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Estonia beer market: Small decline witnessed during 2012
Estonia Beer Market Insights 2013 - a new market research report on 2014-04-22 02:23:02
The Estonia beer market experienced a small contraction in 2012. An increase in excise duty and a cold summer were the main drivers for the decrease. The contraction could have been larger but the price increase was not noticed by tourists who are an important part of the market in Estonia.

A poor summer in 2012 compared to 2011 meant that consumers didn´t spend so much time sat outside cafes enjoying a cold glass of beer which detrimentally effected the category. Tourists are important to the Estonian economy and they didn´t notice the increase in price -which was driven by an increase in excise. This helped prevent the decline from being steeper.

A Le Coq, the leading brewer, managed to increase its volume and market share thanks to its focus on its mainstream brands and keeping them at a competitive price.

Due to the various discounts available for branded products, volume for Private Label beer dropped slightly more than the market, overall it dropped by 3%. If there are branded products on discount, consumers prefer branded products instead of Private Label ones, and since producers were working on various branding activities, PL lost share.

Pricing of beer in both on-premise and off-premise experienced increases in 2012 as the result of higher excise duty and fuel and energy prices. Most new product launches were in the lager segment and Sadu Olletehase has been especially active in making new introductions. Imports grew and the main recipient was Finland because A Le Coq belongs to Finish group Olvi and so has good distribution there.

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