Beer ranks highly among the most desired alcoholic drinks in Europe. The commencement of beer consumption initiated in Western Europe and soon after extended to Eastern Europe. Russia and Ukraine are among the main nation’s leading in the consumption of alcoholic drink in Eastern Europe. The rate of consumption of beer in Europe is advanced compared to other alcoholic drinks like Wine and Spirits which comprise Whiskey, Rum, Vodka, and several others. In the recent past, the beer market in Russia has been defined because of the macro economy, inevitable momentous price upturns and the change in regulations (Simpura 3-13). Carlsberg- a leading brewing company, has a renowned brand assortment in Russia with a prominent spot in all price sections. The area sales universe is in an emerging phase with a high traditional market and a present growing trade. The company’s main emphasis is to keep on strengthening the Russian trade and motivate the progressive market share tendency while safeguarding worth through managing the value, driving global and indigenous premium trademarks, and better financial performance. Alcohol intake in Russia remains amongst the utmost in the sphere. Conferring to a report by WHO 2014, yearly per capita drinking was approximately 15.76 Litres, which was the fourth uppermost capacity in Europe (WHO). An additional unsafe trait of alcohol consumption in Russia was the high dimension of spirits consumption compared to the other consumed alcoholic drinks. Generally, in the Eastern Europe alcohol is taken in a manner which has been recognized as being possibly related to damaging outcomes. The general volume of drinking in this area is the second uppermost in the sphere only exceeded by regions in Western Europe. With rare exemptions, the trend of consumption can be described by unbalanced spree drinking patterns (Rehm, Rehn and Room 147-156). The percentage of unrecorded intake is comparatively high likened to other European nations. The consumption of beer that is unaccounted for in eastern European countries is principal of homegrown and more exceedingly intense alcoholic drinks with alcohol content being higher than 35%. For instance, the manufacture of home-based spirits, most usually Samogon, is established to be very prevalent in various portions of Russia although, in some occurrences in Russia, the beer is of inferior eminence and is polluted by toxic constituents. Samogon comprises roughly 39.8% ethanol, and its ingestion has been connected to substantial liver impairment. Samogon likewise has high quantities of aliphatic alcoholic congeners which are best known for causing hepatic harm to individuals (Rehm, Rehn and Room 158).
There are some signs that traditionally more healthy drinking patterns are worsening in young persons in Eastern Europe. The decline of the positive array in young individuals in Eastern Europe has been related to destructive advertising to the youth, and the examples and circumstances broadcasted assuredly do not concur with little to reasonable alcohol consumption at meals. Somewhat, drinking is upheld as a routine in relationship with leisure, fun and celebrating and other nightfall undertakings (Rehma, Rehnd and Roome 8). From the figure, it is can clearly be seen that the rate of consumption is very high, with each person drinking at least 16.5 Litres of spirits in his/ her lifetime and heavy drinkers being 18.6% of the population. Considering that 38% of the alcohol consumed is not accounted for, the trend in alcohol consumption especially spirits is still a worrying trend (Rehma, Rehnd and Roome 5). Some of the beer brands prevalent in the Russian markets are Pale Lager, Pilsner, American Lager, Light lager, and Witbier. Over the years, there have been other products that have been developed to substitute beer. There are equally interior and peripheral beer substitutes. Interior replacements of beer comprise other alcoholic drinks like spirits (Vodka, Whiskey, and several others) and also wine (PRNewswire 1). Clients who do not choose beer can at all times change to the substitutes. Outside alternates of beer comprise other non-alcoholic drinks like carbonated beverages, dairy juices, tea and coffee and energy beverages amid others. Nevertheless, the accessibility of substitutes is limiting the development of beer marketplace in Europe.
Apart from the huge profit margins that come with capitalizing on the beer industry, there are various other benefits too. Health advantages related to the drinking of beer is amongst the main benefits that come with it, which also a contributing factor in improving the consumption of beer in Europe. Apart from beer being an alcoholic drink, it has numerous wellbeing benefits when used within agreed restrictions. In Europe, it is the third best prevalent beverage after water and tea. Intake of beer preserves the health of kidneys because every bottle of beer drunk lessens the possibility of having kidney stones by approximately 45%. The occurrence of solvable fiber in alcoholic drinks leads to digestion which decreases the incidence of abdominal transit occurring. Beer comprises high amounts of silicon enabling growth of tougher bones and improved bone compactness. Increasing disposable salary post financial go-slow amongst the clients particularly amid the youth is projected to improve the market of beer in Eastern Europe and Russia as well. The reinforced economic situation of Europe has steered a substantial upsurge in the disposable earnings of the clients. Nonetheless, Eastern Europe possesses huge unexploited potential opening for beer companies to take advantage. The developing Russian markets and numerous other nations offer numerous development openings for the beer producers.
Works Cited
PRNewswire. Beer Market - Europe Industry Analysis, Size, Share, Growth, Trends and Forecast 2015 - 2021. Beer Consumption Report. New York, 2015. Accessed 22 January 2017.http://www.prnewswire.com/news-releases/beer-market---europe-industry-analysis-size-share-growth-trends-and-forecast-2015---2021-300141163.html
Rehm, J, N Rehn and R Room. The global distribution of average volume of alcohol consumption and patterns of drinking. European Addiction Research, 2003. Accessed 22 January 2017. https://www.ncbi.nlm.nih.gov/pubmed/12970583
Rehma, Jürgen, et al. The Global Distribution of Average Volume of Alcohol Consumption and Patterns of Drinking. Zürich, Switzerland: European Addiction Research, 2005. Accessed 22 January 2017http://isites.harvard.edu/fs/docs/icb.topic108992.files/Rehm_2003_Alcohol.pdf.
Simpura, J. Trends in alcohol consumption and drinking patterns: sociological and economic explanations and alcohol policies, Nordic Studies on Alcohol and Drugs . Geneva: English Suppl, 2001. Accessed 22 January 2017http://www.nordicwelfare.org/PageFiles/9407/Trends%20in%20alcohol%20consumption%20and%20drinking%20patterns%20sociological%20and%20economic%20explanations%20and%20alcohol%20policies.pdf
WHO. WHOGlobal Status Report on Alcohol 2014. Health Report. Geneva, 2014. Accessed 22 January 2017 http://apps.who.int/iris/bitstream/10665/112736/1/9789240692763_eng.pdf
