Rules by country / Europe / Turkey soft drink tax
Turkey soft drink tax: 35% on cola, 10% on most others
Turkey taxes soft drinks on their price, not their sugar. Colas pay 35% special consumption tax (ÖTV) and most other soft drinks 10%, on the maker's or importer's price. We work out what it costs each product and the most profitable price, product by product.
Special consumption tax (ÖTV) from list (III), as in force from 3 July 2026, charged once on the maker's or importer's sale. VAT is charged on the price including ÖTV.
A soft drink tax review for Turkey
What the ÖTV costs each product, and the most profitable price for it, with a plan that keeps up with Turkish inflation.
- The tax on every product and pack, cola and the rest
- Pass on or hold a price point: the most profitable choice for each product, and how sure we are
- How your shoppers switch between colas and other soft drinks when prices move
- A price plan for each retailer, and an Excel model to update as prices rise
How your results look
| Product | ÖTV a pack | Our advice |
|---|---|---|
| Cola, 1 litre, sold at TRY 25 | TRY 8.75 | Pass on in steps |
| Orange soda, 1 litre, sold at TRY 22 | TRY 2.20 | Pass on in full |
| Iced tea, 500ml, sold at TRY 15 | TRY 1.50 | Hold the price point |
Fictional products. Every real result comes with the expected sales and profit, and a likely range.
Your options
Every option has a fixed price, agreed before we start.
Soft drink tax review
- The tax and best choice for each product
- Price plan for each retailer
- Scenario model and a walk-through
Pricing review with the tax
- Everything in the tax review
- Prices and promotions for the whole range
- How your products take sales from each other
Portfolio review
- Everything in the pricing review
- More retailers and data sources
- A plan for each channel
After the project: a refresh before each pricing round, from £2,000 (about TRY 130,000). Prices are fixed in pounds sterling; amounts in Turkish lira are a guide at October 2026 exchange rates. We're based in the UK and work remotely, in English, under NDA.
How it works
From the first call to your plan in about three weeks.
A free 15-minute call
Tell us about your range. We say whether a review would pay for itself, and quote a fixed price.
Your data
Sales by product and retailer, recipes and costs. We sign an NDA before anything moves.
Your plan
The tax on every product, the best choice and a price plan, walked through with your team.
Turkey soft drink tax: the detail
Open only what you need.
- Cola sodas
- 35% of the sale price (25% until March 2020)
- Most other soft drinks
- 10%: plain and fruit sodas, packaged juice drinks that aren't 100% juice, alcohol-free beer, and sweetened or flavoured waters and other soft drinks such as iced teas and energy drinks
- Not taxed
- 100% fruit juices and vegetable juices, flavoured milks, salgam, and sweetened or flavoured fruit sodas made with natural mineral water
- Who pays
- The maker or importer, once, on its sale or import, on the price before VAT
- Not by sugar
- The rate depends on the type of drink, not its sugar content, so a sugar-free cola pays 35% too
- VAT
- Charged on the price including ÖTV
Pass it on
Raise the price by the tax or more. Works for products whose sales hold up when the price rises.
Absorb it
Keep the price and take the cost. Works when a rise would push a product past a key price point and lose more profit than the tax.
Shift the range
Most soft drinks pay 10% against 35% on cola, so a fruit soda or iced tea can carry a price point a cola can't.
Does Turkey have a sugar tax?
Not one based on sugar. Soft drinks pay a special consumption tax (ÖTV) on their price: 35% on colas and 10% on most other soft drinks, whatever their sugar content.
What is the ÖTV on soft drinks in Turkey?
35% of the maker's or importer's sale price on cola sodas, and 10% on plain and fruit sodas, juice drinks, iced teas, energy drinks, flavoured waters and alcohol-free beer. 100% juices, vegetable juices, flavoured milks, salgam and fruit sodas made with natural mineral water pay none.
Is cola taxed more than other soft drinks in Turkey?
Yes. Cola sodas pay 35% since March 2020, when the rate rose from 25%. Other sodas pay 10%.
Do sugar-free colas pay the soft drink tax in Turkey?
Yes. The rate depends on the type of drink, not its sugar, so a sugar-free cola pays 35% like any other cola.
How much does a soft drink tax review cost?
A review of up to 10 products has a fixed price from £7,500 (about TRY 500,000) and takes about three weeks. For 11 to 50 products, a full pricing review costs around £17,500 (about TRY 1.2 million). It starts with a free 15-minute call.
Do you work with brands in Turkey?
Yes. We're based in the UK and work remotely and in English, under NDA. Prices are fixed in pounds sterling before we start, and the first step is a free 15-minute call.
- Revenue Administration (GİB), ÖTV list (III), in force from 3 July 2026 (in Turkish)
- PwC Turkey, VAT and SCT bulletin 15, 2026 (in Turkish)
Checked on 25 October 2026. Rules and rates change, so check the official source before making decisions. This page is not tax advice.