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.
AB InBev’s New 0%-Alcohol Beer
First-quarter results are due to be presented on May 4, so the company didn’t want to jump the gun, although the so-called “quiet period” before earnings is a cultural choice, not the law.
What the company did want to talk about was the new alcohol-free drink rolled out by home unit InBev Belgium, the Hoegaarden 0.0. The Real Time Brussels team agreed to taste-test a six-pack, as it did for the Jupiler Force.
The H0, of course, is named after the classic wheat Hoegaarden that says Belgian summer like a day at the beach in Ostende or reading a book in a Brussels park.
Under CEO Carlos Brito, AB Inbev invests considerably in flashy marketing. And the Hoegaarden 0.0 is stylish, with design centered around a Gothic rendition of “0.0”, that looks like two ghost eyes, printed on a light yellow can with white wheat germs.
The verdict on taste was mixed. Your correspondent found the drink akin to a watered-down lemon Fanta. OK — refreshing even — if you know what you’re getting.
“It’s lovely, like a Hoegaarden shandy,” said a female colleague, referring to a beer and soft drink cocktail.
Male colleagues’s reviews were more bitter. “Like sweet dish soap,” said one.
In the end, Mr. Brito said in brief remarks at the press conference, the point of a big beer company is to offer brands for all tastes, or, as he put it, “you want a portfolio [of drinks] that allows consumers to stay within your franchise.”
Anheuser hopes its range of alcohol-free drinks will help its campaign for responsible drinking, and balance out sluggish beer sales in Europe. “Some beverages, like water, and soft drinks,” are doing better than beer, Mr. Brito said.
27 Apr. 2011