Market Insights Consumer Alcoholic Drinks

Spirits - Mongolia

Mongolia

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$214.1m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$4,976.0k in 2024.
Revenue, combined amounts to US$219.1m in 2024.
The revenue, at home is expected to grow annually by 11.23% (CAGR 2024-2028).
In global comparison, most revenue, at home is generated in China (US$150,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$61.29 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 19.8m L by 2024.
Volume, out-of-home is expected to amount to 293.6k L in 2024.
Volume, combined is expected to amount to 20.1m L in 2024.
The Spirits market is expected to show a volume growth, at home of 1.3% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 5.66L in 2024.

Key regions: Australia, Singapore, India, Worldwide, United States

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.

Market

Region

Region comparison

Currency

Analyst Opinion

The Spirits market in Mongolia has been experiencing significant growth in recent years.

Customer preferences: Mongolian consumers have shown a growing interest in spirits, particularly premium and imported brands. This can be attributed to the increasing disposable income and changing lifestyles of the population. The younger generation, in particular, is more open to trying new and exotic spirits, leading to a surge in demand for a variety of products in the market.

Trends in the market: One of the key trends in the Spirits market in Mongolia is the growing popularity of whiskey. Whiskey consumption has been on the rise, with consumers developing a taste for premium and aged varieties. This trend can be attributed to the influence of Western culture and the perception of whiskey as a sophisticated and high-quality spirit. In addition, the rise of whiskey bars and lounges in major cities has further fueled the demand for this spirit. Another trend in the market is the increasing preference for craft spirits. Mongolian consumers are becoming more discerning and are seeking unique and artisanal spirits that offer a distinct flavor profile. This trend can be attributed to the growing interest in local craftsmanship and the desire for authentic and high-quality products. Craft spirits, such as small-batch vodka and gin, have gained popularity among consumers looking for a premium and exclusive drinking experience.

Local special circumstances: One of the unique aspects of the Spirits market in Mongolia is the influence of traditional Mongolian alcoholic beverages. Mongolians have a long history of distilling their own spirits, such as airag (fermented mare's milk) and arkhi (distilled from fermented grains). These traditional beverages continue to be popular among the local population and are often consumed during special occasions and festivals. The presence of these traditional spirits adds diversity to the market and provides consumers with a wide range of options.

Underlying macroeconomic factors: The economic growth in Mongolia has played a significant role in the development of the Spirits market. The country has experienced rapid urbanization and an increase in disposable income, leading to a rise in consumer spending. As a result, more consumers are able to afford premium and imported spirits, driving the growth of the market. Additionally, the growing tourism industry in Mongolia has also contributed to the increased demand for spirits, as tourists often seek to experience the local drinking culture and try different alcoholic beverages. In conclusion, the Spirits market in Mongolia is witnessing growth due to changing consumer preferences, including a growing interest in premium and imported spirits, the popularity of whiskey, and the demand for craft spirits. The presence of traditional Mongolian alcoholic beverages adds diversity to the market. The underlying macroeconomic factors, such as economic growth and the rise in disposable income, have also played a significant role in the development of the market.

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.