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The government's closure of cafes and bar for two separate periods and the subsequent restrictions on occupancy and opening hours have had a huge impact upon alcoholic drinks consumption in Greece, where hospitality outlets play a huge part in most consumers' lives. While there has been a migration to home consumption to some degree, this was marginal compared to other markets. In Greece there is not a strong culture of drinking at home; drinking is associated with going out and socialising, and...
Euromonitor International's Alcoholic Drinks in Greece report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2016-2020), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Alcoholic Drinks market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
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?
CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025
CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025
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 2015-2020TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020MARKET DATA
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025DISCLAIMER
SOURCES
Summary 2 Research SourcesBEER IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Pandemic restrictions hit on-trade hardest, off-trade less directly
Collapse in tourism hammers beer volumes across Greece
Leading players benefit from consumer loyalty, locked-down retail distribution agreements
RECOVERY AND OPPORTUNITIES
On-trade struggles will be brake on growth - Greek consumers yet to adopt at-home drinking
Tourist-facing brands set to see most pain over the forecast period
Pandemic set to put innovation on ice
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2020 Table 18 Number of Breweries 2014-2020CATEGORY DATA
Table 19 Sales of Beer by Category: Total Volume 2015-2020 Table 20 Sales of Beer by Category: Total Value 2015-2020 Table 21 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 22 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 27 Sales of Beer by Craft vs Standard 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 2020-2025WINE IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Hospitality, tourism shutdowns hit wine sales hard
Off-trade fails to offset on-trade crash as Greeks lack culture of drinking at home
Prices drop as consumers trade down, retailers promote aggressively and occasions for premium consumption are cancelled
RECOVERY AND OPPORTUNITIES
Slow recovery of hospitality will impede faster recovery for wine
Opportunity for on-trade facing categories to pivot to retail; lighter wines will be likeliest hit
Upheaval for smaller producers set to concentrate competitive environment
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 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020 Table 44 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2015-2020 Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020 Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020 Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020 Table 50 GBO Company Shares of Champagne: % Total Volume 2016-2020 Table 51 NBO Company Shares of Champagne: % Total Volume 2016-2020 Table 52 LBN Brand Shares of Champagne: % Total Volume 2017-2020 Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020 Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020 Table 59 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 60 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025SPIRITS IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Off-trade growth fails to offset collapse of on-trade
Tourism decline hits spirits sales in multiple positions
Seasonal sales fail to lift demand, and value sales struggle
RECOVERY AND OPPORTUNITIES
Struggle to reopen and vaccinate will hamper recovery
Souvenir and duty free sales set to see obstacles to growth
Consumers look to recreate on-trade at home
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2020CATEGORY DATA
Table 63 Sales of Spirits by Category: Total Volume 2015-2020 Table 64 Sales of Spirits by Category: Total Value 2015-2020 Table 65 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 66 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020 Table 72 Sales of White Rum by Price Platform: % Total Volume 2015-2020 Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020 Table 74 Sales of English Gin by Price Platform: % Total Volume 2015-2020 Table 75 Sales of Vodka by Price Platform: % Total Volume 2015-2020 Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020 Table 77 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 78 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 79 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 80 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 81 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025CIDER/PERRY IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Tourism, key demographic for cider/perry, hits volumes hard
Demand for cider/perry by Greeks yet to be established
Innovation, acquisition still occurring despite pandemic
RECOVERY AND OPPORTUNITIES
Demand will recover as tourists return
Cider/perry profile can suit emerging consumer trends within Greece
Category set to benefit from increased investment
CATEGORY DATA
Table 84 Sales of Cider/Perry: Total Volume 2015-2020 Table 85 Sales of Cider/Perry: Total Value 2015-2020 Table 86 Sales of Cider/Perry: % Total Volume Growth 2015-2020 Table 87 Sales of Cider/Perry: % Total Value Growth 2015-2020 Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020 Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020 Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020 Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020 Table 95 Forecast Sales of Cider/Perry: Total Volume 2020-2025 Table 96 Forecast Sales of Cider/Perry: Total Value 2020-2025 Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025 Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025RTDS IN GREECE
KEY DATA FINDINGS
2020 IMPACT
Seasonality and dependence on tourism hits RTDs demand
Rise in home consumption brings investment
Premiumisation and credibility see cautious optimism in second half of 2020
RECOVERY AND OPPORTUNITIES
Sales set to be dominated by mass brands, although premiumisation can add value
On-trade sales depend on return of tourists
New product launches set to lift consumer awareness
CATEGORY DATA
Table 99 Sales of RTDs by Category: Total Volume 2015-2020 Table 100 Sales of RTDs by Category: Total Value 2015-2020 Table 101 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 102 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 107 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 108 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 109 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 110 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 111 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025