In June 2010, Latvia’s second largest beer brewery JSC Cēsu alus implemented the annual monitoring of the Baltic beer market and determined the beer index of every country. The monitoring was carried out together with together with marketing and public opinion research centre SKDS.

Beer in Latvia traditionally is and remains the leader as the most favoured beverage among men (45 %) – this indicator has increased by 6 % over one year. What is interesting is that the increase in beer consumption among women (by 10 %) is precisely one of the factors that has most directly affected the beer index indicator of Latvia.

This year, 27 % of consumers are choosing less expensive beer than they did a year ago, but 83 % have said they will return to their favoured brands as soon as the crisis is over. Only 8 % stated they do not choose beer products during product campaigns. Luxury class beer in the time of a crisis (beer that costs more than LVL 0.60 per bottle) has lost 12 % of its consumers, but the economic segment (beer that costs less than LVL 0.40 Ls per bottle) has increased by 9 %.

The group of beer fans who regularly and willingly try new products in the beer market is steadily growing (by 13 %) – current new beer types, new flavours and new beer packaging in Latvia are already preferred by 89 % of consumers. But in general, beer consumers in Latvia can be observed as loyal to one or a few definite beer brands – almost half of Latvian residents (47 %). One in eighth surveyed people chooses a single beer brand.

An interesting fact was revealed when surveying residents and while studying the public opinion of typical Latvian beer. If in 2009 the majority of consumers considered Latvian beer to have a typical flavour of bitter hop, then Latvians have come to favour sweeter beers over the period of a single year. Opinions remain constant in neighbouring countries – in Lithuania and Estonia, a typical local beer is considered to be light beer with no distinct after-taste.

In 2009, JSC Cēsu alus developed and established the Baltic Beer Index for the first time in Latvia. The index includes facts on the number of people who consider beer their most favoured beverage, the consumption frequency of beer and the situations in which beer is preferred over other alcoholic beverages. In general, the Index shows that beer is more popular than other beverages. Assuming that the theoretical maximum index is in 100 points, then in 2010 the showings of the Baltic Beer Index in each country remains different, but show equal increases in all Baltic States (+2.9 points in each country). In Latvia, the index is still the lowest in the Baltics – 50.5. The index in Lithuania is the same as last year and slightly higher than in Latvia (54.6), while the  highest showing traditionally belongs to Estonia (55.1).

Says JSC Cēsu alus Chairman of the Board Eva Sietiņsone–Zatlere: “The equal growth of the Baltic Beer Index in all three Baltic States proves the development of the beer consumption culture. The increase of the beer index in Latvia is not extensive, but still notable, taking into consideration the economical stagnation present in the country. Traditionally, beer in Latvia has been the most favoured beverage and, despite the diversity of the alcoholic beverages, beer must keep its leading position in the Latvian beverage market.”

This year’s increase of the beer index in Latvia, despite the indications of decline in beer market, is possibly affected by the global climate change. For example, the first half of May 2010, which coincides with the beginning of the active beer season in Latvia, has been the warmest in the past 87 years. As approved by the yearly comparison of the amount of beer sales, changes in the weather can affect the beer market within a limit of 10 %.