2014-01-21 18:03:04 - Beer in Turkey - a new market research report on companiesandmarkets.com
Efes Pilsen is the largest beer manufacturer in Turkey and continued to lead sales in 2012 recording a volume share of 83%. The company´s best-selling brands are Efes Pilsen, Efes Xtra and Efes Fici. Efes Pilsen is very well established in Turkey, with strong distribution channels and a wide product range. The company also invests heavily in new product developments in order to attract consumers.
For example, Efes Pilsen produced the first wheat beer (Gusta) and first flavoured beer (Mariachi) in Turkey in 2007, the first beer with a coffee flavour (Efes Dark Brown) in 2008 and the first high alcohol wheat beer (Gusta Dark) in 2009. In addition, the company launched the only non-alcoholic beer in Turkey (Efes Alkolsuz) in
mid-2011. In 2012, it launched an improved version of its Gusta brand by decreasing its sugar level in order to compete with the popular Tuborg Gold. In addition, it launched a new flavour of the Mariachi brand named Mariachi Dry.
Beer benefitted from the relatively low increases in excise taxes as opposed to wine and raki, both of which were subject to substantial tax increases in 2011 and 2012. As a result, the majority of consumers switched to beer, which is a much cheaper option. In addition, the category saw a number of new product launches as well as new variants of existing brands in a number of categories, including wheat beer, stout and premium imported beers, which positively impacted the sales.
Beer is expected to register a 3% CAGR in constant value terms over the forecast period owing to its relatively lower unit price and popularity among Turkish consumers. Beer companies are expected to continue to invest in new product launches in order to stimulate consumer interest and initiate further sponsorship activities in order to increase brand awareness. Beer will continue to be the first drink of choice of cash-strapped students and young adults who make up the bulk of the drinking population in Turkey.
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