Markets, Strategies, and Rivalries
Edited by Jens Gammelgaard and Christoph Dörrenbächer
Chapter 5: The Estonian beer market: the battle for market leadership
Over the past 20 years there have been a lot of changes in most industry sectors in Europe. Often these changes have been especially remarkable in various Central and Eastern European (CEE) countries and the Commonwealth of Independent States (CIS), where the economic systems have also been changing. In the consumer goods sector the European brewing industry is one good example of an industry that has experienced a lot of changes during the last 20 years. In this chapter we will focus on one CEE market – Estonia – and try to review the market development during the last 20 years, focusing especially on the strategies of the key players in the market. Although the Estonian market is the smallest beer market in CEE and CIS, it is interesting because the growth of beer production and consumption was the second largest within CEE and CIS from 1992 until 2007–08 (Swinnen and Van Herck 2011) and Estonia was among the first Eastern European markets to be entered by foreign breweries through acquisitions.
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