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.
New Krones energy recovery system promises big brewery savings
Depending on the brewing process in operation, Krones claims the new EquiTherm system is able to produce primary energy savings of 20 per cent or more.
The system hones in on wort production where high levels of thermal energy are required.
Using a specially designed wort cooler and a mash tun called ShakesBeer EcoPlus, the system recovers heat from the wort cooler and uses it to heat the mash.
Hot service water, heated to 95oC, is stored in an energy storage tank until a mashing process starts, and is then used to heat the mash in the mash tun.
Peter Gattermeyer from Krones, said: “What is new about this is that the mash tun itself is now completely decoupled from the primary energy supply.”
This is possible, in a large part, because the ShakesBeer EcoPlus mash tun can obtain sufficient heating rates with low temperatures of heated water (70-95oC). Krones said normally mash tuns need 120oC steam to achieve sufficient heating rates.
The German beverage engineering company said the ShakesBeer EcoPlus is different because of its pillow plates and special heat-surface flow pattern.
Krones claims that the lower heat impact during mashing leads to a better taste stability in the final beer.
Energy savings in action
And then there is a big savings potential from reduced energy consumption. Krones said the Bergquell Brewery in Lobau, which has a two-year old brewhouse, has reduced its primary energy consumption by 32 per cent after installing the EquiTherm system.
With an output of 200,000 hectolitres, this translates into a saving of about 500,000 kilowatt-hours of primary energy a year.
Gattermeyer estimates that the EquiTherm system offers amortisation rates of between 3 to 5 years when this saving is considered alongside others like lower water use, savings in cleaning and lower carbon footprint.
The system is suitable for all brewery sizes so long as the brewhouse is running for minimum of 3-4 days per week with more than 3 brews a day. The more brews there are a week, the lower the heat loss is in the energy storage tank compared to the produced wort amount.
8 Mar. 2011