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.
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.
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.
Leading player Geom TOO suffered loss of share within spirits in 2018. Geom is one of the largest vodka producers in Kazakhstan.
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.
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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This industry report originates from Passport, our Alcoholic Drinks market research database.