Beer market of Ukraine 2021

  • Reading time:20 min(s) read

The year of 2021 has given the brewers a chance to relax a little bit. Formally the production has been decreasing but most importantly, the market has stopped experiencing pressure from excessive stocks and producer’s and retail prices have gone upwards. The price growth was initiated by AB InBev Efes which negatively affected its share. The main market trends of 2021 are unprecedented growth of non-alcoholic beer output, restoring of the market share of kegged beer as well as rapid expansion of the can. Low starting position, growing role of supermarkets and Obolon’s activity promote the growth of this package.


Dmitry Nekrasov’s Philosophy – on the Past, Present and Future of Ukrainian Brewing Industry

  • Reading time:33 min(s) read

A meeting with Dmitry Nekrasov always turns into a training course: “Introduction to brewing business“. We are talking to a clever “playing trainer“ a person that can be called a godfather of the Ukrainian craft. He has a dozen of successful projects to his name. Dmitry told us about craft beer in Ukraine, on market cycles, on specifity of operating in retail and HoReCa, on union of Ukrainian brewers and certainly, how a brewery of his own, First Dnipro Brewery is doing. (more…)

Beer Business #3-2019. Ukrainian beer market 2019: companies and brands

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In 2019 beer production and market have been still fluctuating about zero point. However, the past season was successful for brewers judging by the sales profitability. The price mix has improved due to rapid general market premiumization, as well as its particular aspect, the growth of import beer sales. By the season end AB InBev Efes improved its positions considerably. It turned out that consumers had not forgot Efes brands that had to leave the market, but started to recover rapidly. Against the stagnating market that meant sales decline of other companies, in the first place Carlsberg Group that most of all beneficiated from Efes exiting the market. PPB turned out to be stable to branding activity of its competitor and Obolon kept the same volumes and at the moment it is the absolute leader of the economy segment. The share growth of independent producers took place thanks to leading craft breweries, that so far do not have a big market weight, but they are rapidly gaining it. (more…)

Ukraine. The beer market is falling, but sales of some companies continue to grow

  • Reading time:2 min(s) read

In the last few years, the brewing industry in Ukraine is in a difficult situation. According to Evgeny Shevchenko, the CEO of Carlsberg, on the whole, in 2015 the production of beer in Ukraine fell by 17% to 193 million liters due to the increase of the tax burden and decrease of the purchasing power of the Ukrainians. (more…)

Beer market of Ukraine 2015

  • Reading time:18 min(s) read


Ukrainian beer market has been declining since 2008, however 2015 made an abysmal record, that is, a 20% slump in sales and production. Half of this decline results from the actual production stoppage at Efes Ukraine. Even after reallocation of the company’s volumes other brewers were not able to compensate for the outlets loss and consumption decrease caused by the military conflict and economy shocks. The price structure of the market also saw changes as it drifts to the economy segment. The year of 2016 does not give much ground for optimism due to the twofold increase of excise. (more…)

Territory of freedom. Interview with Andrey Matsola, CEO of “PPB” and Oasis CIS alliance

  • Reading time:15 min(s) read

The most important event Ukrainian brewery saw in 2012 is assets merging of two independent producers, namely “First Private Brewery” (Persha Pryvatna Brovarnia) and Oasis CIS. Due to restyling of existing brands the joined company managed to substantially reinforce its market positions, having gained 5% of the market. This became possible thanks to capacity growth of Lvov enterprise as well as to utilization of brewery in Radomyshl. In his interview Andrey Matsola told about new conditions and market policy and relationships with the business partners. Corr.: Your alliance with Oasis emerged soon after purchasing Radomyshl brewery, where you had been bottling beer under the contract. Can you name it the main reason for merging on your part? A. Matsola: Actually we have known Oasis group for a long time and have been in contact with its owners. Purchase of Radomyshl brewery took place in 2011, but long before that we had been considering possible variants of cooperation. We saw this purchase as a proof of how strong Oasis’s intentions to enter Ukrainian market were. When owners do not hesitate to make big investments, we become more positive about their intentions and we believe that it is possible and pleasant to cooperate…

Ukraine: upswing of beer brandbuilding

  • Reading time:30 min(s) read

In 2012 the palette of Ukrainian beer market became much more colorful and interesting. New products «piloted» in Russian beer market were rapidly gaining their market weight at the expense of the old brands. Among the brands launched in 2012 licensed brands, or brands alluding to foreign origin prevailed. Due to them there was a considerable widening of the product range in the upper mainstream and premium segments. By October 2012 the market share of the new brands in the largest Ukrainian cities exceeded 4%, which is not bad at all for a term of one year. Self-Seller American King Some More "Czech Beer" Trying English Junior in the "Che" family Self-Seller Launching of «Zhiguli Barnoye» was supported by one of the quietest marketing activities, but at the same time it was one the most successful in Ukrainian market. The rapid gaining of the brand weight had no correlation either to the distribution level or to the zero brand awareness or to the comparatively high price of this beer. The consumer, on spotting a bottle of «Zhiguli Barnoye», which by the way was not at the foreground, preferred it to famous brands. Maybe Ukrainian consumers knew this brand already? Practically, no.…