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.
Russia plans crackdown on sale of beer
* Bill's passage a formality -source
* Beer sales would be banned in shops 11pm-8am, from Jan. 2013
* Total ban at other locations, including outdoor kiosks
* Carlsberg shares slump 4pct; Russia is brewer's biggest market
Russia is planning further tough restrictions on the sale and consumption of beer, hitting shares in Danish brewer and Russia market leader Carlsberg (CARLb.CO).
A proposed lower parliament bill would ban all beer sales at outdoor kiosks, public transport stations, airports and petrol stations, which account for around one-third of national sales.
The bill, which would become law from January 2013 if approved, would also prohibit shops from selling beer between 11pm and 8am.
Shares in Danish brewer Carlsberg (CARLb.CO) slid 4.21 percent by 1450 GMT on concerns that Russia, its largest single market, would pass the law.
Carlsberg owns the best-selling Baltika brand and has an overall 40 percent share of the Russian market.
Part of the government's long-running campaign to curb alcoholism, the move comes less than two years after an unexpected trebling of beer excise duties caused an outcry among brewers.
Beer sales are yet to recover to pre-financial crisis levels due to the tax rise, which was passed on to drinkers. Carlsberg CEO Jorgen Buhl Rasmussen told Reuters last month he hoped Russians switching to beer from vodka would aid market growth.
A beer industry source told Reuters the lower parliament, the Duma, may pass the bill this week, before the summer recess.
The bill would then have to be endorsed by the Federation Council upper parliament chamber and signed into law by President Dmitry Medvedev.
"In fact the bill has already been passed," the source said speaking on condition of anonymity. "The bill has been approved during its discussion. Only the voting remains, which is rather a formality."
Other major brewers operating in Russia are Anheuser-Busch InBev , SABMiller and Heineken .
"We support the ban of beer sales at night, especially as we have been granted a grace period," Kirill Bolmatov, director for the government relations of SABMiller Russia, told Reuters.
"The volume sold through kiosks will be redistributed and sold in supermarkets, restaurants, bars and cafes."
He said the ban on beer consumption in public places may hit sales volume significantly in the short term, but added the company understood the logic behind the decision.
"I believe it will have a short-lasting effect. We understand how drinking beer in the streets irritates people, therefore we do not complain," Bolmatov said.
Russia last introduced restrictions in 2005, banning beer consumption on public transport and various public places.
7 Jul. 2011