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.
Ukraine. Obolon starts producing UK beer under license of US Molson Coors
"Molson Coors is entering the Ukrainian market. This is a commercial project, in which the companies agreed to produce and sell Carling beer in Ukraine and share profit. The first result of our cooperation will be the marketing of British Carling light beer in Ukraine," he said at a press conference at Interfax-Ukraine on Wednesday.
Kiselev also said that the companies had signed a long-term contract and Molson Coors has no plans to work with other breweries in Ukraine.
According to him, Carling beer, whose production started at Obolon plant on May 13, will be produced in Ukraine in 0.5-liter bottles, whereas in other countries it is produced in 0.33-liter bottles and 0.5-liter cans.
"We plan to occupy a significant share in the premium segment. We're talking about the production of 20,000 hectoliters [by the end of 2011]," said Kiselev.
The price of a bottle of Carling beer in Ukraine will be UAH 5.50-5.80.
The director general of Molson Coors International in Ukraine also said that the company plans to expand its portfolio of brands in the premium segment in the country after seeing success from the promotion of the Carling brand.
At the same time, according to the marketing director of PJSC Obolon, Vitaliy Tkachenko, the growth of the premium segment on the beer market in Ukraine this year will be about 1% and reach a share of 13.5%.
"In 2010, the share amounted to 12.5% according to our internal data. According to our calculations, the share of the premium segment is expected to grow by about 1%, to 13.5%," he said.
Molson Coors Brewing Company was founded on February 9, 2005 through the merger of two large beer producers in North America, Molson (Canada) and Coors (the United States). The company's total income in 2010 amounted to $4.7 billion, and its net profit was $667 million.
Molson Coors Brewing Company operates in 30 countries, and owns 20 breweries. The company's portfolio includes 65 of its own and partner brands, in particular, Coors, Coors Light, Carling, Blue Moon, Molson Canadian, Miller, and Keystone.
Obolon is one of the largest Ukrainian manufacturers of beer, soft drinks, low alcohol drinks, mineral water and the largest Ukrainian beer exporter. The corporation consists of the main plant in Kyiv and nine enterprises in regions. In 2010, the company increased beer production by 3% compared to 2009, to 99.4 million decaliters.
26 May. 2011