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.
UK. RC Brewery ‘to break even’
The company is set to achieve a 75% increase in turnover this year compared to the first financial year after administration in the wake of winning new canning contracts and tapping into export markets.
Sudarghara Dusanj told the Morning Advertiser: "We're on course to pass the break-even mark this year. It's a very tough market but we have the full support of our bank." The company lost ?1.8m on turnover of ?18m in the first full year to September 2009. In its most recent year it lost ?890,000 on turnover of ?24.6m.
This year, ending in September, it's on course to chalk up sales of around ?32m, which is likely to push the company into the black.Exports
Dusanj said: "We lost contracts in the first year after administration but we are now the UK's number one contract own-label brewer and are set to produce 100 million cans this year. We've been picking up the contracts that we lost in the administration process."
RC Brewery has also been tapping into export markets. Two shipments of beer were exported to the United States over Christmas - and a third order left the brewery this week. The company has also seen its products listed in Morrisons, Asda, the Co-op and Tesco - the majority of supermarkets in Merseyside stock its beer.
The Dusanj family originally acquired Cains in 2002. The business encountered problems after the reverse takeover of Honeycombe Leisure.
RC Brewery currently runs two managed pubs and seven tenanted pubs. Sudarghara said: "We're even more hands-on than before and we've got a great team at Cains. We have a great brand and a great product - and there's definitely a market for a great British lager."
The Dusanj brewers applied to join the Independent Family Brewers of Britain a few years ago - and were told they had to spend 10 years in brewing to be eligible to join. The 10th anniversary of Cains ownership passes on 2 July 2012.
"We're looking forward to re-applying for membership," said Sudarghara.
3 Feb. 2011