Voices from Russia

Tuesday, 16 January 2018

Experts Say FIFA World Cup Will Bolster Russian Beer Market

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Data provided by Morgan Stanley showed that the upcoming 2018 FIFA World Cup in Russia this summer would boost beer consumption. It estimated football fans’ impact on beer consumption at 2 percent. As a result, it expects that Russia’s beer market would grow during 2018, for the first time in a decade. The Russian Brewers’ Union confirmed that beer sales in Russia, which declined steadily over the past few years, could indeed grow in 2018. Kirill Bolmatov, Corporate Relations Director at Heineken Russia said:

To begin with, there’s no bad news. The excise duty didn’t rise in 2018, nor were there any new restrictions. Non-alcoholic beer made a substantial contribution, which is the most promising segment now.

According to the Russian Brewers’ Union, despite a decrease in beer consumption, sales of non-alcoholic beer grew by 5.6 percent from January to September 2017. Oraz Durdyev, Legal and Corporate Affairs Director at SUN InBev, a subsidiary of Anheuser-Busch InBev, pointed up:

Football can be of help as well. As a rule, during World Cups, beer consumption in a host country grows by about 5 percent. Largely, this is due to the established consumption culture in Western countries, because beer is always associated with football.

Pavel Filippov, PR manager at Efes Rus said:

In addition to that, the event will be in the summer, which is the peak season for brewers.

11 January 2018

TASS

http://tass.com/pressreview/984567

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