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.
Foster’s raises a glass to friendship with renamed Carlton United Brewers
With history stretching back to the beginnings of the industry in Australia, the relaunch aims to mesh more than 150 years of heritage with a new and uncomplicated passion for making and selling the finest quality beers.
The new name is paired with the slogan “Raised in Friendship”. This is the theme of CUB’s central belief: if more people raised a beer in friendship the world would be a better place.
“Breweries” has been updated to “Brewers” to better reflect CUB’s people who underpin the success of the business, as distinct from the buildings in which they work.
Refreshed logos for both Foster’s and CUB complement the new name and beliefs and reflect a business with an exciting future. The key element of the new CUB logo is a raised ‘U’, to emphasise the word “united” and symbolise a glass raised as a gesture of friendship.
Foster’s Group chief executive John Pollaers said the company’s reinvigoration of CUB as a great beer brand – one of a number of key initiatives post demerger – involved a search for why people should love beer and the role beer has in our community.
“Over a number of months in each of our major locations we instigated in-depth discussions with our people about what this brand could, and indeed should, be for Australians,” said Pollaers.
“What this name change reflects is our belief in community, in people, in the occasions where beer helps bring people together. Beer is at the heart of so many significant occasions in Australian life – from when we spend time with mates after work, to watching footy with our dad, to a barbeque with the family.
“We believe – with a passion – that if a whole lot more people raised a beer in friendship the world would be a better place,” added Pollaers.
CUB’s history goes back as far as 1824 when Cascade Brewery was founded in Hobart. VB founder Thomas Aitken opened for business in 1854 and the Carlton Brewery arrived 10 years later with a working team of Clydesdales – a tradition maintained to this day. The company has since become Australia’s largest brewer with market-leading brands such as VB, Carlton Draught, Crown Lager and Pure Blonde. From regional and craft beers to the three highest selling cider brands, CUB covers the breadth of taste and occasions that modern drinkers expect.
Mr Pollaers said Foster’s Group is an exciting new enterprise with a bright future.
“We are fortunate to be able to build our business on the foundation of Australia’s strongest beer brand: CUB. I want us to stay focused on being not just a great beer company, but the best beer company, and the beer company loved by Australians.”
1 Aug. 2011