10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
Beer market of Vietnam: “Young tiger”Vietnam is one of the few big beer markets that continue to grow steadily. The beer popularity results from its low price, street consumption culture, and social motives. The outlooks of beer market as well as the Vietnamese economy inspire optimism, though the country is heavily dependent on export of goods. The state regulation can be called liberal, but the key risk for brewers is harbored in intensive rising of excise. Within TOP-4 there are two leaders, Sabeco and Heineken that grow at the fastest rates. The first company effectively employs its capacities, the second one focuses on marketing technologies. Almost 80% of the market belongs to century-old brands, yet the middle class and the youth are shifting their interest toward international premium that is growing taking share from the mainstream.
Miller High Life Says ‘No’ to Multi-Million Dollar Sponsorships
The brand that brought you the one-second ad and last year shared its "Big Game" commercial with small businesses is once again standing up for common sense by becoming the "Official Beer of You." By offering to "sponsor" thousands of regular folks who embody the brand's honest and authentic values, Miller High Life is challenging the notion that overpaid athletes and celebrities make the best brand spokespersons.
"Miller High Life won't get caught up in the runaround of who can endorse the highest profile athlete or air the most ridiculous commercial during the biggest game of the year," said Miller High Life Brand Manager Brendan Noonan. "We wouldn't call it the High Life if we didn't help real people live it, so this year we're becoming the 'Official Beer of You' by endorsing the folks who truly represent the High Life every day."
Legal-drinking age consumers who sign the "Official Beer of You" contract at www.MillerHighLife.com and share photos and stories of how they live the High Life could have the chance to be featured in a Miller High Life advertisement or on the brand's Facebook page.
Additionally, High Life-sponsored consumers will be compensated with their choice of a $1 coupon for Miller High Life (where legal) or a check for $1 with the option of donating their check directly to Iraq and Afghanistan Veterans of America. Participants will also receive a downloadable sponsorship kit including their personalized "Official Beer of [YOUR NAME]" logo and the opportunity to purchase their very own personalized Miller High Life T-shirts, mugs, beer koozies and more.
The Miller High Life "Official Beer of You" program will be supported with print, television, radio and online advertising, point-of-sale and public relations efforts. For more information, visit www.MillerHighLife.com.
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, WI and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create America's best beer company by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.
25 Jan. 2011