Whiskies market in Bulgaria

Earlier Report Observations

The Bulgarian whiskies market began the period at 11.2 million liters in 2018. Regulatory changes under the Wine and Spirits Act, including new fees for alcohol trade effective February 23, 2018, coincided with the seventh Whiskey Fest in Sofia featuring over 30 American brands, which helped popularize whiskey. Distribution through supermarkets and specialized stores expanded in 2019, supporting consumer access. By 2020, production and export volumes had increased substantially, contributing to market growth to 12.7 million liters.

After a minor contraction in 2021, the market jumped to 15.7 million liters in 2022, a 29% increase. This growth was supported by the fifth Whisky Show Bulgaria, which highlighted the Lowland region and new distilleries, stimulating interest in different whiskey styles, and by the growing share of Scotch whisky in sales. In 2023, despite a market volume decrease to 14.1 million liters, a notable development was the launch of Proper № Twelve Irish whiskey by Coca‑Cola HBC Bulgaria, marking the entry of a major new product from a leading company.

In 2024, the market rebounded to 15.9 million liters, achieving double‑digit growth. Key drivers included amendments to excise legislation effective from 2024, the 11th Whiskey Fest Sofia with over 500 brands, and the rise of online whiskey shops that broadened consumer choice and convenience.

Production whiskies in Bulgaria

In value, 2017-2020, K $ US

Bulgarian whisky production has grown for the third consecutive year. In 2020, output reached 13 345 thousand US dollars, marking a 7.1% increase compared to 2019. Over the period from 2017 to 2020, production rose by 27.3%, with an average annual growth rate of 8.4%.

Annual dynamics of production in Bulgaria in value, 2017-2020, K $ US

In kind, 2017-2020, K l

Bulgarian whisky production has increased for the second consecutive year. In 2020, Bulgaria produced 7 493 thousand liters of whisky, which is 25.7% higher than in 2019. From 2017 to 2020, production grew by 45.2%, with an average annual growth rate of 13.2%. The lowest production volume was recorded in 2018 at 4 985 thousand liters, with the largest decline that year at 3.4%.

Annual dynamics of production in Bulgaria in kind, 2017-2020, K l

Exports whiskies from Bulgaria

Exports in kind, K l

Bulgaria's whisky export volume has risen for the third consecutive year. In 2020, the country exported 1 027 thousand liters of whisky, representing a significant 98.1% increase compared to 2019. Between 2017 and 2020, exports surged by 718.6%, equating to an average annual growth rate of 101.5%.

Annual dynamics of product's exports from Bulgaria in kind, 2017-2020, K l

From 2017 to 2020, three key markets—the Netherlands, the United Kingdom, and Greece—collectively accounted for 53.6% of Bulgaria's total whisky exports in volume terms.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Bulgaria in kind, 2017-2020

Exports in value, K $ US

Bulgaria's whisky exports have grown for the third consecutive year. In 2020, export value reached 11 574 thousand US dollars, showing a sharp 74.5% increase year-over-year. Between 2017 and 2020, exports expanded by 417.6%, with an average annual growth rate of 73.0%.

Annual dynamics of product's exports from Bulgaria in value, 2017-2020, K $ US

From 2017 to 2020, the Netherlands, the United Kingdom, and Greece were the primary buyers of Bulgarian whisky in value terms, contributing 33.6%, 11.0%, and 7.8% of total exports, respectively. Together, these three markets comprised 52.4% of Bulgaria's total whisky export value.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Bulgaria in value, 2017-2020

Imports whiskies to Bulgaria

Imports in kind, K l

The data shows irregular fluctuations, reflecting a volatile market environment. Imports reached their lowest point in 2017 and peaked in 2018, with a 1.7-fold difference between these years. In 2020, Bulgaria imported 6 272 thousand liters of whisky, marking a robust 14.2% increase compared to 2019. The highest import volume was recorded in 2018 at 6 568 thousand liters, with the largest decline occurring in 2019 at 16.4% and the largest increase in 2018 at 74.9%.

Annual dynamics of product's imports to Bulgaria in kind, 2017-2020, K l

From 2017 to 2020, the United Kingdom, the Netherlands, and Ireland were the main suppliers of whisky to Bulgaria in volume terms, accounting for 35.1%, 32.3%, and 11.1% of total imports, respectively. Together, these three countries represented 78.5% of Bulgaria's total whisky imports by volume.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Bulgaria in kind, 2017-2020

Imports in value, K $ US

Bulgaria's whisky imports have declined for the second consecutive year. In 2020, import value totaled 60 587 thousand US dollars, indicating a 13.8% drop year-over-year. Between 2017 and 2020, imports decreased by 4.3%, with an average annual decline of 1.4%. The highest import value was recorded in 2018 at 70 616 thousand US dollars, with the largest increase that year at 11.6%.

Annual dynamics of product's imports to Bulgaria in value, 2017-2020, K $ US

From 2017 to 2020, the United Kingdom, the Netherlands, and Ireland stood out as the primary sources of whisky imports to Bulgaria in value terms, contributing 34.9%, 32.4%, and 11.3% of total imports, respectively. Collectively, these three markets accounted for 78.5% of Bulgaria's total whisky import value.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Bulgaria in value, 2017-2020