Beer in Russia

PROSPECTS

Economy and mid-priced lager threatened by restrictions on beer in plastic bottles

In 2017, a legislative restriction came into force, according to which beer in plastic bottles is not allowed to be produced in pack sizes bigger than 1.5-litres.

Share of non-alcoholic beer is growing

In 2017, amidst a background of falling beer sales, non alcoholic beer continued to buck the trend and record solid growth. This is mostly being driven by the health and wellness trend and the aggressive marketing activities of major players.

Craft beer movement helps support sales

Rising consumer demand for craft beer continued to support sales in the wider category in 2017, but particularly in ale and weissbeer/weizen/wheat beer, which are perceived be consumers as offering something more than just basic beer. The number of small craft breweries in Russia is growing, especially in St Petersburg.

COMPETITIVE LANDSCAPE

Merger of Anheuser-Busch InBev and Anadolu Group in Russia and Ukraine

In 2017, Anheuser-Busch InBev and Anadolu Group signed an agreement of intent to merge their businesses in Russia and Ukraine under a new entity called AB InBev-Efes, with both having an equal stake. The share of the new entity will significantly reduce the gap between the leading player Baltika Pivovarennaya and its nearest rivals.

Heineken the best performer in 2017

In 2017, Heineken Pivovarnya was the best performer in beer, registering solid total volume growth and thus outperforming the wider category. The company’s sales were driven by strong performances from various brands, including Heineken and Okhota in lager, but it also benefited from the launch of Heineken 0.

Regional players survive thanks to draught beer

2017 continued to witness the steady growth of regional brewers of draught beer, which sell their products in kegs in draught beer shops. This remained their main distribution channel, accounting for almost half of their sales.

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