Select Country Report
2025 Developments
Alcoholic drinks in Bulgaria saw a notably steeper drop in total volume compared to neighbouring countries in Eastern Europe, with a 3% contraction to 706 million litres in 2025, while value expanded by 6% to BGN7.2 billion as inflation and premiumisation took hold. Despite a favourable macroeconomic backdrop, shifts in generational preferences, growing health consciousness, and adverse climate events are redefining demand, with traditional beer losing ground and non-alcoholic products and RTDs gaining momentum. The market remains highly attractive for players capable of adapting portfolios towards lower-alcohol and alcohol-free innovations, capitalising on the strong appetite for premium quality, convenience, and new consumption occasions driven by a burgeoning cocktail culture and wellness trends. To succeed, brands must balance innovation with affordability, invest in domestic production efficiencies, leverage dynamic retail formats, and address the increasing polarisation towards premium and value-driven purchasing as rising costs and regulatory changes reshape consumer behaviour.
EUR 2,275
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Bulgaria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Bulgaria?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Bulgaria?
- How are products distributed in Bulgaria?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Bulgaria
2025 Developments
Key Data Insights
Growing Demand for Moderation Informs Innovation
Chart 1 Nolo Trend Hits Wine
Players Offer New Occasions for Wine Consumption
Vidinska Gamza Launches Innovative Rakija Blend
Chart 2 Cocktail Culture Spreads to Rakija
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Younger Consumers of Legal Drinking Age Accelerate the Shift to Alcohol-Free Drinks and Cocktails
Price Rises and Premiumisation Reshape Purchasing as Value Overtakes Volume
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Carlsberg Bulgaria Boosts Domestic Production to Reinforce Leadership
Henkell & Co Sektkellerei Accelerates Growth with Value-Led Innovation
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Billa Expands with Smaller Formats to Reach New Shoppers
Online Retailers Attract New Shoppers with Deep Promotions and Niche Ranges
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 9 Economic Context for Alcoholic Drinks
Chart 10 Real Gdp Growth 2020-2030
Chart 11 Inflation 2020-2030
Chart 12 Consumer Context for Alcoholic Drinks
Chart 13 Population 2020-2030
Chart 14 Population by Generation 2025
Beer in Bulgaria
Key Data Insights
Beer Summary
Kamenitza Expands Non-Alcoholic Range to Meet Shifting Preferences
Chart 15 Kamenitza Enhances Its Non-Alcoholic Beer Portfolio
Cohones Leverages E-Commerce to Reach Digital-First Consumers
Chart 16 Volume Sales 2020-2030
Chart 17 Volume Sales by Category 2025
Younger Adults Drive Non Alcoholic Beer Sales as Lager Volumes Decline
Premiumisation and Experimentation Reshape Consumer Choices and Pricing
Chart 18 Forecast Volume Sales 2020-2030
Chart 19 Forecast Volume Sales by Category 2025-2030
Carlsberg Strengthens Leadership through Local Production and a Broad Portfolio
Chart 20 Company Shares 2025
Chart 21 Brand Shares 2025
Billa and Metro Bulgaria Expand Access through New Retail Formats
E-Commerce Accelerates Beer Sales with Niche Offerings and Deep Promotions
Chart 22 Economic Context for Beer
Chart 23 Real Gdp Growth 2020-2030
Chart 24 Inflation 2020-2030
Chart 25 Consumer Context for Beer
Chart 26 Population 2020-2030
Chart 27 Population by Generation 2025
Cider/Perry in Bulgaria
Key Data Insights
Cider/Perry Summary
Somersby Drives Flavour Innovation to Sustain Consumer Interest
Chart 28 Aspall Pip & Wild Launched
Chart 29 Volume Sales 2020-2030
Chart 30 Volume Sales by Category 2025
Somersby Sustains Dominance as Rivals Struggle to Gain Ground
Off-Trade Reliance Persists as Competition From Beer and Cocktails Intensifies
Chart 31 Forecast Volume Sales 2020-2030
Chart 32 Forecast Volume Sales by Category 2025-2030
Carlsberg Bulgaria Ad Strengthens Dominance as Rival Enters with New Brand
Chart 33 Company Shares 2025
Chart 34 Brand Shares 2025
Supermarkets Capture Impulse Sales with Prime Locations and Promotions
E-Commerce Gains Traction for Niche and Organic Cider Brands
Chart 35 Economic Context for Cider/Perry
Chart 36 Real Gdp Growth 2020-2030
