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From Macro to Micro: The Change of Trendsetters in the Polish Beer Market

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Economic Perspectives on Craft Beer

Abstract

The market and society changes in Poland have created a good environment for a dynamic beer market. A considerable part of this dynamics, especially in recent years, can be attributed to the emergence and development of microbreweries. Based on a qualitative investigation, this research aims to identify the key trends and factors affecting this phenomenon. The first part provides the context of the changes of the Polish beer market since 1989 and the conditions which shaped it. The second part outlines the main circumstances lying behind the new brewing scene in Poland characterised by the creation of microbreweries.

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Notes

  1. 1.

    In fact, the dominance of large multinationals was noticeable already in the second half of the 1990s (Boratyńska 2009).

  2. 2.

    As argued by many authors, makret size and growth potential were indeed the major determinants of foreign direct investments in Central and Eastern Europe in the ’90s (Bevan and Estrin 2004; Lankes and Venables 1997).

  3. 3.

    Central Statistical Office, Statistical Yearbook (1985, 1990).

  4. 4.

    All statistics reported in this paragraph come from the Polish Central Statistical Office (GUS).

  5. 5.

    Similar pattern has also been observed in Russia (Deconinck and Swinnen 2015).

  6. 6.

    In effect, the growers have continued to protest about the attitude of both policy-makers (for not supporting hop production) and breweries (for using “foreign hops in the Polish beer” (as slogans said)).

  7. 7.

    Data for the market shares for 2012 collected from the websites of top breweries.

  8. 8.

    Euromonitor International.

  9. 9.

    Euromonitor International.

  10. 10.

    According to the report Raport E-commerce w Polsce 2014, http://www.infomonitor.pl/download/e-commerce-w-polsce-2014.pdf.

  11. 11.

    This was the first homebrewing initiative to be established as commercial brewery in 2012.

  12. 12.

    To explain the rationale behind emergence of consumer preferences toward local food, Kneafsey et al. (2008) argue that modern mainstream food production systems are highly complex and much of our food comes from ‘elsewhere’ which has a paradoxical effect. On one hand there is a wide range of food available at affordable prices, but on the other hand food in an industrial world became very homogenized. Local food economy, comprising ‘short’ or ‘direct’ personalized supply chains occurred as an alternative structure to international supply chains distributing ‘faceless’ products at the start of this century. A crucial feature of recognition of alternative or local food networks is thus based on a reconnection between producers and consumers. It is in line with the explanation of Fishler (1998), according to which a shift in Western culture connected with preferring ‘natural’, ‘organic’ and ‘local’ food is a reaction of industrial food which is derived from symbols, origin and history, in short without identity.

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Author information

Authors and Affiliations

  1. Warsaw University of Life Sciences (SGGW), Warsaw, Poland

    Aleksandra Chlebicka

  2. University of Warsaw, Warsaw, Poland

    Jan Fałkowski

  3. Universidad Nacional de Educacion a Distancia in Madrid, Madrid, Spain

    Jan Lichota

Authors
  1. Aleksandra Chlebicka
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  2. Jan Fałkowski
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  3. Jan Lichota
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Correspondence to Aleksandra Chlebicka .

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Editors and Affiliations

  1. University of Milano-Bicocca and Bocconi University, Milan, Italy

    Christian Garavaglia

  2. Centre for European Policy Studies, KU Leuven, Leuven, Belgium

    Johan Swinnen

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Chlebicka, A., Fałkowski, J., Lichota, J. (2018). From Macro to Micro: The Change of Trendsetters in the Polish Beer Market. In: Garavaglia, C., Swinnen, J. (eds) Economic Perspectives on Craft Beer. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-58235-1_11

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  • DOI: https://doi.org/10.1007/978-3-319-58235-1_11

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