Alcoholic drinks in 2024: The big picture
In 2024, total sales of alcoholic drinks rose in both volume and value terms in Turkey. The market experienced a dynamic shift influenced by inflation, and changing consumer preferences. Volume sales were impacted by rising costs, premiumisation, product innovation, and the increasing popularity of at-home consumption, which shaped the market’s overall trajectory. The special consumption tax (ÖTV) increases in January and July led to significant price hikes, leading to high value growth, and influencing consumer purchasing behaviour and prompting a shift towards economy options in some categories. Meanwhile, the demand for premium and craft alcoholic beverages continued to rise, as seen in the beer and spirits categories.
2024 key trends
Beer was the largest and the most dynamic category in alcoholic drinks in 2024 thanks to its traditional popularity as an affordable and low alcohol product, with mid-priced domestic brands driving sales. Spirits remained the second largest category, as well as being the second most dynamic, thanks to the size of raki (aniseed-flavoured spirits) and whiskies, in particular. Within spirits, whiskies, liqueurs, and gin saw strong performances in the off-trade channel, benefiting from rising home consumption and evolving consumer tastes. In contrast, cider/perry continued to decline as consumers favoured beer and spirits, while wine suffered from rising prices in the context of increased consumer budget-consciousness.
Competitive landscape
Efes Pilsen and Türk Tuborg maintained their leading positions within total alcoholic drinks, thanks to their dominance in beer. The companies leading brands were Efes Pilsen and Tuborg, respectively, in the mid-priced lager segment, although they were also present in a range of other beer categories.
Retail developments
Alcoholic drinks specialist retailers have traditionally led the Turkish market. However, a notable shift is occurring as supermarkets gain a larger share. This change is being driven by players in the supermarkets channel utilising their extensive shelf space to offer a wider variety of alcoholic beverages, appealing to consumers seeking greater choice. Additionally, the convenience of one-stop shopping has further boosted supermarket sales, aligning with consumer preferences for efficiency. As a result, the channel is increasingly challenging the established dominance of specialist alcoholic drinks retailers in Turkey. Nonetheless, both supermarkets and food/drink/tobacco specialists managed to increase their share of alcoholic drinks volume sales in 2024, at the expense of small local grocers, hypermarkets and discounters.
On-trade vs off-trade split
Off-trade sales stole share from the on-trade channel in 2024 due to people decreasing the frequency of going out to eat and drink because of economic pressures, with more consumers drinking at home. However, tourism-driven demand helped to sustain premium sales in high-end hotels and bars. Both beer and spirits saw upmarket trends thanks to increasing premiumisation and the expansion of the craft segment in beer.
What next for alcoholic drinks?
Over the forecast period, both off-trade and on-trade volume sales of alcoholic drinks are expected to experience positive growth in both volume and value terms. The overall improvement in economic conditions is anticipated to boost disposable incomes, further driving market expansion. Additionally, while economic conditions will continue to shape purchasing behaviour, the introduction of new and sophisticated products, along with a wider availability of diverse alcoholic drinks across the country, is set to support overall market growth. Indeed, value sales will be bolstered by premiumisation and product diversification.
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 Turkey 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 Turkey, 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 Turkey 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 Turkey?
- 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 Turkey?
- How are products distributed in Turkey?
- 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 Turkey
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 Turkey
KEY DATA FINDINGS
Beer demonstrates positive growth in 2024 despite high inflation rate
Companies diversify their product portfolios
Off-trade sales of beer gain a higher share
Beer off-trade volume sales expected to grow over the forecast period
On-trade sales of beer are anticipated to steal share from the off-trade channel.
Innovative and premium products are expected to fuel growth
Lager price band methodology
Cider/Perry in Turkey
KEY DATA FINDINGS
Cider/perry continued to see volume decline in 2024
Stagnant competitive environment
Supermarkets the dominant channel
Cider/perry sales to grow from 2026
On-trade sales to play an important role in growth
Cider/perry is expected to see product innovations
Spirits in Turkey
KEY DATA FINDINGS
Spirits sees shift to the off-trade channel in 2024
Mey Içki San ve Tic AS retains lead
Supermarkets gain share in the off-trade channel, whilst on-trade sales decline amid economic pressures
Off-trade volume sales to maintain growth, but at a slower pace
On-trade channel to rebound from 2026, driven by economic recovery and rising tourism
New product launches to focus on premium spirits, with whiskies and raki leading the way
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Turkey
KEY DATA FINDINGS
Wine volume sales register decline in 2024
Increases in both economy and premium wine brands, while mid-priced wines decline in popularity
Other sparkling wine demostrates notable growth in the on-trade channel
Challenges in the wine sector expected to continue in 2025
On-trade channel to demonstrate volume growth over forecast period
More premium products set to be launched in the market
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!