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.
Tom Verhaegen new general manager Royal Grolsch
Tom Verhaegen is 39 years old, was born in Belgium and has over 15 years of commercial work experience. He has been working for SABMiller since 2009, currently in the role of Marketing Director Czech Republic at Plzensky Prazdroj, the brewer of Pilsner Urquell, among others. He started his professional career at British American Tobacco and has fulfilled several commercial positions there. Before he started working at SABMiller, he worked for Interbrew/ InBev for 7 years in the field of Marketing and Sales.
Passion for Grolsch
After almost 28 years in various management positions at Grolsch, Rob Snel will complete his career on June 1st, 2012 and retire. Rob Snel joined Grolsch in October of 1984 as the Head of Social Services. Starting from 1992 he has fulfilled various national and international commercial roles, amongst which that of President Grolsch International. In 2003, he joined the Board of Directors, and in May of 2008 he became the general manager of Royal Grolsch N.V.
Rob Pieterse, Chairman of the Board of Supervisory Directors of Royal Grolsch N.V: "Rob is a Grolsch man in heart and soul. He has an incredible amount of passion and commitment to his work, for the brewery and all its employees, and for the Grolsch beer. As a consequence of this and other factors, he is of great importance to the company and the Grolsch brand. Naturally, we will reflect upon Rob Snel's leaving and Tom Verhaegen's arrival in an appropriate manner."
1 Feb. 2012