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.
US. Heineken makes room for Dos Equis
Heineken NV's flagship beer has lost U.S. market share to the likes of Belgium's Stella Artois over the past five years, according to Euromonitor International data. Now it's getting a boost in its fight against the competition with its fast-growing Mexican beer brand, Dos Equis, which Heineken acquired in 2010.
Dos Equis is "our shining star" in the U.S., John Nicolson, the head of the company's Americas unit, said in an interview.
Heineken, the ubiquitous Dutch beer sold in the U.S. since 1933, has been attempting to regain lost ground with a new global marketing campaign, and by pushing its brand more aggressively in bars and restaurants.
The Americas, including the U.S. and Brazil, is Heineken's second-biggest market after Western Europe, accounting for 23 percent of the brewer's $10.9 billion first-half sales.
Dos Equis is on a tear. Sales of the brand, named for the two Xs on its label, soared 17 percent in the quarter through October, compared with Heineken's 1 percent sales decline and industrywide declines of about 2 percent, according to research by Sanford C. Bernstein analyst Trevor Stirling.
At the core of Dos Equis's success is a highly effective marketing push, Nicolson said, including its "Most Interesting Man in the World" ad campaign, featuring the tales of one worldly man's experiences — and the catchphrase "I don't always drink beer, but when I do, I prefer Dos Equis."
27 Dec. 2011