2021 was a pretty good year for the spirits category, which showed an improvement on the previous year’s stagnation and the decline seen in 2019. Spirits not only saw a rise in volume sales, but also witnessed a shift in demand towards higher-quality products.
The grey and black market share of alcoholic drinks sales is estimated to be around 50- 60% of the total market. Since 2013, the government has been consistently increasing excise duties, which has resulted in the growth of illegal sales.
Traditional stores remain the leading sales channel for spirits in Kazakhstan. Even though 2020 saw a shift towards modern retailing channels, traditional trade continues to account for the majority of volume sales.
As it entered 2022, Kazakhstan saw mass protests against the sudden increase in the prices of liquified gas. These events took their toll on the economy and many businesses suffered.
Despite the growth of vodka sales in 2021, it is expected that the market will show decline in the upcoming years. Consumers are switching to more high-end brown spirits or alcoholic drinks with a lower ABV.
Brandy is the second most popular spirit in Kazakhstan after vodka, accounting for around a fifth of total spirits volumes in the market. The category, which is mostly consolidated in the hands of one local player, Bacchus AO, is unique amongst spirits in having an excise duty that is almost 10 times lower than that of other spirits products.
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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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