Spirits - Estonia

The Spirits market in Estonia has experienced significant growth in recent years, driven by changing customer preferences and favorable market trends.

Customer preferences: Estonian consumers have shown a growing preference for premium and high-quality spirits, such as whiskey, gin, and vodka. This shift in customer preferences can be attributed to several factors, including increasing disposable incomes, a desire for unique and artisanal products, and a growing interest in cocktail culture. As a result, there has been a surge in demand for craft spirits and premium brands, both locally produced and imported.

Trends in the market: One of the key trends in the Estonian Spirits market is the rise of craft distilleries. These small-scale producers offer a wide range of unique and locally sourced spirits, appealing to consumers looking for authentic and distinctive flavors. Craft distilleries often focus on traditional production methods and use high-quality ingredients, which resonates with the growing demand for artisanal products. Another trend in the market is the increasing popularity of flavored spirits. Flavored vodka, in particular, has gained traction among Estonian consumers, who appreciate the variety of flavors available and the versatility of these spirits in cocktails. This trend reflects the broader global trend of flavored spirits gaining market share and appealing to a younger demographic.

Local special circumstances: Estonia's geographical location and cultural heritage have also influenced the Spirits market in the country. The country has a long history of producing and consuming spirits, with vodka being a traditional drink deeply rooted in Estonian culture. This cultural affinity towards spirits has created a strong domestic market for both local and international brands. Furthermore, Estonia's thriving tourism industry has played a role in boosting the Spirits market. The country attracts a significant number of international visitors, who often seek out local spirits as souvenirs or to experience the local drinking culture. This has created opportunities for both domestic and international spirits producers to cater to the tourist market.

Underlying macroeconomic factors: Estonia's strong economic growth and increasing disposable incomes have contributed to the development of the Spirits market. As the country's economy continues to expand, consumers have more purchasing power to spend on premium and high-quality spirits. This has led to an increase in overall consumption and a willingness to explore new and innovative products. In addition, Estonia's membership in the European Union has facilitated trade and made it easier for international spirits brands to enter the market. This has resulted in a wider range of products being available to Estonian consumers, further fueling the growth of the Spirits market. Overall, the Spirits market in Estonia is experiencing growth driven by changing customer preferences, including a preference for premium and high-quality spirits, the rise of craft distilleries, and the popularity of flavored spirits. The country's cultural heritage, thriving tourism industry, and strong macroeconomic factors have also contributed to the development of the market.

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.