The beer market dynamics in Russia is approaching zero, yet major brewers are divided into those who developed considerably in 2017 and those who considerably reduced their volumes. For instance, company Efes has managed to substantially extend their sales due to restrained pricing policy and activity in the modern trade. Heineken has also demonstrated an excellent performance promoted by significant increase of advertisement budgets launching a non-alcohol sort of the title brand and unusual activity in the economy market segment. Carlsberg and AB InBev have been focusing on margins and lost a market share of their inexpensive brands. Serious dependence on PET package and mass enthusiasm about Zhigulevskoe have negatively impacted the most of big regional brewers, that have been for the first time pressed by the leaders in the key sales channels, especially in Volga and Central regions. In the small business there has been a noticeable slowdown in appearing of new restaurant breweries, yet the number of craft breweries has been growing rapidly. In 2018, the beer market is likely to grow a little, while the share of AB InBev Efes may decrease due to the integration. ...
“Catalogue of Russian Beer Producers 2018” includes 1070 businesses ranging from large subsidiaries of international companies to rather small restaurant and craft microbreweries.The catalogue includes 32 large breweries, 75 regional breweries, 693 industrial mini- and microbreweries as well as 270 restaurant breweries. ...
Global hop marketA local alternative to mass beer suggested by independent brewers has been successful and is now altering the global market. Beer is becoming more diversified, so transnational companies have to accept the new game rules and to switch focus to young and fast growing markets. All these processes increased the demand for aroma and bitter hop as well as their acreage expansion on two continents. However now there appeared a downward trend of alcohol consumption in the world, so even special sorts can soon turn to be sufficient. In this connection the dynamic American hop market is already facing some problems. EU hop producers have become more cautious, they are not racing to exceed the demand and look forward with more confidence, judging by the contract terms.
Hop Market in RussiaGermany still dominates the Russian market, yet over the recent two years one has been able observe a continuous success of Czech hop suppliers. Their expansion and growing popularity of hops from the United States became the drivers of supplies growth in 2016 despite the preceding modest harvest crop in the EU, as well as the factor of relative stability in 2017. In this connection, in 2017, the ratio of the varieties continued to shift towards the aroma ones, and the supplies of Magnum hop and other alpha varieties were reduced. However, the import of bitter hop pellets is partially replaced by extracts, especially from the major beer manufacturers. Total volumes of alpha acid supplies, according to our estimation, decreased by approximately 5% and returned to the level of 2015. Barth Haas Group continues dominating the hop products market; HVG also increased its weight. At the same time, Morris Hanbury significantly reduced the supplies in 2017.
Ochakovo Teams Up With Ezgobz for Its U.S. Branding Campaign
Ochakovo Teams Up With Ezgobz for Its U.S. Branding Campaign.
A young, creative marketing firm, Ezgobz delivers fresh and personalized marketing solutions that match the specific branding needs of businesses and companies. Ezgobz goes beyond the usual marketing methods and employs customized and innovative techniques that are as unique as the brands themselves using both online and offline platforms effectively.
Ochakovo has its sights set on the American beer market and has tapped Ezgobz to oversee its branding visibility campaign through posters, slogans and other creative and innovative marketing techniques.
Ezgobz has recently begun working with Ochakovo www.rusbeer.com, the leading all-Russian company that specializes in beer, low-alcohol and no-alcohol brewing and is the market leader in beer brewing in Russia. The company has chosen Ezgobz to lead the way in introducing its premium beer products to the American market.
Ochakovo is an industry leader in beer, low-alcohol and no-alcohol brewing in Russia with its products readily available in 60 regions in the country. Ochakovo products are also available in over 30 countries including the US, Japan, Canada and Germany. Its beer products are produced using all-natural ingredients with malt barley naturally grown and harvested in company-owned farmlands. All beers contain at least 80% high quality malt, the most compared to other beer brands with quality certified using the highest European Union beer brewing standards.
The Ezgobz -Ochakovo collaboration is set to establish effective and innovative brand visibility for the Russian company. Ezgobz is wholly involved in all the creative aspects of the marketing campaign, providing premium knowledge of the market and a unique and innovative vision that will give Ochakovo a distinct identity in the US. The marketing firm is determined to create a larger presence for Ochakovo in the American beer market using "Beerstruction" and other clever and inventive marketing techniques.
23 Nov. 2011