Bulgarian beer production on the rise

Bulgarian beer production rose 3%, reaching 471 million liters in 2024, according to recently published Eurostat data. The third annual growth in a row marked a stable recovery trend after a significant stagnation in the sector during covid - with produced quantities already nearing the pre-pandemic levels. The per capita production of 73 liters in 2024 matches the EU average and  already surpasses the figure from 2019. Bulgaria is the 14^th largest EU beer producer, the Eurostat data showed.

The estimates of the Union of Brewers in Bulgaria, show that in 2024 the beer consumption in Bulgaria grew 1,5% to 516 million liters or 95 liters per capita. According to the industry (BG), 2024 was also a record year in terms of capital investments in the sector – more than 40 mln euro (40% increase on annual basis). The largest portion of it went for capacity expansion in malt production, but significant investments have been made in green innovations, modernization and expansion in beer production as well. The branch association’s members have more than 99% share from the beer produced in the country.   

Growth factors and trends

With Bulgaria being attractive sea, city and adventure destination, the recovery in beer production has been strongly supported by the growth in internal and external summer tourism. According to the National Statistical Institute (BG), in May-September of 2024, approx. 12,7 million overnight stays have been registered by foreigners – about 500 000 (5%) more compared to the same period of last year. In addition, long-weekend travels across the country are becoming increasingly popular among Bulgarians in the spring-autumn period.

Another factor that contributed to expanding both consumer target groups and consumption frequency is the widening and diversification of product portfolio. Consumer preferences are moving towards craft beers, more natural-based ingredients, fruity beers, and low and 0-alcoholic beers. According to industry experts (BG), between 2021 and 2023, the sales volumes of non-alcoholic beers in Bulgaria have increased 42% with significant growth rates also maintained in the following years. In 2024, the consumption of non-alcoholic beer is estimated between 8 and 9 million liters, with the industry expecting it to continue being the fastest growing segment.

Additional driver for production growth is the increased number of foreign beer brands produced under license by big multinational companies operating in the country. Currently, 12 global beer brands are being produced under license in Bulgaria – two more compared to 2024.

Market players

There are 42 breweries currently registered in Bulgaria. Three big multinational companies are dominating the market with their local subsidiaries - Zagorka (Heineken) in Stara Zagora, Kamenitza (Molson Coors) in Haskovo, and Carlsberg Bulgaria in Shumen and Blagoevgrad.

Seven local independent brewing companies are operating on the market of which three are mid-size – between 6 and 20 million liters annual production, and four are small breweries with less than 500 000 liters annual production. There are also 32 microbreweries with annual output of less than 100 000 liters – many of them located in smaller towns across the country. Small and microbreweries have only about 1% market share in terms of volume. However, for the past decade or so, craft breweries grew in popularity and earned their regular customers. They are also important driver for the general development of the beer culture in Bulgaria.

The market picture is complemented also by two big malt producers and a hops producer. The largest malt producer in Europe Malteries-Soufflet operates Bulgarian subsidiary with two location – Plaven and Haskovo, with total capacity of 60 000 tonnes. Bulmalt in Chirpan has a capacity of 22 000 tonnes of barley malt. Hops production in Bulgaria has slowly diminished (BG) from about 3000 ha 35 years ago to 50 ha today. Bulhops in the town of Velingrad is the only hops producer in the country. 

Strong Dutch presence

The Netherlands has a significant footprint on Bulgarian beer market for more than 30 years now. Zagorka brewery became the first one to be privatized in Bulgaria after the economic transition began in the 90s. In 1994, Heineken (in partnership with Coca-Cola Helenic Bottling Company at that time) bought a majority stake in the landmark factory in Stara Zagora. For that period more than 133 million euros were invested in capacity expansion and modernization, and into production innovations and sustainability under the Brew a Better World Heineken program. The brewery produces dozens of assortments under own local and licensed brands and is consistently among the market leaders in Bulgaria.

Bulgarian beer history

Considered a typical drink for Bulgarians today, it has not always been that case for beer in the country. It has been practically unknown on Bulgarian soil until the second half of 19^th century, when a wave of immigrants and entrepreneurs from Austria-Hungary, France and Switzerland brought brewing traditions. In 1850 they started producing beer in the Northeastern town of Shumen. There are historical evidences for Sveta Petka brewery operating in Ruse around late 60s. In the 70s the French railroad engineer Ducorp started a craft beer shop in Sofia.

Bulgaria's earliest commercial brewery was established in Plovdiv by the German Swiss Rudolf Frick and Friedrich Sulzer in 1876 – the predecessor of today’s Kamenitza brewery. In the same year, the Austrian Johann Habermann established a brewery in Ruse, on the Danube river. In 1882, the Czech brewer Frans-Frantisek Milde and his Bulgarian partners founded a brewery in Shumen – predecessor of today’s third largest beer factory in the country. In 1884, the Czech Proshek brothers established Vitosha brewery in Sofia. Beer has quickly gained popularity in Bulgaria with many other breweries opening in the following decades. At the end of the second decade of the 20^th century, there have already been 18 breweries in the country.

With the beginning of the communist regime in 1944, breweries in Bulgaria have been nationalized. With the fall of the communism and transition to open market economy in the 90s, Bulgarian beer industry once again attracted attention, investments and know-how from global leaders and experts in the business. In the last decade, Bulgaria also became an active part of the global craft trend in beers with more than two dozens of local microbreweries opening along with consumers having access to hundreds of imported craft beer labels.