Pole position

Consumers in East Europe are trading up from local to international brands, but spirits consumption is in decline

THE total spirits market in East Europe is 78m cases. Poland accounts for a third of this with 24m cases, with Romania accounting for 18m cases.

Vodka dominates spirits consumption in the region, although the bulk of consumption is in Poland.  Fruit brandy is the second most important category, but again, a single market, Bulgaria, accounts for the bulk of consumption.

Bitters consumption is primarily confined to the Czech Republic and Hungary.  Total spirits consumption across the region is in long-term decline, although consumers are trading up from local products, to international brands.

The relatively low share of the top five brands in most categories is an indication of the large volumes still accounted for by local brands.  

Whisk(e)y is the only major category to show any growth, although tequila is also increasing, from a very low base.