an overview of the polish beer market and recent trends
TRANSCRIPT
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
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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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European Brewery Convention
Browary Polskie
Acknowledgments and sources