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. Baltika Breweries Completed Share Buyback
All shareholders (owners of ordinary and preference shares) could participate in the buyback, regardless of the number of shares they held. The shares have been bought by the Company at a premium to the market price: 1,407 RUB for one ordinary share and 1,286 RUB for one preference type "A" share.
Since the total value of ordinary and preference shares submitted for buyback exceeded the maximum amount of funds earmarked for the share buyback procedure, a share buyback ratio has been established at 0.8701 for ordinary shares and 0.5355 for preference shares.
Total amount of shares bought by the Company amounted 7,319,202 ordinary and 543,241 preference "A" type shares. On 2 August 2011 Baltika completed the buyback payments. The total amount of buyback amounted 10,996,725,140 rubles.
The shares bought during the buyback should be sold at a market price or cancelled with a corresponding decrease of the share capital of the Company within 12 months after the buyback.
It is the current intention of Baltika Breweries within the said 12 months’ period to propose to the General Shareholders’ Meeting that the shares bought back during the share buyback to be cancelled and reduce the Company’s charter capital. This will improve the Company’s capital structure and increase earnings per share which is anticipated to positively impact the investment attractiveness of the Company and consequently benefit all shareholders.
Baltika’s major shareholder, Baltic Beverages Holding AB (subsidiary of Carlsberg Breweries A/S, Denmark) participated in the buy-back. When such cancellation happens and due to the over-subscription for buy-back, Baltic Beverages Holding AB's holding of company's capital will increase insignificantly.
The company’s issued share capital consists of 151,714,594 ordinary shares and 12,326,570 A-type preference shares. The nominal value of each ordinary and preference share is RUB 1. The company’s issued share capital totals RUB 164,041,164. For the last several years the company’s shares (ordinary and preference) have been traded on stock exchanges and over-the-counter markets. The shares are traded on two Russian trade stock exchanges: the RTS Exchange (since 2001) and the MICEX Stock Exchange (since 2003). At present the company’s shares in circulation on the stock exchanges are listed in the ‘Listed Securities Not Included in Quotation Lists’ section of the catalogue.
4 Aug. 2011