Spirits is expected to show flat (shrinkingly negative) dynamics over the forecast period, mainly attributed to the traditional nature and maturity of vodka – being the main spirits driver. This means that novelty product developments are not so well received in vodka, limiting the potential of players to make their products stand out from the crowd.
Whiskies is one subcategory which shows potential for flavour developments, such as seen with the launch of Jameson Orange and Ararat Cherry (Pernod Ricard Kazakhstan TOO). Premiumisation is another potential trend which can create a modernisation in spirits in Kazakhstan.
Despite many measures taken to “whitewash” the alcoholic drinks industry in Kazakhstan, it largely remains a “grey” market. According to various estimates, the share of illegal trade has decreased, but it is still high and can reach 30% in general.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Kazakhstan 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 Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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