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.
SABMiller to appoint Managing Director: Asia
Harald will oversee SABMiller's businesses in India and Vietnam, its ongoing regional business development and export operations, as well as providing support to CR Snow. He will be based at the SABMiller Asia regional hub office in Hong Kong, and report to Ari Mervis, Managing Director: Asia Pacific and Chief Executive Officer of Foster's.
Since joining SAB Ltd in 2009, Harald has been responsible for corporate strategy, pricing and revenue management, as well as legal services and compliance. He played a key role in the implementation of the company's BBBEE scheme - SAB Zenzele.
Prior to SAB, Harald spent nearly a decade as Senior Partner and Managing Director Africa at Monitor Group, a leading global strategy consulting firm, where he worked with a diverse group of businesses, including leading consumer goods and beverages companies, to develop and implement growth strategies and to build commercial and competitive capabilities. Harald also advised multiple clients on issues of social, economic and environmental sustainability and corporate citizenship.
Prior to joining Monitor, Harald served a period as Deputy Director-General of South Africa's National Department of Transport during the early years following the democratic transition.
Commenting on the appointment Ari Mervis, Managing Director: Asia Pacific and Chief Executive Officer of Foster's said
"Harald has developed a deep commercial understanding of the beer industry, and has played a key role in developing and executing the strategy that put SAB back onto its current growth trajectory.
"This together with his unique blend of FMCG knowledge, gained through his time leading Monitor as it grew across Africa and The Middle East, and experience and capability in dealing with complex, multi-stakeholder settings from his work in Government and the public sector, make him well suited to this new role in Asia".
16 Dec. 2011