91
0
1
2
Of which
exports
Production
0
20
40
60
80
120
100
140
1,3
Purchases
of supplies
Value added
Production
value (million €)
Million
hectolitres (hl)
0
43
587
0
100
200
300
400
500
600
700
0
10
20
30
50
40
60
70
Employment
Taxes, excise and social
security contributions (ssc)
brewing sector (million €)
21
35
8
Excise
VAT retail
VAT hospitality
Incomes taxes
and social
security
contributions
0,5
2 | Market structure, trends
and developments
3 | Direct effect
of the brewing sector
Estonian brewers produced 1.3 million hectolitres of beer
in 2010. An additional 270,000 hectolitres were imported
while 394,000 hectolitres of beer were exported. Compared
to 2008 import and export volumes have more than
doubled. The consumption of beer in 2008 was 1.06
million hectolitres in total and 78 litres per capita.
Estonia is one of the few countries in which beer
production has increased over the past three years.
Compared to 2008, total beer production increased by
12%. Consumption has increased as well, by 8%. Another
interesting characteristic of the Estonian beer market is the
relatively high proportion of off-trade sales (91%), compared
to beer sold in bars and restaurants (9%).
The Estonian brewing sector is highly concentrated. 80%
of total domestic production is produced by two large
brewers. The two leaders both have a market share
of almost 40%.
Developments within the brewing sector are :
The average off-trade price per litre decreased by 3%
compared to 2009 and by 6% compared to 2008.
The Mainstream and Economy segments boost market
share by volume.
Consumption of strong beer and beer in large PET
bottles has increased.
Beer sold under private label is also increasing and
forcing the average price per litre to decrease.
Consumers have switched from Premium to
Mainstream products.
Other important developments are :
Since October 2010, the excise duty tax of alcoholic
beverages has risen by 10%.
Since October 2008 a new Advertisement Act came
into force, which has limited the possibilities to advertise
alcoholic beverages.
Furthermore, under this act, advertising of alcohol must
include the warning : “Attention ! This is an alcoholic
beverage. Alcohol may cause damage to health.”
The direct economic impact of the brewing sector covers
more than 587 employees involved in beer production,
representing a value of 134 million euro. Compared to
2008, the total value increased by 12%.
›
Graph 15.1. / Direct effect of the beer sector
›
Source : Ernst & Young calculation (2011)
The Contribution made by Beer to the European Economy
96