In Latvia, for less than half, or 42% of the public, the main criterion for choosing St. John’s beer is taste. Meanwhile, every fourth of the surveyed people admits that their choice is determined by previous usage experience and the manufacturer, according to the study conducted by the Latvian brewery and non-alcoholic beverage production company “Cēsu alus” and the company “Norstat”.
The study also found that 22% of the population choose beer in Jāņi, putting the price as a priority. Every fifth of the surveyed people prefers local beer, almost as much, or 19% of the public, the most important criterion is a discount and promotion. Every tenth or 13% of respondents pay attention to the brand. On the other hand, 6% of the population in Jāņi choose beer based on friends’ reviews, recommendations and beer composition, while only 3% of the public consider design to be important.
“Latvia has a long tradition of brewing and enjoying beer. Especially in the summer season, when the activity of the beer market is the highest, buyers appreciate the diversity of the assortment, and the priority when choosing beer is the taste. We observe that beer lovers are ready to experiment, so we are developing the market by expanding the variety of beer every season. This year, we have expanded the offer of the popular classic lager type beer, as well as brewed beer with rye grain kvass malt, American light ale, we have also invested in brewing gluten-free and reduced-calorie beer, and in the non-alcoholic beer segment we offer wheat beer with citrus notes. It is wheat beer that ranks at the top of the list of favorite St. John’s beers, although the most popular has always been lager-type beer, which still retains the trust of consumers,” explains Eva Sietiņsone, the chairman of the board of “Cēsu alus”.
According to the results of the study, 13% of people consider wheat beer to be real St. John’s beer. Every tenth or 11% of respondents admit that the real St. John’s beer is both the classic light lager type beer and medalus. On the other hand, 8% of the population associate real St. John’s beer with rye beer. Only 5% of the public say porter is the most suitable beer in Jāņi, while 4% of people say non-alcoholic beer.
It was also concluded that 18% of people aged 18-29 years have the greatest support in the wheat beer segment, but only 8% of respondents in the audience aged 50-59 years. 16% of the population aged between 40 and 49 consider lager-type beer to be a real St. John’s beer, while only 5% of respondents aged between 18 and 29 have the same opinion. Among them, medalus is more popular with 17%, while only 8% of people aged 50-59 consider it a real St. John’s beer.
Looking at the trends in the regions, less than half or 46% of the residents of Pierīga consider taste as the most important criterion in choosing St. John’s beer, while in Latgale it is important for about a third or 36% of the respondents. Previous drinking experience is also important for a third or 33% of respondents from Vidzeme, but in Latgale this criterion determines the choice of St. John’s beer for every fifth or 22% of people. 29% of respondents pay the most attention to the price in Kurzeme, but less, or 16% of the population, it affects the choice of beer in Vidzeme. 21% of the residents of Pierīga prioritize discount and promotion, while 14% of people from Vidzeme give a less popular answer. The producer is important for a third of people from Zemgale, while in Vidzeme the relevant criterion is important for every fifth respondent. Local beer is more actively chosen by 23% of people in Pierīga, while in Zemgale only one in ten or 13% of those surveyed do so.
The survey was conducted in May of this year, interviewing 1,007 Latvian residents aged 18-74.
