Alcoholic drinks in 2024: The big picture
Total volume sales of alcoholic drinks in Slovenia rose moderately in 2024, albeit slightly faster than in 2023. Meanwhile, total current value sales increased strongly, if at a slower rate than in 2023. While the high rates of inflation in 2022 and 2023 slowed appreciably in 2024, product prices still increased moderately. This had a negative impact on consumer confidence and overall spending power. Local consumers became increasingly price-sensitive as they were forced to prioritise expenditure in the face of inflationary pressure and constrained disposable income levels. Slovenian consumers actively pursued value for money to help relieve the pressure on their budgets, albeit still opting for higher-quality alcoholic drinks brands when possible. In 2024, consumer demand, in general, was steady, with choices driven by loyalty, convenience, affordability and innovation or novelties.
2024 key trends
In total volume sales terms, beer, led by domestic mid-priced lager, was the largest category in alcoholic drinks in 2024. This was supported by the wide presence of domestically manufactured and competitively-priced mid-priced lager brands like Zlatorog and Union by Pivovarna Laško Union.
Competitive landscape
Due to its dominance of the largest alcoholic drinks category, mid-priced lager, Pivovarna Laško Union was a strong leader of alcoholic drinks in Slovenia in 2024. Its long history and tradition in the market and successful performance within beer and malt-based RTDs, especially domestic mid-priced lager brands Zlatorog and Union, gave the company a competitive edge.
Retail developments
Modern grocery retailers, led by hypermarkets and supermarkets, overwhelmingly dominated off-trade volume sales of alcoholic drinks through the review period. The leading modern grocery retailers in Slovenia invested in modernising their retail operations and expanding their outlet networks in a bid to reach out to more consumers and capture higher industry share. Hypermarkets maintained a healthy lead in off-trade volume share over supermarkets in alcoholic drinks in 2024. Both formats witnessed a drop in off-trade volume share over the review period, although stabilisation was witnessed in 2024. Nonetheless, shopping in hypermarkets is very popular, with leading operators investing in more pleasant environments and communications, alongside wide assortments of alcoholic drinks.
On-trade vs off-trade split
In 2024, the off-trade channel dominated alcoholic drinks in volume sales terms. However, in value terms, the on-trade accounted for the bulk of sales. The significantly higher prices of alcoholic drinks in the on-trade channel underpinned these splits.
What next for alcoholic drinks?
Alcoholic drinks is projected to see mild but steady total volume sales growth through the forecast period. Beer, as the largest category, exerts significant weight on the overall performance, with an in line growth trajectory anticipated in the short to medium term. Domestic mid-priced lager is set to see positive total volume growth as Slovenian consumers continue to consume this type of beer, despite a general trend towards health and wellness. The responsible drinking trend is set to intensify, resulting in a growing preference for more moderate consumption, favouring products with lower alcohol content, especially beer, and, to an increasing extent, non/low alcohol alternatives.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Slovenia 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 Slovenia, 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 Slovenia 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 Slovenia?
- 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 Slovenia?
- How are products distributed in Slovenia?
- 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 Slovenia
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 Slovenia
KEY DATA FINDINGS
Domestic mid-priced lager remains the leading choice among local consumers
Pivovarna Laško Union continues to invest in the category in Slovenia
Modern grocery retailers maintain a stranglehold on beer distribution
Key lifestyle trends augur well for low alcohol beer
Craft beer to develop and grow in popularity
Strong investment in manufacturing techniques to improve the offer of non/low alcohol beer
Lager price band methodology
Cider/Perry in Slovenia
KEY DATA FINDINGS
Non alcoholic cider/perry remains negligible
Somersby benefits from wide distribution and the Carlsberg name to dominate the competitive landscape
Somersby’s presence helps modern grocery retailers dominate distribution
Strong growth trajectory to continue
New flavours and tastes to add dynamism
Marketing to showcase authenticity and quality
Rtds in Slovenia
KEY DATA FINDINGS
Malt-based shapes the performance of RTDs in Slovenia
Domestic players enjoy success
RTDs remain popular in on- and off-trade spaces
A positive outlook but headwinds appear
Cocktail trend to boost spirit-based RTDs
Premiumisation may disrupt the competitive landscape
Spirits in Slovenia
KEY DATA FINDINGS
Bitters and white rum benefit from the mixology trend
Pernod Ricard Slovenia leverages a strong and wide portfolio to lead the field
The on-trade channel continues to regain lost ground in spirits
A stronger offer and the cocktail trend to boost English gin
Craft spirits to gain attention from producers, retailers and consumers
Non alcoholic spirits a key area of innovation
Wine in Slovenia
KEY DATA FINDINGS
Still white wine enjoys deep roots and popularity in Slovenia
Strong new product development with a premium twist
Wine remains popular in both on- and off-trade channels
Wine to benefit from “healthier” perception
Still rosé wine and champagne to lose out to alternatives
Wine to continue to see premiumisation
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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