Позитивная тенденция пивного рынка Австрии

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Согласно данным Австрийской пивоваренной ассоциации Verband der Brauereien ?sterreichs (VB?) в 2013 году производство пива в Австрии составило 9,226 млн. гкл., что на 1,7% больше, чем годом ранее, когда пивовары выпустили 9,069 млн. гкл. пенного напитка.

В ассоциации утверждают, что в прошлом году на 31,2% вырос экспорт пива до  684 тыс. гкл., по сравнению с аналогичным показателем 2012 года.

Статистические данные также показывают, что наиболее популярным сортом пенного напитка остается светлое пиво. Его доля на рынке в 2013 году составила 62,6%. Всего за прошлый год австрийцы выпили 5,772 млн. гкл. этого сорта.

В тоже время на внутреннем рынке страны упали продажи Радлера –смеси пива и лимонада, а продажи безалкогольного пива наоборот выросли на 36 тыс. гкл. за год, или на 25,2%. Продажи пшеничного, крепкого темного и легкого пива сократились на 8,4%, 1% и 6,2% соответственно.

В 2013 году наблюдался рост популярности разливного пива. Его продажи выросли на 7,3% и составили 495 тыс. гкл. К тому же, из-за достаточно большой популярности отечественного пенного напитка импорт пива в 2013 году снизился до 0,594 млн. гкл., по сравнению с показателем 2012 года в 0,679 млн. гкл.

По данным исследования Kai Kelch в 2013 году в Австрии было зарегистрировано 194 пивоваренные компании, из них  109 – это мини-пивоварни, 63 завода средней мощности, и 22 пивзавода с годовой производительностью выше 20 тыс. гкл.

Одна лишь австрийская компания по производству пива Brau Union со своими 8 заводами охватывает почти половину продаж пенного напитка на внутреннем рынке. В 2013 году этому производителю удалось продать 4,56 млн. гкл.. Наибольший рост внутренних продаж пива наблюдался у двух компаний Brauerei Aspach и Privatbrauerei Fritz Egger, которые смогли увеличить свои продажи в прошлом году на 11% и 9% соответственно. Наихудшие результаты наблюдались у крупной пивоварни Brauerei Fohrenburg. Ее продажи за год сократились на 14%. Недалеко ушла и еще одна крупная компания Brauerei Hirt, продажи которой уменьшились в 2013 году на 5%. В целом, 22-е крупные пивоваренные компании увеличили свои продажи на внутреннем рынке с  8,31 млн. гкл. до  8,34 млн. гкл., что соответствует росту на 0,3% в 2013 году по сравнению с 2012 годом.

Валерия Вершилова

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