Market Insights Consumer Alcoholic Drinks

Spirits - Turkey

Turkey

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$1,212.0m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$251.5m in 2024.
Revenue, combined amounts to US$1,463.0m in 2024.
The revenue, at home is expected to grow annually by 11.50% (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$14.05 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 65.6m L by 2024.
Volume, out-of-home is expected to amount to 7,673.0k L in 2024.
Volume, combined is expected to amount to 73.3m L in 2024.
The Spirits market is expected to show a volume growth, at home of 0.7% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 0.76L 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 Turkey has been experiencing significant growth in recent years, driven by changing consumer preferences and local special circumstances. Customer preferences in the Spirits market in Turkey have been shifting towards premium and craft spirits. Consumers are increasingly seeking unique and high-quality products, and are willing to pay a premium for them. This trend is driven by a desire for more personalized and experiential consumption, as well as a growing interest in supporting local producers. As a result, there has been a rise in the number of craft distilleries and boutique spirits brands in Turkey, offering a wide range of innovative and artisanal products. In addition to premium and craft spirits, there is also a growing demand for flavored spirits in Turkey. Flavored spirits, such as fruit-infused vodkas and botanical gins, appeal to consumers looking for new and exciting taste experiences. This trend is in line with the global rise of flavored spirits, driven by the popularity of cocktails and mixology. The Spirits market in Turkey is also influenced by local special circumstances. Turkey has a rich tradition of alcohol consumption, with spirits playing a significant role in social and cultural events. Turkish consumers have a long-standing appreciation for spirits, particularly raki, a traditional anise-flavored spirit. Raki is often consumed with meze, a selection of small dishes, and is considered a symbol of Turkish hospitality. This cultural significance of spirits contributes to the strong demand for spirits in Turkey. Another local special circumstance is the presence of a large Muslim population in Turkey. Islam prohibits the consumption of alcohol, and this religious influence has led to certain restrictions on the sale and consumption of spirits in the country. For example, there are limitations on the advertising and promotion of alcoholic beverages, as well as restrictions on the sale of spirits during religious holidays. Despite these restrictions, the Spirits market in Turkey continues to thrive due to the demand from non-Muslim consumers and tourists. Underlying macroeconomic factors also contribute to the growth of the Spirits market in Turkey. The country's strong economic growth and increasing disposable income levels have led to a rise in consumer spending on luxury and indulgent products, including spirits. Additionally, the growing tourism industry in Turkey has attracted a large number of international visitors, who contribute to the demand for spirits. In conclusion, the Spirits market in Turkey is experiencing growth due to changing customer preferences towards premium and craft spirits, as well as flavored spirits. Local special circumstances, such as the cultural significance of spirits and the presence of a large Muslim population, also play a role in shaping the market. The underlying macroeconomic factors of strong economic growth and a thriving tourism industry further contribute to the growth of the Spirits market in Turkey.

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.