Wine was negatively impacted by COVID-19 and registered a decrease in overall volume sales. However, off-trade registered positive volume growth, but this was not enough to compensate for the severe decrease in volume sales through off-trade.
In terms of company and brand shares, wine was still highly fragmented in Kazakhstan in 2020. There is a wide range of local and international brands and among them there is no leading name that generated a significant volume share of sales.
Wine appreciation increased over the review period. Local premium wine producers, wine importers and associations organised wine exhibitions, sommelier masterclasses and wine tastings to capitalise on increased consumer demand for the beverage.
Wine is set to bounce back from 2021 and over the duration of the forecast period should exceed sales levels reached pre-COVID-19. One reason will be comparative affordability.
Imported wine and local premium variants will continue to rise in popularity at the expense of economy wine and lead sales in the smaller on-trade channel, which by 2023 will have returned to pre-pandemic sales levels. This preference for higher quality and different kinds of wine will be driven by increases in disposable income and a greater desire for new taste experiences among the target consumer base, many of whom reside in the capital Nursultan and Almaty.
Alcoholic drinks consumption was shifting towards low ABV content at the end of the review period and this will continue over the forecast period. More consumers are preferring new taste experiences rather than drinking to get drunk, and are generally reducing their alcohol intake as the health and wellness trend continues to gain strength.
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This report originates from Passport, our Wine research and analysis database.
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