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.
CAMRA to lobby for lower duty on 3.5% beers
The Government is committed to reducing duty on beers below 2.8% abv in the March Budget but EU rules currently restrict that rate being extended.
CAMRA has welcomed the move but “would like the 2.8% threshold increased to around 3.5% abv and hopes that the UK Government will work with CAMRA and the wider industry to secure a change in EU rules to make this possible”.
However, CAMRA voiced its opposition to plans to increase duty on beers above 7.5%. The Government’s aim is to increase the price of super strength lagers, such as Carlsberg Special Brew, but CAMRA said it would also hit craft beers not associated with binge drinking.
“This could discourage production of higher strength Belgian style beers and vintage British ale styles,” it said in its Budget submission to the Treasury.
The Group repeated its call for an end to the 2% above inflation duty escalator and called for a “long term freeze” on beer duty.
It highlighted that the Labour Government increased duty on beer by 60%, compared to a 25% increase on spirits — leading to “cheap spirits becoming ever more affordable compared to beer”.
It told the Treasury that beer directly supports 400,000 jobs and generates over ?7bn in tax revenue. “Beer is also vitally important to the survival of pubs and therefore the wellbeing of communities and individuals,” it said.
“The jobs, tax revenue and social benefits of beer are under threat due to unprecedented increases in beer tax.”
16 Feb. 2011