an overview of the polish beer market and recent trends

AN OVERVIEW OF THE POLISH BEER MARKET AND RECENT TRENDS

JAN LICHOTA

EBC Symposium

Hotel Sofitel Wrocław Old Town

19 September 2016

2 EBC Symposium 2016 - An overview of the Polish beer market and recent trends – Jan Lichota

2015

Production 40.5 mln

Employment 205 000

Export value 177 mln euro

Consumption 98 l per capita

New festivals 13

New beers 1164

EBC Symposium 2016 - An overview of the Polish beer market and recent trends – Jan Lichota

Poland : Beer market today

Source: Polish brewers, Piwna Zwrotnica

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• Long beer heritage, since Slavic times

• Important economic factor for the Polish Crown from XV to XVIII century

• Changing territory of the country over centuries

• Different traditions and styles across regions

• XIX century : appearance of major (future) Polish breweries

Poland : Beer and Europe’s history together

Poland : Changes in the 90’s

Economy and Politics

• Large economic reforms

• New political system

Breweries

• Foreign investors

• Local investors

Market trends

• New marketing

• Change of commercial practices

• Impact on beer offer

Investors’ interest

SAB: 1st foreign investor New regional breweries

New regime

Reforms in economic system

1995

Taxation

Reduced rates for smaller breweries < 200 000 hl / year

1991

2004

European Union

Poland joins the EU

“Beer revolution”

Craft brewers enter the market

Poland

Beer country nr. 3 in Europe

2016

EBC Symposium 2016 - An overview of the Polish beer market and recent trends – Jan Lichota

1993

2011

Timeline

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78

110

64

150

1987 1995 2010 2015

11 11 11 15

25 31

35 40

1980 1985 1990 1995 2000 2005 2010 2015

Evolution of breweries and beer production

Production (mln/hl)

Breweries

EBC Symposium 2016 - An overview of the Polish beer market and recent trends – Jan Lichota 8

1993

• Poznań, Tychy, … Białystok...

1994

• Żywiec, Warka, Leżajsk...

1994

• Okocim, Kasztelan...

90’s-2000

• Brok, Strzelec, Rybnik, Łomża,...

Largest foreign investors

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Poland : from 2000 ...

2000 • Market concentration • Competition increase • Response from regional breweries, brewpubs and importers • Contract brewing starts; new breweries are being setup

• EU: Opportunities and challenges

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Poland : ...until today

2010 • World Craft phenomenon • Polish Homebrewers movement • Polish beer bloggers setting trends • Multitaps in larger cities and beer festivals increase availability • Change of offer in shops and by the brewers themselves

WARSAW

WROCLAW

POZNAN

SILESIA

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Consumption: stable and made with choice

56

38

34

21

21

20

13

12

11

9

8

4

4

3

3

2

1

0 10 20 30 40 50 60

Taste

Brand

Price

Type

High quality

Intense taste

Bitterness

Packaging: Type

Alcohol content

Packaging: Size

Recommendation: friends

Colour

Stands out from other brands

Advertising

Origin: Brewery type

Recommendation: POS

Origin: Country

Source: GfK 2014

Beer choice criteria (% indications) Beer consumption per capita

Source: GUS – Polish statistical office

93 93

90

94

98

96 96

98

86

88

90

92

94

96

98

100

2007 2008 2009 2011 2012 2013 2014 2015

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Poland : Today

• New breweries and bars spreading all over the country • Craft scene steadily growing • Strong international and local regional companies • High consumption per capita (98 L) • Festivals in all larger Polish cities all year round • Good coverage in digital media and food and drink

magazines • Various universities involved in brewing courses and

conferences

Thank you

Dziękuję

Dankon

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EBC Symposium 2016 - An overview of the Polish beer market and recent trends – Jan Lichota 16

European Brewery Convention

Browary Polskie

Acknowledgments and sources