Alcoholic Drinks in Greece - Research and Markets

Overall, alcoholic drinks in Greece saw flat total volume sales in 2023, despite the impact of inflation and the cost-of-living crisis upon disposable incomes and purchasing power. Off-trade volume sales fell in a number of categories, influenced by the reopening of the market (easing and lifting of Coronavirus (COVID-19) measures) and a channel shift to foodservice. Moreover, dramatic hikes in food prices and most household essentials forced consumers to be more conservative in their spending.

The Alcoholic Drinks in Greece report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2019-2023), 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 2028 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, 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.

EXECUTIVE SUMMARY

Alcoholic drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Summary 1 Number of On-trade Establishments by Type 2018-2023

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2023

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 3 Research Sources

BEER IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Channel shifts shape trends
Tourism saves the year
Economic effects loom large

PROSPECTS AND OPPORTUNITIES

Non-alcoholic beer has yet to reach maturity
The competitive landscape is set to become more fragmented
Lager to retain the lion’s share but there is space for other types of beer

CATEGORY BACKGROUND

Lager price band methodology
Summary 4 Lager by Price Band 2023
Table 17 Number of Breweries 2018-2023

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2018-2023
Table 19 Sales of Beer by Category: Total Value 2018-2023
Table 20 Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 21 Sales of Beer by Category: % Total Value Growth 2018-2023
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2018-2023
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023
Table 26 Sales of Beer by Craft vs Standard 2018-2023
Table 27 GBO Company Shares of Beer: % Total Volume 2019-2023
Table 28 NBO Company Shares of Beer: % Total Volume 2019-2023
Table 29 LBN Brand Shares of Beer: % Total Volume 2020-2023
Table 30 Forecast Sales of Beer by Category: Total Volume 2023-2028
Table 31 Forecast Sales of Beer by Category: Total Value 2023-2028
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028

WINE IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Economic concerns hinder growth potential
Tourism flows boost wine flows
Weather takes a toll on wine

PROSPECTS AND OPPORTUNITIES

Strong decline in wine production to squeeze company revenues
The outlook is optimistic for sparkling wine
Still rosé wine to exploit room for growth

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2018-2023
Table 35 Sales of Wine by Category: Total Value 2018-2023
Table 36 Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 37 Sales of Wine by Category: % Total Value Growth 2018-2023
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2018-2023
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2018-2023
Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2018-2023
Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2018-2023
Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2018-2023
Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023
Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023
Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2020-2023
Table 49 GBO Company Shares of Champagne: % Total Volume 2019-2023
Table 50 NBO Company Shares of Champagne: % Total Volume 2019-2023
Table 51 LBN Brand Shares of Champagne: % Total Volume 2020-2023
Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023
Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023
Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2020-2023
Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023
Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023
Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2020-2023
Table 58 GBO Company Shares of Non-grape Wine: % Total Volume 2019-2023
Table 59 NBO Company Shares of Non-grape Wine: % Total Volume 2019-2023
Table 60 LBN Brand Shares of Non-grape Wine: % Total Volume 2020-2023
Table 61 Forecast Sales of Wine by Category: Total Volume 2023-2028
Table 62 Forecast Sales of Wine by Category: Total Value 2023-2028
Table 63 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028
Table 64 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028

SPIRITS IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Post-pandemic effect continues to push on-trade volume sales
Scotch whisky sees stronger competition
Tequila emerges as a versatile and key growth driver for spirits

PROSPECTS AND OPPORTUNITIES

The cost-of-living crisis is set to take a toll on consumption in the short term
Despite interest in lower ABV drinks, the growth potential for non-alcoholic spirits is quite limited
Campari establishes its own subsidiary in Greece

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 5 Benchmark Brands 2023

CATEGORY DATA

Table 65 Sales of Spirits by Category: Total Volume 2018-2023
Table 66 Sales of Spirits by Category: Total Value 2018-2023
Table 67 Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 68 Sales of Spirits by Category: % Total Value Growth 2018-2023
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2018-2023
Table 74 Sales of White Rum by Price Platform: % Total Volume 2018-2023
Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2018-2023
Table 76 Sales of English Gin by Price Platform: % Total Volume 2018-2023
Table 77 Sales of Vodka by Price Platform: % Total Volume 2018-2023
Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2018-2023
Table 79 GBO Company Shares of Spirits: % Total Volume 2019-2023
Table 80 NBO Company Shares of Spirits: % Total Volume 2019-2023
Table 81 LBN Brand Shares of Spirits: % Total Volume 2020-2023
Table 82 Forecast Sales of Spirits by Category: Total Volume 2023-2028
Table 83 Forecast Sales of Spirits by Category: Total Value 2023-2028
Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028
Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028

CIDER/PERRY IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

Stronger tourism flows boost Strongbow and Somersby
Price increases and unfavourable weather hamper consumption
Olympic Brewery introduces the first non-alcoholic cider in Greece

PROSPECTS AND OPPORTUNITIES

Non-alcoholic cider to gain some momentum
Optimistic outlook for tourism to translate into volume sales growth for cider
Flavoured cider to outpace classic apple cider

CATEGORY DATA

Table 86 Sales of Cider/Perry: Total Volume 2018-2023
Table 87 Sales of Cider/Perry: Total Value 2018-2023
Table 88 Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 89 Sales of Cider/Perry: % Total Value Growth 2018-2023
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2018-2023
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Value 2018-2023
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2018-2023
Table 94 GBO Company Shares of Cider/Perry: % Total Volume 2019-2023
Table 95 NBO Company Shares of Cider/Perry: % Total Volume 2019-2023
Table 96 LBN Brand Shares of Cider/Perry: % Total Volume 2020-2023
Table 97 Forecast Sales of Cider/Perry: Total Volume 2023-2028
Table 98 Forecast Sales of Cider/Perry: Total Value 2023-2028
Table 99 Forecast Sales of Cider/Perry: % Total Volume Growth 2023-2028
Table 100 Forecast Sales of Cider/Perry: % Total Value Growth 2023-2028

RTDS IN GREECEKEY DATA FINDINGS

2023 DEVELOPMENTS

RTDs attract strong investment
Pressure on disposable incomes and lifestyle trends contribute to off-trade growth
Retailing developments favour consumption

PROSPECTS AND OPPORTUNITIES

Cocooning to pick up in 2024
More potential for single-serve vs RTD cocktails for sharing
Limited opportunities for growth in the on-trade channel

CATEGORY DATA

Table 101 Sales of RTDs by Category: Total Volume 2018-2023
Table 102 Sales of RTDs by Category: Total Value 2018-2023
Table 103 Sales of RTDs by Category: % Total Volume Growth 2018-2023
Table 104 Sales of RTDs by Category: % Total Value Growth 2018-2023
Table 105 Sales of RTDs by Off-trade vs On-trade: Volume 2018-2023
Table 106 Sales of RTDs by Off-trade vs On-trade: Value 2018-2023
Table 107 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 108 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2018-2023
Table 109 GBO Company Shares of RTDs: % Total Volume 2019-2023
Table 110 NBO Company Shares of RTDs: % Total Volume 2019-2023
Table 111 LBN Brand Shares of RTDs: % Total Volume 2020-2023
Table 112 Forecast Sales of RTDs by Category: Total Volume 2023-2028
Table 113 Forecast Sales of RTDs by Category: Total Value 2023-2028
Table 114 Forecast Sales of RTDs by Category: % Total Volume Growth 2023-2028
Table 115 Forecast Sales of RTDs by Category: % Total Value Growth 2023-2028

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