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.
Mundell Evaluated Top 500 Chinese Brands; Snow Beer Is Worth 46.368 Billion Yuan and Comes on Top
Other well-known Chinese brands, such as Lenovo, Wuliangye Liquor, and Maotai Liquor were also selected along with Snow.
Global Brand Lab is the well-known international research institution that is headquartered in New York, U.S.A. The president of this lab is the 1999 Nobel Economics Prize winner Robert Mundell, who is known as the "Father of Euro." Mundell's researches, which are called "brand trust barometers," are the important references for the evaluations of intangible assets during the acquisitions for many enterprises.
This is not the first time for Snow Beer to catch eyes from this world class brand institution. Last year, Snow Beer was worth 37.726 billion yuen, and it was ranked 30th of the "top 500 most valuable brands board." What is also of worthy note is that the brand value of Snow Beer has increased 20%, almost 10 billion yuan within one year, which makes this brand outstanding among the top 500 brands.
Snow brand is a brand that has age-old historical connotation. In the 1960s, in a products rating competition where all the top Chinese beer companies had convened, among all the competing beers, it was a new product that won the prize. It was all because of its rich, white, snow-like foam, and long-lasting taste, like a flower, giving it its name: "Snow Beer."
In 2001, CRB (China) Co., Ltd. made Snow Beer into a national beer brand. Snow Beer has a fresh, light taste and is a positive, aggressive, challenging and innovative brand with high popularity among consumers nationwide. It has become a favorite beer among youth.
Since 2002, the State Administration for Industry and Trademark Office declared "Snow" brand as "China's Famous Brand." In 2005, Snow Beer sold 1.58 million-kiloliters nationwide, and became the number one best-selling beer brand in China. In 2009, Snow became number one in single-product selling beer brands, among Heineken, Budweiser and many international brands.
Professionals from the industry all agree that the success of Snow brand itself is the best interpretation for its brand spirit: "Active, enterprising, challenge, and innovation." In the process of creating a good reputation for the brand, Snow always carries a strong creative spirit, from "fearless exploring" to "non-Olympic marketing," to inter-province marketing strategy (i.e. "the beauty of nature" in Guizhou, Szechuan, and Shanxi).
In the meantime, in order to popularize the knowledge of Chinese ancient architecture, CRB entrusted architectural history and historic relic preserve institutions in Tsinghua University to compile a series of books about Chinese ancient architectures. CRB also sponsored architectural history and historic relic preserve institutions for other academic research on ancient Chinese ancient. These actions have received favorable comments from the society, "People who have better foresight will preserve culture."
As the value of Snow brand is rising, it has done better and better in the high-end market. It was involved in the Davos forum, and was designated 3 times in a role as the official beer for "the national committee of the Chinese people's political consultative conference", and was recognized by the members of the national committee of CPPCC.
5 Jul. 2011