- Title Pages
- Dedication
- Preface
- List of Figures
- List of Tables
- List of Contributors
- Units of Measurement
- 1 A Brief Economic History of Beer
- 2 Beer Production, Profits, and Public Authorities in the Renaissance
- 3 Standards and International Trade Integration: A Historical Review of the German ‘Reinheitsgebot’
- 4 Brewing Nation: War, Taxes, and the Growth of the British Beer Industry in the Eighteenth and Nineteenth Centuries
- 5 Belgian Beers: Where History Meets Globalization
- 6 Cold Comfort in Hard Times: Do People Drink More Beer during Recessions?
- 7 Beer‐Drinking Nations: The Determinants of Global Beer Consumption
- 8 Recent Economic Developments in the Import and Craft Segments of the US Brewing Industry
- 9 Culture and Beer Preferences
- 10 Competition Policy towards Brewing: Rational Response to Market Power or Unwarranted Interference in Efficient Markets?<sup>1</sup>
- 11 Developments in US Merger Policy: The Beer Industry as Lens<sup>1</sup>
- 12 The Growth of Television and the Decline of Local Beer
- 13 Determinants of the Concentration in Beer Markets in Germany and the United States: 1950–2005
- 14 How the East was Won: The Foreign Takeover of the Eastern European Brewing Industry
- 15 Beer Battles in China: The Struggle over the World's Largest Beer Market
- 16 From Vodka to Baltika: A Perfect Storm in the Russian Beer Market
- 17 Opening the Beer Gates: How Liberalization Caused Growth in India's Beer Market
- 18 Beeronomics: The Economics of Beer and Brewing
- Index
From Vodka to Baltika: A Perfect Storm in the Russian Beer Market
From Vodka to Baltika: A Perfect Storm in the Russian Beer Market
- Chapter:
- (p.287) 16 From Vodka to Baltika: A Perfect Storm in the Russian Beer Market
- Source:
- The Economics of Beer
- Author(s):
Koen Deconinck
Johan F. M. Swinnen
- Publisher:
- Oxford University Press
This chapter documents the spectacular increase of beer consumption in Russia. Over the course of only a few years, beer has become the dominant drink in Russia, with consumption levels now close to European averages. This major shift is explained as the result of improvements in quality (due to FDI), advertising regulations and price changes, all of which combined into a ‘perfect storm’ that made beer a more attractive drink to Russian consumers. It is argued that consumers' choice of beverage is heavily influenced by their peers' behaviour. Once a critical mass of consumers adopted beer, these network effects led to more and more people drinking beer in subsequent years.
Keywords: beer, Russia, perfect storm, network effect, advertising, quality, FDI
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- Title Pages
- Dedication
- Preface
- List of Figures
- List of Tables
- List of Contributors
- Units of Measurement
- 1 A Brief Economic History of Beer
- 2 Beer Production, Profits, and Public Authorities in the Renaissance
- 3 Standards and International Trade Integration: A Historical Review of the German ‘Reinheitsgebot’
- 4 Brewing Nation: War, Taxes, and the Growth of the British Beer Industry in the Eighteenth and Nineteenth Centuries
- 5 Belgian Beers: Where History Meets Globalization
- 6 Cold Comfort in Hard Times: Do People Drink More Beer during Recessions?
- 7 Beer‐Drinking Nations: The Determinants of Global Beer Consumption
- 8 Recent Economic Developments in the Import and Craft Segments of the US Brewing Industry
- 9 Culture and Beer Preferences
- 10 Competition Policy towards Brewing: Rational Response to Market Power or Unwarranted Interference in Efficient Markets?<sup>1</sup>
- 11 Developments in US Merger Policy: The Beer Industry as Lens<sup>1</sup>
- 12 The Growth of Television and the Decline of Local Beer
- 13 Determinants of the Concentration in Beer Markets in Germany and the United States: 1950–2005
- 14 How the East was Won: The Foreign Takeover of the Eastern European Brewing Industry
- 15 Beer Battles in China: The Struggle over the World's Largest Beer Market
- 16 From Vodka to Baltika: A Perfect Storm in the Russian Beer Market
- 17 Opening the Beer Gates: How Liberalization Caused Growth in India's Beer Market
- 18 Beeronomics: The Economics of Beer and Brewing
- Index
