Wine in Bulgaria

PROSPECTS

Still white wine’s strong performance drives overall growth in wine

In 2018, still white wine was the key growth driver of the overall wine category. The increased preference for light alcoholic beverages benefitted still white wine consumption in 2018.

On-trade consumption of wine growing in the value-for-money segment

Continuous growth of the tourism industry in Bulgaria stimulated expansion of affordably priced wines in the on-trade. Bulgaria is considered as an accessible destination with very cheap alcoholic beverages.

Internet retailing growing in importance for distributors and small-batch wine producers

The rapid development of internet retailing in Bulgaria encouraged wine brand owners in the 2017-2018 period to invest in developing their online platforms. Internet retailing is particularly important as a distribution channel for smaller-sized producers looking to directly target consumers and avoid the extremely low margins offered by modern grocery retailers.

COMPETITIVE LANDSCAPE

Metro Cash & Carry with the largest wine portfolio among modern grocery retailers

In 2018, Metro Cash & Carry launched an extensive marketing and promotional campaign themed around its 20th anniversary in Bulgaria. Modern grocery retailing is developing very quickly in Bulgaria and standing out from the competition became a prime focus for industry players.

Shifting horeca pricing strategy contributes to stable wine demand in the on-trade

Wine in the on-trade is becoming increasingly accessible to consumers. This is a result of the sustained trend in horeca towards lowering the high mark-ups in wine in favour of boosting volume consumption.

Dynamic growth of smaller-sized wine brand owners to make the category more fragmented in the forecast period

There is a persisting trend among Bulgarians towards expanding their wine culture. They are increasingly interested in gathering knowledge and sharing experience about wine as well as attending specialised wine-tasting events and workshops.

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