After having collapsed in 2020 due to lockdowns and consumer fears of contracting COVID-19, on-trade volume sales of beer rebounded rapidly in 2021 as people in Azerbaijan began regularly frequenting foodservice outlets again following the rollout of vaccines and the easing of public health restrictions. Economic improvements and the gradual return of inbound tourists also contributed to this impressive turnaround.
Wheat beer remained a niche area in Azerbaijan in 2021, and saw total volume sales decline for a second consecutive year. Despite a reasonably positive reception to the launch of the Xirdalan Non-filtered brand by leading beer player Carlsberg towards the end of the review period, this category has struggled to attract interest among local consumers, who overwhelmingly favour lager and tend to dislike sour-tasting beer products.
Non/low alcohol beer was the most dynamic of the main beer categories in terms of total volume sales growth in 2021. This was partly explained by the ongoing emergence of sales from a relatively low base, particularly at the on-trade level.
As consumption patterns continue to stabilise in line with the further easing of pandemic, beer should see off-trade volume sales return to positive territory in 2022 while also experiencing a significant slowdown in on-trade volume growth. The category’s prospects for the rest of the forecast period are generally favourable, with robust growth in volume sales projected at the on- and off-trade levels.
As evidenced by the recent success of various launches from leading players like Carlsberg, beer drinkers in Azerbaijan are developing increasingly sophisticated tastes. This shift will continue to shape innovation in the category over the forecast period, with both established competitors and new entrants expected to introduce products that claim to utilise advanced brewing techniques and offer superior quality ingredients, more refined flavours etc.
At the end of the review period, flavoured options were still mainly associated with non/low alcohol beer in Azerbaijan. However, with Carlsberg’s Kuler Sweet Lime having been well received in 2021, over the forecast period it is expected more players will enter the flavoured/mixed lager category.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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