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.
«Miller Brands Ukraine» summarises the year 2011
According to «Ukrpivo» company, from January to November 2011, the production volumes of «Miller Brands Ukraine» increased by 56.8%, from 9.68 mln dals to 15.18 mln dals of beer. At the same time, the general beer production in the Ukraine for the same period decreased by 2.4%, from 288 mln.dals to 281 mln dals.
In early 2011 «Miller Brands Ukraine» acquired a new technical director, Vassily Basmanov. Mr. Basmanov has been with SABMiller since 1998; before «Miller Brands Ukraine» he managed a beer plant of the Russian SABMiller branch in Vladivostok.
In the Ukraine, Vassily Basmanov managed the complex production modernisation that began right after the plant had been acquired by SABMiller group in 2008. For example, last year the plant in Donetsk started the implementation of World Class Manufacturing system (abbreviated as WCM). WCM is also called «cost-efficient production technology» and it will let the company optimise technological and business processes, and as a result, considerably increase productivity, enhance the product quality and lower costs.
In the fall of 2011, e-scan beer tester was installed at the plant. At this time, it's the only such tool in the Ukraine. It allows fast quality control at every production stage in order to provide maximum taste stability to the ready product during its shelf-life.
Considering the sales volumes skyrocketing in 2012, «Miller Brands Ukraine» intends to expand its production capabilities, since the existing ones have been 100% involved. Before the next season it is planned to install additional fermentation tanks, increase filtration system productivity and partly modify packing lines.
2011 was also successful for the company brands. They not only demonstrated considerable sales growth, but also offered interesting campaigns and projects to consumers.
For example, the exclusives series of «Sarmat» dedicated to «Shakhtar» 75th anniversary hit the stores mid-summer. For the same occasion, «Sarmat» brand launched the campaign «Pint of Sarmat for free!» at «Shaktar» fan-caf? at «Donbass Arena» during the live airings of Donetsk team field games.
Good results were shown by the newest «Miller Brands Ukraine» portfolio brand - Amsterdam Mariner - that emerged on the Ukrainian market in late 2010. Last year this brand successfully sponsored the national indie music contest AmsterdaMusic. The participants included more than 500 bands and solo artists in Indietronica, Indie Rock and Indie Pop styles.
One of the SABMiller plc Ukrainian branch's priorities is high product quality and observing the traditions of classical beer brewing. Prominent international and Ukrainian experts on many occasions confirmed the high quality of «Miller Brands Ukraine» beer made exclusively from natural ingredients, and the last year wasn't an exception.
Amsterdam Mariner received an excellent quality award at the Superior Taste Award ceremony in Brussels (Belgium) organised by the International Taste&Quality Institute - iTQi.
Other national awards included the medals of the XIV International contest of beer, non-alcoholic and low alcohol beverages, mineral and drinking waters that was traditionally organised by «Ukrpivo». This year «Miller Brands Ukraine» products received five new awards - Grand Prix, three golden and one silver medal.
Company success was also noticed by the Ukrainian business community: Based on 2011 results, «Miller Brands Ukraine» general manager Igor Tikhonov joined the list of top 10 best managers of the Ukraine assembled by «Companion» magazine. The rating is based on the voting by high rank managers who evaluate each other's work in the previous year.
«Miller Brands Ukraine» is planning to complete a deal concerning the strategic alliance between SABMiller and Anadolu Efes. Here is how Igor Tikhonov commented on that for «Aktziz» magazine:
«The most awaited event of 2012 is most likely the creation of the strategic alliance between SABMiller and Anadolu Efes.
Anadolu Efes is the biggest beer maker in Europe after four leading global players (SABMiller, AB InBev, Heineken and Carlsberg). The company owns 16 beer plants, seven malt houses and 20 Coca-Cola bottling plants in 15 countries. Anadolu Efes is doing especially well on the growing markets of Turkey, Moldova, on the Caucasus, in Central Asia and the Middle East. The company is the leading beer manufacturer in many of those markets.
By the terms of the deal that we are planning to close shortly, SABMiller plc transfers its assets in the Ukraine and Russia under the management of Anadolu Efes in exchange for 24% shares and representation in the Anadolu Efes board of directors.
The joint enterprise will take the second place on the Russian beer market, from the financial point of view, and the business in the Ukraine will gain considerable profit from working with the joint portfolio of SABMiller brands (Miller Genuine Draft, Redd's, Velkopopovicky Kozel, «Zolotaya Bochka», Amsterdam Mariner, «Sarmat», «Zhigulevskoye») and Anadolu Efes (Efes Pilsener, «Stary Melnik», «Bely Medved» etc.).
The strategic alliance is very promising for both partners, so we are full of optimism for 2012».
19 Jan. 2012