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.
Fierce battle in beverage market as SABMiller re-enters Kenya
In a move bound to shake the local beverage market, The Standard has established that SABMiller acquired Crown Foods late last year at an undisclosed amount and has since been engaging in elaborate restructuring.
"Crown Foods is under new management. SABMiller has been around since December," said an employee of the company.
However, she could not give more details on the closely-guarded acquisition because she is not allowed to speak on behalf of the firm.
But SABMiller Head of Media Relations Nigel Fairbrass confirmed the acquisition. Speaking to The Standard from London, Fairbrass said the move was in line with the company’s strategy to grow its continental market reach.
"It is correct we have acquired 100 per cent of Crown Foods, but we cannot disclose the amount. The deal was completed in December last year," he said.
The new team will be headed by Jason Schmidt, who according to SABmiller website, was the Managing Director of Voltic Ghana Ltd, a subsidiary of SABMiller and the leading producer of natural mineral water in Ghana.
The revelations that SABmiller, a long time arch-rival cum business partner of East Africa Breweries Limited (EABL), has re-entered the local market after a 10-year absence is bound to send shockwaves in the beverage industry.
Just yesterday, SABMiller Africa Managing Director Mark Bowman told investors the company had revised its business outlook for the African operations upwards.
"Over the past three to four years, we have invested over $1.5 billion (Sh120 billion) in capital expenditure, increasing our capacity and market penetration, in addition to taking us into several new markets through acquisitions. This investment is paying off and we are expecting to further cement our position as the leading brewer on the African continent," he said in a press release.
Currently, Crown Foods products are basically mineral waters and juices, but observers content SABMiller would not be satisfied with that line alone and wants to use the well known company as a launching pad to venture into its core business of beer manufacturing.
Recently, the company terminated a deal with EABL that saw it exit the Kenya Breweries Ltd (KBL) where it controlled a 20 per cent stake, according to an agreement entered in 2002 that saw the company close its Castle Breweries Ltd in Thika, and exit the Kenyan market.
Though EABL top management has repeatedly stated the company is not perturbed by the prospect of SABMiller making a re-entry to the Kenyan market, there is no doubt a bruising battle for the control of the local market is now in the offing.
"We are ready for SABMiller if they come back to Kenya. We welcome competition," said EABL Group Managing Director Seni Adetu sometime last year.
Efforts to get a comment yesterday from EABL corporate affairs director Brenda Mbathi were not successful after she failed to respond to a text message sent to her number.
22 Mar. 2011