E-Malt.com News article: Estonia: Commercials don’t influence beer consumption

The CEO of A Le Coq, Tarmo Noop, pointed out that according to a study, commercials don’t influence beer consumption, Baltic Business News posted on July 4th. A. Le Coq CEO forecasts 5 pct decrease in beer consumption.

“There was an interesting point discovered in the study: people’s opinions about commercials were at opposite extremes. 50 pct thought that commercials increase consumption and 50 pct replied that there actually isn’t any influence,” said Noop.

The CEO brought attention to the fact that according to the statistics of Emor, the amount of beer commercials on TV has doubled. In 2004 a total of 30 hours of beer commercials were seen, in 2007 it was nearly 60 hours. Yet, the accruing of beer excise duty, which was taken as an indicator of beer consumption, has increased by 2 pct. “I have to admit that those who say that commercials don’t influence consumption are right. Who doesn’t like mushrooms, doesn’t like mushrooms, they don’t care if it’s chanterelle or champignon,” Noop added.

Though it’s not possible to manage without commercials either. “Why bother to advertise if nothing changes? It’s not possible to inform the public about new products, tastes, brands without commercials. Competition demands advertising,” Noop explains why the amount of commercials has increased.


04 July, 2008