Wine in North Macedonia

PROSPECTS

Wine growth improves but still compromised as consumers shift to beer

In 2018 wine improved its performance and recorded positive growth, although its performance was limited by the continued consumer shift towards beer, which is preventing wine from achieving an even more significant total volume growth rate. Female drinkers in particular continue to shift away from wine towards beer, hurting the growth prospects of wine.

Other sparkling wine continues to enjoy success

Other sparkling wine managed to outperform all other wine types in 2018 by achieving strong double-digit total volume growth, driven by the growing consumer interest in prosecco and sekt and improved availability of other sparkling wine types on the market. Champagne declined moderately in total volume terms in 2018 due to consumer interest in lower-priced other sparkling wine types that have good quality levels but do not carry the high price tag of champagne.

Premiumisation of wine continues, targeting wealthier consumers

Over the late review period, wine was subject to increased premiumisation in line with the major trends affecting the category globally. Many of the leading domestic wine makers invested significant money and effort into launching premium wine brands targeting the upper mid- and high-income consumer groups.

COMPETITIVE LANDSCAPE

Winery Tikves ad is the leading wine company in 2018

According to the annual revenue reports published by the Central Registry of Macedonia, Winery Tikves ad, located in the central Macedonian town of Kavadarci but with headquarters in the Macedonian capital Skopje, was the clear leader within the wine category in 2018. The bulk of the company share derives from wine, although another part derives from the sales of spirits, primarily in the rachiu/rakija category.

High level of fragmentation in a category led by domestic players

With over 70 officially registered domestic wineries in Macedonia, wine remains a highly fragmented alcoholic drinks category. Most of these wineries are small in size, mostly family-owned businesses with significant export orientation.

Modest presence of international wine brands

Within the still light grape wine category there are a limited number of brands, most of which are New World wines. There is significant brand diversity within the other sparkling wine category, with products and brands ranging from Italian prosecco, spumante and frizzante to German Sekt sparkling wine brands.

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