Alcoholic Drinks in Greece | Market Report

The Alcoholic Drinks in Greece market research report includes:

• Analysis of key supply-side and demand trends
• Detailed segmentation of international and local products
• Historic volumes and values, company and brand market shares
• Five year forecasts of market trends and market growth
• Production, imports by origin, exports by destination
• Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

• What is the market size of Alcoholic Drinks in Greece?
• What are the major brands in Greece?
• Have there been any alcoholic drinks legislative changes over the past 12 months?
• How is the alcoholic drinks industry affected by the recession?
• What is consumed more; beer, wine or spirits?
• What have been the key trends seen in new product developments?
• Do alcoholic drinks consumers want value for money or added value?

Why 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

EXECUTIVE SUMMARY

Economic crisis leads to steep declines

Alcoholic drinks in Greece witnessed steep declines as a result of the economic crisis in 2011. First of all, rises in VAT and Excise Taxes during 2010 resulted in high unit price increases. In some categories, the price of spirits increased by up to 30%. This mainly affected off-trade as in on-trade operators absorbed the increase in order to maintain sales. Although in most countries, consumers shifted to at-home consumption as a result of the crisis, this did not really happen in Greece where alcoholic drinks as whole became increasingly unaffordable. At the same time, on-trade sales were also badly affected. The frequency of nights out declined considerably as well as spending per night out, whereas there were changes in terms of venues, with the traditional Tsipouradika witnessing an increase in footfall at the expense of restaurants and bars/clubs

Consumer preferences change along with squeezing disposable incomes

In on-trade, a migration from spirits to beer was witnessed in context of beer being a cheaper option for bars and clubs. There was also a migration from bars to more traditional outlets where prices are cheaper, with this leading to a decline in consumption of foreign spirits and a shift to domestic spirits, wine and beer. Spirits witnessed the highest decline in terms of sales, although there was a rise in consumption of domestic spirits like raki, ouzo and tsipouro which are considerably cheaper in both on and off-trade. In wine and tsipouro, there was a massive switch to unbranded products that allow higher profit margins. This was accompanied by a rise in black market sales, as these products are largely supplied directly from the producer. Manufacturers are afraid that there is also a rise of parallel imports, especially in tourist areas. With all-inclusive packs becoming more common in Greece, hotels are starting to import cheap no-name beer, cider and spirits, as it is not profitable for them to serve branded products.

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