Spirits are largely dependent on on-trade channels, with more than half of volume sales normally sold through foodservice channels. As a result, spirits were hugely negatively impacted by the 2020 COVID-19 restrictions.
In 2021, the Croatian company Badel 1862 and Diageo remained the key players. Badel 1862 led in in terms of volume share, while Diageo led in terms of value share.
Gin was the strongest performer in 2021 in terms of growth in volume sales, as younger consumers in particular appreciate gin and also appreciate its versatility as a key ingredient for many cocktails. Bitters also performed strongly, particularly through off-trade channels, as consumers looked for alcohol with restorative properties, in light of the pandemic.
Spirits will register muted volume growth over the forecast period, in what is a mature product area, particularly for the more popular spirits such as brandy and rakija. This will be particularly true through off-trade channels and on-trade will register higher volume growth, as society fully opens up over the forecast period.
Bitters is set to continue growing strongly through off-trade channels over the forecast period, as there is a perception that bitters are a healthier alternative to other spirits. Cream-based liqueurs are also set to grow strongly, especially through on-trade channels, as wider availability fuels increasing demand.
The ongoing modernisation of retailing, with the spread of large modern grocery retailers, is set to exert more pressure on traditional rivals like independent small grocers and “other” grocery retailers. Wider product and brand choices and competitive prices will make supermarkets, but also hypermarkets and discounters, more appealing outlets for spirits.
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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.
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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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