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Since January 1, 2025, Russian stores have been faced with the disappearance of the last inexpensive imported beer. The main reason was the sharp increase in customs duties on products from so-called "unfriendly countries", including the EU and the USA. As a result of the introduced restrictions, the rates increased from 10 cents to 1 euro per liter. This is already the second significant increase: earlier, in April 2024, the duty increased by 2.5 times - from 0.04 euros to 0.1 euros per liter.
Consequences for the market
Many stores in the Krasnoe & Beloe chain are already experiencing a shortage of imported beer. As noted by Igor Khavskiy, co-owner of the distribution company Svam Group and the Gletcher brewery, retail chains are forced to review their product range. The reason is a significant increase in the price of products, which makes them uncompetitive on the Russian market.
Previously, inexpensive imported beer was sold at a price of 70-80 rubles, competing with the domestic premium segment. However, taking into account the new duties, the retail price will increase by 70-80 rubles, which will lead to a price tag of 140-160 rubles per bottle. This price level may scare off consumers who previously chose foreign brands solely because of their affordability.
The Collapse of the Import Business Model
According to Khavskiy, the main competitive advantage of cheap foreign beer is its affordability. However, now the price difference with domestic premium or licensed beer will be 40-50%, which will lead to retailers refusing to purchase foreign brands.
Experts predict that as a result of the new economic conditions, imported beer may disappear from the shelves of Russian stores almost completely. This will create additional opportunities for Russian producers, but will also limit consumer choice and strengthen the position of domestic brands.
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