Polish Beer Sales Dive When The Sun Doesn't Shine
Warsaw, Poland December 19, 2011 - An unusually wet and cold summer caused a 6 percent decrease in sales of beer as compared to the same period last year.
This year started off very well for the breweries, with a 7.6 percent growth in the first two quarters. But when June and July came, the old saying took effect: "the best salesman for beer is the sun". This year there was little sun and the growth dropped down to 3.2 percent.
This would be the second year of small growth. Lat year it was only 0.7 percent.
The prognosis for 2012 is not very optimistic, regardless of the European Soccer Championships that will be held in Warsaw. According to Robert Priday, head of the Association of Employers of the Brewery Industry, the growth next year will be around 2-3 percent. The Euro 2012 championships will have little effect, because the fans will come to Poland only for a few days.
In spite of lower sales, Poland still remains one of the largest European markets for beer. Over the last several years the growth was in the two-digit range. Poland is also third largest producer of beer, after Germany and Spain. Polish breweries produce almost 37 million hektoliters of beer every year.
The per capita consumption is now getting back to what it was before 2009. Then it was 94 liters per capita, last year it was down to 90, this year it is expected to be 91.
To View In Full Screen Or Comment,
Click On Bier Halle
Check Out The
Almost Free Business Opportunities
But breaking the 100 liter threshold in the next few years may be difficult. According to experts, the Polish beer market is saturated and consumers don't want to drink any more. Another reason for slower growth of consumption is increased VAT and excise tax as well as higher prices for raw material.
Only the discount stores like Biedronka dn Lidl registered a dynamic growth in beer sales. Last year they sold every fifth beer, this year every fourth. This is due to crisis and consumers looking for cheaper product.
But in spite of everything, by the end of the year there still will be a 2 percent increase in sales.
