In the first 11 months of 2008, the sales of beer by A. Le Coq has grown by more than 300,000 litres, despite the general decline trend on the beer market. The Tartu-based beer producing enterprise predicts that premium-quality sales will achieve greater stability in sales and strong beers will fall even faster.
Tarmo Noop, the CEO of A. Le Coq, noted that the decline trend on the beer market could be predicted in the beginning of the year already. “I assessed that the market will fall by approximately 5% and the revenue on excise taxes and different indicators will demonstrate a similar amount,” he added.
Noop stated that an increase in beer sales volume after a significant price increase is a great result, particularly in the context of the general decline trend on the market. He added that ciders and low-alcohol beverages are also in the middle of a decline trend. One of the reasons for this is the 30% surge in excise taxes implemented this year. “In terms of beer prices, Tallinn ranks fourth in Europe, which will force tourists as well as local residents consume less beer,” he explained.