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.
Heineken USA to Conduct Creative Review for Heineken Franchise
“In an era of globalization, with seamless digital communication, it is more important than ever to manage the Heineken® brand globally,” said Alexis Nasard, Global Chief Commercial Officer, Heineken NV. “The Heineken® brand, in particular, stands for worldliness, and as such, needs to be managed with a global strategy and marketing platform that transcends cultural boundaries.”
Lesya Lysyj, Chief Marketing Officer for Heineken USA said, “As we embark on a new brand strategy for the Heineken franchise globally, we want to ensure that we are working with the best partner on Heineken® and Heineken Light in the U.S. to develop industry-leading brand campaigns that set us apart from competitors.” She added, “We will look to consolidate the account under one of two agencies that work on the Heineken brand® globally.”
Lysyj paid tribute to the work of Euro RSCG, the incumbent on the account, “This move is in no way a reflection of the work Euro has done on these brands. Rather, it reflects the new direction being taken to manage the brand on a global basis. Euro is a strong creative agency, and we look forward to continuing to partner with them on the award-winning work they have produced on the Dos Equis brand which remains one of the fastest growing imports in the U.S.”
The two firms tapped to compete for the opportunity to serve as agency of record for the Heineken ® franchise in the U.S. are Wieden + Kennedy NY and Publicis – both of which serve as global agencies for the Heineken brand.
Heineken USA plans to announce its selection by mid May.
About Heineken USA
Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.
7 Apr. 2011