Alcoholic drinks in 2024: The big picture
The market for alcoholic drinks in Bulgaria experienced modest volume growth in 2024, supported by positive developments across all major categories. While the growing European trend towards non-alcoholic beverages among younger consumers is gradually taking hold in the country, traditional drinking habits have largely persisted. Nevertheless, lower-alcohol beer registered especially strong growth, benefiting from increasing health consciousness and a shift towards more moderate consumption.
2024 key trends
Beer remained the largest category by volume, reflecting its long-standing tradition as one of Bulgaria’s most popular alcoholic drinks. The country also benefits from the presence of well-established breweries alongside a vibrant craft beer scene. In 2024, growth was supported by a hot summer season and increased tourism. Stout represented the most dynamic beer type, albeit from a small base. Locally produced craft stouts, such as Cohones Black to the Bones, launched during the Christmas season, attracted consumers with their exotic flavours and higher alcohol content. However, stout remains a niche, highly seasonal product.
Competitive landscape
Carlsberg Bulgaria AD maintained its leading position in the alcoholic drinks market in 2024, largely driven by its strong foothold in beer, the dominant category. The company produces a wide range of beer brands, including Pirinsko, Shumensko, Tuborg, and Carlsberg, as well as holding a commanding presence in cider and perry with Somersby. A key milestone for Carlsberg Bulgaria in 2024 was the launch of a new can production line, enabling the company to manufacture beer cans domestically rather than relying on imports from neighbouring countries.
Retail developments
Modern grocery retailers primarily supermarkets and hypermarkets remained the leading distribution channel for alcoholic drinks in Bulgaria in 2024. Their continued expansion into smaller cities, combined with aggressive price promotions, helped maintain their market dominance. These outlets also benefit from offering consumers the convenience of one-stop shopping and a wide selection of products across various price segments. International grocery chains further enhanced the shopping experience by introducing advanced technologies such as product self-scanning and self-service payment systems. In addition, many retailers invested in energy-saving initiatives, including solar panels and modern technical equipment.
On-trade vs off-trade split
The on-trade channel continued its recovery in 2024, although beer and wine volumes have yet to return to their pre-COVID levels, as these beverages are mainly consumed off-trade. Additionally, many specialist beer retailers began offering beer for immediate on-premise consumption. Despite the extended reduced VAT rate for the horeca sector, introduced during the pandemic, prices continued to rise due to increased energy costs and significant hikes in minimum and average wages. The previous year’s sharp inflation further eroded purchasing power, causing consumers to visit cafés, restaurants, and similar outlets less frequently or to reduce their consumption.
What next for alcoholic drinks?
Volume sales of alcoholic drinks in Bulgaria are expected to expand further during the five years to 2029, although the pace of growth will slow as the forecast period progresses. This deceleration is largely due to the rising trend towards non-alcoholic spirits and wines, especially among younger consumers. Nevertheless, the deeply ingrained cultural habits of Bulgarians who traditionally consume alcohol in times of both celebration and hardship will sustain a steady demand. It is common practice in Bulgaria to gift alcohol as a token of appreciation to doctors, teachers, and friends, underscoring the role of these beverages in social and cultural life.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Bulgaria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Bulgaria?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Bulgaria?
- How are products distributed in Bulgaria?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Bulgaria
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Bulgaria
KEY DATA FINDINGS
Beer market benefits from hot seasonal weather and shift towards lower alcohol beverages
Carlsberg retains dominance despite intensifying competition
Supermarkets lead off-trade sales
Positive outlook expected, with stout showing continued dynamism
Premium lager to gain momentum
Shift towards healthier lifestyles will boost sales of non-alcoholic beer
Lager price band methodology
Cider/Perry in Bulgaria
KEY DATA FINDINGS
Cider gains popularity amongst younger, health-conscious consumers
Somersby remains undisputed leader
Modern retail formats dominate, with e-commerce driving off-trade growth
Cider/perry poised for further growth as low-alcohol trend strengthens
Outdoor events and convenient formats to boost sales
Somersby will lead innovation in cider with new flavours and alcohol-free variants
Rtds in Bulgaria
KEY DATA FINDINGS
Spirit-based RTDs dominate sales
Sofstok and VP Brands fuel market growth with popular spirit-based RTD drinks
Hypermarkets lead off-trade sales while e-commerce shows fastest growth
RTD sales expected to grow steadily despite competition from fresh cocktails
Convenience, lifestyle trends, and growing festival culture will be key drivers of growth
Innovation to drive sales with new premium and local cocktail varieties
Spirits in Bulgaria
KEY DATA FINDINGS
Traditional rakija continues to dominate sales
VP Brands leads spirits market while Axxon Bulgaria emerges as fastest-growing player
Modern trade gains ground
Growth will remain positive despite growing interest in sobriety amongst young consumers
Premiumisation to drive growth in spirits
Non-alcoholic spirits to lead innovation, with craft rakija and gin also gaining momentum
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Bulgaria
KEY DATA FINDINGS
Wine gains momentum as consumer preferences shift towards lower-alcohol, perceived healthier drink options
Still white wine on the rise, alongside increasingly warmer climate
Supermarkets dominate off-trade sales, while e-commerce and on-trade channels see rapid expansion
Positive outlook for wine, backed by lifestyle trends and expanding wine tourism
Climate change will shape market dynamics
Non-alcoholic wines to grow in popularity
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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