Competitive Landscape
Fragmentation Persists as Leading Players Gain Share through Scale, Distribution Strength and Capacity Advantages
Wine in Türkiye remained fragmented in 2025, although there were signs of gradual consolidation among leading players. The shares of top manufacturers are relatively close, with Sevilen Sarap Sanayii AS holding an 18% volume share, followed by Selim Erdogan Alkollü Alkolsüz Içecekler San ve Tic AS at 17%, while Mey Içki San ve Tic AS and Kavaklidere Saraplari AS maintain shares of 12% and 9%, respectively.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Turkey report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wine in Turkey?
- Where is consumer demand for Wine focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Turkey?
- How are products distributed in Turkey?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Wine in Türkiye - Category analysis
Key Data Insights
Wine Summary
Wine Volume Declines Amid Inflation-Driven Price Pressures in 2025
Still Light Grape Wine Retains Dominance as Sparkling Wine Accelerates
Accelerating Polarization Drives Shift Towards Economy and Premium Wines
Gradual Recovery Will Be Driven by Sparkling Wine Growth Amid Persistent Price Sensitivity
Continued Polarization, Premiumisation, and Gradual On-Trade Recovery across the Forecast Period
Fragmentation Persists as Leading Players Gain Share through Scale, Distribution Strength and Capacity Advantages
Tekel Shops Reinforce Neighbourhood Access as Supermarkets Broaden Premium Assortments
Regulatory Barriers Keep Retail E-Commerce Absent From Off-Trade Wine Sales
Alcoholic Drinks in Türkiye - Industry Overview
2025 Developments
Key Data Insights
Volume Declines Amid Inflation-Driven Polarization and the Shift toward At-Home Consumption
Beer Retains Its Dominance While Spirits Drive the Strongest Growth Amid Increasing Polarization
Brands Leverage Tradition to Defend Share in Turbulent Times
Growth Is Set to Remain Flat Amid Sustained Affordability Pressure, Beer Dominance and Selective Spirits
Tourism-Driven On-Trade Revival Is Set to Boost Premium Spirits and Cocktails
Gradual Macroeconomic Improvements Are Expected Amid Persistent Affordability Pressure
Türk Tuborg and Efes Pilsen as Drive Consolidation with New Spirits Moves
Acquisitions Reshape Spirits as Cross-Category Synergies Emerge
Supermarkets Broaden Ranges While Taking Share From Tekel Shops
On-Trade Loses Ground as Economic Pressures Shift Demand to Off-Trade
Retail E-Commerce Remains Restricted as Offline Channels Shape Consumer Choice
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
Wine
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
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