In 2017, growth of spirits was impeded by the continued consumer shift towards beer, particularly in the off-trade. In terms of on-trade sales of spirits, the consumer shift was more relevant between the various types of spirits.
While the consumer shift from spirits to beer is partially responsible for the underperformance of spirits in general, a pronounced shift from whiskies to ever-popular, domestically-produced rachiu/rakija is responsible for the modest growth of whiskies and especially underperformance of single malt Scotch whisky. While other blended Scotch whisky, which is more robust, was less affected, single malt Scotch whisky declined due to its significantly smaller size where high volatilities translate into more significant rates of decline.
Over a quarter of total volume sales of spirits in Macedonia derive from rakija, which is undoubtedly the most popular single alcoholic drinks type in the country. Some people make home-made distilled beverages, primarily rakija.
In 2017, Croatian company Badel 1862 dd maintained a healthy lead within spirits, despite evident and continued loss of total volume share throughout the review period. International competition is increasingly fierce and Badel 1862 dd, which has a long-standing presence in Macedonia, is not able to preserve its share despite its good reputation and trusted brands in the ever-changing spirits category.
While leader Badel 1862 dd is more of a regional player, second-ranked Diageo Plc is a true global leader within spirits. In 2017, its total volume share stagnated, while in 2016 it grew significantly relative to 2015.
The top two players within spirits in Macedonia are international companies. The majority of total volume sales is in the hands of international NBOs and GBOs with their brands.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Spirits industry in North Macedonia 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 North Macedonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
This report originates from Passport, our Spirits research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page