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.
US. Growth of state’s microbreweries may outstrip law
With the Indiana General Assembly deadlocked, Hoosier brewery operators fear they might have to close pubs and curtail other operations before a law stymieing growth can be changed.
Indiana has 34 breweries, which last year made nearly 50,000 barrels of craft beers, but the vast majority are produced by three microbreweries, each of which is quickly approaching a state-imposed production cap.
A brewery that makes more than 20,000 barrels of beer a year exceeds limits of a 1993 state law that gives small breweries lower taxes and other benefits. The breweries want to raise the limit to 60,000 barrels.
If the microbreweries exceed the current limit, their state taxes would nearly double.
The result, said Sun King brewery's Omar Robinson, is Sun King and brewers statewide will have to close their own tasting rooms, brewpubs, and stop self distributing.
In addition to Sun King in Indianapolis, breweries Three Floyds in Munster and Upland in Bloomington are concerned.
A lobbyist for the industry says there's no bill in the legislature to change the law, but it hopes to propose one.
Three Floyds, which has a brewery and a pub, likely will go over the 20,000 ceiling this year. Sun King will break it in 2012, and Upland is growing and not far behind, according to industry insiders who track brewery production.
The law was written when Indiana had three small brew pubs making 1,000 barrels a year, so the 20,000 ceiling seemed high, according to lobbyists for the industry.
"The craft industry has exploded, so I guess this problem just kind of sneaked up," Robinson said Monday, as he watched another new stainless steel brewing tank delivered to Sun King's Downtown building.
In 2010, the first full year of operations for Sun King, the brewery made about 5,200 barrels of beer. This year, Sun King hopes to brew about 12,000 barrels.
Sun King started with 13,000 square feet of space at 135 N. College Ave. and recently expanded into an additional 13,000 square feet plus a 2,000-square-foot cooler to keep its fresh products at a chilly 38 degrees.
"At that rate, we'll hit 20,000 barrels in another year, and we'll have a problem unless the law is changed," Robinson said.
At Upland, marketing operations manager Charles Stanley said, "We grew from about 8,500 barrels last year to around 10,000 barrels this year, so we have a few years to go. We're growing while we control the quality."
The breweries' growing pains mirror those of Indiana's small wineries, which were limited to 150,000 gallons of production a year in the 1970s.
The small winery act has been amended many times since, so that it has room for Hoosier winemakers bottling hundreds of thousands of gallons a year.
Mark Webb, lobbyist for the Brewers Guild of Indiana, said the Indiana General Assembly is focused on other issues, but still he hopes legislators will be sympathetic to concerns of Indiana's emerging beer industry. Less than 2 percent of the beer consumed in Indiana is made in the state.
Raising the limits to 60,000 barrels, he said, "should buy us some time, and it matches the definition (of a small brewery) used in federal law."
If no progress is made this session, Webb said, the industry will keep pushing for changes to the law.
"We will try to work on it this summer and have a bill ready to introduce in the next session later this year."
Webb said the brewery operators would be working with the state Alcohol and Tobacco Commission to find a solution.
A spokesperson for the state alcohol regulators couldn't be reached for comment Monday.
22 Mar. 2011