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.
Analysis of beer market in China (on Russian)
Beer market of Ukraine: big three losing weightIn 2016, fast increase of excises and resulting price spike stood in the way of the beer market stabilization. Most of competition (as well as mass sorts) moved to the economy segment of the market. The biggest losses were incurred by the leading three, especially Obolon, which again experienced pressure after reallocation of Efes market share. However, one should already speak of TOP-4. Group Oasis CIS (PPB) became a strong player and competitor to transnational companies. Besides the net sales of many regional medium breweries look rather good and 16-fold cost reduction wholesale trade license for craft brewers opens up a possibility of rapid growth in 2017.
Carlsberg to upgrade flagship brand
The upgrade, which the group says will support its ambition to be the fastest growing global beer company, encourages consumers 'to step up and do the right thing', rewarding themselves with a Carlsberg for their efforts and it carries the tagline "That calls for a Carlsberg".
The new elements are planned to complement the company’s existing “probably the best…” advertising and brand proposition, which it uses in some markets, including the UK.
The new campaign will be rolled out across a wide variety of multimedia and marketing channels from today, with a new television advertising campaign being rolled-out globally throughout 2011.
A completely new range of packaging is to be rolled out across more than 140 markets as part of the upgrade.
The company said that “the changes to both the brand proposition and the visual identity will help to make the Carlsberg brand more consistent, appealing and distinctive to its consumers in both its established and newer markets”.
The company anticipates that the Carlsberg brand will have doubled its profits by 2015.
J?rgen Buhl Rasmussen, Carlsberg's CEO, said: "People are familiar with Carlsberg but do not necessarily know what it represents.
"This global launch is our way of getting our story out there to both our mature markets and our newer markets. We want people to know that Carlsberg beer stands for something — for heritage, for quality, for great taste and for doing the right thing.”
6 Apr. 2011