Challenge, context & objectives
Over the last few years the demand for beer in Eastern European markets has fallen.
Economic challenges, decreasing willingness to pay among the population, and the introduction of the grey market in 2014 led to an annual decline of about 10% of the market volume in Moldova and Ukraine.* On top, recent weather changes affected the appeal of the whole category.
Revenues and sales volumes of the beer companies are highest during the summer months, from May to August, when approximately 70% of the company's profits are gained**.
But due to climate changes the warm seasons...