In general, spirits performed well in 2020, supported by a consumer shift to retail from the horeca channel, which was temporarily closed owing to COVID-19. The growing number of promotions and price discounts from major players in retail, as well as increasing awareness regarding imported spirits, also boosted off-trade sales.
With regard to spirits, no significant downtrading was noted amongst Ukrainian consumers in 2020. Those who have previously been drinking more premium spirits are unlikely to switch to cheaper products such as vodka or brandy.
Natsionalna Gorilchana Kompaniya TOV continued to lead the somewhat fragmented category of spirits in company terms in 2020. The player is owned by Bayadera Group globally, with Bayadera Group also leading wine on a national basis in the country in 2020.
Excise tax on vodka will be increased in 2021, so many standard vodka consumers are expected to switch to economy vodka, while some premium vodka consumers could migrate to other spirits, which will work out as more affordable due to discounts.
Nemiroff UVK is predicted to strengthen its already significant position in spirits. In late 2020 it won the auction for the Nemyriv distillery.
The legislation regarding spirits in Ukraine remains fundamental in how the category will recover from the huge on-trade slump in 2020. The ubiquitous vodka category looks set to remain a strong area moving forward, especially in light of the demonopolisation, and brandy, rum and whiskies are well supported by their existing sales strategies.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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