The short distance from Finland is definitely helping this phenomenon, having Finland a monopoly in its country. The Finnish tourism in Estonia is setting the sales of wine in the country pretty high, where they love to come and take some stock of wine back home to Finland. There are a lot of shops in Estonia and most of them just 10 minutes away from any home making it very easy for the population to buy any type of alcohol whenever they like. Most of the wines on the market are imported, given the fact that Estonia is not a wine producer country. It’s common to find wine from Italy, Spain, France, Germany Finland, and not that uncommon to find wine from the new world wine countries such as Chile and South Africa. The wine market is steady and there is room for everyone.

As in every market, Italy and France are the main competitors in the Old Wine World. Consumers taste in the country has a similar profile to the Scandinavian one, where red wines still have the biggest share of the market and sparkling wines are showing a constant growth. The market trend is showing an increased interest toward organic products and natural sustainable wines. Estonia market is considered price sensitive.

A study showed that Estonian consumers would rather buy a bottle with a good quality price ratio, and an easy and fun label to read, instead of buying a pricy bottle with a complicated and boring label. The most important importers and distributors of the Baltic area have their headquarters in Tallinn and as everyone can imagine the competition is fierce, especially in the high hand retail outlets and on e-commerce websites. The latter it is representing the segment with the best opportunities.

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