1. Estonia Beer Market Insights 2012
Report Details:
Published:September 2012
No. of Pages: 65
Price: Single User License – US$3328
Product Synopsis
A detailed market research report on the Estonia beer industry. Researched and published by
Canadean.
Introduction and Landscape
Why was the report written?
This report comprises high level market research data on the Estonia beer industry, published by
Canadean. The report covers the total market (on- and off-premise) and includes valuable insight
and analysis on beer market trends, brands, brewers, packaging, distribution channels, market
valuation and pricing.
What is the current market landscape and what is changing?
Beer consumption had another good year of growth (5%) during 2011. A stronger economy, hot
summer, active new product introduction (both locally developed and imported) and increased
tourism have all helped to grow beer sales volumes.
What are the key drivers behind recent market changes?
The government''s attempts to reduce strong alcohol consumption through taxation have helped
the growth of light beer sales. Strong beer has also benefitted from trading down from other
alcoholic drinks with high alcohol content (due to their higher taxation and subsequent higher
pricing).
What makes this report unique and essential to read?
The Estonia Beer Market Insight report is designed for clients needing a quality in-depth
understanding of the dynamics and structure of the Beer market. The report provides a much more
granular and detailed data set than our competitors. All data has been researched, brand
upwards, by an experienced ''on-the-ground'' industry analyst who conducts face-to-face
interviews with key producers, leading companies in allied industries, distributors and retailers.
Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the

2. dynamics and structure of the Estonia Beer industry. Data includes volumes from 2007 to 2011,
plus forecasts for 2012, enabling historical and current trend analysis.
This report provides readers with in-depth market segmentation: mainstream, premium, super
premium, discount, alcoholic strength, local segmentation, and beer type.
This report provides data and analysis of the performance of both domestic and imported brands
and reports on new product activity in 2011.
This report provides an analysis of industry structure, reports on company volumes and contains
brewer profiles for ten major brewers.
This report provides distribution channel data (on- vs off-premise) and discusses the latest trends
in the key sub-channels. Packaging data includes consumption volumes by pack material, type,
size, refillable vs non-refillable, and multi-serve vs single serve. Market valuation data and pricing
data, including beer consumption by price segment/distribution channel and selected consumer
beer prices, are also included.
Key Market Issues
Inflationary pressure is ensuring that consumers are very aware of price promotions and will
mostly purchase through off-premise outlets, which account for 94% of distribution (mostly through
discount and large modern outlets).
Whilst Viru Õlu launched Puls Classic, a light beer to cater for the growing consumption of lighter
beers, these products did not have a chance to establish themselves in 2011and volumes were
therefore negligible.
Beer exports decreased 6% in 2011, following two years of strong growth. The decline in export
volumes is due to a decline in regional trade.
Imported beer volumes dropped by 49% in 2011 due to consumer''s preference for more
affordable local discount and mainstream beer.
Trade with the other Baltic countries, Latvia and Lithuania. Export volumes to Latvia dropped 58%
(falling from 16% of exports in 2010, to 7% in 2011), whilst Lithuania volumes fell nearly25%
(falling from 24% of exports in 2010, to 19% in 2011).
Key Highlights
In 2011, beer consumption continued its growing trend (up by 5%) as sales volumes recovered to
the pre-economic crisis levels.
Beer sales were helped by the recovering economy, another hot summer and increased tourism.

3. An increase in off-premise sales volumes has led to a near 5% increase in off-premise market
value in 2011.
The good performance of Private Label beer is attributed to its favourable price per liter, which is
in general below the average beer prices in the market.
Discount and mainstream beer has shown the greatest growth as consumers seek more
affordable beer in a price-sensitive market.
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Major points covered in Table of Contents of this report include
Market Context
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
Market Parameter Tables
Population Size and Growth 1991-2014F
East Europe Population Size and Growth 2001-2012F
Economic Indicators 2003-2013F
East Europe Commercial Beverage Consumption - Per Capita, 2001-2012F
East Europe Commercial Beverage Consumption - Per Capita - % Share, 2001-2012F
East Europe Beverage Consumption Per Capita - Growth, 2002-2012F
Legislation and Taxation
Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011
Market Background Briefing
Beer Definitions by Type - Local Segmentation
Beer Definitions by Type - Standard Price Segmentation
Beer Definitions by Type - Alcoholic Strength
Beer Definitions by Type - Beer Type
Beer Definitions by Type - Local, National and International
Market Updates
Beer Key Facts
Market Size
Growth
Market Value
Segmentation 2011
Distribution 2011

4. Packaging 2011
Market Commentary
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2009-2011
Top 10 International Premium and Superpremium Beer Brands - Volume, 2009-2011
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importers, 2011
Market Structure
Brewers
Chart - Consumption by Pack Material/Type, 2011
Packaging Trends
Chart - Distribution by Channel, 2011
Chart - Consumption by Price Segment, 2011
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2010-2012F
Distribution Trends
Distribution and Pricing
Table 3.4.1 - Outlet Universe For Beer - Number/% Share, 2007-2011
Table 3.5.1 - Leading Retail Groups For Beer - Number/% Share, 2007-2011
Table 3.5.2 - Leading Retail Groups For Beer - Turnover (EUR bn)/% Share, 2008-2011
Table 3.7.3 - Leading Retail Groups for Beer - Owner/Outlet 2011
Table 3.8 - Leading Importers and Distributors, 2011
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices: Off-Premise, 2010-2012
Table 3.10.2 - Selected Consumer Beer Prices: On-Premise, 2010-2012
Beer Data Tables
Commercial Beverage Consumption - per Capita - Litres, 2001-2012F
Commercial Beverage Consumption - per Capita - % Share, 2001-2012F
Commercial Beverage Consumption - per Capita - Growth, 2001-2011
Commercial Beverage Consumption - Million Litres, 2001-2012F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2001-2012F
Beer Production/Trade/Consumption, 2001-2012F
Beer Production/Trade/Consumption - Growth, 2001-2012F
Consumption of FABs and Cider, 2000-2012F
Beer Foreign Trade By Country (Imports), 2008-2012F
Beer Foreign Trade By Country (Exports), 2008-2012F

5. Beer Market Valuation (Local Currency), 2010-2012F
Beer Consumption by Local Definition, 2008-2012F
Beer Consumption by Standard Price Segmentation, 2008-2012F
Beer Consumption by Alcoholic Strength, 2008-2012F
Beer Consumption by Type, 2008-2012F
Beer Consumption by Geographic Scope, 2008-2012F
Beer All Trademarks, 2007-2011
Beer Brands by Local Definition, 2007-2011
Beer Brands by Standard Price Segment, 2007-2011
Beer Brands by Alcoholic Strength, 2007-2011
Beer Brands by Type, 2007-2011
Beer Imported Brands by Origin, 2007-2011
Beer Licensed Brands, 2007-2011
Beer Private Label Brands, 2007-2011
Beer Trademark Owners, 2007-2011
Beer Local Operators, 2007-2011
Beer Leading Brewers/Importers, 2007-2011
Beer Consumption by Pack Mix: Refillability/Type/Pack/Size, 2008-2012F
Beer Distribution: On vs Off Premise, 2008-2012F
Brewer Profiles
A LE COQ AS (OLVI)
A Le Coq Brand Volumes, 2007-2011
SAKU ÕLLETEHASE AS (CARLSBERG)
Saku Brand Volumes, 2007-2011
VIRU ÕLU AS (HARBOES)
Viru Olu Brand Volumes, 2007-2011
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