Russia: Russia’s top four brewers losing market share to craft sector
According to a report by Delovoy Peterburg, the four largest breweries controlling 72.2% of Russia’s beer market are quickly losing share to craft breweries which over the last six years managed to snatch 13% of the market from the beer giants.
In 2016, Carlsberg’s Baltika Breweries, Heineken, SUN InBev, and Efes Rus held jointly 72.2% of the market versus 85% in 2010. Independent regional breweries, including small and medium-scale craft brewers, increased their total market share from 15% in 2010 to 27.8% last year, Nielsen estimates.
According to industry sources, small and independent breweries are enjoying growing sales thanks to the brands they are selling on tap. This category saw its market share increase from 6% in 2015 to 8.3% last year. Such brands are mostly sold in specialized stores and the trend started in the eastern part of the country gradually conquering Russia’s west now, industry participants said.
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