Alcoholic drinks in 2024: The big picture
Volume sales of alcoholic drinks in North Macedonia continued to grow steadily in 2024. Although the prices of alcoholic beverages rose, the increase was less pronounced than that of food and non-alcoholic drinks. However, some alcoholic drink brands remained unaffordable for increasingly price-sensitive local consumers, who prioritised value amid rising costs. As a result, many opted to forgo premium options, showing reduced brand loyalty and favouring products perceived to offer the best value for money. Nevertheless, the market was largely unaffected by the country’s ongoing demographic decline - specifically the shrinking population of consumers of legal drinking age.
2024 key trends
Beer remained the largest alcoholic drinks category in North Macedonia in 2024, driven primarily by the strong presence of the competitively priced domestic lager brand, Skopsko, enjoys nearly a century of local heritage. Despite moderate price increases carried over from previous inflationary pressures, supply remained stable, bolstered by the presence of major sports events throughout the year, including the 2024 Paris Olympic Games. At the same time, the growing presence of craft labels from local and international microbreweries is broadening consumer choice and encouraging experimentation with premium and niche offerings.
Competitive landscape
Pivara Skopje AD was the leading alcoholic drinks company in North Macedonia in 2024. As one of the country’s oldest and most established brewers, it is deeply embedded in the national identity. The company produces Skopsko, a domestic mid-priced lager that has become a national staple. The brand maintained the leading market share throughout the review period, reinforced by consistent, well-executed marketing and advertising campaigns.
Retail developments
Convenience is a major factor influencing consumer decisions about where and how often they purchase alcoholic beverages. As such, small local grocers remained the leading off-trade distribution channel for alcoholic drinks in 2024. These traditional outlets have a widespread presence across the country, which allows them to outperform competitors in terms of off-trade sales. This is especially true for beer, the largest alcoholic drinks category, which is consumed almost daily by many consumers.
On-trade vs off-trade split
In 2024, total volume sales of alcoholic drinks in the off-trade channel were more than twice those of the on-trade. However, in value terms, the situation is reversed, with on-trade sales generating significantly higher revenue relative to off-trade. This is primarily due to significantly higher prices for alcoholic drinks in on-trade outlets.
What next for alcoholic drinks?
Growth prospects for alcoholic drinks in North Macedonia appear stable over the five-year period to 2029. While recent years have been marked by inflation and rising product prices, these pressures are expected to ease, creating a more favourable economic environment for both consumers and producers. As disposable incomes gradually recover, consumer confidence is projected to improve, particularly from the mid to late forecast period. This renewed confidence is likely to support a rebound in discretionary spending, including on alcoholic beverages, and may encourage greater experimentation with premium and niche products across various categories.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in North Macedonia 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 North Macedonia, 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 North Macedonia 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 North Macedonia?
- 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 North Macedonia?
- How are products distributed in North Macedonia?
- 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 North Macedonia
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
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in North Macedonia
KEY DATA FINDINGS
Beer maintains steady momentum due to positive impact of sporting events and expanding craft beer scene
Pivara Skopje AD maintains leadership amid rising diversification
Convenience plays key role in beer distribution
Beer consumption will continue to rise, despite demographic challenges
Anticipated rise of craft beer culture
Further innovation in non alcoholic and low alcohol beer
Lager price band methodology
Cider/Perry in North Macedonia
KEY DATA FINDINGS
Cider/perry enjoys increase in popularity, albeit from low base
Carlberg maintains dominant position
Modern retail channels lead cider/perry sales
Cider/perry set for continued growth despite seasonal and demographic challenges
Artisinal production will see further expansion
Wine-inspired offerings to drive growth
Rtds in North Macedonia
KEY DATA FINDINGS
RTDs return to growth in 2024, supported by innovation and on-trade demand
Olvi Oyj emerges as a strong challenger to Diageo
Convenience and accessibility drive RTDs sales through small loal grocers and e-commerce
RTDs to maintain strong momentum, driven by innovation and convenience
Recent success of Olvi Oyj could spur further new launches
Flavour innovation to define the next stage of growth
Spirits in North Macedonia
KEY DATA FINDINGS
Limited growth for spirits amid demographic challenges
Diageo continues to lead sales
Convenience is key factor driving spirits distribution
Whisky to drive growth as spirits experiences greater premiumisation
E-commerce and DTC channels will fuel growth
Premiumisation and craftsmanship to shape innovation
Wine in North Macedonia
KEY DATA FINDINGS
Wine outperforms beer amid rising premiumisation
Ongoing innovation, with focus on organic launches
Off-trade remains dominant in wine distribution as e-commerce gains momentum
Steady growth expected, with imported sparkling varieties leading the way
Greater focus on health and sustainable practices
E-commerce will drive growth
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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-
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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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