“Demography a big challenge”. An expert about the situation on the Polish beer market

Jan Wojtal (Wprost): How do consumer trends change on the beer market in Poland?

Bartłomiej Morzycki (ZPPP Polish Browary): We strongly observe the evolution of consumer preferences. Once a beer shelf was dominated by brands from large breweries. Today, the offer is much wider – both in smaller stores and in large commercial chains and even discount stores. Interest in craft, taste and non -alcoholic beers is growing. This is due to greater consumer awareness, their openness to new flavors and greater wealth, which also increases their expectations. Retail stores respond to these needs, expanding the offer and competing with the customer not only with the price, but also the quality and variety of products.

What are the biggest challenges in front of the Polish brewing industry in the coming years?

One of the challenges is unfavorable demographics. Society is getting old, and the number of Polish inhabitants has been decreasing for several years – we have come to 37.5 million in a fairly short time from over 38.5 million and the downward trend persists. For the consumer goods market, including beer, this means that there are fewer potential customers. In addition, young adults are less and less often reaching for alcohol. This trend can be seen throughout Europe. In response, the industry develops a segment of non -alcoholic beers – because although consumers give up alcohol, they still like beer that tastes the same without percentage and accompanies common moments. The increase in this segment was 17% year -on -year, which testifies to great potential.

What do you think about the popular alcohol promotions in Poland – type “1+1” or “3+3”?

These are the mechanisms used by retail chains, not by producers. Beer is a product that generates so -called “Trafik”, or attracts customers to stores. In practice, networks organize such promotions to increase traffic – just like on Fat Thursday they offer donuts for pennies. We, as an industry, believe that no alcohol should be used for this purpose and excessive promotion does not even serve the image of beer. The amendment to the act, which is to limit this type of activity, may be a long -term step in the right direction. It is important, however, not to go too far – e.g. not to prohibit beer advertising, which does not affect the total level of consumption, but allows competition between producers on a very competitive market. In addition, advertising allows you to introduce new products, create new brands and build the value of existing brands. Without advertising, such a dynamic development of non -alcoholic beers would not be possible and to create in principle the entire trend to leave alcohol.

And what about sales restrictions – night bans or plans to disable alcohol sales at gas stations?

I think that many such ideas are symbolic, not always effective. Alcohol sold at stations is the most expensive – I do not think that the people who abuse it supplies regularly. Such restrictions may be unfair to responsible consumers and honest entrepreneurs. The situation is different when the local community – such as the local government in Krakow – wants to limit night sale in specific places due to real problems with safety or comfort of life of residents. The act gives such possibilities and local governments use them rather reasonably.

And what about the situation in other countries, e.g. in Lithuania, where access to alcohol was slightly limited? Is it more expensive, they don’t have a promotion, multi -peak?

Lithuania is a frequently cited example by supporters of radical restrictions. There was a ban on alcohol advertising, sales restrictions and higher taxes. Effect? Lithuanian statistics show a decrease in consumption, but crowds of Lithuanians come shopping in Poland, especially the border residents. They buy cheaper and legally here, which shows that the actions of one country only bring an apparent effect within the common EU market. A similar situation once took place between Denmark and Germany. And the same can happen to us someday, because beer is already more expensive than in Germany and the Czech Republic, and e.g. beer excise duty is 3 times higher in Poland than in Germany. If the Polish government goes towards higher taxes or the so -called “Minimum prices”, which should rather be called “prohibitive”, this will bring billions of zlotys to stores in Germany, but the potential health effects of excessive consumption will already be treated as part of the Polish NFZ. I believe that alcohol policy should be reasonable, take into account different circumstances and based mainly on education, and not only on restrictions and treatment of the general public like people deprived of common sense.

Is the culture of drinking beer in Poland changes?

It changes definitely for the better. Once there was a stereotype “booths with beer” or consumption in the park on a bench, today we are increasingly choosing pubs, gardens, premises with a wide selection of kraft beers, etc. We also see a person in public space in a state of alcohol in public. The number of places with a high culture of serving beer, even in smaller cities, is growing. This is the result of Poles’ openness to the world, inspiration from countries such as Germany, the Czech Republic, Belgium and Spain. Although more than 90% of beer is still sold in stores, the development of beer gastronomy is progressing. Only some system incentives are missing-e.g. lower VAT for beer from a barrel, which could help the premises and increase the share of consumption in public space. Because beer is also a social binder – skillfully consumed favors meetings, conversations, pleasant spending of free time. And this can be an alternative to insulation and “drowning” in the digital world.

BIO: Bartłomiej Morzycki, General Director of the Association of Employers of the Piwowarski Industry Polish Browary. A political scientist, a graduate of the Faculty of Journalism and Political Sciences of the University of Warsaw. From 2017, the General Director of the Association of Brewing Industry Employers in Poland – Polish breweries. In the years 2006–2017 he was the 3M position of the leader for relations with the government sector for the company companies in Poland. Earlier he worked at the Public Relations agency and state institutions: the Chancellery of the Prime Minister, Ministry of Social Policy, and the Sejm of the Republic of Poland. In the years 2011-2020 he was the president of the Management Board of the Partnership for Road Safety Association. Member of the Board of the Association Association Council of Advertising and Organization Council Association of Entrepreneurs and Employers.