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2025 Developments
Alcoholic drinks in North Macedonia displayed notable resilience and attractiveness, maintaining stable growth of 2% in 2025 with total volume reaching 117 million litres, and value sales expanding by 7% to MKD63,436.6 million, indicating premiumisation and a willingness to pay for quality despite demographic pressures. Compared to regional peers, the market stands out for its strong consumer loyalty to beer, robust innovation in RTDs, and a pronounced divide between premium-seeking and price-sensitive groups. Brands seeking long-term success should focus on elevating product quality, investing in authentic stories, and innovating with experiential propositions, while leveraging both traditional and rapidly growing digital sales channels. Sustained economic recovery, coupled with the evolving consumer emphasis on moderation, wellbeing, and convenience, supports a dynamic environment where differentiation through premium offerings, flavour experimentation, and strong brand heritage remains critical for growth and competitive advantage.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in North Macedonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in North Macedonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in North Macedonia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in North Macedonia?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in North Macedonia?
- How are products distributed in North Macedonia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in North Macedonia
2025 Developments
Key Data Insights
Pivara Skopje Innovates with Premium Weissbier Amid Stable Demand
Chart 1 First-Ever Domestic Weissbier Launched
Whitley Neill Gin Drives Flavour Innovation to Attract Adventurous Drinkers
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Local Brewers and Wineries Respond to Evolving Drinking Habits
Producers Embrace Premiumisation and Wellness to Fuel Innovation
Chart 4 Forecast Volume Sales 2020-2030
Chart 5 Forecast Volume Sales by Category 2025-2030
Pivara Skopje Sustains Dominance as Olvi Oyj Disrupts with Popular Rtds
Chart 6 Company Shares 2025
Chart 7 Brand Shares 2025
Small Local Grocers Drive Frequent Beer Purchases through Accessibility
Gemak.Mk and Ananas.Mk Accelerate Online Sales with Broad Assortments
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 8 Economic Context for Alcoholic Drinks
Chart 9 Real Gdp Growth 2020-2030
Chart 10 Inflation 2020-2030
Chart 11 Consumer Context for Alcoholic Drinks
Chart 12 Population 2020-2030
Chart 13 Population by Generation 2025
Beer in North Macedonia
Key Data Insights
Beer Summary
Lager Remains the Foundation, but Craft Beer Is Attracting Interest
Chart 14 Craft Beer Bak Hazy Ipa Launches in 2025
Premiumisation Helping to Fuel Value Growth as Consumers Trade up
Economic Stability Supports Innovation and Mindful Consumption Choices
Chart 15 Volume Sales 2020-2030
Chart 16 Volume Sales by Category 2025
Pivara Skopje and Prilepska Pivarnica Elevate Lager through Premiumisation
Craft Brewers Expand Stout and Dark Beer with Innovation and New Launches
Health-Focused Consumers to Drive Innovation in Non Alcoholic Beer
Chart 17 Forecast Volume Sales 2020-2030
Chart 18 Forecast Volume Sales by Category 2025-2030
Pivara Skopje Strengthens Its Lead with Its Iconic Brand and Stable Demand
Chart 19 Company Shares 2025
Chart 20 Brand Shares 2025
Small Local Grocers Sustain Lead as Convenience Shapes Purchasing
Sakam Pivo and Ananas.Mk Accelerate E-Commerce Adoption with Variety and Reach
Chart 21 Economic Context for Beer
Chart 22 Real Gdp Growth 2020-2030
Chart 23 Inflation 2020-2030
Chart 24 Consumer Context for Beer
Chart 25 Population 2020-2030
Chart 26 Population by Generation 2025
Cider/Perry in North Macedonia
Key Data Insights
Cider/Perry Summary
Somersby Maintains Stable Demand as Prices Rise Moderately
