- 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?
Spirits in Estonia - Category analysis
Key Data Insights
Spirits Summary
Players Embrace Flavour Experimentation to Drive Cocktail Consumption
Chart 1 Flavours are expanding to align with mixing cocktails
Non Alcoholic Gin Brands Struggle as Consumers Seek Alternatives
Chart 2 Non-alcoholic spirits have a limited presence
Cold Weather Reduces Demand for Bitters and Gin-Based Cocktails
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Mixing Trends to Support Rum and American Whiskey
Younger Adults Prioritise Wellness, Driving Premium and Flavour Innovation
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Liviko as Leverages Vana Tallinn Expansion to Sustain Lead Amid Declining Share
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Rimi and Maxima Drive Spirits Sales with Wide Assortments and Local Reach
Discounters Capture Value-Seeking Shoppers as E-Commerce Struggles to Break through
Chart 9 Economic Context for Spirits
Chart 10 Real Gdp Growth 2020-2030
Chart 11 Inflation 2020-2030
Chart 12 Consumer Context for Spirits
Chart 13 Population 2020-2030
Chart 14 Population by Generation 2025
Alcoholic Drinks in Estonia - Industry Overview
2025 Developments
Key Data Insights
Excise-Driven Choices Force Consumers to Trade Down or Premiumise
Chart 15 Cold summer of 2025 hampers sales
Beer Remains Dominant as Rtds Attract a New Generation
Vodka and Brandy Lose Ground as Lighter and Mixed Drinks Gain Appeal
Chart 16 Volume Sales 2020-2030
Chart 17 Volume Sales by Category 2025
Health-Focused Consumers Shift Towards Lighter and Premium Choices
Younger Adult Drinkers Drive Demand for Innovative Lighter Beverages
Producers Innovate to Balance Health Trends and Value Pressures
Chart 18 Forecast Volume Sales 2020-2030
Chart 19 Forecast Volume Sales by Category 2025-2030
A Le Coq and Saku Õlletehase Defend Their Lead as Private Label Gains Traction
Chart 20 Company Shares 2025
Chart 21 Brand Shares 2025
Discounters Attract Value-Seeking Shoppers as E-Commerce Lags
Weather and Tax Hikes Drive Shift From Horeca to Retail
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 22 Economic Context for Alcoholic Drinks
Chart 23 Real Gdp Growth 2020-2030
Chart 24 Inflation 2020-2030
Chart 25 Consumer Context for Alcoholic Drinks
Chart 26 Population 2020-2030
Chart 27 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Spirits
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- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- 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
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- 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
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitions
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This report originates from Passport, our Spirits research and analysis database.
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