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.
Accra Brewery Limited Commissions Commercial Chibuku Plant
The plant, which was commissioned by His Excellency John Dramani Mahama, Vice President of the Republic of Ghana, has an annual capacity of 100,000 Hl and was installed at a cost of USD 2.5million.
In December 2009, Accra Brewery launched Chibuku Shake Shake, an opaque beer product that takes its cues from opaque beers that have a strong traditional heritage throughout Africa, such as pito in Ghana. At that time, the launch was done on a small scale to test consumer responses ahead of a planned full-scale production.
Chibuku is the result of a long process of development, focusing on Accra Brewery's commitment to use only locally grown ingredients for its primary inputs and to support local wealth creation. The product is therefore brewed from maize and sorghum grown right here in Ghana.
In his speech at the commissioning, His Excellency John Dramani Mahama stated, "The commissioning of this plant is an important milestone because it is the first time in the history of our nation that a product similar to our traditional brews is being packaged on such a large commercial scale. I must commend Accra Brewery and its parent company SABMiller for bringing such an initiative to Ghana." He further went on to add, "Accra Brewery has grown from strength to strength and must be applauded for continually being innovative, even after 80-plus years of existence."
The event, which was attended by the Managing Director of SABMiller Africa, Mark Bowman, Deputy Minister in charge of Crops at the Ministry of Food and Agriculture, Hon. Yaw Effah-Baasi, and Deputy Greater Accra Regional Minister, Hon. Nii Djama Vanderpuye, marks an important milestone, not only in the company's history, but also in the nation's economic growth path.
The newly commissioned plant has the capacity to process over 200 metric tonnes of sorghum and over 300 metric tonnes of maize per annum. A minimum of 550 farmers will be supplying these locally grown raw materials. The livelihood of 550 families will therefore be impacted by this one plant alone. According to a study undertaken by Prof Ethan Kapstein of the INSEAD Business School (in France) on the socio-economic footprint of ABL, together with its sister company, Voltic Ghana Ltd in 2011, both companies support almost 18,000 jobs in the Ghanaian economy. That was before the addition of this 100,000 Hl commercial plant to the existing brewery and bottling facilities. With the addition of this Chibuku plant, ABL should be supporting about 20,000 jobs in the Ghanaian economy.
Accra Brewery Limited, which was established in 1931, started off with one brewery and two bottling lines producing Club Beer and Club Minerals, and has seen tremendous growth over the years. With the addition of Chibuku Shake Shake, Accra Brewery now produces 15 brands on the market.
Also present at the event was the Adabraka Atukpai Mantse, Nii Tetteh Adjaben I, among a host of other dignitaries. Guests at the event were treated to a range of traditional music and dances from Adehyeman Cultural Troupe as they savoured refreshments made from a variety of Ghanaian recipes in the true Chibuku spirit of authentic African tradition.
16 Mar. 2012