Spirits is expected to see total volume sales contract again in 2025, but the pace of decline should be significantly slower than in 2024 as cost-of-living pressures ease and the macroeconomic outlook in Estonia brightens. Overall demand is then projected to tip back into positive territory in 2026 and remain reasonably stable for the rest of the forecast period.
Premiumisation looks set to become more pronounced in spirits over the forecast period, with increasing numbers of Estonians expected to choose higher-end brands known for superior quality standards, distinctive provenance, ingredients and flavour combinations, time-honoured distillation techniques, limited-batch production etc. This trend is likely to be strongest in more fashionable categories such as whiskies and gin, but will also be an important value growth driver in mature areas like vodka.
Flavour diversification will remain a major trend when it comes to innovation in spirits over the forecast period. Manufacturers will continue to try to capture consumer attention via the development of products offering more interesting and exotic taste experiences, particularly varieties that are infused with different kinds of fruits, berries or herbs and well suited to the preparation of cocktails.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Estonia 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.
If you're in the Spirits industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitionsThis report originates from Passport, our Spirits research and analysis database.
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