Data from the latest “Maxima Retail Compass” industry overview shows that nearly half, or 42%, of the Latvian public consumes craft beer. Respondents state their main reasons for choosing these beers as an interesting taste (21%) and a desire to try something new (20%).
Zane Kaktiņa, Head of Business Analytics at “Maxima Latvija”, explains: “Craft beer is most popular among our youngest respondents - it is consumed by 60% of people aged between 18 and 24, and 53% of people between 25 and 34. Following this trend and in light of high demand, Maxima stores have special beer stands just for craft beer. At the same time, we also see significant changes to general beer-drinking traditions: out of total beer sales, demand has decreased for light beer and grown for dark beer, whose turnover has practically doubled in the last five years.”
Aigars Runģis, owner of “Valmiermuižas alus”, emphasizes: “Beer has long been the national drink of Latvia, and we see that beer-drinking culture continues to develop every year. You could say that beer is the new wine. With the increased knowledge and interest of beer-lovers in beer, the craft beer segment in Latvia is increasing swiftly, which is why we think regularly about adding new flavours of beer. This year, we are offering five new craft beer flavours, of which I would most like to highlight our Valmiermuižas Baltijas porteris, a world-famous style of beer brewed in Latvia. Surprisingly, the number of breweries in Latvia per 1 million inhabitants is already more than in the USA, which is seen as a world leader in craft beer development.”
About “Maxima Retail Compass”:
The “Maxima Retail Compass” is a comprehensive industry overview in which experts from the retail chain “Maxima Latvija” give their opinion on the current situation in the retail industry and its future development trends. The overview is based on “Maxima Latvija” data, in addition to support from the best researchers from the SKDS market and public opinion research company, and data from the Central Statistical Bureau of Latvia, Eurostat and other sources. The survey on the beverage industry has been done in collaboration with the “Valmiermuiža” brewery.
The survey was undertaken in collaboration with the market and public opinion research company SKDS in April 2019. 1,005 respondents between the ages of 18 and 75 took part.
Information to the media:
Liene Dupate-Ugule
Head of Communications, SIA Maxima Latvija
Tel.: 26425420
E-mail: liene.dupate@maxima.lv
www.maxima.lv
