So that seems finally to be now for the first once: the sale of beer in Russia has decreased significantly since the beginning of January. A look at the most recent quarterly figures of the international beer companies, which, although they have lost market share is still the market in Russia master says that.
A similar, if less dramatic picture shows the Dutch group Heineken, which has five percent of less. The same applies to the Turkish Anadolu Efes brewery, an Alliance partner of SABMiller, which sold normally 40 percent of its manufactured quantity in Russia. The statistical Central Office “Rosstat” documented that was sold in the first quarter nationwide less and produced by 10.2 percent less beer than even a year ago.
What direction abstinence looks at first glance like a miraculous tendency, has other substantial reasons. Although the Government has adopted no so-called “dry law” with under the last Soviet leader Michail Gorbatschow was been alcohol consumption while reducing, but the State also huge revenue brought.
But the Government has launched a massive campaign against light alcoholic drinks in the past few months. And it clearly shows effects. In the previous year, you made a quantum leap when beer was first recognized and subject to all restrictions that apply to alcohol, as alcohol. This has in the previous year 12 percent brought about Anheuser-Busch InBev sales losses, so the Group had to close a brewery in Russia and considers that in a second. As a direct result of the tightening of the laws last year prohibited the State now from 1 January this year beer commercial on television, in the press and on the Internet. It is also the kiosks and and small shops are forbidden to sell beer at night. Thus, the State took those privileges which it had enjoyed in the past decade the beer. The new regulation is hitting the industry hard, eventually the manufacturers have sold up to 40 percent of their beer in small shops. And also the kiosks themselves have to contend with this ban: according to the Agency of Infoline, beer and tobacco provide whole 80 percent of their revenues.
These new regulations is that now even the taxes were – increases on beer by 25 percent. Beer loses so gradually its tax advantage, it had long time compared to hard alcoholic drinks. Nevertheless: in the sale of hard drinks Government intervenes more and more also.
But not only the State contributes to the beer crisis in Russia. The long, cold winter has made its contribution in this year. The Internet newspaper “Lenta.ru” according to the birth in the second half of the 1990s slump also now properly to beech. Finally, the number of people at the age between 15 and 24 years since 2006 to one-fifth has decreased. Therefore the sale of beer decreases gradually since 2008. Not possible to compensate for this, with more sales in older populations on the other side because in this segment of the market is largely saturated. Figures of the World Health Organization WHO according to be drunk in Russia of annually 15,76 litres of pure alcohol per person – this is almost world.
Mind you: the sale of vodka to 7.8 percent has declined In the first quarter of this year. That means less consumption of vodka, is however not necessarily said. Alcohol consumption increasingly wander off in the illegal sector, explains Vadim Drobis, Director of the Research Center on the alcohol market. In the year 2012, the market share of the illegal spirits about tieing 30 percent.
Image courtesy of obvio171