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.
Diageo takes multi-million dollar global partnership with Facebook to the next level
Building on this collaboration, the new partnership agreement will focus on driving consumer engagement with a particular focus on emerging growth markets. Facebook will provide strategic consultancy to Diageo’s priority brands in its main creation hubs of New York, London, Amsterdam, Dublin, Sao Paulo and Singapore, ensuring the development of consumer participation programmes are social by design. Diageo and its roster of agencies will work closely with Facebook teams from concept development, through campaign creation to execution, ensuring that communities are built at scale and consumer advocacy is truly visible. Recognising the importance of emerging growth markets to Diageo’s business, Facebook has also established local account teams in Brazil and Singapore.
The two companies will work together to push the existing boundaries of social media through co-created experiments leveraging the full capability of the platform. Facebook will also provide metrics to help Diageo define ROI and performance across its priority brands.
Andy Fennell, chief marketing officer, Diageo; “Facebook has been a natural fit for us from day one. Working in such close collaboration will allow us to really maximise consumer participation at scale in our campaigns, particularly in emerging markets.
We are already seeing real value from our work in this space. Over 950 Diageo marketers around the world have now been trained in Facebook boot camps to build their social media capabilities and we are seeing significant returns on investment across a number of brands. We expect this new way of working to deliver even more commercial value for Diageo.”
Carolyn Everson, VP of Global Marketing Solutions, Facebook adds; “Diageo is an ideal partner because we see the world through the same lens – we put people at the center of everything we do. Working closely together has delivered some amazing results and I’m looking forward to bringing to life some of the great things in the works across several of Diageo’s core brands.”
23 Sep. 2011