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.
Tanzania: TBL’s Mbeya Plant Starts Exporting Beer to Zambia
The company's Mbeya plant manager, Mr Calvin Msuya, said recently that TBL dispatched some 1,500 cases of Castle lager beer (500ml) to Zambia.He said the beer was produced on February 28, 2011 at TBL Mbeya Brewery, which has six months shelf life.
"The beer, produced on February 28, 2011, left the brewery on March 31, 2011 on truck number T178 BNU, trailer No. T622 AMZ," he said, attributing the move to the growth of regional trade within Sadc [Southern African Development Community] member states. The company is also exporting its beer brands to the Democratic Republic of Congo.
TBL is already exporting beer to East African Community (EAC) member states of Kenyan and Uganda. Tanzania belongs to both Sadc and EAC trade blocs.Recently, TBL's sales and distribution director, Mr Nicholas Brooks, said his company was looking forward to start selling its products in the Great Lakes Region and overseas. "It's something we are looking at and it may start this year if all goes well," he said recently.
The company builds its reputation on brands such as Kilimanjaro and Safari Lager.TBL is part of SABMiller, which is the world's second largest brewer.
According to TBL marketing director, Mr David Minja, plans are underway for the company to launch a new product that will be consumed by low income earners, noting however that extra efforts will also be put in place to strengthen its existing brands.The new brand will be known as Eagle Lager, which would be sold at an affordable price.
7 Apr. 2011