Beer in Macedonia

PROSPECTS

Beer continues to steal share from other alcoholic drinks categories

Despite its moderate growth in 2017, in total volume sales terms beer continues to be the most significant alcoholic drinks category and continues stealing share from the remaining alcoholic drinks categories, especially wine in 2016 and 2017 and spirits, throughout the entire review period. Beer has a strong consumer base comprising both men and women across different age groups.

Craft beer sales are accelerating

2017 saw significant new developments related to craft beer-making in Macedonia. Several microbreweries, led by Craft Brewery Temov continued introducing and launching a number of new craft beer brands.

Premiumisation of beer to accelerate thanks to growth of craft beer

Beer continues to be under the influence of the premiumisation trend, although 2017 witnessed a moderate slowdown and more pronounced consumer focus on standard lager. Even domestic breweries increasingly use the term premium lager for some of their beer brands which belong to the standard lager group based on their price positioning.

COMPETITIVE LANDSCAPE

Pivara Skopje ad leads beer in 2017

In 2017, Pivara Skopje ad led beer with a moderately growing total volume share. Skopsko, one of the most recognised beer brands in the country, continued posting good results, helping Pivara Skopje ad maintain a solid advantage over its main competitor Prilepska Pivarnica ad.

Prilepska Pivarnica ad ranks second posting strong growth in 2017

Prilepska Pivarnica ad ranks second within beer in Macedonia thanks to the strength of its brand portfolio led by the Zlaten Dab brand which grew significantly over the mid-review period, following an elaborate marketing and advertising campaign for Zlaten Dab. In terms of total volume growth and accelerated market penetration, Prilepska Pivarnica was more successful than Pivara Skopje ad during the mid-review period, while the category leader made a comeback in 2016 following the launch of Skopsko Smooth, the cold filtered version of Skopsko.

International companies maintain modest presence in 2017

In total volume terms, domestic brands sold by the country’s two largest breweries dominate beer in Macedonia in 2017. Several international companies compete for the remaining share as GBOs.

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