The loss of competitiveness, driven by rising costs, is forcing some Albanian manufacturers to gradually turn into importers to survive.
The former management of the “Stela” beer factory were among the first producers to import foreign beer brands alongside their local production to offset losses from declining sales of domestic products.
“We added premium imported products, like fruit juices and imported beer, to boost turnover. The current government doesn’t prioritize local production, so we all have to adapt,” said Enzo Panteqi, former administrator of the "Stela" brewery.
Beer imports are now being considered by other producers as well. “It’s the duty of every company to thoroughly explore all possible options to balance domestic production and improve profitability.
‘Korça’ brewery is also studying these possibilities, but always with an unwavering commitment to maintaining our brand’s original quality, taste, and tradition,” stated a company representative.
Artan Stroka, the head of the "Kaon" beer factory, confirmed that he is exploring the option of importing a German beer brand to be distributed through his company’s network.
Currently, Stroka said that even with the start of the tourist season, a significant increase in demand is unlikely, as local producers are unable to compete on pricing.
For this reason, Stroka announced that he is forced to cut about 30% of his workforce in 2025.
“Before the tax changes that increased beer excise duties, we had 170 employees. After the excise hike in 2023, rising costs forced us to cut staff by 50%.
By May, we expect to lay off a third of the remaining workforce due to unsustainable costs and lack of sales,” emphasized Artan Stroka of “Kaon” beer.
Record Beer Imports in 2024: The Highest in 11 Years
According to Customs data, a total of 59.4 million liters of beer were imported in 2024 — the highest volume of beer imports in the past 11 years, from 2013 to 2024. Compared to the previous year, imports increased by around 7%.
Although January is typically a low-consumption month for beer, foreign brands saw increased market share during this period.
In January 2025 alone, 3.2 million liters of beer were imported. Compared to January of the previous year, imports rose by 35%. Foreign beer’s market share climbed from 53% in January 2024 to 56% in January 2025.
Representatives from “Eurolab International Group,” which imports over 25 foreign beer brands, confirmed that demand has been rising throughout 2024 and into the early months of this year.
They noted that demand is not driven by cheaper prices — foreign beers sell at higher prices than local ones — but rather by the consistency of the imported brands, investments in marketing, and product quality.