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.
Budweiser v Budweiser: Czech brewer takes another round
The advocate general of the European Court of Justice advised the court to rule against AB-InBev's attempts to invalidate the Czech brewer's use of the name Budweiser in the UK.
Both companies were given permission to simultaneously register the Budweiser trade mark in 2000, given their long-standing history of honest co-existence in the UK market.
However, in 2005 Anheuser-Busch - since taken over by InBev - started legal action on the grounds that their application for the registration of the mark in the UK (1976) predates Budvar's application (1989).
The advocate general said there was no room in European law for Ab-InBev's argument in European law.
The advocate's opinion, however, is not binding on the court.
The final judgment - on which the AG opinion is non-binding - is expected at a later date.Series of disputes
"We are pleased with the favourable tenor of the AG's opinion," said Kirsten Gilbert of Marks & Clerk Solicitors LLP acting for the Czech brewers Budejovick? Budvar.
"The two brands have co-existed in the UK for decades, differing in image, taste, price, and target market.
"The identical nature of the ‘Budweiser' marks is an honest, historical co-incidence, and causes no significant confusion amongst UK consumers.
"We now await the ECJ's final ruling, in the hope that it will concur with the AG's opinion."
The trademark dispute has been rumbling on for years with 115 legal disputes between 2000 and 2009 - 82 in favour of Czech brewer Budvar. There are still 22 disputes in 14 countries that remain unresolved.
4 Feb. 2011