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.
Court Upholds Molson’s NHL Deal
Labatt said in a statement that it will continue to fight the court's decision and announced new sponsorship deals with three Canadian NHL teams. Budweiser beer, which is under Labatt's umbrella in Canada, will sponsor the Vancouver Canucks, Calgary Flames and Winnipeg Jets, effective in October. That brings the total number of NHL teams that Budweiser and Bud Light sponsor to 24 out of 30 teams in the league.
Molson Coors, whose sponsorship deals with the Canucks and Flames ended this month, now has deals with four of the seven Canadian teams and 12 U.S. teams, not all of which are exclusive. The Molson family owns the Montreal Canadiens.
The court overturned a lower court's ruling in favor of Labatt, which claimed it already had a Canadian sponsorship agreement in place with the NHL before Molson Coors signed its seven-year North American pact in February. Labatt said then that it had already negotiated a "good faith" contract extension through 2014, but the appeals court found that the lower court misinterpreted that as a binding agreement.
The agreement between Molson Coors and the NHL was widely reported to be worth almost $400 million, the largest sponsorship deal in the league's history. It makes Molson Canadian the official beer of the NHL, with additional consideration for Coors Light.
At an appeals court hearing last Thursday, attorneys disclosed that the Labatt deal was worth just C$36 million ($37.2 million) over three years, according to the Toronto Star.The NHL deal was considered a coup for Molson Coors, which last year lost its sponsorship of the National Football League to Anheuser-Busch, which also sponsors Major League Baseball.
14 Jul. 2011