Growth in off-trade volume sales of beer in Estonia in 2020 was down markedly on 2019. This was partly because the negative economic impact of COVID-19 led many consumers to rein in non-essential spending.
In stark contrast to the category’s resilient performance at the off-trade level, beer posted a high double-digit decline in on-trade volume sales in 2020. As part of the national effort to curb the spread of COVID-19, from mid-March bars, restaurants and other on-trade businesses were prohibited from serving alcohol after 22.
A Le Coq and Saku Õlletehase continued to dominate beer in 2020, and remained the only two companies to claim double-digit shares of total volume sales. Both players maintain extensive portfolios covering multiple categories and price points, and their respective brands enjoy high levels of recognition and loyalty.
On-trade beer consumption looks set to rebound rapidly in 2021, with double-digit volume growth projected. As the threat from COVID-19 recedes in line with the rollout of vaccines, many Estonians – particularly younger people – will be eager to make up for time lost in 2020 by frequently going out to bars, restaurants, nightclubs etc.
Non alcoholic beer is expected to be the strongest performer in terms of total volume sales growth over the forecast period. The category will continue to benefit from rising health-consciousness among Estonians, a trend that is only likely to become more pronounced in the wake of COVID-19.
The Haljala brewery – Estonia’s third-largest in terms of production capacity – was taken over by Finland’s Pyynikin Brewing Company in May 2021. This deal saw entrepreneur and Pyynikin shareholder Samu Saarikoski acquire the brewery’s property and equipment and lease them to the Finnish firm, which specialises in craft beer and has expanded rapidly in recent years.
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Understand the latest market trends and future growth opportunities for the Beer industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Beer research and analysis database.
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