In 2021, total volume sales of spirits surged, driven largely by a rebound in the on-trade channel, which had registered a sharp decline in the previous year. The re-opening of foodservices outlets from mid-2021 led to a sizeable increase in eating and drinking out.
Gin and whiskey were the categories that registered the highest volume growth performance at the end of the review period. Gin is a popular drink as a mixer and was preferred as a lighter drink, which is often recommended by dieticians.
Premium spirits have taken a bigger share of sales in 2021, notably in the rum, whiskey and raki categories. Single malt whiskey saw the highest volume and value growth rates, as higher income groups traded up to better quality whiskey.
The on-trade is expected to witness a further surge in volume growth in 2022 as tourism levels rise significantly in Turkey. Turkey’s position as a cheap holiday destination has been compounded by the devaluation of the Turkish Lira against major currencies and is expected to help draw more foreigners to its shores.
Total spirits volume sales had already exceeded pre-pandemic levels in 2021 and robust demand in the on-trade will continue this positive trend. In the off-trade, volume sales will begin to moderate in 2022 after two very dynamic years of growth.
Over the forecast period, food/drink/tobacco specialists will remain the leading distribution channel for spirits, however, these retailers will lose a significant volume share to supermarkets. The supermarket format is set to demonstrate the best performance in retail as more shelf space is given to spirits, offering consumers greater choice combined with promotional offers.
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Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See All of Our DefinitionsThis report originates from Passport, our Spirits research and analysis database.
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