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.
Statement of the Beer Institute, the Brewers Association and the National Beer Wholesalers Association on USDA Dietary Guidelines
"The U.S. government's recently issued Dietary Guidelines have once again refused to perpetuate the myth of the so-called 'standard drink.' The Guidelines discuss levels of alcohol content for the purpose of describing consumption patterns, yet the distilled spirits companies have for decades continued to try to convince the public that this information equates to a 'standard drink' among different alcohol beverages.
"The idea of a 'standard drink' is misleading to consumers since it does not reflect how liquor is served or consumed. Not all alcohol is equal, meaning one alcohol beverage can have significantly more or less alcohol content than another. For example, depending on the proof of alcohol used, the mixer, and the bartender's pouring habits, a so-called 'standard' mixed drink may contain 2, 3 or even 4 times more pure alcohol content and calories than the average light beer. It is common knowledge that two martinis consumed over the course of two hours could certainly produce a different effect than two light beers consumed over the same period. Furthermore, the false premise of a 'standard drink' is even more confusing considering that significant variations in alcohol concentration exist among the three product categories and even within each category. Beer remains the beverage of moderation with an average ABV of under 5%, compared to distilled spirits, which average between 35 - 40% ABV.
"Brewers, importers and distributors want consumers to have beverage information that is accurate and helpful, especially as the Dietary Guidelines stress the importance of controlling calorie intake in regards to all food and beverages. The notion of a 'standard drink' does not meet those requirements.
"The Guidelines state that adults who consume alcohol should do so 'in moderation' and that some individuals may experience beneficial effects from the responsible consumption of alcohol. In fact, the beer industry has long supported programs and messages that encourage responsible consumption of our products."
22 Feb. 2011