Executive Summary

Jul 2019
PROSPECTS
Premiumisation is flourishing

Despite low purchasing power and consumer confidence, premiumisation is a key trend in spirits. Consumption of spirits has declined among Greeks since the outbreak of the recession, yet they are increasingly upgrading to premium and super-premium brands.

On-trade sales dominate

Home consumption of spirits remains low in Greece and was further affected by the recession, which forced consumers to re-evaluate spending patterns. When it comes to home consumption, domestic spirits (ouzo, raki, tsipouro) dominate.

Competition between domestic and imported spirits remains fierce

Spirits in Greece is split between imported products, such as whiskies and vodka, and domestic ones, like ouzo, tsipouro and raki. While ouzo sales are decreasing due to maturity, tsipouro and raki are posting a strong increase in share within spirits, driven by their lower retail prices in both the off- and on-trade.

COMPETITIVE LANDSCAPE
Diageo Hellas SA leads sales

Diageo is the leading player in spirits, with the company holding the lion’s share of sales within whiskies. Diageo continues to invest in whiskies, despite the decline in sales of Scotch.

Jameson drives growth for Pernod Ricard

Jameson is the best-performing brand in Pernod Ricard’s portfolio. The brand is driving growth not only in Pernod Ricard’s sales, but also in Irish whiskey as a whole, contributing to an increase in consumer awareness that is benefiting other brands too, such as Bushmills and Tullamore, both of which posted increases in sales.

Premium brands gain share

The premiumisation trend is benefiting domestic drinks importer Amvyx, which has a brand portfolio mostly comprised of premium and super-premium brands. Some of the company’s best performers are Tullamore Dew, Grey Goose, Bombay Sapphire and Hendrick’s.

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Spirits in Greece

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Greece 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 Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Greece 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 Greece?
  • What are the major brands in Greece?
  • 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 Greece - Category analysis

HEADLINES

PROSPECTS

Premiumisation is flourishing
On-trade sales dominate
Competition between domestic and imported spirits remains fierce

COMPETITIVE LANDSCAPE

Diageo Hellas SA leads sales
Jameson drives growth for Pernod Ricard
Premium brands gain share

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 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 10 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 12 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 13 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 15 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 16 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 17 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 18 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 19 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Greece - Industry Overview

EXECUTIVE SUMMARY

Sales recover from the recession
Tourism flourishes and Greece exits the memoranda
Beer companies lead sales
Hypermarkets channel regains part of its lost share
Prospects for alcoholic drinks are optimistic

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018 (EUR per Hectolitre)

OPERATING ENVIRONMENT

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

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources