Spirits in Kazakhstan

PROSPECTS

Limited growth opportunities for spirits, particularly vodka

In Kazakhstan, spirits continued to observe negative dynamics in terms of sales and consumption. Factors such as the health and wellness trend, the growing popularity of alcoholic drinks with lower ABV such as beer and wine, and the limited time permitted for sales of spirits in retailers had a negative impact on overall spirits in the country.

Gin, liqueurs and rum are strongest performers

During 2018, gin, liqueurs and rum generated the fastest volume and current value growth rates in Kazakhstan. Their strong performances are due to their low volume base in the country, in addition to a consumer shift from vodka towards new flavours and consumption experiences.

Great opportunity for development of whiskies

Even though whiskies did not generate the highest volume growth during the review period, this spirit has good potential for continuous development. Whiskies is the third largest category in spirits in Kazakhstan, and there has been a gradual development of a culture regarding its consumption, especially through bars and pubs.

COMPETITIVE LANDSCAPE

Declining share for Geom TOO in 2018

Leading player Geom TOO suffered loss of share within spirits in 2018. Geom is one of the largest vodka producers in Kazakhstan.

Strong competition between domestic and international manufacturers

Spirits was a highly diverse category in 2018, offering a wide range of both local and imported brands. Domestic manufacturers strongly led vodka and brandy, which are considered the most common and traditional spirits in the country.

Modern grocery retailers amplify position due to growing number of outlets

The retailing landscape of spirits remained stable during 2018 in Kazakhstan. However, there was a positive trend towards the development of modern grocery retailers.

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