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Competitive Landscape
Mey I?çki San Ve Tic as Gains Ground as New Entrants Accelerate Competition
Spirits in Türkiye remain highly concentrated, but 2025 saw a gradual shift towards fragmentation as the dominant company, Mey I?çki San ve Tic AS, experienced a decline in its share. Between 2020 and 2025, Mey Içki’s total volume share fell from 63% to 56%, reflecting intensifying competition and evolving market dynamics.
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Overview:
Understand the latest market trends and future growth opportunities for the Spirits 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.
If you're in the Spirits 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 Spirits 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 Spirits in Turkey?
- Where is consumer demand for Spirits 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?
Spirits in Türkiye - Category analysis
Key Data Insights
Spirits Summary
Chart 1 Key Industry Trends for Spirits
Whisky Drives Strong Volume Growth as Consumers Shift Towards Affordable, At-Home Consumption
Market Polarization Intensifies as Value Segments Outperform and Premiumisation Becomes Increasingly Selective
Chart 2 Anadolu Raki Sifir Seri reinvents a heritage spirit with a modern twist
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Whisky Consolidates Leadership in Spirits, Driven by Value Positioning and Sustained At-Home Consumption
Anadolu Efes and Türk Tuborg Are Set to Boost Competition through Wider Access
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Mey I?çki San Ve Tic as Gains Ground as New Entrants Accelerate Competition
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Supermarkets Expand Its Spirits Selection as Tekel Shops Lose Ground
Retail E-Commerce Ban Restricts Channel Competition and Digital Access
Chart 9 Economic Context for Spirits
Chart 10 Real Gdp Growth 2020-2030
Chart 11 Inflation 2020-2030
Chart 12 Consumer Context for Spirits
Chart 13 Population 2020-2030
Chart 14 Population by Generation 2025
Alcoholic Drinks in Türkiye - Industry Overview
2025 Developments
Key Data Insights
Chart 15 Key Industry Trends for Alcoholic Drinks
Volume Declines Amid Inflation-Driven Polarization and the Shift toward At-Home Consumption
Beer Retains Its Dominance While Spirits Drive the Strongest Growth Amid Increasing Polarization
Chart 16 Premium imported vodka reinforces polarization in 2025
Brands Leverage Tradition to Defend Share in Turbulent Times
Chart 17 Izmir Rakisi highlights traditional stone-milled anise to reinforce heritage positioning
Chart 18 Volume Sales 2020-2030
Chart 19 Volume Sales by Category 2025
Chart 20 Analyst Insight for Alcoholic Drinks
Growth Is Set to Remain Flat Amid Sustained Affordability Pressure, Beer Dominance and Selective Spirits
Tourism-Driven On-Trade Revival Is Set to Boost Premium Spirits and Cocktails
Gradual Macroeconomic Improvements Are Expected Amid Persistent Affordability Pressure
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Türk Tuborg and Efes Pilsen as Drive Consolidation with New Spirits Moves
Acquisitions Reshape Spirits as Cross-Category Synergies Emerge
Chart 23 Company Shares 2025
Chart 24 Brand Shares 2025
Supermarkets Broaden Ranges While Taking Share From Tekel Shops
On-Trade Loses Ground as Economic Pressures Shift Demand to Off-Trade
Retail E-Commerce Remains Restricted as Offline Channels Shape Consumer Choice
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
Chart 25 Economic Context for Alcoholic Drinks
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Alcoholic Drinks
Chart 29 Population 2020-2030
Chart 30 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Spirits
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- Brandy
- Cognac
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- 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
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitions
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This report originates from Passport, our Spirits research and analysis database.
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