After having collapsed in 2020, on-trade volume sales of beer rebounded at a double-digit rate in 2021 as consumers in Bosnia and Herzegovina started regularly socialising in bars/pubs and similar establishments again thanks to the rollout of COVID-19 vaccines and the easing of public health restrictions. A nascent recovery in inbound tourism also contributed to the category’s markedly improved performance in this regard.
Domestic premium lager remained the most dynamic category within beer in off-trade volume and current value growth terms in 2021. While this was partly due to the ongoing emergence of sales from a relatively low base, it also continued to benefit from strong promotional support for and improvements in the distribution of Sarajevska Pivara’s Sarajevsko Premium, the dominant brand.
While it remains some distance behind category leaders StarBev, Banjalucka and Heineken in volume and value sales terms, Pivara Tuzla has performed well in beer over recent years. In addition to strong consumer loyalty towards its Tuzlansko brand, sustained investment in the modernisation of its production facilities has helped the company to withstand intense competition and the challenges thrown up by the COVID-19 pandemic.
Beer should see off-trade volume growth pick up slightly in 2022 as consumption patterns stabilise in line with the further easing of the pandemic. While the category is then expected to expand steadily in this regard over the remainder of the forecast period, growth is likely to remain relatively modest.
Growth in on-trade volume sales of beer looks set to remain elevated over 2022-2023. This is partly because following the recent experience of lockdowns and social distancing, many people in Bosnia and Herzegovina will have a renewed appetite for spending time with friends and family outside the home as the threat from COVID-19 recedes.
Domestic premium lager and dark beer are projected to be the most dynamic performers in volume and current value growth terms at the off- and on-trade levels over the forecast period. In both cases, growth rates will be bolstered by the fact that sales are emerging from a relatively low base, though new entries and improvements in the distribution and promotion of established brands should also help to strengthen interest in these categories.
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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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