Consumer and Market Insights: Spirits in Greece

The Greek Spirits market is being led by the Whiskey category in value terms while the Liqueurs category is expected to register fastest growth in value terms during 2015-2020. Food & Drinks Specialists is the leading distribution channel in the country. The Greek consumers prefer value for money products in the Spirits market. Diageo Plc and Pernod Ricard S.A. are the leading players in the market.


• The Brandy category is forecast to register the fastest volume growth during 2015-2020.

• The Whiskey category is the largest value category in the Greek Spirits market.

• Food & Drinks Specialists is the leading distribution channel in the overall Spirits distribution.

• Gordon’s is the leading brand in the Gin & Genever category.

• Private label products in the Liqueur category registered the fastest growth during 2012-2015.

• Screw Top is the commonly used closure type in the Greek Spirits market.

Reasons to buy

Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

Companies mentioned


Brown-Forman Corporation

Davide Campari-Milano S.p.A.

Diageo Plc

Girolamo Luxardo S.p.A

Illva Saronno S.P.A.

Molinari Italia S.P.A.

Mast-Jägermeister Se


Pernod Ricard S.A.

Private Label

Remy Coitreau Group

Societe Des Produits Marnier Lapostolle Sa

Stoupakis Chios Distellery S.A.

Tentoura Castro

Tetteris Distillery

William Grant & Sons Ltd.

Anestis Babatzimopoulos family

Argo Wine Apostolakis S.A.

Arvanitis s.a.

Barbayannis Liquor Distilleries Ltd

Evangelos Tsantalis S.A


Tsililis S.A.


Bacardi Limited

Beam Suntory


Berry Bros & Rudd.

Highland Pride

Southern Distilleries Ltd

The Edrington Group

United Breweries (Holdings) Limited

Gatsios Distillery



Highwood Distillers Ltd

Grupo Cuervo

Amvyx Sa

Belvedere Sa

Destilerías Unidas S.A.


Russian Standard Corporation

Spi Group

Ursus Vodka Company Nv

Alfa – Beta Vassilopoulos S.A


Carrefour Marinopoulos



Table of Contents


• Report Scope

Country Context

• Macroeconomic indicators –GDP Per Capita, Population, Consumer Price Index and Age Profile

Market Overview

• Value and volume analysis for Greece’s Spirits market

• Impact of exchange rate fluctuations on the Greek Spirits market

• Degree of trade up/down in the Greek Spirits market

• Volume analysis by category

• Market value and growth rates, by category

• Historic and forecast value analysis by category

• Winners and losers by categories with change in market share

• Segment share in a category (value terms) and change in market share

• Average category level pricing

Retail Landscape and Key Distribution Channels

• Leading retailers in the Greek Wine & Spirits market

• Leading distribution channels (volume terms) in the Greek Spirits market

• Leading distribution channels (volume terms) by category

Competitive Landscape

• Market share of leading brands (in volume terms) by category

• Penetration of private label by category in the Greek Spirits market

• Private label growth (in volume terms) compared to brands


• Spirits market by type of packaging material/container (in volume terms)

• Spirits market by type of packaging closure/outer (in volume terms)

• Spirits market by type of packaging, forecast (in volume terms)


• Country context

• Category value and volume data

• Sector Overview

• Segment data

• Packaging data

• Category definitions

• Segment definitions

• Channel definitions

• Methodology

• About Canadean

List of Tables

Table 1: Market value analysis in EUR and US$, 2010-2020

Table 2: Market volume growth analysis, 2010-2020

Table 3: Exchange rate fluctuations: US$ to EUR

Table 4: Market volume growth, by category, 2015-2020

Table 5: Segment level analysis by category, 2015

Table 6: Average price per litrecomparison by categories

Table 7: Leading retailers

Table 8: Leading brands by category, 2015

List of Figures

Figure 1: Macro economic analysis: GDP per capita, Population, CPI (2010-2015), Age Profile (2015)

Figure 2: Market volume analysis, 2010-2020

Figure 3: Consumers purchase behavior -Trading up/down, 2015

Figure 4: Market volume share analysis by category, 2015

Figure 5: Market value growth analysis by category, 2010-2020

Figure 6: Historic and forecast value analysis by category, 2010-2020

Figure 7: Change in market share by category, 2015-2020

Figure 8: Leading distribution channels, overall Wine & Spirits, 2012-2015

Figure 9: Leading distribution channels, overall Spirits market, 2015

Figure 10: Leading distribution channels by category, 2015

Figure 11: Brand share analysis by category (by volume), 2015

Figure 12: Private label penetration by category, 2015

Figure 13: Private label and brand share growth, 2012-2015

Figure 14: Packaging analysis –key packaging material, container, closure and outer type, 2015

Figure 15:Growth in key packaging material, container, closure and outer type, 2015-2020


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