Wine in Belarus

PROSPECTS

Improving economic situation led to volume growth of still and sparkling wine

In 2018, wine in Belarus recorded a single-digit volume decline that was driven by the continued fall in non-grape wine consumption. The improving economic situation and rising disposable income led to growing attention for better-quality wine.

Healthy lifestyle trend and consumer demand for lighter alcoholic drinks positively affects grape wine consumption

In 2018, Belarus recorded a strengthening of the effects of the healthy living trend on the alcohol consumption behaviour of local consumers. More Belarusians were starting to change their behaviour towards healthier alcoholic drinks consumption, decreasing the frequency of consumption or refraining from drinking stronger alcoholic products.

Popularisation of grape wine among young adult consumers boosts its volume growth

The internet and social media were actively used for the promotion of wine in 2018. The education of local consumers regarding wine combinations with certain kinds of food and other preferences led to the popularisation of wine in Belarus.

COMPETITIVE LANDSCAPE

Leading local manufacturers retain their positions

In 2018, local competition remained quite static due to strong positions of local wine producers. As a result, local leader, Minski Zavod Vinogradnyh Vin ZAO retained the leading volume sales share.

Competition continues to be based on price and quality

As the economising trend continued to affect medium-to-low disposable income consumers, the majority of Belarusians paid greater attention to wine unit prices. Such consumers paid little attention to product quality and taste, choosing the best available prices, favouring inexpensive wine, which was imported by local retailers.

New product developments attract high-income and young adult consumers

2018 saw a moderate number of new product developments. Growing disposable income led to the appearance of premium, locally made wine.

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