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.
Heineken announces its new corporate visual identity
At the heart of the new company identity is a re-designed Heineken name, appearing in capital letters, complemented by a red spark to represent the spirit and energy of the company’s more than 70,000 employees worldwide. The logo will appear on all corporate publications, printed materials, the corporate website (www.theHeinekencompany.com) and will be used in some capacity by the majority of its operating companies worldwide.
The visual identity and design of the iconic Heineken beer brand remains unchanged.
“Heineken has evolved significantly during the past ten years. Today, our company has the most global footprint of any brewer, we have a portfolio of more than 250 beer and cider brands and we employ more than 70,000 people. The new identity differentiates the company from the Heineken brand. In doing so it better reflects who we are today and the company we aim to be tomorrow,” said Jean-Fran?ois van Boxmeer, Chairman of the Executive Board and CEO.
From today the Heineken company name will always use capital letters. This helps to distinguish the corporate name from the company’s iconic beer brand. It is also the way the company name was originally written when Heineken was founded in 1864, reinforcing the strength of the company and reflecting its long history. The new identity pays respect to the Heineken brand and heritage, whilst at the same time creating a distinct new identity for the company.
The new visual identity will be rolled out internationally starting in October 2011.
Amsterdam-based branding and design agency VBAT developed the new visual identity for the company.
20 Sep. 2011