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Alcoholic Drinks in Estonia

Alcoholic Drinks in Estonia

The Estonian alcohol industry is in the biggest turmoil in recent history. While the government is raising excise rates and tightening the restrictions on alcohol sales and advertising, manufacturers and retailers are facing major difficulties in sales realisation and day-to-day survival has become a challenge to many. Small shops, especially on the northern and southern borders, are shutting down as they are losing their regular customers to cheaper markets abroad.

Euromonitor International's Alcoholic Drinks in Estonia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2013-2017), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2022 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs/High-Strength Premixes, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Alcoholic Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

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Alcoholic Drinks in Estonia
EXECUTIVE SUMMARY
Estonian alcohol industry slides
Less consumption but better quality and local in a move towards authenticity and heritage
Facing border trade expansion, the domestic competition changes plan
Small independent retailers in a severe situation
Discouraged industry players and possible legislative changes
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2012-2017
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2017
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
Summary 2 Key New Product Developments 2017
MARKET INDICATORS
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017
MARKET DATA
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 13 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2017
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
DEFINITIONS
SOURCES
Summary 3 Research Sources
Rtds/High-Strength Premixes in Estonia
HEADLINES
PROSPECTS
RTDs suffers decline due to a negative health perception
Underlying potential is buried under negative consumption inertia
Difficult times charted by a lack of image and population rates
COMPETITIVE LANDSCAPE
Local brands – flagships of RTDs
Horeca is cutting short on RTDs in the context of premiumisation
New developments with weak leverage for RTDs
CATEGORY DATA
Table 18 Sales of RTDS/High-Strength Premixes by Category: Total Volume 2012-2017
Table 19 Sales of RTDS/High-Strength Premixes by Category: Total Value 2012-2017
Table 20 Sales of RTDS/High-Strength Premixes by Category: % Total Volume Growth 2012-2017
Table 21 Sales of RTDS/High-Strength Premixes by Category: % Total Value Growth 2012-2017
Table 22 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 23 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 24 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 25 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 26 GBO Company Shares of RTDS/High-Strength Premixes: % Total Volume 2013-2017
Table 27 NBO Company Shares of RTDS/High-Strength Premixes: % Total Volume 2013-2017
Table 28 LBN Brand Shares of RTDS/High-Strength Premixes: % Total Volume 2014-2017
Table 29 Forecast Sales of RTDS/High-Strength Premixes by Category: Total Volume 2017-2022
Table 30 Forecast Sales of RTDS/High-Strength Premixes by Category: Total Value 2017-2022
Table 31 Forecast Sales of RTDS/High-Strength Premixes by Category: % Total Volume Growth 2017-2022
Table 32 Forecast Sales of RTDS/High-Strength Premixes by Category: % Total Value Growth 2017-2022
Spirits in Estonia
HEADLINES
PROSPECTS
Hiking taxes cause a tremendous drop in spirits sales
Prepurchased alcohol stirs up the price evolution
Spirits expects hefty shrinkage
COMPETITIVE LANDSCAPE
Leading players keep their shares thanks to brand awareness
Small retailers and on-trade channels face consumer decline
International brands outperform local ones in pricing
CATEGORY DATA
Table 33 Sales of Spirits by Category: Total Volume 2012-2017
Table 34 Sales of Spirits by Category: Total Value 2012-2017
Table 35 Sales of Spirits by Category: % Total Volume Growth 2012-2017
Table 36 Sales of Spirits by Category: % Total Value Growth 2012-2017
Table 37 Sales of Spirits by Off-trade vs On-trade: Volume 2012-2017
Table 38 Sales of Spirits by Off-trade vs On-trade: Value 2012-2017
Table 39 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 40 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2012-2017
Table 41 GBO Company Shares of Spirits: % Total Volume 2013-2017
Table 42 NBO Company Shares of Spirits: % Total Volume 2013-2017
Table 43 LBN Brand Shares of Spirits: % Total Volume 2014-2017
Table 44 Forecast Sales of Spirits by Category: Total Volume 2017-2022
Table 45 Forecast Sales of Spirits by Category: Total Value 2017-2022
Table 46 Forecast Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 47 Forecast Sales of Spirits by Category: % Total Value Growth 2017-2022
Wine in Estonia
HEADLINES
PROSPECTS
Wine sales drop after seven years’ growth
Premium drinks and sparkling wine trends
Upcoming excise increase threatens wine volume sales
COMPETITIVE LANDSCAPE
Fragmented category and differing price segmentation
Lack of influential new launches and future guidelines
Local craft wineries – a niche in wine
CATEGORY DATA
Table 48 Sales of Wine by Category: Total Volume 2012-2017
Table 49 Sales of Wine by Category: Total Value 2012-2017
Table 50 Sales of Wine by Category: % Total Volume Growth 2012-2017
Table 51 Sales of Wine by Category: % Total Value Growth 2012-2017
Table 52 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
Table 53 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
Table 54 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 55 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
Table 56 Forecast Sales of Wine by Category: Total Volume 2017-2022
Table 57 Forecast Sales of Wine by Category: Total Value 2017-2022
Table 58 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 59 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022
Beer in Estonia
HEADLINES
PROSPECTS
Excise rate drives buyers and visitors away to more attractive markets
Wellness factor affects mass and craft segments
Slowdown in new launches
COMPETITIVE LANDSCAPE
Lager by A Le Coq and Saku Õlletehase remains dominant
Horeca rates drop as more consumers choose to drink at home
The number of craft producers has reached a limit, but their popularity grows
CATEGORY BACKGROUND
Lager price band methodology
Summary 4 Lager by Price Band 2017
Table 60 Number of Breweries 2012-2017
CATEGORY DATA
Table 61 Sales of Beer by Category: Total Volume 2012-2017
Table 62 Sales of Beer by Category: Total Value 2012-2017
Table 63 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 64 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 65 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 66 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 67 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 68 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 69 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 70 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 71 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 72 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 73 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 74 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 75 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022
Cider/Perry in Estonia
HEADLINES
PROSPECTS
Craft ciders – a booming niche
Rising cider prices divide consumers
Mature and saturated cider/perry loses consumption
COMPETITIVE LANDSCAPE
Leadership shared between A Le Coq and Saku Õlletehase
Premiumisation
Major retailers and horeca embrace craft drinks
CATEGORY DATA
Table 76 Sales of Cider/Perry: Total Volume 2012-2017
Table 77 Sales of Cider/Perry: Total Value 2012-2017
Table 78 Sales of Cider/Perry: % Total Volume Growth 2012-2017
Table 79 Sales of Cider/Perry: % Total Value Growth 2012-2017
Table 80 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2017
Table 81 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2017
Table 82 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 83 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2017
Table 84 GBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 85 NBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 86 LBN Brand Shares of Cider/Perry: % Total Volume 2014-2017
Table 87 Forecast Sales of Cider/Perry: Total Volume 2017-2022
Table 88 Forecast Sales of Cider/Perry: Total Value 2017-2022
Table 89 Forecast Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 90 Forecast Sales of Cider/Perry: % Total Value Growth 2017-2022

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