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.
US. Mountaineer Brewing Company to be Sold
Gary Brooks, owner of the Martinsburg-based brewery, listed the business last week on the website Probrewer.com. The brewing company announced its closure to fans last Wednesday on its Facebook page.
Craft beers have been on the rise in recent years as consumers have switched from more popular brands now owned by foreign companies, to more locally-brewed flavors that cater more to regional tastes.
The industry began to grow in West Virginia especially in 2009, after the state Legislature doubled the maximum alcohol content limit—opening the doors to more unique brewing styles.
The Mountaineer Brewing Company was founded in 2007. Their products included six-packs of Lager, Pale Ale, Nut Brown, Stout and their Vandalia brew.
After lawmakers raised the alcohol limit, the company expanded into more boutique flavors.
Unlike the handful of other craft brewers in the state—which focus more on selling beer in kegs or on tap in restaurants, with only limited bottle sales -- the Mountaineer Brewing Company began distributing their products statewide in six-packs of bottles.
"It caught on pretty quick," said brewmaster Daniel Maerzluft. "Within that first year we bought four more tanks for fermenting and then four more the next. It just kept blowing up pretty quickly."
Maerzluft began crafting the company's beers when the brewery first started. He's now the only staff member left on site.
"I was here from install all the way," he said. "Now I'm actually doing the decommissioning, kind of the last guy standing."
Merzluft said he's still not quite sure what drove Brooks, who also owns a separate brewpub in Fredrick, Md., to shutter the brewery.
"Sales were fine and demand kept increasing," Maerzluft said. "It's kind of mind-boggling in my opinion."
Brooks did not return multiple requests for comment for the story.
Maerzluft said about a third of the company's sales were in the Eastern Panhandle, but he said markets like Charleston were beginning to grow.
He credited the increasing popularity of other craft breweries, like Fayetteville's Bridge Brew Works, with helping to open up the market.
"One craft brewery fuels another," he said. "The more the merrier, in my opinion."
Brooks has the brewery listed with an asking price of $500,000. A potential buyer could decide to reopen the brewery or have the equipment shipped elsewhere.
Maerzluft said he's working on a business plan with some acquaintances in hopes of opening his own craft brew shop in case a buyer decides to move elsewhere.
But he said he's still hopeful someone can step in and get the Mountaineer Brewing Company going again.
"We have so few breweries as it is, I'd just hate to see this thing go away," he said. "It'd be nice to have another brewery rocking it again."
4 May. 2011