Alcoholic Drinks - Eastern Europe

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Alcoholic Drinks market amounts to US$33.2bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$7.0bn in 2024.
Revenue, combined amounts to US$40.2bn in 2024.
The revenue, at home is expected to grow annually by -0.45% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated China (US$208bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$139.60 are generated in 2024.
In the Alcoholic Drinks market, volume, at home is expected to amount to 12.0bn L by 2024.
Volume, out-of-home is expected to amount to 1.4bn L in 2024.
Volume, combined is expected to amount to 13.4bn L in 2024.
The Alcoholic Drinks market is expected to show a volume growth, at home of -4.9% in 2025.0.
The average volume per person, at home in the Alcoholic Drinks market is expected to amount to 50.46L in 2024.

Definition:

The Alcoholic Drinks market includes all alcoholic beverages that are produced by fermentation or distillation.

Structure:

The Alcoholic Drinks market is divided into 5 markets:

The Beer market encompasses fermented beverages based on malt. The Beer market is further divided into the markets Alcoholic Beer and Non-Alcoholic Beer.
The Spirits market encompasses alcoholic beverages that are produced through the distillation of wine, fermented fruits, or grains. It contains the Whisky, Vodka, Rum, Gin, Brandy, Soju, Tequila, and Liqueurs & Other Spirits markets.
The Wine market encompasses all fermented juices made from grapes. The Wine market is further divided into Still Wine (Red Wine, White Wine, and Rosé Wine), Sparkling Wine, and Fortified Wine.
The Cider, Perry & Rice Wine market encompass all wines made from fruits other than grapes, grains, or other plants.
The Hard Seltzer market encompasses alcoholic beverages made with carbonated water, alcohol, and often fruit flavoring.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Anheuser-Busch InBev (e.g., Corona, Bud Light, and Michelob), Diageo (e.g., Johnnie Walker, Guinness, and Tanqueray), Heineken, and Molson Coors.

Alcoholic & Non-Alcoholic Beer
Wine
Spirits
Cider, Perry and Rice Wines
Hard Seltzer

Non-Alcoholic Beverages derived from Wine or Spirits

The Alcoholic Drinks market in Eastern Europe has been experiencing significant growth in recent years. Customer preferences in the region have been shifting towards premium and craft alcoholic beverages. Consumers are becoming more interested in unique and high-quality products, and are willing to pay a premium for them. This trend is driven by a desire for a more sophisticated drinking experience and a growing appreciation for the craftsmanship and artistry behind alcoholic beverages. In addition, there is a rising demand for healthier options, such as low-alcohol or non-alcoholic drinks, as consumers become more health-conscious. One of the key trends in the market is the increasing popularity of local and regional alcoholic beverages. Consumers in Eastern Europe are showing a strong preference for products that are produced locally or regionally, as they believe these products to be of higher quality and more authentic. This trend is driven by a desire to support local producers and preserve traditional production methods. As a result, there has been a surge in the number of small, independent breweries, wineries, and distilleries in the region. Another trend in the market is the growing popularity of online sales channels. Eastern European consumers are increasingly turning to online platforms to purchase alcoholic beverages. This trend is driven by the convenience and accessibility of online shopping, as well as the wide range of products available online. Online platforms also provide consumers with the opportunity to discover and explore new and unique alcoholic beverages that may not be available in traditional brick-and-mortar stores. Local special circumstances in Eastern Europe also contribute to the development of the Alcoholic Drinks market. The region has a rich history and tradition of alcohol production, with many countries in Eastern Europe known for their unique and distinctive alcoholic beverages. This cultural heritage and tradition play a significant role in shaping consumer preferences and driving demand for local and regional products. Underlying macroeconomic factors also play a role in the development of the Alcoholic Drinks market in Eastern Europe. Economic growth in the region has led to an increase in disposable income and consumer spending power. This has allowed consumers to indulge in premium and craft alcoholic beverages, driving demand in the market. Additionally, the region's integration into the global economy has opened up new opportunities for trade and export, allowing Eastern European producers to reach a wider audience and expand their market presence.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

The alcoholic beverage market is recovering after several years of downturn. Larger forces like the COVID-19 pandemic, the Russian invasion of Ukraine and the ensuing inflation have either been resolved or accepted as part of the current market environment. Regional conditions vary as consumers in some areas of the world are changing their alcohol preferences while other regions are continuing to feel the effects of less discretionary spending from consumers.