Alcoholic drinks in 2024: The big picture
Alcoholic drinks in Estonia saw growth in total current value sales slow sharply in 2024, while total volume sales contracted for a second consecutive year. With cost-of-living pressures remaining elevated, consumption continued to be subdued by more cautious attitudes to discretionary spending. The negative impact of this trend was most apparent at the on-trade level, where the vast majority of categories posted steep volume declines. Retail demand proved much more resilient, with overall off-trade volume sales increasing at a modest pace after having fallen in 2023. This turnaround was mainly attributable to a substantial reduction in inflation over the course of the year, which created greater room for price-based promotional activity and supported a nascent recovery in confidence and purchasing power among consumers.
2024 key trends
Beer remained by far the largest of the main alcoholic drinks categories in Estonia in total volume sales terms in 2024. Although it only registered marginal growth in this respect, this represented an improvement on 2023 and meant it fared better than the market as a whole. With on-trade consumption plummeting due to heightened budget-consciousness, growth was entirely driven by rising demand at the off-trade level, where comparatively affordable prices and the strength of traditional drinking habits shielded the category from the worst effects of the cost-of-living squeeze. New launches, increased price-based promotional activity and improvements in the distribution of various products helped to further buoy retail sales, particularly of economy lager and domestic brands. Higher-end craft-style and speciality variants from brands like Põhjala also performed reasonably well, but interest in the premium segment was muted overall as Estonians continued to exercise greater caution in their spending decisions.
Competitive landscape
A Le Coq AS retained the overall lead in alcoholic drinks in Estonia in total volume sales terms in 2024. Its market volume share declined slightly from 2023 due to relatively challenging trading conditions and increasing competition. Nonetheless, it continued to hold first place in beer and remained the second ranked player in both cider/perry and RTDs thanks to an extensive portfolio that spans multiple categories and price points and boasts several well-established brands that enjoy high levels of recognition and loyalty, wide off- and on-trade distribution coverage and strong advertising support. Its best sellers include Alexander, A Le Coq Premium, Pilsner, Gin Long Drink and Special. These and other ranges are frequently updated through the launch of new flavour variants and changes to packaging formats and designs, which helps to maintain interest among consumers. Moreover, the company’s brands are regularly the subject of prominent displays and special offers in retail outlets. For instance, in the summer of 2024 A Le Coq products were promoted via the “Suvi On Käes” campaign, which combined in-store activities such as multipack deals with social media competitions where entrants could win festival tickets and other prizes.
Retail developments
Supermarkets and hypermarkets remained the top two off-trade distribution channels for alcoholic drinks in Estonia in volume terms in 2024, as these types of stores carry extensive assortments and are among the most competitive when it comes to pricing policies. Hypermarkets was also the most dynamic channel overall during the year, with a double-digit increase in its market share coming primarily at the expense of supermarkets. This gain was mainly attributable to the fact that leading hypermarkets chains were more aggressive than supermarket counterparts in expanding their selections, running themed and price-based promotions and opening new outlets. The same activities supported a modest increase in the market share claimed by discounters, as did heightened budget-consciousness and growing acceptance of private label products among consumers.
On-trade vs off-trade split
Alcoholic drinks consumption in Estonia continued to be heavily concentrated at the off-trade level in 2024. Following consistent gains in the previous three years, the share of total volume sales generated via on-trade channels fell from 2023 as rising prices and weakened purchasing power led most people to curb spending on socialising outside the home. Inbound tourism and popular annual cultural events like Tallinn Music Week and Õllesummer mitigated the negative impact of this trend to some extent, but RTDs was the only one of the main market categories to expand in on-trade volume terms, with the other four all posting double-digit declines in this respect.
What next for alcoholic drinks?
The outlook for alcoholic drinks in Estonia over the forecast period is generally favourable, with total volume and current value sales projected to increase steadily. Overall demand should rebound in off- and on-trade channels from 2025 as consumer confidence and purchasing power continue to recover in tandem with the further easing of inflationary pressures and other positive macroeconomic indicators. Expansion thereafter will be supported by the strength of traditional consumption habits, rising inbound tourism flows, high levels of innovation and sustained investment in promotional activities and distribution networks by established manufacturers and new entrants. However, growth potential for the market as a whole will be constrained by maturity, population decline and the fact that health concerns are leading more people to consciously reduce their intake of alcohol.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Estonia 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 Estonia, 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 Estonia 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 Estonia?
- 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 Estonia?
- How are products distributed in Estonia?
- 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 Estonia
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 Estonia
KEY DATA FINDINGS
Total volume sales growth subdued by rapid decline in on-trade consumption
A Le Coq AS maintains overall lead in beer
Supermarkets and hypermarkets continue to dominate off-trade distribution
Off- and on-trade beer consumption projected to increase steadily
Flavoured and non/low alcohol products will be focal points for innovation
Sustainability concerns will continue to shape packaging strategies
Lager price band methodology
Cider/Perry in Estonia
KEY DATA FINDINGS
Demand continues to fall as Estonians rein in discretionary spending
Saku Õlletehase maintains its leadership
Retail distribution remains heavily concentrated in supermarkets and hypermarkets
Off- and on-trade volume sales set to decline consistently
Interest in craft-style products expected to continue rising
Flavour diversification will remain the primary focus for new product development
Rtds in Estonia
KEY DATA FINDINGS
RTDs is the most dynamic area of Estonia’s alcoholic drinks market
Saku Õlletehase reinforces its overall lead
Supermarkets and hypermarkets retain lion’s share of off-trade volume sales
Outlook for RTDs remains bright
Innovation will continue to be heavily focused on flavours
Interest in lower ABV and non alcoholic options set to rise further
Spirits in Estonia
KEY DATA FINDINGS
Spirits particularly hard hit by weakened purchasing power among Estonians
Liviko remains the outright leader in 2024
Supermarkets still the top retail distribution channel
Moderation trend and maturity of vodka set to constrain overall growth potential
Premiumisation expected to become more visible across spirits
More players likely to introduce flavoured and lower ABV options
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Estonia
KEY DATA FINDINGS
Elevated cost-of-living pressures continue to depress overall demand for wine
Premiumisation evident in new lauches despite challenging trading conditions
Supermarkets and hypermarkets remain the leading retail distribution channels
Wine consumption set to recover from 2025
Level of new product development expected to remain high
More producers likely to introduce canned and bag-in-box wines
The following categories and subcategories are included:
Alcoholic Drinks
-
-
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
-
- Flavoured/Mixed Lager
-
-
- Domestic Premium Lager
- Imported Premium Lager
-
- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
-
- Domestic Economy Lager
- Imported Economy Lager
-
-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
-
- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
-
-
- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
-
-
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
-
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
-
-
- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- 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
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- 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
-
-
-
- Port
- Sherry
- Vermouth
- Other Fortified Wine
-
- 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
-
- Champagne
- Other Sparkling Wine
-
- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
-
Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Alcoholic Drinks research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!