Türkiye
Despite the economic and political challenges that have shaped the business environment and influenced consumer behaviour, Türkiye stands out as one of Pernod Ricard’s most dynamic and strategically important markets.
Although rising inflation has impacted purchasing power and consumer habits, with middle- and lower-income consumers trading down, luxury consumption is on the rise. Growing prosperity, urbanisation and aspirations for Western lifestyles are accelerating alcohol penetration, premiumisation, and category diversification. Pernod Ricard Türkiye navigated this complex landscape to grow 33% in value and 30% in volume over five years on an annual basis, making a significant contribution to the market’s overall growth.
CHIVAS REGAL GOES EXTRA SMOKY
The whisky category is particularly strong in the Turkish market with total volume increasing 3.5x, from 10 million litres in 2019 to 35 million litres in 2024(1). Pernod Ricard is well placed to maintain a leading position thanks to its robust brand portfolio and strong market execution in this category. Türkiye is the largest market for Chivas Regal globally, and it is the number one super premium brand, surpassing one million cases last year. The launch of Chivas Regal Extra Smoky Cask Selection in Türkiye consolidates this leadership. This innovative new blend has been selectively finished in smoky whisky casks that previously housed peated whisky. The new taste profile offers new options for consumers, and was a Turkish market-exclusive for the first year.
Launched at the end of November 2024, Chivas Regal Extra Smoky Cask Selection has already surpassed 69K 9L cases. The new expression also shows strong recruitment: 38% of the consumers of this product are new to the category and 20% are recruited from the competition.
Bodrum, Türkiye