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.
Heineken International renews UEFA Champions League sponsorship
This is the sixth consecutive year that Heineken® has sponsored the prestigious UEFA Champions League. With more than 4 billion TV viewers watching live coverage of the UEFA Champions League in more than 220 countries and territories over the course of a season, Heineken has successfully leveraged the sponsorship to engage a global network of football fans. In addition more than 100 Heineken markets around the world activate the sponsorship for up to eight months each season to engage with consumers and business partners.
Alexis Nasard, Chief Commercial Officer, Heineken said: “The UEFA Champions League is one of the world’s premier sporting competitions with unrivalled international reach and professional standards. This makes it a perfect match for Heineken, the world’s most international premium beer brand.” He added: “The sponsorship plays an important role in fuelling the continued growth of the Heineken brand around the globe. It reinforces brand strengths in those European markets where Heineken is well established and builds brand equity in key markets for the company, particularly in the developing world. This agreement is in-line with our strategy of concentrating on few large high quality properties to get the maximum benefit from our investments.”
As part of the new three-year deal Heineken receives, enhanced digital rights and becomes the exclusive presenting partner for delayed match highlights available on www.uefa.com. Heineken will also have the right to cover their sole and exclusive content on social media platforms, including Facebook and YouTube for its activations like Back Stadium Pass and UEFA Champions League Trophy Tour.
In addition, the contract broadens global broadcast and event rights to encompass Germany, a rapidly growing market previously excluded in the original agreement. As part of the new deal, Heineken will be the only official sponsor with TV break bumpers during the whole season outside Europe during UEFAChampions League matches, while the deal continues to include the range of on- and off-trade activities, branded merchandise, promotions and brand PR activities from the previous contract.
Hans Erik Tuijt, Global Manager Heineken Activation, commented: “We are delighted to have extended our sponsorship. The UEFA Champions League provides excellent opportunities to engage with fans all over the globe and we are always looking for new ways to enhance their viewing experience. With the recent introduction of new innovations such as the Star Player live football game that lets fans watch UEFA Champions League matches on television whilst playing on a computer or digital device we have been able to create a more social experience around watching and enjoying the matches.”
David Taylor, UEFA Events S.A. CEO, said: “We are very pleased that our long term partner Heineken has chosen to extend its involvement with UEFA’s flagship club competition for a further three years. Their continued commitment confirms what a strong partnership we share. The support for the promotion of the UEFA Champions League on a global level by such a prestigious international brand, particularly with a view to this week’s exciting Final to be played at Wembley stadium, is highly valued.”
Through promotions such as the UEFA Champions League Trophy Tour, Heineken has succeeded in taking the brand into new markets in South America, Africa and the Far East using the power of football’s premier club tournament. Earlier this year, Heineken returned to Asia with the iconic UEFA Champions League trophy to give football fans the opportunity to experience the Trophy first-hand, to meet superstar footballers and to see a fantastic range of historical UEFA Champions League memorabilia.
The association with the UEFA Champions League also provides Heineken with a strong foundation to deliver its important social message to consumers, Enjoy Heineken Responsibly. Heineken is the only international beer brand that leverages a sponsorship to consistently communicate such a message for eights month of the year to an audience of over four billion consumers.
Alongside the UEFA Champions League, Heineken is also a sponsor of the quadrennial Rugby World Cup taking place later this year in New Zealand, as well as being the title sponsor of the Heineken Cup, European rugby's premier club competition. In February, Heineken also signed a deal to become the official beer supplier for the London 2012 Olympic Games adding to its ever-growing portfolio of premium sports sponsorships.
30 May. 2011