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Spirits in Turkey

Turkey spirits market: Mey Içki Ticaret the leading player during 2012

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2014-01-21 18:01:01 - Spirits in Turkey - a new market research report on

Mey Içki Ticaret continued to lead sales in the Turkey spirits market during 2012 owing to its well-established former Tekel brands, such as Yeni Raki, which is the leading brand in the category, and strong distribution network, which it managed to maintain thanks to its long term presence in the Turkish market. In 2011, Mey Içki started to increase its market share, which has been in decline since the beginning of the review period with the proliferation of multiple competitor players capturing market share. In 2012, the company further increased its market share. Mey Içki´s growth was made possible by Diageo´s acquisition of the company, which made it possible for Mey Içki to be present in whisky and rum, which



are among the most strongly growing categories.

Spirits registered a 4% volume growth in 2012 despite the rising unit prices mainly as a result of the acquisition of Mey Içki by Diageo Plc, which faced import restrictions during the second half of 2010 and first half of 2011. As a result of the resolution of the customs dispute and acquisition of Mey Içki by the second half of 2011, Diageo Plc experienced a significant boost to sales, which reflected onto overall growth of the spirits category.

Spirits is expected to show a positive performance over the forecast period due to rising disposable incomes, young population and improving prospects in tourism, which is one of the main contributors to spirits´ overall growth.

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