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.
Russia. 2010-2011: SUN InBev Legal Department Won Cases to the Sum of More Than 134 Million Rubles
It is worth noting that 2010 and 2011 were legally active years for the Russian brewers, including SUN InBev. Thus, if in 2010 the number of lawsuits was only 13 (2 as a plaintiff and 11 as a defendant) for less than 2 mln rubles, in 2011 there were 30 lawsuits (8 as a plaintiff and 22 as a defendant).
It is indicative that the quantity of claims against SUN InBev is insignificant. The fact proves competence of the company lawyers who do not let situations provoking claims happen, and legal adjustment of the company workflow. Tough competition in the brewing market and constantly evolving legislative restrictions increase requirements to a young team of SUN InBev legal department professionalss. However the company lawyers manage to provide due support to large structure of SUN InBev (10 factories and more than 280 sales offices across Russia).
"New restrictions on advertising, technical regulations and other legislative initiatives add work to lawyers in the Russian beer industry," comments Andrey Gubka, Anheuser-Busch InBev CEE Vice-President Legal & CA. "Right from the start our legal department employs professionals who proactively approach problems and look for complex solutions even in issues regarding the whole industry. This fact allows our department work so effectively."
|Период||Количество исков||Сумма исков|
|2010||2||11||1 227 735,09р.||515 120,89р.|
|2011||8||22||133 235 340,41р.||10 233 999,09р.|
|2010-2011||10||33||134 463 075,50р.||10 749 119,98р.|
13 Dec. 2011