Table of Content

Alcoholic Drinks in Estonia
Euromonitor International
August 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on alcoholic drinks
COVID-19 country impact
Excise tax slashed in 2019, boosting value sales of beer and spirits and cutting cross-border shopping trips to Latvia
With strong and varied product portfolios, A Le Coq and Saku ?lletehase maintain leadership in alcoholic drinks in 2019
On-trade volume sales set to bounce back sharply in 2021 before normalising over remainder of forecast period
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019
MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 2 Research Sources
HEADLINES
PRE-COVID-19 PERFORMANCE
Excise taxes on beer slashed in 2019, convincing Estonians to purchase beer locally rather than in Latvia
Robust demand for non alcoholic beer continues in 2019
A Le Coq boosts volume share and maintains leadership in beer in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within beer
Recovery and opportunities
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2019
Table 17 Number of Breweries 2014-2019
CATEGORY DATA
Table 18 Sales of Beer by Category: Total Volume 2014-2019
Table 19 Sales of Beer by Category: Total Value 2014-2019
Table 20 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 21 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 26 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 27 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 28 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 29 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 30 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Wine rebounds with robust growth in 2019 as excise taxes are reduced
Sparkling wine remains popular among Estonians
Wine remains extremely fragmented in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within wine
Recovery and opportunities
CATEGORY DATA
Table 33 Sales of Wine by Category: Total Volume 2014-2019
Table 34 Sales of Wine by Category: Total Value 2014-2019
Table 35 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 36 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 37 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 40 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 41 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 42 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 43 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 44 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Sales of spirits bounce back in 2019 after tax increases slashed
Tastes for spirits continue to change in 2019
With strong brand portfolio, Liviko maintains commanding volume share lead in spirits in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within spirits
Recovery and opportunities
CATEGORY DATA
Table 45 Sales of Spirits by Category: Total Volume 2014-2019
Table 46 Sales of Spirits by Category: Total Value 2014-2019
Table 47 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 48 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 49 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 50 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 51 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 52 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 53 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 54 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 55 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 56 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 57 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 58 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 59 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Volume sales of cider/perry rebound as excise tax slashed in 2019
New craft ciders continue to emerge in 2019
Saku ?lletehase and A Le Coq continue to lead cider/perry in 2019
2020 AND BEYOND
COVID-19 impact
Recovery and opportunities
CATEGORY DATA
Table 60 Sales of Cider/Perry: Total Volume 2014-2019
Table 61 Sales of Cider/Perry: Total Value 2014-2019
Table 62 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 63 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 64 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 65 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 66 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 67 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 68 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 69 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 70 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 71 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 72 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 73 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 74 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Volume sales of RTDs rebound in 2019 after sharp tax-related decline in 2018
Younger consumers continue to eschew sweet RTDs
Saku ?lletehase boosts volume share and secures leadership in RTDs in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within RTDs
Recovery and opportunities
CATEGORY DATA
Table 75 Sales of RTDs by Category: Total Volume 2014-2019
Table 76 Sales of RTDs by Category: Total Value 2014-2019
Table 77 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 78 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 79 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 80 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 81 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 82 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 83 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 84 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 85 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 86 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 87 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 88 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 89 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024