10 January, 2018

Russia: FIFA World Cup expected to benefit Russia’s beer sales

The 2018 FIFA World Cup which will take place in Russia this year is expected to boost the nation’s beer sector which may show growth for the first time in ten years, Profibeer reported on January 11.

Russia’s beer market has been steadily declining since 2007, having shrunk by a third over the reporting period. According to analysts, the main reasons for the decline are stricter state regulation and a drop in the purchasing power of the population.

In a recent report, Morgan Stanley said Russia’s beer market could show positive dynamics this year, mostly thanks to the fact that no further legal restrictions are expected to be introduced in 2018 and the beer excises are unchanged.

Beer consumption in Russia is forecast to increase by 5% during the championship which luckily for the industry is scheduled to take place in the summer.

World’s largest brewer AB InBev will be sponsoring the FIFA events enjoying exclusive rights to sell and market its brands at the stadiums.

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