Alcohol Purchases in the Past Month.

Ukraine’s alcohol market demonstrates not only the strength of traditional categories but also consumers’ notable openness to different formats.

Over the past month, 60% of respondents purchased wine — the highest figure across all categories. Whisky ranked second at 53%, while beer, often perceived as the most mainstream alcoholic beverage, came third at 50%.

A broad middle segment follows. Cocktails were purchased by 37% of respondents, cider by 34%, and both cognac and brandy and low-alcohol beverages by 32%. Vodka and rum reached 29% each, vermouth 27%, and champagne 24%.

The gap between traditionally prominent categories and niche beverages is particularly striking. Liqueurs reached 15%, while gin and moonshine accounted for only 3% each.

For brands, these results suggest that competition extends beyond individual categories. Consumers readily switch between wine, spirits, and ready-to-drink formats depending on the occasion, price, and consumption context.

Therefore, understanding consumption occasions may be more important than competing solely for a larger share within one’s own category.

What surprised you most: wine taking the lead, whisky ranking second, or gin reaching only 3%?

Data processed by Media Systems