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.
UK. Heineken to charge for beer keg losses
The company says the current loss rate has become unsustainable and will continue to be reflected in the increasing cost of beer and cider unless the problem is addressed. A new 11-gallon container costs ?75.
The new charges will come into effect later this summer after a monitoring “keg
balancing” scheme, which started at the beginning of March, has run for five months.
The charge will apply to all unreturned Heineken containers delivered to individual pubs, brewers, wholesalers and other account holders.
The flow of containers to and from outlets is being monitored, with customers being provided with a monthly statement showing the balance of containers delivered and returned.
Once the scheme has been established and customers have become acquainted with the system the ?25 charge will come into force, probably around July.
“We believe that a keg balance scheme is an appropriate and equitable step forward given the financial losses suffered by the industry,” Heineken said.
“A customer who regularly returns containers would see little or no cost but those who fail to return containers over a long period would bear a portion of the cost of replacing them and would incur debit charges to their trading account at the quarter end,” it added.
Heineken said its scheme differed significantly from a keg deposit arrangement and did not require ”up front” funding.
Federation of Licensed Victuallers Associations presi-dent Nigel Williams admitted container losses were a major industry problem, but said the onus should not be placed entirely on licensees.
“There needs to be more input from delivery crews in recording take-aways and there needs generally to be more accuracy,” he said.
Licensee Geoff Sutcliffe of the Rising Sun, Wilpshire, Blackburn, said he had reservations about Heineken’s scheme. “It seems they are going to rely on the draymen to make it work. It’s going to put a lot of onus on them.”
7 Apr. 2011