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2011201220132014201544893613844038501253383838122141189213033939401332Swedish beverage can fillings increased 3.8% in 2015, with the year-on-year growth driven by strong double-digit expansion in the soft drinks sector.Domestic fillings for soft drinks cans were up 14% on 2014, despite poor weather during the spring and summer seasons, which had a negative impact on soft drinks sales as a whole. The impressive performance of beverage cans in the face of falling retail sales underlines the package’s growing acceptance among Swedish consumers, who already strongly favour the can in the packaged beer market.Indeed, cans enjoy more than 80% market share of the packaged beer market and increased their share of the take-home trade even further in 2015, despite overall consumption falling due to poor summer weather, a lack of a major sporting event to drive sales and a 9% increase in alcohol tax being introduced. While these factors contributed to a marginal 0.4% decrease in beer can fillings during 2015, the introduction of new legislation for suppliers to Systembolaget – the government-owned monopoly of alcohol retailers – ensured that cans increased their market share. The new rules saw points awarded to products based upon package units, size and alcohol content, with those with more points enjoying wider distribution. This, combined with a preference for lighter packaging, helped boost the availability of cans within Systembolaget even further.Sweden has long enjoyed a flourishing cider market – with flavoured varieties by popular domestic brands such as Herrljunga, Kopparberg and Rekorderlig proving extremely popular – and the country has also witnessed a rising craft beer scene in recent years as well. Following the Coppersmith’s Brewery’s lead, which saw it become the first microbrewery in Sweden to install its own can filling line in 2014, other craft brewers are also showing more and more interest in the can. The Southside Brewing Company has shown a preference for cans due to their longer shelf life, lighter weight and easier distribution, as well as their prominence within Systembolaget.SWEDENFILLINGS CONTINUE TO GROW DESPITE POOR SUMMER WEATHER AND A LACK OF MAJOR SPORTING EVENTSMARKET SNAPSHOT• Total fillings increase despite poor weather and lack of major sporting event• New legislation helps cans increase share of packaged beer market• Rise of craft breweries offers scope for further expansionBEER SHARE OF MARKET BY PACK TYPE, 2015SOFT DRINKS SHARE OF MARKET BY PACK TYPE, 2015 80% Cans 9% Refillable glass 8% Non-refillable glass 3% Non-refillable PET 25% Cans 3% Refillable glass 1% Non-refillable glass 3% Refillable PET 68% Non-refillable PET1.4BNTOTAL CAN FILLINGS UP 3.8%936MBEER CAN FILLINGS DOWN 0.4%448MSOFT DRINKS CAN FILLINGS UP 14%A YEAR IN NUMBERS SOFT DRINKS BEERCAN FILLINGS FOR BEER AND SOFT DRINKS, 2011- 2015 (MILLIONS OF UNITS)Åbro is one of Sweden’s leading breweries, boasting more than 160 years of malt-and-hops-based success. But, with the tastes of modern beer-drinkers evolving, the brewery was keen to expand its offering with the launch of a fresh and exciting brand. The result is Bron, meaning “bridge” in Swedish, which takes its name from the bridge that crosses the river on which the Åbro brewery is located in Vimmerby. The two new beers launched under the Bron brand – a pale ale and Indian pale ale – are packaged in eye-catching 330ml cans that feature distinctive cartoon graphics depicting aquatic scenes linked to the bridge. Available exclusively in the on-trade, Bron brings a new, tasty, modern, irreverent brand to Swedish drinkers.BRIDGING THE GAPEUROPEAN CAN MARKET REPORT 2016 59COUNTRY REPORTS