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.
Budweiser Budvar is launching non-returnable KeyKeg barrels on the market
?esk? Bud?jovice, 17th March 2011 – Budweiser Budvar Brewery is launching 20 and 30 litre non-returnable beer barrels of the KeyKeg system on the market. They represent a radical technological novelty in the field of packing and distributing draught beer. In the case of non-returnable kegs the financially, administratively and time-wise demanding transport of the packaging back from the salesman to the brewery need not take place. Furthermore, the KeyKeg is also significantly lighter than a regular stainless steel keg, as with the 20 litre keg the weight of an empty packaging comes to 1kg while the regular stainless steel keg weighs 9kg. The KeyKeg thus in addition protects the environment, since it decreases the fuel consumption for transporting beer/empty packaging. Moreover, it is made of fully recyclable materials.
“From our as well as the customer’s point of view, the most important fact nonetheless is that the KeyKeg can keep the microbiological and sensory stability of beer in the same way as the regular stainless steel keg,“ says Budweiser Budvar’s maltster Adam Bro?, Ph.D. The KeyKeg system works on the same principle as the popular beer tanks. The beer is filled into the inside sterile capsule made of a special multilayer foil, which is completely gas-proof. During the drawing, the compressed gas never comes in direct contact with the beer, but only compresses the inside casing with the beer.
Budweiser Budvar is going to use the non-returnable KeyKeg barrels only as a strategic tool to develop its global export. The brewery anticipates no supplies of beer in such a type of packaging to the local market as yet. “The first consignment of 384 non-returnable kegs KeyKeg has been despatched to Russia this week,” says Budweiser Budvar’s export sales manager Renata P?nkov?. “By no means do we want to fully replace returnable kegs by KeyKeg barrels. We see the major potential of the non-returnable kegs in remote territories or in places where the secondary distribution of returnable packaging is either expensive or complicated. The interest in the KeyKeg has already been indicated by our partners in China, Australia, Greece and Cyprus,” adds Renata P?nkov?. Budweiser Budvar anticipates selling only in Russia over 6,000 KeyKeg barrels this year.
27 Mar. 2011