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 announces global partnership with Facebook
The partnership demonstrates Heineken’s on-going commitment to place its brands at the forefront of innovation and marketing excellence in the digital space through the creation of engaging and compelling content, designed for adult consumers. Heineken is committed to avoid underage exposure to alcohol and beer marketing. All content posted by the company’s brands on Facebook is in line with the advertising codes and guidelines which govern the communication of alcohol products.
Through this agreement, Facebook will provide Heineken with a global marketing platform that reaches millions of people as well as access to Facebook’s deep expertise in building long-term relationships between brands and their audiences. The collaboration also provides Heineken with access to Facebook’s latest products.
Alexis Nasard, Chief Commercial Officer at Heineken said: “As our adult consumers are increasingly spending more time on digital space and social media, it is important that our brands are active in this environment. Our partnership with Facebook is another significant development in our communication strategy as we continue to look for innovative ways for our brands to ignite the digital conversation and connect with our consumers.”
“Brands rely on Facebook to build essential connections with people and their friends,” said Joanna Shields, Vice President & Managing Director EMEA for Facebook. “Heineken has always been a true innovator when it comes to giving their brands an authentic voice, and together with Facebook they can now extend that human touch to 800 million people around the world.‘’
Heineken’s® Facebook fan page has enabled the company to deepen its engagement with over 4.6 million adult users. Facebook provides a unique platform to share the brand’s creative award winning campaigns ‘The Entrance’ and ‘The Date’, and engage through its global sports sponsorship platforms – UEFA Champions League and the 2011 Rugby World Cup.
8 Dec. 2011