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.
Molson Coors: Anyone But Income Seekers Should Avoid
An article on a beer stock is not interesting without some history, and this company has a lot of history. John Molson started his brewery in Montreal in 1786 and Adolph Coors built his Golden, Colorado, brewery in 1873. Molson offered shares to the public in 1945 and Coors started to trade publicly in 1975. In 2002, Coors acquired Bass Brewers of the U.K. to become the largest brewer in that country. Molson and Coors merged as a partnership of equals in 2005 to become the fifth largest beer company in the world. In 2008, Coors and SABMiller (SBMRY) formed a joint venture to produce and market the two companies' brands in the U.S. The main markets for Molson Coors are the U.S., Canada, and the U.K., and the company opened a brewery in China in 2010 as part of a plan of international expansion.
With a market cap of $8 billion, Molson Coors competes with large cap companies like Anheuser-Busch InBev (BUD), with a market cap of $100 billion, down to craft brewers like The Boston Beer Company (SAM), at $1.3 billion, and Craft Brew Alliance (HOOK), worth $120 million. Competing in the crowded beer market requires a large amount of advertising spending to build brand recognition and the beer version of sex appeal. To cap off the competitive difficulties, Anheuser-Busch controls more than 50 percent of the U.S. beer market, leaving less than half for the rest of the brewers to fight over. The Molson Coors alliance has benefited the company and Canadian beer sales generate over half of the company's underlying pre-tax income.
For the third quarter of 2011, Molson Coors reported an 11 percent decline in underlying to $1.14 per share on a 9 percent increase in sales compared to the 2010 third quarter. Corporate management attributed the profit decline to less beer being purchased by the company's core customer base due to high unemployment and higher costs of raw materials and higher general expenses. Lower U.K. sales volumes were a surprise to company management in the quarter. For the full year 2011, Molson Coors is forecast to earn $3.50 per share, down slightly from $3.56 earned in 2010.
Another point of worry for investors is the company's string of quarterly earnings misses. Molson Coors has come up short of the Wall Street consensus for the last four consecutive quarter. The result is actual earnings of $3.46 for the four quarters compared to a total of $3.69 when the individual consensus estimates are totaled together. The fourth quarter and year-end financial results will be released on Feb. 16. The consensus earnings estimate for the quarter is 70 cents per share, compared to earnings of 66 cents in 2010's Q4. It will be interesting to see if Molson Coors can make the expected number or post another miss.
At this point, Molson Coors is not a compelling buy as an investment. The company generates nice profits in Canada, but that is a smaller market than the U.S. In the U.S. the high level of competition plus slow economic growth makes meaningful growth problematic. The company's international ventures ??? not including the U.K. ??? results are still posting losses. The biggest change the company could make to return to growth would be a rapid rise in profitability of the international operations.
Molson Coors does pay an attractive dividend with a current yield of just under 3 percent. The quarterly rate has been doubled since the first quarter of 2008, so investors could be primarily interested in a growing dividend stream if they choose to buy shares of TAP rather than the product from a beer tap.
23 Jan. 2012