Market Insights Consumer Alcoholic Drinks

Spirits - Armenia

Armenia

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to €270.2m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to €25.8m in 2024.
Revenue, combined amounts to €295.9m in 2024.
The revenue, at home is expected to grow annually by 1.02% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated in China (€134,300m in 2024).
In relation to total population figures, the average revenue per capita, at home of €97.25 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 15,810.0k L by 2024.
Volume, out-of-home is expected to amount to 671.4k L in 2024.
Volume, combined is expected to amount to 16,480.0k L in 2024.
The Spirits market is expected to show a volume growth, at home of -3.3% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 5.69L in 2024.

Key regions: United States, United Kingdom, Worldwide, United Kingdom, Australia

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

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Analyst Opinion

The Spirits market in Armenia has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Armenian consumers have shown a growing interest in premium and high-quality spirits, particularly in the whiskey and brandy categories. This shift in consumer preferences can be attributed to a desire for more sophisticated and refined drinking experiences. Additionally, there is an increasing demand for craft spirits and locally produced beverages, as consumers seek unique and authentic products.

Trends in the market: One of the key trends in the Armenian Spirits market is the rise in whiskey consumption. Whiskey has gained popularity among consumers due to its perceived status and association with luxury. This trend is in line with the global whiskey boom, as consumers across the world are developing a taste for this spirit. Furthermore, there is a growing interest in flavored spirits, such as fruit-infused vodkas and liqueurs, which offer a unique and refreshing drinking experience.

Local special circumstances: Armenia has a rich tradition and heritage in the production of brandy, which has become a symbol of national pride. Armenian brandy is known for its exceptional quality and craftsmanship, and it has gained international recognition. The local special circumstances, including the unique climate and soil conditions, contribute to the production of high-quality grapes used for brandy production. This has positioned Armenian brandy as a premium product in the global market.

Underlying macroeconomic factors: The growth of the Spirits market in Armenia can also be attributed to underlying macroeconomic factors. The country has experienced steady economic growth in recent years, leading to an increase in disposable income and consumer spending. As a result, consumers have more purchasing power to indulge in premium spirits and explore new drinking experiences. Moreover, the tourism industry in Armenia has been flourishing, attracting a growing number of international visitors who are eager to sample the local spirits and contribute to the market's expansion. In conclusion, the Spirits market in Armenia is witnessing a positive growth trajectory, driven by changing customer preferences, emerging trends, and local special circumstances. The demand for premium and high-quality spirits, particularly whiskey and brandy, is on the rise, reflecting consumers' desire for sophisticated and authentic drinking experiences. The local tradition and heritage in brandy production, combined with favorable macroeconomic factors, further contribute to the market's development. Overall, the Spirits market in Armenia presents opportunities for both local and international players to capitalize on the growing demand and cater to evolving consumer tastes.

Methodology

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.