CSR in Supply Chains of Brewing Industry - Technology Management for Sustainable Production and Logistics - page 100

Table 1 Beer consumption in Poland (adopted from Beer statistics 2012 )
2008 2009 2010 2011 2012 2008-2012

Total
consumption
in hectoliters

35,861,000 34,384,000 34,484,000 36,236,000 38,142,000 + 6.4 %

5,996 5,434 5,202 5,340 5,342 − 10.9 %

Total
consumer
spending
(in million
Euro)

94 91 91 95 98 + 4.3 %

Consumption
of beer per
capita
(in litres)

Beer
consumption
on-trade
(hospitality)

20 % 15 % 15 % 13.5 % 10 % − 10 %

80 % 85 % 85 % 86.5 % 90 % + 10 %

Beer
consumption
off-trade
(retail)

Beer production and sales are strongly dependent on seasonality. That is why
breweries are forced to keep considerable production surpluses because they
would not be able to cope with the increased demand during the summer season
from May until August for technological reasons (Okrzesik 2003 ) (Table 1 ).
In Poland there are over 100 breweries, most of which are small breweries
of local importance. As a result of numerous takeovers and mergers, three main
brewing groups can be distinguished, i.e. Kompania Piwowarska, Grupa Ǚ ywiec
and Carlsberg, which are united in the Union of Brewing Industry Employers—
Polish Breweries ( 2014 ).
The leader of the domestic brewing industry is Kompania Piwowarska, whose
owner is one of the largest beer producers in the world—the SABMiller concern.
In the financial year 2013 the sales volume of Kompania Piwowarska amounted
to 14.5 million hectolitres, which translated into a 38.2 % market share for the
Group. It currently includes breweries in Białystok, Pozna ´ and Tychy. The
Group mainly owes its positive results to three brands that remain undisputed
market leaders, i.e. Tyskie, Ǚ ubr and Lech (Kompania Piwowarska Sustainable
Development 2013 ).
The vice leader of the Polish beer market is Grupa Ǚ ywiec with a market share
of about 30 %. The shareholder of Grupa Ǚ ywiec is the Dutch brewing concern
Heineken. In the first half of 2013 the capital group Ǚ ywiec sold 5.3 million hec-
tolitres of beer, compared to 5.7 million hectolitres the year before. The most
important brands of the Group are Ǚ ywiec, Warka and Tatra. Special beers such
as wheat Paulaner and Warka Radler also enjoy great popularity. At present, Grupa
Ǚ ywiec includes breweries in Ǚ ywiec, LeǙajsk, Warka, ElblǛg and Cieszyn ( 2013 ).