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 USA Names New Senior Brand Director for Heineken Lager
Heineken USA Inc. has appointed Olga Osminkina to the position of senior brand director for Heineken Lager. In her new role, Osminkina will report to Laurent Theodore, vice president of marketing for Heineken, and she will be responsible for the overall strategy and sustained development of flagship Heineken Lager in the U.S. market.
Osminkina brings 12 years of marketing and business development experience from around the globe to the Heineken team. Most recently, Osminkina served as executive director of global marketing for Estee Lauder companies where she managed all aspects of marketing and business development across three brand introductions. She also brings extensive experience in rejuvenating brand performance, most recently in the perfumery and skin care segments. She has received numerous awards including an EFFIE for Best Brand Building Campaign 2010 and P&G's Presidents Award for Brand Building 2010.
At Heineken USA, Osminkina will lead the integrated marketing, communication and brand activation strategies for the Heineken Lager brand to ensure optimum penetration and sustained volume and share growth across multiple consumer segments. She will work closely with a broad range of stakeholders to ensure the superior execution of all marketing initiatives.
"We are thrilled to welcome Olga to the Heineken team," said Theodore. "Along with her extensive experience in consumer marketing and strong track record of reinvigorating brands, Olga brings a creativity, passion and an entrepreneurial spirit to her work that will help drive the iconic Heineken Lager brand to new heights in the U.S."
Heineken USA, a leading beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.
19 Oct. 2011