1. Bulgaria Beer Market Insights 2012
Report Details:
Published:September 2012
No. of Pages: 78
Price: Single User License – US$6240
Product Synopsis
A detailed market research report on the Bulgaria beer industry. Researched and published by
Canadean.
Introduction and Landscape
Why was the report written?
This report comprises of high level market research data on the Bulgaria beer industry, published
by Canadean. The report covers total market (on- and off-premise) and includes valuable insight
and analysis on beer market trends, brands, brewers, packaging, distribution channels, market
valuation and pricing.
What is the current market landscape and what is changing?
Though more stable than most EU countries the Bulgarian economy is yet to begin its recovery.
However, macroeconomic indicators showed some improvement with GDP growing by 1.7% in
2011 compared with0.4% in 2010; inflation falling and exports significantly growing; unemployment
rose slightly to 11.2% while the share of active age population declined marginally to 66%.
Consumers as well as companies are still burdened by high levels of debt, although partly helped
by the rise in personal bank savings, as consumers prepared for an uncertain future which
additionally limits consumption.
What are the key drivers behind recent market changes?
With many businesses switching operations to export due to falling domestic consumption, they
continue to rely even more than before on low labor costs as a means to increase
competitiveness. With consumption levels low but now stable, companies operating domestically
have acquired confidence and begun investing and expanding operations. Brewers have been no
exception with all leading companies adapting portfolios and streamlining manufacturing,
distribution and marketing operations.
What makes this report unique and essential to read?
The Bulgaria Beer Market Insight report is designed for clients needing a quality in-depth
understanding of the dynamics and structure of the Beer market. The report provides a much more

2. granular and detailed data set than our competitors. All data has been researched, brand
upwards, by an experienced ''on-the-ground'' industry analyst who conducts face-to-face
interviews with key producers, leading companies in allied industries, distributors and retailers.
Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the
dynamics and structure of the Bulgaria Beer industry. Data includes volumes from 2007 to 2011
plus forecasts for 2012, enabling historical and current trend analysis.
This report provides readers with in-depth market segmentation: mainstream, premium, super
premium, discount, alcoholic strength, local segmentation, beer type.
This report provides data and analysis of the performance of both domestic and imported brands
and reports on new product activity in 2011.
This report provides an analysis of industry structure, reports on company volumes and contains
brewer profiles of major brewers
This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends
in the key sub-channels. Packaging data includes consumption volumes by pack material, type,
size, refillable vs. non-refillable, multi-serve vs. single serve. Market valuation data and pricing
data, including beer consumption by price segment/distribution channel and selected consumer
beer prices are also included.
Key Market Issues
Although the Bulgarian economy is yet to begin its recovery, it has stabilized and beer
consumption grew in 2011 halting a 3 year decline
In 2011 the three leading brewers managed to keep their combined volumes by putting an
emphasis on discount offerings in their portfolios and by investing heavily in marketing and
distribution.
Domestic brewers have compensated the high marketing investments and PET raw material
prices to some extent by reducing extract content and thus manufacturing and excise costs.
However this can hurt consumer confidence in their brands in the long run. With domestic brewers
expected to keep their volumes by sustaining their high marketing and distribution investments
and continuing to focus on the discount brands in their portfolios their overall volumes are
expected to remain stable.
Previously restricted only to the super premium segment multipack offerings became more
prominent in 2011with the rise in discount chains and the multipack offerings of canned Private
Label products they offer.

3. The three leading brewers are expected to expand their portfolios in 2012 with additional fruit mix
and stout/ale mainstream priced offerings aided by considerable marketing investment which
although unlikely to reach considerable share of their total volumes should provide some
incremental volume to help them sustain their volumes.
Key Highlights
The beer category recorded growth for the first time since 2007
Discount products grew dramatically at the expense of both the mainstream and premium
segments.
Brewers invested heavily in marketing and distribution to help maintain market share
As the leading companies sought to exploit the increased demand for low priced offerings, PET
packaged products increased in variety including even mainstream and premium brands.
Large PET offering of over 200cl continued to rise in share at the expense of 150cl bottles
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Major points covered in Table of Contents of this report include
Canadean Bulgaria Beer Market Insights Report 2012
Executive Summary
Section 1 Market Context
MARKET CONTEXT
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
MARKET PARAMETER TABLES
Table - Population Size and Growth, 1991-2014F
Table - East Europe Population Size and Growth, 2001-2012F
Table - Economic Indicators, 2003-2013F
Table - East Europe Commercial Beverage Consumption - Per Capita, 2001-2012F
Table - East Europe Commercial Beverage Consumption - Per Capita, % Share, 2001-2012F
Table - East Europe Beverage Consumption Per Capita, Growth, 2002-2012F
LEGISLATION AND TAXATION TABLES
Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011
Section 2 Market Background Briefing

4. MARKET BACKGROUND BRIEFING
Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Section 3 Market Update
MARKET UPDATE
Beer Key Facts
Market Size
Growth
Market Value
Segmentation 2011
Distribution 2011
Packaging 2011
MARKET COMMENTARY
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2009-2011
Top 10 International Premium and Superpremium Beer Brands - Volume, 2009-2011
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importer, 2011
Market Structure
Brewers
Chart - Consumption by Pack Material/Type, 2011
Packaging Trends
Chart - Distribution by Channel, 2011
Chart - Consumption by Price Segment, 2011
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2010-2012F
Distribution Trends
DISTRIBUTION AND PRICING TABLES
Table 3.5.1 - Leading Retail Groups for Beer - Number/% Share, 2007-2011
Table 3.5.2 - Leading Retail Groups for Beer - 2011
Table 3.8 - Leading Importers and Distributors, 2011
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2010-2012

5. Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2010-2012
DATA TABLES
Commercial Beverage Consumption Per Capita, Litres, 2001-2012F
Commercial Beverage Consumption Per Capita, % Share, 2001-2012F
Commercial Beverage Consumption Per Capita, Growth, 2001-2012F
Commercial Beverage Consumption, Million Litres, 2001-2012F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2001-2012F
Beer Production/Trade/Consumption, 2001-2012F
Beer Production/Trade/Consumption, Growth, 2001-2012F
Consumption of FABs and Cider, 1999-2012F
Beer Foreign Trade by Country (Imports), 2008-2012F
Beer Foreign Trade by Country (Exports), 2008-2012F
Beer Market Valuation (Local Currency), 2010-2012F
Beer Consumption by Local Definition, 2008-2012F
Beer Consumption by Standard Price Segmentation, 2008-2012F
Beer Consumption by Alcoholic Strength, 2008-2012F
Beer Consumption by Type, 2008-2012F
Beer Consumption by Geographic Scope, 2008-2012F
Beer All Trademarks, 2007-2011
Beer Brands by Local Definition, 2007-2011
Beer Brands by Standard Price Segment, 2007-2011
Beer Brands by Alcoholic Strength, 2007-2011
Beer Brands by Type, 2007-2011
Beer Imported Brands by Origin, 2007-2011
Beer Licensed Brands, 2007-2011
Beer Private Label Brands, 2007-2011
Beer Trademark Owners, 2007-2011
Beer Local Operators, 2007-2011
Beer Leading Brewers/Importers, 2007-2011
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2008-2012F
Beer Distribution: On-Premise v Off-Premise, 2008-2012F
Section 4 Brewer Profiles
BREWER PROFILES
Bolyarka - VT d
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Bolyarka Full Brand List, ABV%, Pack Type
Table - Bolyarka Brand Volumes, 2007-2011

6. Brewinvest
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Brewinvest Full Brand List, ABV%, Pack Type
Table - Brewinvest Brand Volumes, 2007-2011
Bulbrew
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Bulbrew Full Brand List, ABV%, Pack Type
Table - Bulbrew BG Brand Volumes, 2007-2011
Carlsberg Bulgaria
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Carlsberg Bulgaria Full Brand List, ABV%, Pack Type
Table - Carlsberg Bulgaria Brand Volumes, 2007-2011
Kamenitza
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Kamenitza Full Brand List, ABV%, Pack Type
Table - InBev Bulgaria Brand Volumes, 2008-2009
Table - Kamenitza Brand Volumes, 2010-2011
SMALLER BREWERS
Lomsko (Brands, Volume (000s HL) 2011, Comment)
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
MapTable - Population Size and Growth, 1991-2014F

7. Table - East Europe Population Size and Growth, 2001-2012F
Table - Economic Indicators, 2003-2013F
Table - East Europe Commercial Beverage Consumption - Per Capita, 2001-2012F
Table - East Europe Commercial Beverage Consumption - Per Capita, % Share, 2001-2012F
Table - East Europe Beverage Consumption Per Capita, Growth, 2002-2012F
Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011
Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Table 3.5.1 - Leading Retail Groups for Beer - Number/% Share, 2007-2011
Table 3.5.2 - Leading Retail Groups for Beer - 2011
Table 3.8 - Leading Importers and Distributors, 2011
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2010-2012
Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2010-2012
Commercial Beverage Consumption Per Capita, Litres, 2001-2012F
Commercial Beverage Consumption Per Capita, % Share, 2001-2012F
Commercial Beverage Consumption Per Capita, Growth, 2001-2012F
Commercial Beverage Consumption, Million Litres, 2001-2012F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2001-2012F
Beer Production/Trade/Consumption, 2001-2012F
Beer Production/Trade/Consumption, Growth, 2001-2012F
Consumption of FABs and Cider, 1999-2012F
Beer Foreign Trade by Country (Imports), 2008-2012F
Beer Foreign Trade by Country (Exports), 2008-2012F
Beer Market Valuation (Local Currency), 2010-2012F
Beer Consumption by Local Definition, 2008-2012F
Beer Consumption by Standard Price Segmentation, 2008-2012F
Beer Consumption by Alcoholic Strength, 2008-2012F
Beer Consumption by Type, 2008-2012F
Beer Consumption by Geographic Scope, 2008-2012F
Beer All Trademarks, 2007-2011
Beer Brands by Local Definition, 2007-2011
Beer Brands by Standard Price Segment, 2007-2011
Beer Brands by Alcoholic Strength, 2007-2011
Beer Brands by Type, 2007-2011
Beer Imported Brands by Origin, 2007-2011

8. Beer Licensed Brands, 2007-2011
Beer Private Label Brands, 2007-2011
Beer Trademark Owners, 2007-2011
Beer Local Operators, 2007-2011
Beer Leading Brewers/Importers, 2007-2011
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2008-2012F
Beer Distribution: On-Premise v Off-Premise, 2008-2012FChart - Leading Brewers/Importer, 2011
Chart - Consumption by Pack Material/Type, 2011
Chart - Distribution by Channel, 2011
Chart - Consumption by Price Segment, 2011
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