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.
Gambrinus Started The Widest Consumer Program In The History Of Czech Beer Culture
Czech "beerers" can be now proud of the widest consumer program in Czech Republic. Once again, this confirms that beer is still considered to be a very popular, national drink in Czech Republic, and rightly so. "Czech 'beerers' like to gamble and bet, they drink beer together, they like fun experiences and good stories. These attributes are the building blocks of our program," Jan Dole?el, Gambrinus brand Senior Manager, said.
The program is unique for many reasons. "There are nearly 350 million codes on the market designed to get points for the program. Our projection shows that we will be giving away nearly 20,000 gifts by the end of the year. The foundation of our program is to reward consumers for consuming what they like, and for doing what they usually do," Dole?el added.
The new program will work based on a simple principle: "beerers" will find a special code under every bottle or can cap of Gambrinus beer. After registration of an account and entering these codes at www.gambrinusteam.cz, these codes will be entered into a system that will transform them into points. The users will be able to exchange these points for presents and valuable prizes anytime they wish. "Besides beer, an Xbox Kinect, or perhaps a soccer jersey for themselves, 'beerers' will have a choice to surprise their friends with a gift of their favorite beer, visit the brewery together, or even go on a trip abroad," Dole?el explained.
The program is non-traditional not only in the attractiveness of these rewards but also in the way it works. The program is unique for its ability to target individuals, and to interconnect whole groups of friends as well, which can reach at and enjoy the most attractive prizes of the whole program. Shared experiences are the most typical characteristics of Czech beer culture and the way Czechs enjoy their beer.
To use the reward program, you just have to register by filling out a brief form at www.gambrinusteam.cz. You can start enjoying the advantages of the program right away. Systems permit registration of those who are 18 years of age and older. The information entered is used in accordance with Personal Data Protection law.
28 Mar. 2012