Table of Content

Alcoholic Drinks in Kazakhstan
Euromonitor International
May 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2015-2020
TAXATION AND DUTY LEVIES
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2020
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 3 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020
MARKET DATA
Table 4 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 6 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 7 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 12 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 13 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 14 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Overall, beer volume sales are unaffected by COVID-19
Efes loses top spot
Draught in off-trade is the main channel for beer
RECOVERY AND OPPORTUNITIES
Off-trade will register higher volume growth over forecast period
Players launch new products again over forecast period
Draught beer continues strong performance
CATEGORY BACKGROUND
Larger price band methodology
Summary 2 Lager by Price Band 2020
Table 19 Number of Breweries 2015-2020
CATEGORY DATA
Table 20 Sales of Beer by Category: Total Volume 2015-2020
Table 21 Sales of Beer by Category: Total Value 2015-2020
Table 22 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 23 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 25 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 26 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 27 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Wine negatively impacted by closure of on-trade
No clear-cut lead among a proliferation of local and international names
Wine becomes more ingrained in the local lifestyle
RECOVERY AND OPPORTUNITIES
Healthy recovery over forecast period
Demand for higher quality wine continues to increase
Lower ABV than spirits drives volume sales
CATEGORY DATA
Table 35 Sales of Wine by Category: Total Volume 2015-2020
Table 36 Sales of Wine by Category: Total Value 2015-2020
Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 43 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 44 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 45 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 46 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Spirits negatively impacted by COVID-19 in 2020
No changes in status quo in 2020
Vodka continues to be the most popular spirit
RECOVERY AND OPPORTUNITIES
Negative volume growth over forecast period
Spirits lose out to lower ABV offerings
Local vodka loses out to higher quality imports and other spirits such as whiskey
CATEGORY DATA
Table 47 Sales of Spirits by Category: Total Volume 2015-2020
Table 48 Sales of Spirits by Category: Total Value 2015-2020
Table 49 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 50 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 51 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 52 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 53 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 54 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 55 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 56 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 57 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 58 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 59 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 60 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 61 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025
2020 IMPACT
KEY DATA FINDINGS
2020 IMPACT
Worst performing alcoholic drink in 2020
Competitive landscape lacks vibrancy and options
RTDs are off-trend and price-prohibitive
RECOVERY AND OPPORTUNITIES
Minimal volume growth over forecast period
Consumers are choosing more sophisticated and lighter cocktail options
Limited marketing activity a reflection of low demand and low sales
CATEGORY DATA
Table 62 Sales of RTDs by Category: Total Volume 2015-2020
Table 63 Sales of RTDs by Category: Total Value 2015-2020
Table 64 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 65 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 66 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 67 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 68 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 69 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 70 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 71 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 72 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 73 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 74 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 75 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 76 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025