Kopparbergs Bryggeri Leverages Online Channels for Flavour Innovation
Chart 27 E-Commerce Helps Diversify Product Offering
Chart 28 Volume Sales 2020-2030
Chart 29 Volume Sales by Category 2025
Artisanal Producers Embrace Heritage Apples to Attract Loyal Drinkers
E-Commerce Platforms Enable New Entrants to Challenge Established Brands
Sustainable Offerings Could See a Greater Presence
Chart 30 Forecast Volume Sales 2020-2030
Chart 31 Forecast Volume Sales by Category 2025-2030
Carlsberg Sustains Leadership
Chart 32 Company Shares 2025
Chart 33 Brand Shares 2025
Supermarkets Expand Store Networks to Drive Off-Trade Sales
Retail E-Commerce Platforms Broaden Access to New Brands
Chart 34 Economic Context for Cider/Perry
Chart 35 Real Gdp Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context for Cider/Perry
Chart 38 Population 2020-2030
Chart 39 Population by Generation 2025
Rtds in North Macedonia
Key Data Insights
Rtds Summary
New Launches Spark Rising Demand among Millennials and Gen Z
Spirit-Based Rtds Dominate
Players Use Bold Flavours and Premium Experiences to Attract Drinkers
Chart 40 Volume Sales 2020-2030
Chart 41 Volume Sales by Category 2025
Olvi and Diageo to Drive Flavour Innovation to Capture New Occasions
Chart 42 Forecast Volume Sales 2020-2030
Chart 43 Forecast Volume Sales by Category 2025-2030
Olvi Challenges Diageo as New Launches Shift Share Dynamics
Chart 44 Smirnoff Ice Tropical Launched
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Small Local Grocers Drive Impulse Buying for Spirit-Based Rtds
Online Retailers and Supermarkets Expand Their Reach with Diverse Rtds Selection
Chart 47 Economic Context for Rtds
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Rtds
Chart 51 Population 2020-2030
Chart 52 Population by Generation 2025
Spirits in North Macedonia
Key Data Insights
Spirits Summary
Zaric Kraljica and Traikovsky Drive Polarisation and Heritage Focus
Chart 53 Zaric Kraljica Launches Premium Rakija
Chart 54 Volume Sales 2020-2030
Chart 55 Volume Sales by Category 2025
Younger Adults Shift to Premium Spirits and Digital Channels
E-Commerce and Dtc Transform Sales as Craftsmanship Shapes Innovation
Chart 56 Forecast Volume Sales 2020-2030
Chart 57 Forecast Volume Sales by Category 2025-2030
Diageo Plc Leverages Premiumisation to Retain Leadership Amid Shifting Shares
Chart 58 Company Shares 2025
Chart 59 Brand Shares 2025
Small Local Grocers Sustain Sales by Meeting Demand for Convenience
Gemak.Mk and Ananas.Mk Expand Choice and Boost Online Spirits Sales
Chart 60 Economic Context for Spirits
Chart 61 Real Gdp Growth 2020-2030
Chart 62 Inflation 2020-2030
Chart 63 Consumer Context for Spirits
Chart 64 Population 2020-2030
Chart 65 Population by Generation 2025
Wine in North Macedonia
Key Data Insights
Wine Summary
Bovin and Brzanov Drive Premium and Organic Momentum
Chart 66 New Syrah Draws Attention
Heritage and E-Commerce Reshape Consumer Wine Preferences
Chart 67 Volume Sales 2020-2030
Chart 68 Volume Sales by Category 2025
Millennials and Gen Z Accelerate Low-Abv Wine Adoption
Producers Embrace Sustainability and Convenience to Reach New Audiences
Chart 69 Forecast Volume Sales 2020-2030
Chart 70 Forecast Volume Sales by Category 2025-2030
Tikves Winery Consolidates Leadership as Boutique Players Gain Traction
Chart 71 Company Shares 2025
Chart 72 Brand Shares 2025
Small Local Grocers Sustain Lead by Prioritising Convenience and Price
Vinomarket.Mk and Ananas.Mk Expand Online Choice to Drive Online Growth
Chart 73 Economic Context for Wine
Chart 74 Real Gdp Growth 2020-2030
Chart 75 Inflation 2020-2030
Chart 76 Consumer Context for Wine
Chart 77 Population 2020-2030
Chart 78 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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-
- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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