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.
Poland. Beer exports flow into German, Czech markets
207 mln liters of the alcoholic beverage were exported from Poland with the breweries aiming at increasing this result by twenty percent this year. According to the data from the Central Statistical Office (GUS), the value of such exports – mostly to Hungary and the Czech Republic - stood at 75,9 mln euro and the dynamic exports growth is confirmed by the breweries themselves. According to Ziemowit Fa?at, a beer market expert quoted in the daily, the growth can be attributed to competitive prices, economic crisis and uncertainty on the market. The hops beverage is also popular with growing communities of Poles abroad, hence the presence of Ireland in the top 10 of foreign destinations for beer brewed in Poland.
“A Pole with a wry face” is the headline from Gazeta Wyborcza which alarms that sixty million of high school graduates in Europe are using textbooks presenting Poland as a backward country putting on a martyr’s face and consecutive Polish governments have so far done nothing to change that. Such data was confirmed by professor Adam Sucho?ski, the author of a report prepared for the Ministry of Education who researched all European high school history textbooks before Poland’s assumed the rotating EU presidency. The results: the British “History in the Making” from 2002 speaks of “underdeveloped agriculture in Poland where machines are rarely used” while “A History of Civilization” from 2001 reads that “Poland is a sick member of Europe where anarchy, liberum veto or access to the throne could have been bought in the past. Are these stable features?”. To make matters worse, many textbooks are accompanied with pictures proving the deformed image and the negative stereotype of Poland as a country which is a victim of wars, persecutions and unsuccessful uprisings – says professor Sucho?ski in Gazeta Wyborcza pointing to many years of neglect on the side of the government and historians who did not participate in works on European textbooks as the reason behind it.
Rzeczpospolita reports that the ruling Civic Platform (PO) party is to launch its own internet television channel on today despite technical problems and failure to so at a pre-launch press conference on Wednesday. The channel will feature news updates from PO's campaign trail, general party information and interviews with PO politicians. "In the absence of such a TV channel [in the past], we did all our voter relations live, but we figured the campaign was a good time to mobilize and roll this out," the party’s MP Ma?gorzata Kidawa-B?o?ska told the daily.
Many of Polish dailies also report on the aftermath of what’s been referred to as “another hard day for Polish railway passengers” – the one-day strike by railway staff yesterday paralyzed much of the network in Poland. The already mentioned Dziennik Gazeta Prawna writes that whenever railway workers organize a protest there is less chaos at the stations then when the company introduces new timetables. Rzeczpospolita notices that yesterday’s protest by Przewozy Regionalne could result in a hefty price tag – according to various estimates that fact that over 2000 trains did not run for a day could cost up to 5 mln zloty.
19 Aug. 2011