Market research of craft alcoholic beverages in Ukraine (2022–2025)

Abstract

The craft alcoholic beverage market in Ukraine is a dynamically growing segment of the alcohol industry, characterized by active development and growth in consumer demand. Domestic producers are constantly improving their product range, focusing on individuality, high quality and authenticity, which allows them to meet the needs of different categories of consumers. According to 2024 data, the volume of craft alcoholic beverage production in Ukraine amounted to 10.47 million decaliters, with an average annual growth rate of 10%. The main categories of craft products are beer, wine, distillates, liqueurs and ciders, among which beer occupies the leading position (56% of the market), followed by wines (17%) and distillates (13%). The growth of interest in craft beverages is observed primarily among the younger generation, which prefers new taste sensations and unique products. Despite the restrictions caused by martial law, the market demonstrates adaptability and relative stability, even in conditions of reduced production capacity and changes in foreign economic activity. The purpose of the article is to study the specifics of the development of the craft alcoholic beverages market in Ukraine and identify key factors influencing its transfor­mation. The hypothesis of the study is that the craft alcoholic beverages market in Ukraine is demonstrating stable and significant growth, driven by changing consumer preferences towards uniqueness and quality, the develop­ment of small and medium-sized enterprises, as well as increasing demand for local and authentic products. The paper uses methods of analysis, synthesis and comparison, which allowed to outline the main trends in the development of the industry and form forecast guidelines. The results obtained can be used to develop strategic approaches to support and stimulate craft production in the context of global economic changes.