Spirits recorded a steep decline in total volume terms in 2020 with sales declining not only in on-trade volume terms but also off-trade volume terms, with sales seeing only a partial recovery in 2021. This was partly because spirits are considerably more expensive than other alcoholic drinks and as such were harder hit by consumers curbing their discretionary spending in response to the economic impact of COVID-19.
The craft spirits trend continued to boom in 2021, with younger consumers increasingly looking for new experiences and products with more interesting ingredients and production techniques. Craft gin and vodka is attracting consumers looking for more sophisticated drinking experiences, although these products typically carry a higher price tag which limits their appeal to wealthy urban consumers.
Local manufacturer Liviko remained the outright leader in spirits in total volume terms in 2021, as well as the only player to claim a double-digit total volume share. Spanning several categories and price points, the company’s broad portfolio boasts an array of brands that enjoy trusted reputations for quality among Estonians and consumers from neighbouring countries.
Ukrainian vodka brand Nemiroff has agreed a distribution deal with Coca-Cola HBC in Latvia, Lithuania and Estonia. This deal is expected to help grow the brand’s visibility and availability in stores.
Liviko is likely to retain a strong lead in spirits in Estonia over the forecast period thanks to well-established range of popular products and ongoing investments in new product development. It could however face growing competition from craft distillers offering small batch products that appeal to wealthier and more sophisticated drinkers.
As advertising of alcoholic drinks in Estonia is not allowed, manufacturers have started turning to different channels to present their brands and products, such as Instagram and Twitter. As the younger generation are more tech-savvy, these channels are expected to become increasingly important in the forecast period as a way to promote spirits.
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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
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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