Beer in North Macedonia

PROSPECTS

Consumer shift to beer continues

In 2018 the consumer shift to beer continued. It helped the category achieve some of the strongest total volume growth rates and further improve its performance and market penetration.

The role of microbreweries increases as craft beer culture grows

Significant developments in craft beer in Macedonia continued to be seen throughout 2018. The role of microbreweries is gaining importance as local beer enthusiasts work to develop new craft beer brands and promote the craft beer-making culture.

Imported premium lager is the fastest-growing beer type in 2018

In 2018, imported premium lager recorded the highest total volume growth rate thanks to the continued premiumisation of the beer category, driven by increased beer consumption as consumers shift from spirits and wine, as well as the improved distribution and increased availability of international lager brands.

COMPETITIVE LANDSCAPE

Pivara Skopje ad continues to dominate beer in 2018

In 2018 Pivara Skopje ad maintained its strong lead within beer with a moderately growing total volume share thanks to the strong performance of its Skopsko beer brand portfolio. The robustness of this brand portfolio has helped Pivara Skopje ad outperform its competitors and as a result maintain its leading position within beer.

Prilepska Pivarnica ad ranks second in 2018

Prilepska Pivarnica ad ranked second within beer in 2018 thanks to the solid penetration and stable performance of its Zlaten Dab and Krali Marko brands, albeit with a slightly declining total volume share. The company is the leader in domestic economy lager thanks to its Krali Marko brand, which has slightly stronger volume sales than Pivara Skopje’s Gorsko domestic economy lager brand.

Domestic beer brands dominate in total value terms

In 2018 domestic beer brands dominated in total volume terms thanks to the strong market coverage of the aforementioned two largest domestic breweries in Macedonia. Imported beer brands account for a significantly lower total volume share.

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