Over the past 6 years there was not a sign of the beer market stabilization, but now we can cautiously speak of it in three different aspects – economic, demographic and competitive. On the one hand, the changes are touching upon the consumption structure, i.e. the beer volumes drunk by different generations of the Russians are coming to equilibrium. On the other hand, the fall of beer sales by international companies was balanced by the growth of their smaller competitors. The economy in 2016 is more stable, the spring-summer season passed without shocks and the Russians, heated by the good weather, thought of beer. The year was marked by three events on the market, i.e. beer advertisement return to TV, Baltika’s sales fluctuations, and transition of Carlsberg and Gosser brands to the mainstream segment. (more…)