Russia: In autumn the brewers fixed the biggest fall in sales over the last years: in October the sales of beer dropped by an average of 18% as compared to September, whereas the usual seasonal drop never exceeded 10%, according to Vedomosti.

The market participants suppose this is caused by the beer advertising restrictions. According to the estimates of the Russian Union of Brewers, the volume of the Russian beer market totals about $6billion or 75 million hectoliters.

In October the sales of beer fell by 18% as compared to September, reported the Head of the Russian Union of Brewers, Vyacheslav Mamontov. Autumn is traditionally viewed as a period of reduced consumer activity, but the last year the difference between October and September was within 7%. “In October the seasonal fall in sales is typical of all brewers, this month is considered the worst of the entire year”, said Mamontov. “But this year the fall in sales is caused by a “psychological impact” on customers rather than by weather. Adoption of legal restrictions in relation to the beer advertising and the anti-beer campaign of the government aimed at putting a ban on drinking of beer in public places affected the consumer attitude towards the product”, — declared the head of the trade union.

24 November, 2004