Alcoholic drinks in 2024: The big picture
Alcoholic drinks in Romania experienced slight volume growth in 2024, primarily driven by the recovery of beer after three years of decline. Growth was further supported by international sports events and high temperatures throughout the year, especially during summer. However, the overall market performance was constrained by persistent high inflation and the rising cost of living, with increased food prices and elevated gas/electricity costs straining household budgets. In addition, higher excise duties on alcoholic beverages and increased ingredient costs led to significant retail price hikes, which negatively affected volume sales. With incomes under pressure, most Romanians favoured purchasing alcoholic beverages for home consumption through retail outlets, while spending in bars and restaurants remained a low priority.
2024 key trends
Beer was the largest category within alcoholic drinks in 2024, supported by its longstanding tradition of consumption in Romania and the dominance of major international players operating in the local market. Furthermore, unlike spirits and wine - which often have a notable level of home production - beer remains almost entirely an industrially produced beverage, with minimal homemade alternatives.
Competitive landscape
Given the sheer volume of beer sold in Romania, this product dominates in alcoholic drinks putting beer manufacturers at the forefront of the overall competitive landscape. International beer manufacturers operate their own local production facilities in the country and hold leading positions in alcoholic drinks, well ahead of domestic manufacturers. Top-ranked Ursus Breweries SA owes its position to the strong performance of its Timisoreana, Ursus and Ciucas brands due to extensive advertising campaigns which emphasise their traditional roots and local heritage, and a robust distribution network.
Retail developments
Retail sales of alcoholic drinks was challenged by lower purchasing power in 2024, driving more consumers to seek out lower prices or reduce consumption. Modern grocery retailers remained at the forefront of sales of alcoholic drinks, with discounters, hypermarkets and supermarkets benefitting from offering private label, discounted prices and promotions. Small local grocers, which dominate the retail landscape in small cities and the countryside, remained focused on selling cheap local brands as these outlets are mostly visited by lower-income consumers. However, these stores faced growing competition from homemade spirits and loose wine.
On-trade vs off-trade split
Both on-trade and off-trade sales recorded only slight volume growth in 2024 as household budgets were constrained by the high cost of living and loss of purchasing power. The complete elimination of COVID-19 restrictions in March 2022 had contributed to the revival of on-trade in 2022, which returned to full serving capacity and normal opening hours. However, the deterioration of purchasing power contributed to the decline of volume sales, with the on-trade among the first areas where consumers reduced spending. The price growth of food and drinks forced on-trade operators to increase menu prices, reduce portions, simplify meals and reduce the number of alcoholic drinks offered. The lack of specialist staff in the on-trade also affected the daily activity of players. As a result, on-trade sales have not yet reached their pre-pandemic levels.
What next for alcoholic drinks?
Over the forecast period, off-trade growth of alcoholic drinks in Romanis will be supported by promotions and innovations, while the on-trade channel will benefit from the popularity of socialisation. The average price of alcoholic drinks is expected to remain high due to the ongoing annual price increases in excise duty, and steep costs of raw materials, such as cereals, fruits and grapes. Further cost pressures will stem from agricultural works and fertilisers but also drought, which affected Romania in 2023 and is expected to continue impacting the country in the early part of the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Romania 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 Romania, 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 Romania 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 Romania?
- 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 Romania?
- How are products distributed in Romania?
- 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 Romania
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 Romania
KEY DATA FINDINGS
Warm weather and major sports events drive growth in 2024
Beer dominated by four multinationals
Small local grocers lead with a widespread presence across the country
Strong outlook for non alcoholic beer
International players to maintain their dominance
Expansion of craft beer
Lager price band methodology
Cider/Perry in Romania
KEY DATA FINDINGS
Price increases and high cost of living impact cider/perry in 2024
Heineken Romania leads, supported by its strong distribution network and a solid on-trade presence
Little product awareness and limited availability
Positive outlook for cider/perry
Beer manufacturers will continue to lead
Rising demand for refreshing beverages like cider with warmer climate
Rtds in Romania
KEY DATA FINDINGS
Rising number brands and cocktail culture drive growth
Top spot for Bacardi Breezer due to the popularity of rum-based cocktails
Leading hypermarkets lose share in 2024
Cocktail culture supports future growth
Sangria revival
Challenge of increasing availability of freshly-made cocktails
Spirits in Romania
KEY DATA FINDINGS
Shift to more affordable other spirits supports modest growth in 2024
Alexandrion Saber Distilleries 1789 SRL’s broad portfolio and longstanding presence ensure it maintains its lead in 2024
Expansion of modern retailers, offering a wide range of products
Growth fuelled by premiumisation and cocktail trends
Other spirits to remain the leading category as Romanians tend to be traditional in their spirit consumption
Financial pressure discourages investment in new product development
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Romania
KEY DATA FINDINGS
Strong harvest and moderate price increases benefit wine in 2024
Manufacturers increasingly focus on branding initiatives
Modern grocery retailers benefit from expansion and separate wine galleries
Bright outlook for wine
Locally produced wine set to maintain its dominance
Top four players will continue to hold a strong position
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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