Chart 37 Inflation 2020-2030
Chart 38 Consumer Context for Cider/Perry
Chart 39 Population 2020-2030
Chart 40 Population by Generation 2025
Rtds in Bulgaria
Key Data Insights
Rtds Summary
Cocktail Trend Boosts Sales of Spirit-Based Rtds
Chart 41 Elite Cocktails Enter the Rtds Market
Tatratea Reinvents Serving Rituals by Pairing Liqueurs with Mixers
Menta Pestera and Flirt Cool Shift to Glass Bottles for Eco Credentials
Chart 42 Volume Sales 2020-2030
Chart 43 Volume Sales by Category 2025
Younger Adults Drive Spirit-Based Innovation and Sustained Growth
Retailers and E-Commerce Expand Product Variety and Boost Accessibility
Chart 44 Forecast Volume Sales 2020-2030
Chart 45 Forecast Volume Sales by Category 2025-2030
Sofstok Strengthens Leadership as Vp Brands Benefits From Innovation
Chart 46 Company Shares 2025
Chart 47 Brand Shares 2025
Supermarkets Attract Shoppers with Convenience and Promotions
Retail E-Commerce and Specialists Drive Impulse and Convenience Gains
Kaufland Expands Urban Reach to Boost One-Stop Shopping Appeal
Chart 48 Economic Context for Rtds
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Rtds
Chart 52 Population 2020-2030
Chart 53 Population by Generation 2025
Spirits in Bulgaria
Key Data Insights
Spirits Summary
Millennials and Gen Z Embrace Cocktail Culture to Inform Innovation and Sales
New Launches Reshape Consumer Choices
Chart 54 Volume Sales 2020-2030
Chart 55 Volume Sales by Category 2025
Chart 56 Hendrick's Launches Oasium Gin
Rising Inflation Shifts Consumers to Affordable Spirits and Value Growth
Younger Generations to Fuel Growth in Tequila and Non-Alcoholic Spirits
Chart 57 Forecast Volume Sales 2020-2030
Chart 58 Forecast Volume Sales by Category 2025-2030
Vp Brands International and Sis Industries Maintain Lead
Isperitus Launch Redefines Local Whisky Innovation and Competition
Chart 59 Company Shares 2025
Chart 60 Brand Shares 2025
Metro Revitalises Neighbourhood Shops as Specialists Gain Ground
Online Stores Attract Premium Shoppers with Convenience and Promotions
Chart 61 Economic Context for Spirits
Chart 62 Real Gdp Growth 2020-2030
Chart 63 Inflation 2020-2030
Chart 64 Consumer Context for Spirits
Chart 65 Population 2020-2030
Chart 66 Population by Generation 2025
Wine in Bulgaria
Key Data Insights
Wine Summary
Domaine Boyar Expands 0% Wine Range to Meet Rising Demand
Trastena Introduces New Fruit Wines to Capture Seasonal Interest
Vidinska Gamza Revives Pamid
Chart 67 Volume Sales 2020-2030
Chart 68 Volume Sales by Category 2025
Chart 69 Traditions Revived with New Traditions Pamid
Producers Focus on Lighter Styles as Drinkers Seek Fresh Experiences
Imported Labels Expand Presence as Local Producers Promote Native Grapes
Premiumisation Accelerates as Rising Grape Costs and Wine Tourism Drive Value
Chart 70 Forecast Volume Sales 2020-2030
Chart 71 Forecast Volume Sales by Category 2025-2030
Domain Menada Closes the Gap on Leader Sis Industries
Chart 72 Company Shares 2025
Chart 73 Brand Shares 2025
Billa Expands Neighbourhood Formats to Boost the Position of Supermarkets
Retail E-Commerce Accelerates with Premium Wine Focus and Wider Reach
Chart 74 Economic Context for Wine
Chart 75 Real Gdp Growth 2020-2030
Chart 76 Inflation 2020-2030
Chart 77 Consumer Context for Wine
Chart 78 Population 2020-2030
Chart 79 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
-
-
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
-
- Flavoured/Mixed Lager
-
-
- Domestic Premium Lager
- Imported Premium Lager
-
- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
-
- Domestic Economy Lager
- Imported Economy Lager
-
-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
-
- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
-
-
- Low Alcohol Beer
-
- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
-
-
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
-
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
-
-
- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
-
-
-
- Port
- Sherry
- Vermouth
- Other Fortified Wine
-
- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
-
- Champagne
- Other Sparkling Wine
-
- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
-
Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
Share:
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.
This report originates from Passport, our Alcoholic Drinks research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!