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.
Kirin Brewery of America Launches World’s First 0.00% Alcohol Content Malt Beverage
Previously introduced and on the market in Japan, the new malt beverage is already a top seller in the country. Kirin Free's unique 0.00% alcohol profile is set to revolutionize the way people can enjoy a malt beverage.
"Anyone who desires a malt beverage, but doesn't want the affects of any alcohol at all can enjoy Kirin Free. It's refreshing yet very flavorful, and goes well with all kinds of food," said Randy Higa, president, Kirin Brewery of America. "We are excited to bring this new beverage to the U.S. and are looking forward to receiving feedback from consumers."
Kirin Free's innovative yeast-free brewing process results in a completely alcohol-free, yet delicious beertaste beverage. Kirin Free boasts only 60 calories per 11.3-ounce serving.
Higa continued, "the success of Kirin Free in Japan is something that we'll strive to build upon in the U.S., and we're hopeful that consumers here will respond favorably to its 0.00% alcohol content and great taste."
Kirin currently has two beer brands - Kirin Ichiban and Kirin Light - which are sold in the United States primarily at Japanese restaurants and high-end liquor and grocery stores. Kirin Free will initially be available in 11.3-ounce bottles at select locations in Southern California (Los Angeles, Orange and San Diego counties) in early October 2011, and distributed through Anheuser-Busch wholesalers and Mutual Trading Company, a leading purveyor of Japanese foods.
Kirin Free is intended for consumers of legal drinking age and over, and will be sold and marketed as such.
For more information, visit www.kirin.com , facebook.com/kirin, or follow us on twitter.
About Kirin Brewery of America LLC
Kirin Brewery of America is headquartered in Torrance, CA and is a wholly owned subsidiary of Kirin Brewery Company, Ltd., Tokyo. In conjunction with its U.S. licensing partner Anheuser-Busch, Inc., Kirin Brewery of America provides sales support for Kirin Ichiban and Kirin Light beers, available in nearly every major metro area of the U.S. Kirin Ichiban made a splash in the world of super premium beers when it debuted in 1990, and was recently reformulated to be 100% malt, becoming the world's only first-press, all-malt beer. Kirin Light is a full-bodied light beer with only 95 calories per 12oz serving, and is currently the best-selling Japanese and Asian light beer in the U.S.
25 Oct. 2011