Executive Summary

Jul 2019
PROSPECTS
Beer benefits from greater economic stability in 2018

The stabilisation of the economic situation in Azerbaijan in 2018 continued to support a recovery in total beer volume sales, which had dropped sharply over 2015-2016 due to currency devaluation. Beer consumption was further bolstered by unusually hot weather during the summer months and growth in inbound tourism.

Domestic economy lager remains the most dynamic category in volume terms

Domestic economy lager was the most dynamic category in terms of total volume sales growth for the second year in a row in 2018. This was mainly due to the fact that many consumers remained highly budget-conscious despite the gradual improvement in economic conditions.

Carlsberg introduces new flavoured/mixed lager brands

2018 saw Carlsberg launch two new brands in flavoured/mixed lager, Karmi Cherry Sensual and Seth & Riley's Garage. While flavoured/mixed lager remains a niche category in Azerbaijan, it has considerable potential for expansion.

COMPETITIVE LANDSCAPE
Carlsberg Azerbaijan maintains its commanding lead in 2018

Carlsberg Azerbaijan continued to dominate beer in 2018 with a broad and well-balanced portfolio, and recorded a healthy increase in its total volume sales share. Its domestic mid-priced lager Xirdalan remained the top brand in the category, and was also the best-selling alcoholic drinks brand overall in the country in volume terms.

Independent small grocers channel continues to lose ground to supermarkets

One of the most effective competitive strategies in beer in Azerbaijan is to ensure that brands are widely available via key off- and on-trade distribution channels. Independent small grocers remained the most important off-trade distribution channel in 2018.

High prices restrict demand in niche categories

Ale, stout and weissbier/weizen/wheat beer remained niche categories in Azerbaijan in 2018. Demand continued to be constrained by the relatively high cost of these product types, with average unit prices being well above that for beer as a whole.

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Beer in Azerbaijan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Azerbaijan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in Azerbaijan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in Azerbaijan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beer in Azerbaijan?
  • What are the major brands in Azerbaijan?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Beer in Azerbaijan - Category analysis

HEADLINES

PROSPECTS

Beer benefits from greater economic stability in 2018
Domestic economy lager remains the most dynamic category in volume terms
Carlsberg introduces new flavoured/mixed lager brands

COMPETITIVE LANDSCAPE

Carlsberg Azerbaijan maintains its commanding lead in 2018
Independent small grocers channel continues to lose ground to supermarkets
High prices restrict demand in niche categories

CATEGORY BACKGROUND

Summary 1 Lager by Price Band 2018

CATEGORY DATA

Table 1 Sales of Beer by Category: Total Volume 2013-2018
Table 2 Sales of Beer by Category: Total Value 2013-2018
Table 3 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 10 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 12 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 13 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 14 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Azerbaijan - Industry Overview

EXECUTIVE SUMMARY

Economic stability underpins positive performance of alcoholic drinks in 2018
Regulatory reforms support growth in domestic production and imports
Investment in promotion of local brands continues to rise
Modern retailers gain ground at off-trade level as tourism boosts on-trade sales
Moderate growth in alcoholic drinks consumption expected over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018 (AZN per litre of pure alcohol)

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 16 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 17 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 18 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 25 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 26 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 27 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 28 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources