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While the consumption rate of raki and beer is decreasing in Turkiye, whisky is soaring. Raki consumption surge rate is 16 percent, whisky is 39 percent.
Whisky consumption in Turkiye reached 20 million liters and retail turnover reached 10 billion liras, making it one of the top 10 among 80 countries. In June 2020, annual whisky consumption in Turkiye was 10 million liters and retail turnover was around 3 billion liras.
The share of whisky in the Turkish alcoholic beverage market has increased to 9 percent. Beer dropped to 50 percent. There was also a decline in raki.
Annual raki consumption decreased from 44 million liters to 37 million liters and the retail turnover of raki is around 15 billion liras.
Selçuk Tümay, General Manager of Turkiye, Middle East and North Africa of France-based Pernod Ricard, made a statement to Vahap Munyar from Dünya Newspaper regarding the status of the alcoholic beverage market on the occasion of the 20th anniversary of the company’s establishment in Turkiye.
According to the information given by Tümay, the following about the consumption of alcohol in Turkiye:
Vodka: Annual average consumption grew by 5 percent in the 2017-2020 period.
Beer: The beer market experienced zero growth in the 2017-2020 period.
Raki: In the 2017-2020 period, there was an annual shrinkage of 8 percent in the raki market.
Whisky: Whisky consumption increased by 15 percent annually in the 2017-2020 period.
Here is the situation since the pandemic:
Vodka: 10 percent annual growth was seen in the period March 2020-March 2022.
Beer: In the period March 2020-March 2022, beer also started to grow at an annual rate of 3 percent.
Raki: It has returned to an annual growth of 16 percent in the period of March 2020-March 2022.
Whisky: 39 percent annual growth was achieved between March 2020 and March 2022.
Selçuk Tümay states that the rising taxes increase the unregistered production (informal economy), especially in raki and adds: “There is a tax of 240 liras in a bottle.”
Sweden, Finland and Norway are in the top 3 in the ranking of the highest tax on alcoholic beverages. England and Turkiye share 4th and 5th places. In other words, it is possible for Turkiye to surpass the UK and rise to the 4th rank.
There is 170 liras SCT (Special Consumption Tax) on whisky and 70 liras of VAT (Value Added Tax). In other words, there is a total tax of 240 liras. With some additions, the tax rate exceeds 50 percent. The tax on raki is around 70 percent.
In Turkiye, 45 thousand grocery stores serve as alcoholic beverages and cigarette sales points. Alcoholic beverages and cigarettes are the main source of income for these grocery stores.
