Russian-German beer seminar

Sales on the EU beer market fell by around 25% in 2020 due to the coronavirus pandemic. Many breweries have been hit hard and 2021 will also be a difficult year for them. Global companies can often compensate for losses in pubs, bars and restaurants (on-trade) with robust channels to retail (off-trade). However, small and medium-sized breweries have to completely change their business models.

Beer is also drunk - and brewed - in Russia. The Russian beer market has changed rapidly in recent years. On the one hand, imported beer - including German beer - still has a strong position on the Russian market. However, market shares have shifted and, on the other hand, there was a real boom in the Russian craft beer market in 2020. Small and medium-sized breweries switched relatively smoothly from the on-trade to the off-trade and also exported beers to the EU. Formats such as beer competitions and beer festivals not only increased economic success, but also improved the beer and business culture.

As part of their long-standing cooperation, scientists from the Zittau/Görlitz University of Applied Sciences and the UNECON St. Petersburg as well as practitioners from the beer industry from  Germany and Russia as part of the 18th German Week in St. Petersburgwhere Saxony is the partner country, on the topic of

"Sustainable development of the brewing industry in Germany and Russia".

Date: Tuesday, April 27, 2021
Time: 14:00 -16.30 Berlin time

All those interested in beer (business) are cordially invited! The seminar will take place via Zoom and will be interpreted simultaneously into Russian and German by .
Get your Zoom access link easily by e-mail via Ms. Anastasia Matrosova, mail: selemeneva.a(at)unecon.ru
or contact Prof. Dr. Falk Maiwald

• PostCOVID reality: Experiences of the Russian and German beer markets;
• Sustainable business models for craft breweries in times of pandemic;
• Offering beers for relevant markets: Perspective of Russian craft export and German import in the Russian market;
• Enforcing prices for more profit: revenue mechanisms.

• Prof. Dr. Dr. h.c. Clemens Renker, Zittau/Görlitz University of Applied Sciences and Institute for SME Success IFME
• Georg Rittmayer, Rittmayer Brewery World Beer Traditions;
• Helmut Erdmann, Ayinger Brewery;
• Vladimir Naumkin, Paradox Brewery;
• Vladimir Nikitenko, German-Russian Chamber of Foreign Trade/ Delegation of German Business in Russia.

• Dmitry Vasilenko, UNECON, Vice-Rector for International Relations
• Aleksander Schelkanov, Delovaya Rossiya (Business Russia)