Market Insights Consumer Alcoholic Drinks

Spirits - Kazakhstan

Kazakhstan

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$1,233.0m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$144.7m in 2024.
Revenue, combined amounts to US$1,378.0m in 2024.
The revenue, at home is expected to grow annually by 4.49% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated in China (US$146,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$62.20 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 112.6m L by 2024.
Volume, out-of-home is expected to amount to 5,121.0k L in 2024.
Volume, combined is expected to amount to 117.7m L in 2024.
The Spirits market is expected to show a volume growth, at home of -1.5% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 5.68L in 2024.

Key regions: United States, United Kingdom, Worldwide, United Kingdom, Australia

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

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 Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

Market

Region

Region comparison

Currency

Analyst Opinion

The Spirits market in Kazakhstan has been experiencing significant growth in recent years.

Customer preferences: Kazakhstan has a strong drinking culture, with spirits being a popular choice among consumers. Vodka is particularly favored, with a wide range of local and international brands available in the market. Whiskey and brandy are also popular choices among consumers, especially among the older generation.

Trends in the market: One of the key trends in the Spirits market in Kazakhstan is the growing demand for premium and imported spirits. As the economy has grown and disposable incomes have increased, consumers are willing to spend more on higher quality products. This has led to a rise in the consumption of premium spirits, both local and imported. Another trend in the market is the increasing popularity of craft spirits. Consumers are becoming more interested in unique and artisanal products, and this trend has extended to the spirits market. Craft distilleries are emerging in Kazakhstan, offering a range of small-batch spirits that appeal to consumers looking for something different and locally made.

Local special circumstances: One of the factors driving the growth of the Spirits market in Kazakhstan is the country's large population of young adults. With a median age of around 30, Kazakhstan has a significant consumer base that is open to trying new products and exploring different tastes. This has created opportunities for spirits companies to introduce new brands and flavors to the market. Furthermore, the growing tourism industry in Kazakhstan has also contributed to the growth of the Spirits market. As more tourists visit the country, they are exposed to the local spirits and often take them back home as souvenirs. This has helped to increase the visibility and popularity of Kazakhstani spirits both domestically and internationally.

Underlying macroeconomic factors: The strong economic growth in Kazakhstan has had a positive impact on the Spirits market. As the economy has expanded, disposable incomes have increased, allowing consumers to spend more on discretionary items such as spirits. Additionally, the rising middle class in the country has created a larger consumer base for spirits companies to target. Another factor contributing to the growth of the Spirits market in Kazakhstan is the government's efforts to promote the country's alcohol industry. The government has implemented measures to support local producers and has also taken steps to attract foreign investment in the sector. These initiatives have helped to create a favorable business environment for spirits companies and have contributed to the overall growth of the market. In conclusion, the Spirits market in Kazakhstan is experiencing growth due to factors such as customer preferences for premium and craft spirits, the country's young population, the growing tourism industry, and the strong macroeconomic conditions. These trends and circumstances present opportunities for spirits companies to expand their presence in the market and cater to the evolving tastes and preferences of Kazakhstani consumers.

Methodology

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.