Foreign beer floods Albania’s market, squeezing local brewers

Imported beer captured 62% of market share in 2024 as rising costs and taxes hit domestic producers.

Beer consumption in Albania hit 95,000 tonnes in 2024, but nearly two-thirds of that—about 59,000 tonnes—was imported, according to official customs data. That marks a sharp rise in foreign market share, up from 55.5% in 2021 and just 50% before the pandemic.

The surge in imports comes despite a boom in beer demand, driven largely by record-breaking tourism. Instead of boosting local breweries, the increase in consumption has benefited cheaper foreign brands—especially as domestic producers face rising production costs and tax burdens.

In January 2023, a change to Albania’s excise law doubled the beer tax for smaller brewers, bringing it in line with the rate for larger producers. The flat rate now stands at 710 lekë per hectolitre for all breweries, foreign and domestic. Previously, smaller producers paid just 360 lekë.

The tax hike, coupled with higher input prices for malt, packaging materials, and wages, has put local brewers under pressure. Market sources say production fell 8–10% last year for most players. Some factories shut down temporarily in 2023. One of Albania’s oldest breweries, Stela, was sold in late 2024 to beverage importer Eurolab Internacional Grup after struggling with mounting losses.

Price competition is also a key factor. Imported beer sells for less: supermarket prices range from 79 to 89 lekë per can, while local brands typically cost 95 to 100 lekë.

With the summer tourist season approaching, local producers don’t expect a major boost in demand. Many say they simply can’t compete on price anymore.

This trend highlights a wider issue: while tourism boosts consumption, much of that spending ends up abroad through the import of cheaper goods—leaving domestic industries at a disadvantage.