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.
Roberto Jarr?n is Birra Peroni’s New CEO
After graduating cum laude in Chemical Engineering from the Florida Technology Institute, Jarr?n began his professional career at Procter & Gamble, where he worked for 10 years, first in the Research & Development Department, then in the Marketing Division. In 2001, he moved to Frito Lay at the PepsiCo Co. in Guatemala, where he held the office of Marketing and Organised Trade Director. In 2007, Jarr?n joined the SABMiller Group as Vice-President of Marketing for the Ecuadorian Cerveceria Nacional, and in 2009, he became Managing Director and President of Cerveceria Nacional CN S.A.
At his new job, Roberto Jarr?n will have the ambitious task of leading Birra Peroni through a particularly delicate economic juncture. "We're well aware of the fact that today's market conditions and generalised contraction of consumption will have an impact on the beer industry as well," said Roberto Jarr?n, CEO of Birra Peroni. "Our commitment shall be towards maintaining high levels of competitiveness, adding value to our brands, consolidating our business policies and continuing to offer our consumers a product of quality and excellence that reflects our success in Italy, as well as abroad. Nastro Azzurro today is exported to more than 55 countries, and has become a real symbol of the excellence of the Italian food industry."
Recently, Birra Peroni presented its first Sustainability Budget, an initiative that highlights the company's commitment toward sustainable development. "In the context of a period of profound market transformation, we believe that operating in a sustainable fashion is the only way to maintain a high level of long-term performance and guarantee continuous commercial growth," said Jarr?n. The company's commitment is carried out through tangible actions and strategies that focus primarily on responsible consumption, support to local communities and the preservation of the environment. "Among our future goals, we have a 25% reduction of our water consumption by 2015, as well as a 50% reduction of our CO2 emissions from 2008 to 2020," concluded Jarr?n. "On the responsible consumption front, our commitment is aimed towards informing and raising awareness among consumers, as well as our employees, through concrete actions, such as the inclusion of messages of responsibility on our commercial communication material and the labels on all of our products."
In welcoming Roberto Jarr?n, Birra Peroni's Board of Directors expresses sincere gratitude to his predecessor, Alfonso Bosch, for his vision and passionate leadership, wishing him continued success at his new job within the SABMiller Group.
Birra Peroni S.p.A.
Birra Peroni is an Italian company that is part of multinational group SABMiller plc, the world's number two beer producer, with a presence in more than 75 countries. Listed on the stock exchanges of both London and Johannesburg, SABMiller's 70,000 employees worldwide produce 218 million hectoliters of beer through more than 200 brands.
Peroni's annual production exceeds 4.7 million hectoliters, of which more than one million are exported for a total of 500 million Euros in sales. The main brands produced and marketed by Peroni are: PERONI, Italy's best-selling and most famous beer; NASTRO AZZURRO, the most popular Italian beer abroad; PILSNER URQUELL, considered by many to be one of the best beers in the world. Other prestigious brands include MILLER, TOURTEL, PERONI GRAN RISERVA, PERONI GRAN RISERVA ROSSA, PERONCINO, RAFFO and WUHRER. Peroni Beer was born in the town of Vigevano in the year 1846. Today, thanks to its successful brands, it is one of the most important entrepreneurial realities in Italy, as well as a great symbol representing Italian industry in the United States, the United Kingdom, Australia and as many as 50 other countries.
1 Feb. 2012