Alcoholic drinks in 2024: The big picture
In 2024, the alcoholic drinks market in Kazakhstan saw a decline in volume but growth in value, driven by inflation, rising production costs, and declining purchasing power. While consumer spending was influenced by reduced spending capacity, price increases contributed to value growth. A shift toward more moderate alcohol consumption due to changing consumer attitudes further impacted volume sales in the year.
2024 key trends
Beer, the largest alcoholic drinks category in Kazakhstan, recorded volume decline in 2024, largely driven by lower purchasing power, as rising prices in recent years have led consumers to reduce their beer consumption. However, this trend has not affected all beer types equally. Flavoured lager, for instance, remained resilient in the year despite market pressure, appealing to consumers seeking variety. Economy lager experienced the least decline as many consumers shifted toward more affordable options in response to financial constraints. At the same time, premium imported lager also remained resilient due to its small base and growing interest in higher-end products.
Competitive landscape
Efes Kazakhstan AO IP was the leading company within overall alcoholic drinks in Kazakhstan in 2024 due to its wide product portfolio, strong distribution and high brand recognition. The company’s flagship brand, Kruzhka Svezhego, managed to strengthen its position despite an overall decline in consumption and increased competition. Bolshaya Praga Slavna has also shown growth, especially following the launch of its canned format in 2024. The Karagandinskoe brand, meanwhile, remains highly popular and continues to be well recognised by consumers.
Retail developments
Small local grocers was the leading distribution channel within alcoholic drinks overall in 2024; however, their share continued to decline, while modern retailers, including supermarkets and hypermarkets and convenience stores, as well as food/drink/tobacco specialists, gained momentum. Nevertheless, traditional trade remains a very important channel, especially in regional areas.
On-trade vs off-trade split
On-trade continued to grow in 2024; however, its share varies significantly by category. In more traditional categories like beer and vodka, consumers tend to purchase mainly through off-trade channels. In contrast, modern categories, such as gin, rum, whiskey, and tequila, often see their first consumer engagement through horeca outlets. This makes the on-trade channel especially important for introducing new products and building brand awareness, which is particularly relevant in Kazakhstan, where alcohol advertising is restricted. As a result, on-trade remains a strategic platform for innovation and consumer connection.
What next for alcoholic drinks?
Over the forecast period, Kazakhstan’s alcoholic drinks market is expected to experience mixed dynamics across categories. Beer volume growth is expected to be modest, following recovery efforts and portfolio diversification by major players?. However, spirits is projected to decline, largely due to falling vodka consumption and evolving health-conscious habits?. Despite this, some modern spirit categories, including soju, gin, whiskey, tequila and bitters, are expected to grow steadily due to rising demand for cocktails and premium drinking experiences, especially among younger consumers. Cider will be the most dynamic category, driven by interest in lighter, refreshing drinks?. Similarly, wine is expected to see pleasing growth, especially sparkling wine, as younger consumers shift toward wine for both casual and social occasions.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Kazakhstan 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 Kazakhstan, 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 Kazakhstan 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 Kazakhstan?
- 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 Kazakhstan?
- How are products distributed in Kazakhstan?
- 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 Kazakhstan
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 Kazakhstan
KEY DATA FINDINGS
Declining purchasing power and rising prices impact demand
Efes Kazakhstan AO IP leads with its broad portfolio of domestic beers
Rising consumer demand for brand variety benefits food/drink/tobacco specialists
Evolving flavour profiles and formats to support future sales
Regulatorty changes simplify operations and support business development
Promotions and innovation essential to maintain consumer interest
Lager price band methodology
Cider/Perry in Kazakhstan
KEY DATA FINDINGS
Shift in consumer preferences towards lower ABV drinks benefits cider in 2024
Leading Vinzavod Issyk AO highlights its local origin
Modern retail outlets take share from traditional stores
Challenge of limited consumer awareness, high prices and low availiability
Potential tax reduction could drive growth of the local cider industry
New flavours and packaging to attract a broader audience
Rtds in Kazakhstan
KEY DATA FINDINGS
Rising interest in flavoured, low alcohol drinks benefits RTDs in 2024
Leading Bacchus AO’s broad range allows it to cater to diverse consumer preferences
Modern channels gradually taking share from traditional stores
RTDs gaining momentum with recent product launches
Bacchus set to maintain its lead
Innovation as a key driver of growth
Spirits in Kazakhstan
KEY DATA FINDINGS
Mixed results for spirits in 2024
Innovation, well-established distribution, and a longstanding market presence ensure Global Beverages TOO leads
The on-trade channel remains a key space for brand promotion and consumer engagement
Vodka decline impacts overall performance
New regulation to improve product quality, protect consumers, and bring greater clarity and control
Innovation to focus on cost-effective solutions and meeting evolving consumer preferences
Wine in Kazakhstan
KEY DATA FINDINGS
Rising prices and purchasing power decline impact wine sales in 2024
Innovation to attract a younger audience seeking novelty and quality
Rising interest in variety and quality drives growth of food/drink/tobacco specialists
Growth fuelled by shifting consumer attitudes
RTD drinks may present a challenge to wine
Non alcoholic wine potential
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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