Football could give a boost to swooning beer sales

Data provided by Morgan Stanley shows that the upcoming 2018 FIFA World Cup in Russia this summer could lift beer consumption. It estimates football fans’ impact on beer consumption at two percent. As a result, it expects that Russia’s beer market would grow during 2018, for the first time in a decade. Recently Anadolu Efes reported that beer consumption dropped in the low single digits in 2017.

The Russian Brewers’ Union confirmed that beer sales in Russia could indeed grow in 2018.

For a change, there’s no bad news. The excise duty didn’t rise in 2018, nor were there any new restrictions. Non-alcoholic beer made a substantial contribution and is now the most promising segment.

According to the Russian Brewers’ Union, sales of non-alcoholic beer grew 5.6 percent from January to September 2017.