THE EXPERT ANALYSIS OF A CONDITION OF THE MARKET OF BEER PRODUCTION IN RUSSIA

Issue № 4, 2016, article № 4, pages 23-28

Section: Agrofood market

Language: Russian

Original language title: ЭКСПЕРТНЫЙ АНАЛИЗ СОСТОЯНИЯ РЫНКА ПИВНОЙ ПРОДУКЦИИ В РОССИИ

Keywords: BEER MARKET, FOREIGN INVESTORS, EXAMINATION, BRAND, REGIONAL MARKET

Abstract: Under the influence of globalization processes the market of beer production has undergone large-scale changes, his most part is divided between foreign producers. As of August, 2015 in Russia 459 producers of beer have been registered. A support on domestic producer of raw materials is one of priorities of the beer companies. Reduction of the areas and productivity of summer grades of barley was led to reduction of total production in 2015 to 17.4 million t (in 2014 - 20 million t). The only raw position on which it is impossible to refuse completely import is a hop which production in Russia is insignificant. The Russian market of beer continues to develop and though it has serious problems, he has a restoration potential. A specific of the Russian market of beer is its high dependence on the formed public opinion. After rapid growth in the years of reorganization, now beer production is exposed to public criticism as a source of development of beer alcoholism. Considering this aspect, it is possible to claim that local brewing needs strengthening of PR activity and creation of own socio cultural rhetoric. In this regard, the question of new positioning of a product is particularly acute. Leaving from classical giving of consumption of beer as alcoholic drink, strengthening of attention on preservation of traditions and a socio cultural role of beer production in development of territories with emphasis on local patriotism is required.

Authors: Agafonov Valerii Pavlovich, Obolenskii Nikolai Vasilevich