Wine registered positive volume growth after a steep decline in 2020. However, with the pandemic still lingering and foodservice not operating at full capacity for much of the year, volume sales were still lower than before the pandemic.
With Bulgarians being increasingly price sensitive in 2021, wines that were on promotion performed well. For example, the Bulgarian winery Domain Menada, which is owned by the French company Marie Brizard Wine and Spirits Bulgaria registered one of its best years, selling mainly off-trade and providing a wide choice of wines in the most popular price segment of under BGN10, with brands such as Tcherga, Menada and InoVino.
The growing cocktail culture and the trend towards low-alcohol content drove the booming consumption of prosecco, further pushed by the launch of Bulgarian Prosecco, with brands Caj and Oro Chiaro, which are produced in Italy and distributed by the Bulgarian TV director and producer Magarditch Halvadjian. In addition, with the pandemic accelerating the shift to e-commerce, the small wineries, which do not have retail space in the larger grocery outlets, have grabbed the opportunity to use the online space as a showcase for their wines.
Wine will register higher volume growth than beer, though growth will still be moderate. Price rises were significant in 2021 and if this continues over the forecast period, as pressures such as rising global energy prices and continuing global supply constraints feeds into further price rises, this will dampen volume demand.
Once society fully opens up, the return of foreign tourists will support growth There is a growing wine tourism industry in Bulgaria, where winery tours are often organised in conjunction with visits to spas and historical landmarks. The Katarzhina winery is going one step further and is building a hotel on its lands.
The fastest growing segment will be prosecco and non-grape wines. Wines made from fruits such as raspberries, blueberries and Aronia will gain value share.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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