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.
Amstel Introduces Amstel Wheat, The First New Product Introduction in the U.S. in More Than 10 Years
Staying true to the identity of an authentic European wheat bier, Amstel Wheat offers a deep, translucent golden color with orange and amber hues. The aroma is rich with fruit and floral notes and a subtle tease of freshly baked bread, while the taste is slightly fruity with soft hoppy undertones. "Amstel Wheat is delicious and smooth," commented Amanda Hawk, Brand Director for Amstel Light, Heineken USA. "It delivers all of the signature attributes of an authentic European wheat bier, brewed with the craftsmanship adult consumers have come to expect from Amstel."
To support the launch, Amstel will host consumer sampling events in select bars and restaurants (where legal) in which Amstel Wheat will be served in authentic European wheat bier glassware that highlights the visual and taste appeal of the new brew. The Amstel Wheat signature glass is tall and sleek to showcase the liquid's golden color, while the glasses wider, gold-rimmed mouth protects the thick head that seals in the beer's exceptional flavor.
"This is the perfect time to introduce American consumers to Amstel Wheat Bier, the newest gem in the Amstel family," concluded Hawk. "The wheat beer category, at +25% sales, is growing 3X faster than import, craft and micro beers*. Combine this impressive growth with Amstel's strong consumer awareness and stellar reputation of quality and craftsmanship, and the result is a wheat bier that offers consumers a great new product from a trusted brand. It's a natural fit and a win, win for all."
* AC Nielsen, Total USA, all Channels, 52 weeks ending 3/29/11
Amstel, the premium Dutch beer brand was founded in 1870 in Amsterdam, Holland by two businessmen, DePester and J.H. van Marwijk Kooy. In 1872 the first barrels of Amstel beer were delivered in Amsterdam and due to its characterful taste it became an overnight success. By 1886, Amstel had become Amsterdam's largest brewer of lager beer and in 1968, Amstel joined forces with Heineken International. In 1982, Amstel Light was born as an import to the U.S. and is currently a leading imported light beer. Today, Amstel is one of the world's top five international beer brands thanks to its unique portfolio, character, flavor and more than 140 years of brewing heritage. Heineken USA currently distributes Amstel Light, and is introducing Amstel Wheat in select U.S. markets in 2011. For more information, please visit www.amstellight.com .
About Heineken USA
Heineken USA Inc., the nation's premier bier importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international bier brand; Heineken Light; Amstel Light, a leading imported light bier brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.
13 Sep. 2011