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.
Analysis of beer market in China (on Russian)
Beer market of Ukraine: big three losing weightIn 2016, fast increase of excises and resulting price spike stood in the way of the beer market stabilization. Most of competition (as well as mass sorts) moved to the economy segment of the market. The biggest losses were incurred by the leading three, especially Obolon, which again experienced pressure after reallocation of Efes market share. However, one should already speak of TOP-4. Group Oasis CIS (PPB) became a strong player and competitor to transnational companies. Besides the net sales of many regional medium breweries look rather good and 16-fold cost reduction wholesale trade license for craft brewers opens up a possibility of rapid growth in 2017.
Heineken appoints My Agency for premium beer task
The agency won the account following a competitive pitch conducted by Creativebrief.
My Agency will be responsible for developing the unknown beer brand in the UK by launching a campaign across print, outdoor, point-of-sale and experiential projects.
The campaign will initially be rolled out in the UK and Sweden.
It is understood it is the first time Heineken has appointed an agency dedicated to its Kru?ovoice ad account in the UK.
In the UK Heineken works with a number of agencies across its different brands including BBH, AKQA, Lean Mean Fighting Machine and Adam and Eve. The agencies will be unaffected by the appointment.
Nick Wright, managing partner of My Agency, said: "We are gaining a great track record in building fan bases for great products. Kru?ovice is undoubtedly a great product with a terrific reputation amongst the beer cognoscenti.
"We are thrilled to be working with our friends at Heineken to help connect the brand to a wider community of drinkers."
Audrey Schillings, senior brand manager for Heineken International, said: "Kru?ovice is one of Heineken’s best kept secrets, despite winning some prestigious awards.
"My Agency presented some excellent creative that will really help us unlock the potential of the brand by bringing it to life in a premium and contemporary manner that celebrates and respects the brand story."
31 Oct. 2011