The Bulgarian brewing sector has consolidated its position as one of the most dynamically developing production sectors in our country. With increased investments, innovations and adaptation to consumer attitudes, the industry has made a significant contribution to the economy, regional growth and sustainable development. This became clear during the annual General Assembly of the Union of Brewers in Bulgaria (UBB), at which the results for 2025 were presented.
The strongest signal for the development of the sector comes from investments. Last year, they reached an impressive 88 million leva (45 million euros) - the highest level in the last two decades. More than half of these funds are directed to the construction and modernization of production facilities, with a strong focus on malt production. These are long-term capital investments that remain in the country and are a clear sign of confidence in the future of the Bulgarian economy. In parallel, long-term tangible assets in the industry increased by 10% compared to the previous year. The trend towards strengthening the local production base for raw materials for breweries also marked significant growth. In 2025, hops produced in the country were 74 tons - an increase of 32% compared to the previous year. Due to its impeccable quality indicators, Bulgarian hops find sales in various international markets, with established brewing traditions.
The beer market in our country remains active, with beer sales in the country amounting to 4.9 million hectoliters in 2025. Although the volume decreased by 5% compared to 2024, the frequency of consumption of the sparkling beverage remained at the levels of previous years. Three quarters of Bulgarians consume beer at least once a month, and over half - every week. For 42% of consumers, beer is the most suitable drink after mineral water. Over 220 beer assortments and brands are produced in Bulgaria. In 2025, the beer producers who are members of the Union of Bulgarian Brewers added 14 new products to their product lists. The membership of the Union of Brewers is also expanding with two new members - “Ruschuk Craft Brewery“ and “Platform Services“. Their accession is indicative of the entry of new business models and services into the industry.
The market structure is also changing towards more sustainable and ecological solutions. Plastic packaging continues to decline, reaching 43% in 2025, which is 15% less than in 2020. Cans are gaining popularity and their market share is already expanding to 31%. Glass bottles maintain a stable presence with 21%, which confirms the balance between tradition and innovation. Draft beer in kegs is 5% - an indication that the HoReCa segment (i.e. sales through catering establishments) has not yet reached the volumes of pre-crisis 2019.
On the map of European industry, Bulgaria continues to be in 13th place in beer consumption. As in other EU countries, in our country the most dynamically developing segment in the brewers' portfolio is again non-alcoholic beer.
With a growth of 53% and reaching 122,780 hectoliters in 2025, it is establishing itself as a key driver of innovation. A national representative study of the Bulgarian Beer Association, conducted by the Ipsos agency in 2025, shows that 54% of Bulgarians (18+ years old) drink non-alcoholic beer, and every third of them at least once a month. An increasing number of consumers, especially young and active people - are choosing this type of beverage as part of a balanced and active lifestyle. Preferences for products from companies that apply sustainability standards are also growing. This trend is not isolated, but part of the global change in consumer habits and expectations.
„Sustainability is a top priority for the beer industry, and the introduction of a deposit system for packaging remains a key commitment of the Union of Brewers and in 2026 Bulgaria is obliged to build such a system, but our country is alarmingly lagging behind in this process. The delay is already raising serious concerns in business and society.“, commented Ivana Radomirova, Executive Director of the Union of Brewers.
In all European countries, deposit systems are fully financed by the so-called "obligated industries" of beverage producers, who bear the costs of their construction. For Bulgaria, this means an investment of about 100 million euros, fully borne by the industry, which is also committed to financing all activities related to collection, logistics and processing of packaging.
,,Absolutely all processes within the deposit system are completely transparent and traceable through a national information system, therefore allegations of monopoly or unregulated redistribution of funds are not true and are not supported by the facts and established European practices.“, emphasizes Radomirova,
In EU countries, with the exception of Croatia, these systems are managed by an independent company that does not distribute profits, has as founders the associations of beverage producers and retailers, and the state exercises strict control - a model that has proven its effectiveness and transparency.
The expectations are that the Ministry of Environment and Water will as soon as possible prepare a regulatory framework for the deposit system, in accordance with the European Regulation on Packaging Waste and the best practices for the management and operation of deposit systems proven in 16 EU countries.
Looking at the current year 2026, the beer industry declares readiness for new sustainable solutions, investments and expansion of market presence. Moreover, this is also a year of significant anniversaries: 145 years of the brewing industry in Bulgaria, 70 years of brewing science and 35 years since the establishment of the Brewers' Union - all good reasons for festive events for all friends and lovers of the sparkling drink.