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.
Prazdroj has a new director of corporate relations and communication
Drahom?ra Mand?kov? is from Bratislava. She broadened her education in economics by pursuing social–work studies at Comenius University in Bratislava.
She has been with Plze?sk? Prazdroj since August 2010 in the position of manager of customer relations.Prior to this, she worked for 11 years at our sister company, Pivovary Topvar, in Slovakia, where as manager of customer relations she oversaw internal and external communication, the building of brand reputation, corporate responsibility and corporate interests. Since 2008 she was a member of the board of directors of Pivovary Topvar, elected by employee representatives.
During her professional career in Slovakia, she has been a part of many important institutions – for example, chairperson of the Club of Corporate Donations and vice chairperson of the Slovak Association for Branded Products. As a member of the arbitration committee of the Slovak Council for Advertising, she concentrated on respecting ethical rules of commercial communication.
Drahom?ra Mand?kov? is married and speaks Slovak and English. She lived in Bratislava until the summer of 2010, after which she moved to Prague. In her spare time she likes spending time with her dog, hiking or reading.
16 Feb. 2011