LLC "Grainford" , Russia , Moscow , st. Barclay, 6, bldg. 5 , office. 516/2 , 121087 +7 (495) 478-00-50 EN RUS ABOUT COMPANY ANALYTICS NEWS CONTACTS Stabilization of the beer market in 2017 Despite moderately negative forecasts for 2017, the beer market may stabilize in the near future. For several years of negative dynamics, marketing on the beer market was limited by sales optimization and the balance between price and market volume. The growing share of supermarkets led to an increasing use of trade marketing methods. At the same time, the active development of federal brands allows brewing companies to develop new taste qualities of products, sales channels and methods of communication with customers. These events expand the product line and diversify the beer market, but, however, do not imply a significant increase in the market volume. READ MORE Russian beer market: standard lager will experience the largest drop in sales According to Euromonitor International, beer consumption in Russia in 2016 decreased to 7.68 billion liters from 10.3 billion liters in 2011. The volume of the Russian beer market today is 7.9 billion versus 12.2 billion. US dollars in 2011. A further decline in beer sales is forecast, with annual growth rates slowing down by 2% to 6.9 billion liters by 2021. According to Euromonitor analysts, the main reason that may hinder the growth of beer sales in Russia is the initially underestimated effect of the ban on the sale of beer in large plastic bottles. It is quite possible that cheap brands will suffer more as a result of the overall decline in beer sales across the country as a whole. Also, beer is likely to be drunk less due to the continuing decline in household incomes in the Russian Federation. Non-alcoholic beer and beer with a low alcohol content are the only types of beer whose sales volume will increase during the forecast period with an average annual growth rate of 3%. New products on the market in 2016, intense advertising, and growing consumer interest in non-alcoholic beer will drive sales growth. ЧИТАТЬ ДАЛЬШЕ