Eastern Europe

Beer consumption slowed in North Macedonia over 2023 although total volume sales held steady. With inflation remaining well above normal levels, current value sales grew in double-digits with high prices across all beer categories. The off-trade saw…

Despite the economic challenges and negative demographic trends in 2023, alcoholic drinks witnessed moderate total volume growth in North Macedonia. The rising number of inbound tourists boosted the performance of most alcoholic drinks categories in…

In 2023, consumers in Slovenia increasingly shifted their preferences from wine to stronger spirits. This trend is particularly evident among the younger population, who consume alcohol primarily for social enjoyment and tend to prefer beverages with…

In 2023, wine volume sales declined in Lithuania for a second consecutive year as demand patterns normalised in the post-pandemic era. Price inflation and weak economic conditions have also forced consumers to cut-back on wine consumption. Off-trade…

Wine is relatively mature in Latvia, with a range of varieties and wide choice of products at different price points. The recovery of horeca has provided strong sales momentum although on-trade volume sales have yet to return to pre-pandemic levels.…

In 2023, spirits emerged as one of the fastest-growing categories in alcoholic drinks in Slovenia. This surge in consumption is primarily driven by the perceived quality and association with status and sophistication. Rum and gin, in particular, have…

Volume sales of spirits declined in 2023, partly due to economic concerns in Lithuania. On-trade sales faced a challenging period during the second half of the year as the post-pandemic euphoria of going out slowed down. Consumers started reacting to…

Total volume sales stagnated in spirits as household budgets remained under pressure in Latvia from the high costs of living. The strong performance in 2022 was fuelled by the relaxation of pandemic restrictions, which boosted sales in horeca…

Ready-to-Drink (RTD) beverages are the second fastest-growing category in Slovenia, trailing only behind cider/perry. The primary factor driving this growth is convenience. RTDs offer an easy and quick way to enjoy a drink without the need for mixing…

RTDs saw heavy losses in total volume terms in 2023. In Lithuania, the category has a reputation of low quality with many consumers avoiding RTDs due to high levels of sugar, which can cause more harm than other alcoholic drinks. Concerns over rising…