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.
US. New craft brewery opens in Richmond
Hardywood Park Craft Brewery started brewing its first major batch of ale Wednesday, a Belgian abbey-style blond ale expected to hit some local restaurants and stores in October.
Co-founders Eric McKay and Patrick Murtaugh are hoping to tap into a growing consumer taste for craft beers, a trend that doesn't seem to have been doused by the weak economy.
"We want people to taste a new beer and say, 'I can't believe there is so much flavor in this,' " McKay said. "That is what's so exciting about this."
Hardywood Park Brewery has set up its brewing operations on Ownby Lane in North Richmond. The brewery does not serve beer.
On Wednesday morning, Murtaugh and McKay invited friends and business associates, including representatives from Richmond's Legend Brewing Co. and Brown Distributing Co., to celebrate the brewery's opening by emptying sacks of malt into a mash tun, officially starting production of its first major batch.
Friends since they were boys in Connecticut, McKay and Murtaugh were inspired to become brewers when they visited Australia in 2001.
The Hardywood Park name comes from a sheep station in New South Wales where McKay and Murtaugh first tasted an amber ale home-brewed by the Crawford family that owned the station.
"At the time, it was the most incredible beer I had ever had," McKay said. "It was this moment of epiphany. We decided then, we wanted to have our own brewery someday."
It would take a decade of work in the industry first. "That gave us time to really work and get experience," said Murtaugh, who comes from a long family line of professional beer makers. He studied brewing in Chicago and Munich, earning a master-brewer certification.
McKay worked in sales and marketing for a craft-beer distributor, earned an MBA and founded two social media platforms devoted to beer.
The business partners say now is a great time for specialty beers.
Sales of craft beers in the U.S. rose 12 percent in 2010 compared with 2009, according to the Brewers Association, a Colorado-based industry trade group. That growth has come as overall U.S. beer sales fell 1 percent in 2010.
"The time has definitely come when you have a big enough consumer base, and a growing consumer base," McKay said.
The company's flagship brew, Hardywood Singel, is expected to be available locally in October. The brewery also plans a series of reserve ales, the first being Farmhouse Ale, a seasonal brew spiced with locally grown pumpkins, and cinnamon, brown sugar and ginger supplied locally.
"We will always focus on using local ingredients whenever we can," McKay said.
9 Sep. 2011