Craft beer, which has been a dynamic product over the review period, faced significant challenges in 2020 as a result of the pandemic. The main threat for craft beer producers has been their typically limited regional distribution into the on-trade, and their negligible presence in the off-trade.
Beer continued to be dominated by the country’s leading brewers Zagrebacka Pivovara, Carlsberg Croatia and Heineken Hrvatska. These players maintain their value sales by investing heavily in market, with leading national brewer Zagrebacka Pivovara sponsoring the national football team.
While Zagrebacka Pivovara has always traditionally launched a limited-edition Christmas beer, with its bestselling brand Ožujsko, other players are also increasingly adopting this strategy to keep consumers interested.
Beer will register limited constant value growth in what is a mature alcoholic beverage that has little room for further growth. While beer will continue to be the most popular alcoholic beverage, other alcoholic drinks will register higher growth, as Croatian consumers become more adventurous.
While a niche product within beer, craft beer will generate the highest growth, as its popularity continues to grow. Lessons have also been learnt from the pandemic and brewers will look to expand within retail channels and lessen their dependence on foodservice.
There are potential headwinds on the horizon. Price rises were significant in 2021 and if this continues over the forecast period, as pressures such as rising global energy prices and continuing global supply constraints feeds into further price rises, this will dampen volume demand.
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Beer
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 DefinitionsThis report originates from Passport, our Beer research and analysis database.
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