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.
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