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.
Analysis of beer market in China (on Russian)
Beer market of Ukraine: big three losing weightIn 2016, fast increase of excises and resulting price spike stood in the way of the beer market stabilization. Most of competition (as well as mass sorts) moved to the economy segment of the market. The biggest losses were incurred by the leading three, especially Obolon, which again experienced pressure after reallocation of Efes market share. However, one should already speak of TOP-4. Group Oasis CIS (PPB) became a strong player and competitor to transnational companies. Besides the net sales of many regional medium breweries look rather good and 16-fold cost reduction wholesale trade license for craft brewers opens up a possibility of rapid growth in 2017.
Molson Coors to refresh beer market with Carling revamp
The brewer hopes the changes will boost the number of pints sold a year to 2 billion within the next three years. About 1.3 billion pints were sold in pubs and clubs last year, it says.
In terms of value and volume, the brewer claims data shows that Carling is the UK’s biggest brand in the on- and off-trade. However, an increase in choice and marketing activity from rivals has hit the brand’s share of the market.
Chris McDonough, marketing director for Molson Coors in the UK and Ireland, says the relaunch aims to make up ground lost to rivals such as Foster’s and Stella Artois.
“Our aim is to bring it back to being a confident and proud category leader,” he adds.
A new strapline, ’Refreshingly and Brilliantly British’ is being introduced that aims to celebrate British culture and people, says the company. The brewer wants to soften what many perceive to be its laddish positioning in the hope of broadening its appeal.
The relaunch also includes a new packaging format - an aluminium bottle. A new sub-brand, Carling Chrome, will launch from late August. The drink is lighter and less bitter than the master brand Carling. At 4.8% ABV, Chrome will be positioned as a premium drink with a “refined taste”.
A TV campaign, created by VCCP Blue and breaking in September, will back the revamp, and marketing activity will make greater use of digital channels.
The aim of Carling’s new positioning and the launch of Carling Chrome is to re-energise the declining beer category.
On-trade sales fell 7.6% in 2010, according to the British Beer and Pub Association, while the World Cup helped lift sales in the off-trade by 3%, according to Nielsen.
Unlike rival AB-Inbev, Molson Coors does not plan to diversify into other categories such as cider; it says it remains committed to growing the beer category through innovation.
Molson Coors chief executive Mark Hunter says: “Consumers have become disengaged by the beer category as they perceive it as dull and lacking excitement. The industry is under great strain, but if beer can meet consumers’ needs and become more relevant it will help stimulate growth again.
“Molson Coors has a strong and growing portfolio of beers and we continue to invest in order to improve brand health and generate excitement in the category.”
A late summer brand awareness campaign for Carling Chrome, also created by VCCP Blue, will be followed by TV activity in January.
8 Aug. 2011