33
127
0
1
2
3
4
Of which
exports
Production
0
50
100
150
200
3
1
Purchases
of supplies
Value added
Production
value (million €)
Million
hectolitres (hl)
0
500
1.000
1.500
2.000
0
100
50
150
200
250
300
1726
117
43
91
3
Employment
Excise
VAT retail
VAT hospitality
Incomes taxes
and social
security
contributions
Taxes, excise and social
security contributions (ssc)
brewing sector (million €)
2 | Market structure, trends
and developments
3 | Direct effect
of the brewing sector
The Croatian beer market is dominated by two breweries,
Zagrebacka Pivovara and Karlovacka Pivovara,
which are owned by two major European brewing
companies. A third major European brewing company
entered Croatia by acquiring Panonska brewery in 2002.
Both production (-4%) and consumption (-12%) have
decreased in recent years. The major part of the beer
that is consumed is brewed in Croatia. The volume
of imported beer has decreased by 42%.
The economic impact of the brewing sector is
infuenced by the following main trends, developments
and characteristics of the Croatian beer market :
Beer is the most popular alcoholic beverage in Croatia
The consumption of beer per capita decreased from
85 litres in 2008 to 74 litres per capita in 2010.
Croatians have a so-called ‘café culture’. This means
that the bars are filled with people the whole day.
In the morning they usually serve hot beverages
(coffee and tea), in the evening beer and spirits
are most popular
18
.
Beer or wine is typically consumed with meals at least
once a week (often every day), and drinking often takes
place in restaurants, pubs and bars.
There is a trend in Croatia towards drinking more
cocktails made with spirits, in particular tequila, whisky,
rum and gin.
Other relevant developments are :
Croatia became an official European Union candidate
in 2004 and completed its EU membership negotiations
in June 2011.
The Croatian beer market for hotels, restaurant
and cafés benefts substantially from tourism.
Tourism is one of Croatia's main industries. However,
since 2008 tourism revenues have decreased.
The direct brewing sector economic impact covers more
than 1,726 employees who together produce 161million
hectolitres of beer. Compared to 2008, this total brewery
production value decreased slightly by 4.2%.
18
Based on : Agri-Food Trade Service, The Hotel, Restaurant and Institutional Market, Market Brief-Croatia, November 2007, http ://www.atssea.
agr.gc.ca/europe/4553_e.htm; Royal Danish Embassy Zagreb, Food & Retail market in Croatia, Prepared for Landbrugsraadet, 2007; Canadean,
Global Beer Trends 2008, Country Profle – Croatia.
›
Graph 11.1. / Direct effect of the beer sector
›
Source : Ernst & Young calculation (2011)
The Contribution made by Beer to the European Economy
72