The beer market dynamics in Russia is approaching zero, yet major brewers are divided into those who developed considerably in 2017 and those who considerably reduced their volumes. For instance, company Efes has managed to substantially extend their sales due to restrained pricing policy and activity in the modern trade. Heineken has also demonstrated an excellent performance promoted by significant increase of advertisement budgets launching a non-alcohol sort of the title brand and unusual activity in the economy market segment. Carlsberg and AB InBev have been focusing on margins and lost a market share of their inexpensive brands. Serious dependence on PET package and mass enthusiasm about Zhigulevskoe have negatively impacted the most of big regional brewers, that have been for the first time pressed by the leaders in the key sales channels, especially in Volga and Central regions. In the small business there has been a noticeable slowdown in appearing of new restaurant breweries, yet the number of craft breweries has been growing rapidly. In 2018, the beer market is likely to grow a little, while the share of AB InBev Efes may decrease due to the integration. ...
“Catalogue of Russian Beer Producers 2018” includes 1070 businesses ranging from large subsidiaries of international companies to rather small restaurant and craft microbreweries.The catalogue includes 32 large breweries, 75 regional breweries, 693 industrial mini- and microbreweries as well as 270 restaurant breweries. ...
Global hop marketA local alternative to mass beer suggested by independent brewers has been successful and is now altering the global market. Beer is becoming more diversified, so transnational companies have to accept the new game rules and to switch focus to young and fast growing markets. All these processes increased the demand for aroma and bitter hop as well as their acreage expansion on two continents. However now there appeared a downward trend of alcohol consumption in the world, so even special sorts can soon turn to be sufficient. In this connection the dynamic American hop market is already facing some problems. EU hop producers have become more cautious, they are not racing to exceed the demand and look forward with more confidence, judging by the contract terms.
Hop Market in RussiaGermany still dominates the Russian market, yet over the recent two years one has been able observe a continuous success of Czech hop suppliers. Their expansion and growing popularity of hops from the United States became the drivers of supplies growth in 2016 despite the preceding modest harvest crop in the EU, as well as the factor of relative stability in 2017. In this connection, in 2017, the ratio of the varieties continued to shift towards the aroma ones, and the supplies of Magnum hop and other alpha varieties were reduced. However, the import of bitter hop pellets is partially replaced by extracts, especially from the major beer manufacturers. Total volumes of alpha acid supplies, according to our estimation, decreased by approximately 5% and returned to the level of 2015. Barth Haas Group continues dominating the hop products market; HVG also increased its weight. At the same time, Morris Hanbury significantly reduced the supplies in 2017.
SABMiller Says Modelo, Heineken Thwart Mexico Beer Choice
By Crayton Harrison and Brendan Case - Mar 2, 2012 11:31 PM GMT+0200 .LinkedIn Google +1 Print QUEUEQ..Grupo Modelo SAB (GMODELOC) and Heineken NV (HEIA) are blocking consumer choice in Mexico, the world’s sixth-biggest beer market, with inducements to businesses to thwart rival brewers, SABMiller Plc (SAB) said.
Modelo, maker of Corona beer, and Dos Equis producer Heineken offer loans, upfront payments and refrigerators to restaurants and retailers that agree not to serve other brands, said Armando Valenzuela, the head of SABMiller’s Mexico unit.
The practice is the focus of SABMiller’s 2010 antitrust complaint against Mexico’s two largest brewers, the second time the London-based company has formally accused them of blocking competition. Mexico’s antitrust agency decided Feb. 14 to extend an inquiry into the complaint for 120 business days after grouping it with other cases filed by undisclosed parties.
“We haven’t been able to sell to clients because they’re exclusive with one or the other,” Valenzuela said in an interview at Bloomberg’s Mexico City office. “What we’re seeking is access to the market that we don’t have now.”
Mexico’s beer market is a prize for brewers because it’s still growing while U.S. and European consumption stagnates. Volumes will rise 2.9 percent a year to 73 million hectoliters (1.9 billion gallons) in 2015, according to research firm Plato Logic Ltd. in London.
Cuauhtemoc Moctezuma, the Mexican unit of Amsterdam-based Heineken, said it strictly observes the country’s competition law. Actions that restrict competitors from entering a market can only be punished if they are found to hurt competition more than they enhance it, the company said in an e-mail.
“We’re in a permanent battle with our competition for the conquest of each customer and each client that sells our products,” Cuauhtemoc Moctezuma said.
Jennifer Shelley, a spokeswoman for Mexico City-based Modelo, declined to comment.
Modelo fell 0.4 percent to 83.62 pesos at the close in Mexico City. Heineken slid 0.7 percent to 39.60 euros in Amsterdam, and SABMiller was little changed at 2,583 pence in London.
SABMiller is the world’s second-largest brewer. No. 1 Anheuser-Busch InBev NV (ABI), which is based in Leuven, Belgium, sells brands such as Budweiser in Mexico and has a 50 percent, non-controlling stake in Modelo.
SABMiller has found a niche in some cities near the U.S. border and in retailers such as Wal-Mart Stores Inc. (WMT)’s Mexican unit. That hasn’t been enough to challenge Modelo and Heineken, whose combined market share exceeds 90 percent, according to Lauren Torres, an analyst at HSBC Holdings Plc in New York.
“Mexico’s been one of those markets where the doors are technically open to foreign competition,” Torres said in a phone interview. “But because of the heritage and the history and relationships, it’s incredibly hard to make any inroads and have any notable business there when you have these very strong players fending off competition.”
Torres has a “neutral” rating on SABMiller, Modelo and Heineken.
Heineken entered the Mexican market by buying Fomento Economico Mexicano SAB’s brewing unit in 2010 in a transaction that Femsa valued at $7.35 billion when it was announced.
SABMiller has been selling in Mexico for two decades with brands that include Miller Lite, MGD and Miller High Life. The company almost succeeded in striking a blow against exclusivity deals in 2006, when the antitrust agency ordered Modelo to drop such contracts.
Modelo appealed the ruling, and regulators reversed course later that year, dropping the case after concluding that the original decision should have evaluated the market for all low- alcohol-content beverages and not just beer.
Eduardo Perez Motta, Mexico’s antitrust chief, said in a 2006 interview that while exclusive deals aren’t prohibited by law, they’re banned when “done to displace competitors.” He said at the time that regulators would pay “close attention” to the beer industry.
An antitrust official who can’t be identified under the agency’s policy declined to comment this week because the probe into SABMiller’s current complaint is in progress.
“We’re seeking for the Mexican consumer to be able to choose his beer brand, whether it be domestic or imported,” Valenzuela said. “Many consumer categories already offer a choice in Mexico, but beer doesn’t.”
7 Mar. 2012