The closure of Greece’s on-trade throughout much of 2020 has had a huge impact on beer consumption, given than more than half of beer volumes in Greece in 2019 were consumed in the on-trade channel. On-trade sales collapsed, and although retail sales lifted as consumers underwent home isolation, it has not been enough to offset on-trade losses.
Tourism is key to beer consumption in Greece. The contribution of travel and tourism to GDP is around an estimated 20%, and the border closures and restrictions on foreign and domestic tourism saw demand plummet.
The pandemic has seen some upheaval in the competitive landscape. Karoulias WS SA took over the distribution of the Anheuser-Busch InBev NV portfolio in 2020, while Amvyx SA started to distribute the craft beer brand Nissos, as well as the portfolio of Molson Coors Brewing Co.
Given that the on-trade is not anticipated to return to normal operation for at least the first half of 2021, and that tourism faces an even greater challenge to rebuild; the total consumption of beer is not set to recover to pre-pandemic levels until at least the end of 2023. Although total consumption is set to see sales return to positive growth as pandemic restrictions ease, the on-trade will be a brake to full recovery.
Tourist inflows are expected to start recovering through 2021 as in travel restrictions put in place for COVID-19 are set to be lifted by summer, the peak tourist season. However, COVID-19 will have an impact globally upon disposable incomes, affecting people’s ability to travel, and even though tourism will perform better than 2020, getting back to the 36 million arrivals of 2019 will take a long time.
The number of craft breweries in Greece rose over the review period; many of these microbreweries are placing more emphasis on draft beer and their focus has been the on-trade. In the aftermath of COVID-19, more microbreweries will be shifting their focus to the off-trade in order to limit their losses, with a focus on launching bottled and canned formats in order to enter conventional retail channels.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Beer industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Beer industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
This report originates from Passport, our Beer research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page