On-trade sales of beer continued to decline in 2021, due to the impact from the ongoing COVID-19 pandemic as the number of COVID-19 cases surged to its highest-ever level in April. A nationwide ban on all sales of alcohol for the on-trade remained in place until November.
The nationwide ban on sales of alcohol as well as the mandated closure of on-trade establishments affected imported brands of beer disproportionally as such beers are usually consumed in bars, cafés and restaurants. In addition, the higher unit price of these brands of beer compared to domestic beers also placed a downwards pressure on demand, as consumers were mindful of their spending amidst economic uncertainty.
Non/low alcohol beer benefited from the pandemic and consumer switches away from beer as it was the only beer product permitted during lockdown. Given this ban and many other constraints around beer consumption during the pandemic in 2020 and 2021, consumers tended to embrace this alternative to a much greater degree than they did before the onset of COVID-19.
During the COVID-19 pandemic, domestic beer brands benefited from higher demand due to their lower prices. In addition, local beer brewing companies have also been proactively developing new products.
Imported beers such as stout, imported premium lager and some brands of weissbier/weizen/wheat beer are mainly consumed in bars and restaurants, and were therefore disproportionately affected by pandemic-related restrictions imposed on on-trade establishments. Consequently, many brands have been reconsidering their sales strategy to focus more on retail channels.
Low/non-alcohol beer benefited from being permitted for sale during the lockdown when sales of alcoholic beverages were banned with retailers’ alcoholic drinks shelves being filled with Heineken 0.0 instead, which can be seen as a substitute.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
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