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Alcoholic Drinks in Greece

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ReportsnReports adds a new Euromonitor International report "Alcoholic Drinks in Greece" to its database.

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									Alcohol Market | Alcoholic Drinks Industry in Greece
Alcoholic drinks in Greece witnessed steep declines as a result of the economic crisis in 2011. First of all,
rises in VAT and Excise Taxes during 2010 resulted in high unit price increases. In some categories, the
price of spirits increased by up to 30%. This mainly affected off-trade as in on-trade operators absorbed
the increase in order to maintain sales. Although in most countries, consumers shifted to at-home
consumption as a result of the crisis, this did not really happen in Greece where alcoholic drinks as
whole became increasingly unaffordable. At the same time, on-trade sales were also badly affected. The
frequency of nights out declined considerably as well as spending per night out, whereas there were
changes in terms of venues, with the traditional Tsipouradika witnessing an increase in footfall at the
expense of restaurants and bars/clubs

Consumer preferences change along with squeezing disposable incomes

In on-trade, a migration from spirits to beer was witnessed in context of beer being a cheaper option for
bars and clubs. There was also a migration from bars to more traditional outlets where prices are
cheaper, with this leading to a decline in consumption of foreign spirits and a shift to domestic spirits,
wine and beer. Spirits witnessed the highest decline in terms of sales, although there was a rise in
consumption of domestic spirits like raki, ouzo and tsipouro which are considerably cheaper in both on
and off-trade. In wine and tsipouro, there was a massive switch to unbranded products that allow higher
profit margins. This was accompanied by a rise in black market sales, as these products are largely
supplied directly from the producer. Manufacturers are afraid that there is also a rise of parallel imports,
especially in tourist areas. With all-inclusive packs becoming more common in Greece, hotels are
starting to import cheap no-name beer, cider and spirits, as it is not profitable for them to serve
branded products.

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The recent rise in sales through supermarkets and discounters within alcoholic drinks distribution had a
negative impact on food/drink/tobacco specialists as well as small points of sale, such as kiosks. A
number of local independent specialists are present in Greece; however, their turnover depends on a
limited, if loyal, customer base which appreciates the wide variety of products available through such
outlets. The channel’s higher pricing for alcoholic drinks, represents a huge barrier to expansion.
Specialists are limited in appeal to niche consumer groups with more specific and specialised demands.
By way of contrast, the gradual but steady rise of supermarkets and discounters in terms of share of
alcoholic drinks distribution is due to the wide availability of competitive prices, economy brands and
private label products through these outlets. Grocery retailers are beginning to allocate more space on
drinks, push manufacturers for product discounting and as consumers become increasingly price-
sensitive, the channel benefits. Small points of sale benefit from consumers trading down from the on-
trade channel, yet most Greeks are trying to plan purchases ahead rather than opt for impulse buys.

Table of Contents
EXECUTIVE SUMMARY
KEY TRENDS AND DEVELOPMENTS
MARKET BACKGROUND
TAXATION AND DUTY LEVIES
OPERATING ENVIRONMENT
MARKET INDICATORS
MARKET DATA
DEFINITIONS
Alcoholic Drinks in Greece - Company Profiles
Amvyx SA in Alcoholic Drinks (Greece)
Athenian Brewery SA in Alcoholic Drinks (Greece)
Cair SA in Alcoholic Drinks (Greece)
Greek Wine Cellars D Kourtakis SA in Alcoholic Drinks (Greece)
Mythos Brewery SA in Alcoholic Drinks (Greece)
Beer in Greece - Category Analysis
Cider/Perry in Greece - Category Analysis
RTDs/High-Strength Premixes in Greece - Category Analysis
Spirits in Greece - Category Analysis
Wine in Greece - Category Analysis

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