The growth of spirits in 2018 slowed down primarily as a result of the continued and pronounced consumer shift towards beer and wine. This had a direct limiting impact on the performance of the entire category, especially the biggest areas such as rachiu/rakija and other distilled beverages, further limiting the growth potential of the spirits category.
In 2018 single malt Scotch whisky recorded the highest total volume growth rate, helped by the category’s very low sales base. The health spin surrounding bitters and the growing popularity of tequila (and mezcal) were the major contributing factors to the growth of these two particular spirits in 2018.
2018 was a year of stagnation for brandy and gin (English gin) as both categories witnessed limited volume demand and in the case of brandy a shortage of significant brands on the market. The consumer shift towards beer and wine in 2018 was a major contributing factor to the minimal growth of rachiu/rakija and other distilled beverages, which, due to their major size in total volume terms, negatively impacted the overall growth of spirits.
In 2018 the Croatian company Badel 1862 dd remained the leading player within spirits, despite its continued decline and loss of total volume share. Badel 1862 dd used to dominate spirits in the former Yugoslavia.
Diageo Plc ranked second in spirits in 2018 thanks to its significant global reach and excellent distribution in Macedonia. In 2017, its total volume share stagnated relative to 2016, while in 2018 it bounced back and grew moderately relative to 2017.
In 2018 the two leading players within spirits in Macedonia were international companies, accounting for more than one third of the total volume share. Additionally, there are a number of smaller international players that together with the leaders accounted for more than half of the total volume share within spirits in 2018.
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This industry report originates from Passport, our Alcoholic Drinks market research database.