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.
Beer costs too much: Ontario Tory leader
On Monday, party leader Tim Hudak left the door open to return to “a buck a beer” — or $24 per case of 24 beers.
While Hudak wouldn’t commit to the policy change, he said rising beer prices “are just one of the many things hitting Ontario families in the pocket.”
“I do hear from people who say ‘Come on, I can’t even get a buck a beer in this province thanks to Dalton McGuinty’s policies,” said Hudak.
Ontario Finance Minister Dwight Duncan ended the $24 case in late 2008, when he asked the Liquor Control Board of Ontario to hike the minimum price to $25.60 (it has since risen to $25.95 excluding deposits for bottles). A letter released at the time showed Duncan was acceding to a demand by the brewing industry.
The change came after several smaller breweries gained an edge over the established brands by lowering their price. One of those companies, Lakeport Brewing Co., shocked the traditional beer powerhouses Labatt and Molson last decade by marketing its Honey Lager as “a buck a beer.” (Lakeport was subsequently bought by Labatt Brewery, which is in turn owned by Anheuser-Busch InBev).
At the time, Duncan and the LCBO defended the price hike by saying it would cause people to drink less.
“The concept is that if prices are low, consumption goes higher,” LCBO spokesman Chris Layton added at the time. “People buy more and drink more.”
Hudak, 43, first raised the issue of beer prices in a Super Bowl weekend news release.
When asked whether he intended to lower the minimum price he did not directly respond.
“We’ll have more to say in the time ahead about some of the ideas we are hearing from Ontario families,” he said.
Minimum beer and liquor prices in Ontario are set by the LCBO as part of its “social responsibility” mandate, established in 1993 to help guard against overindulgence.
8 Feb. 2011