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.
Gambia. Banjul Breweries launches new Castel beer
The product that has 5.2 percent of alcohol is the latest of its kind that Banjul Breweries has introduced to its esteemed customers. The event followed the introduction of other new brands on a very regular basis. The company always strives to bring quality and satisfaction to their customers.
Speaking at the launching ceremony, Fatou Sinyan Mbergan, the financial controller and administrator at Banjul Breweries reiterated the company's commitment and dedication to the customer’s satisfaction. She said that with the successes registered by the company in the Julbrew Lager Beer, Banjul Breweries deemed it necessary to produce Castel Beer in The Gambia and introduce it to their beer clientele, especially to the tourists. “The newly introduced beer ‘Castel Beer', she added, “carries the name of Pierre Castel, the proud owner of Banjul Breweries and 70 other Breweries spread in 24 African countries.”
According to her, the Castel Beer is already making its mark in other African countries, which she profoundly said; Banjul Breweries will make a winner in The Gambia. She further went on point out that the beer has been specifically formulated for Africa and it is a premium lager beer containing 5.2 percent alcohol which is also flavoured with a rich banana and gingerbread aroma and fully rounded spicy flavour. “The label is rich brilliant gold,” she added.
She said that Banjul Breweries has a marketing plan that will promote Castel Beer into becoming a household name. She used the occasion to thank, on behalf of the Board of Directors and Management of Banjul Breweries LTD, the government of The Gambia for its support towards the business and tourism sector in The Gambia, the hotels, bars, restaurants and distributors for their continuous support.
Shealso thanked Joao Carlos Ferreira, the brew master for making this excellent beer. She thanked the team at Banjul Breweries for their loyalty and hard work.
Franck Boeuf, sales and marketing manager at Banjul Breweries said it is because of the good relationship they have with their customers, distributors, the local market and the Gambian people in general that they registered the success they did. He said that the introduction of the Youki family made significant contribution to their success and added that they have seven different flavours including Vimto, Malta and Fruit Cocktail that give them a good coverage of the market for the past years.
He said that the introduction of the new beer will help stop more importation from outside The Gambia. He revealed that they are also looking for ways of developing the business, the production, the skills and knowledge of the Gambian people working with them.
The sales and marketing manager further outlined some of their contributions towards the development of the country particularly in the areas of sports and health. He finally thanked the Gambian people for supporting their business.
Joao Carlos Ferreira, the brew master and technical manager at Banjul Breweries also joined his colleagues in expressing delight over the launching of the new product which he said is a premium beer with high standards. He adding that he hoped the consumers will love the new product. He also said that their prime objective is to improve constantly on their products.
In his statement, Borri Darboe, sales and marketing supervisor/administrator at Banjul Breweries was realistic in pronouncing confidentialities of the new product which he said is aimed at providing their esteemed customers quality with difference. Some of their customers, he added, are enormously in love with their famous Julbrew Lager Beer brand which he said gives their customers the desired taste of a beer. He added that the launching of the new product is of paramount importance to them as service providers. He sincerely acknowledged the contribution of their customers particularly those in the tourism industry.
He said much is expected of them, especially in the provision of the needs of their customers. He pointed out that coming together as a family will boost the already existing relationship between them and their customers which he said is characterized by trust and understanding.
10 May. 2011