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.
N?rnbergMesse: Bahne Beckmann is the new Director of Guest Events
- Learnt the events business at major congress hotels
- Guest Events are an important part of N?rnbergMesse's portfolio
What the customer wants
The most important guest event customers include Spielwarenmesse eG with the Spielwarenmesse International Toy Fair N?rnberg; AFAG with the events Consumenta, iENA, Freizeit and HOGA; Mesago with SPS IPC Drives and PCIM; the Gesellschaft f?r Handwerksmessen (GHM) with IFH/Intherm as well as numerous congress organisers. "For these events, N?rnbergMesse takes on the role of a lessor and qualified service provider for the organisers, who are of course, customers and guests", says Jan Gerrit Ebener, Member of the Management Board. "Bahne Beckmann is familiar with this and I am certain that with him we will continue to be excellently prepared to meet the interests of the customers".
After numerous positions in hotels belonging to prestigious chains, Bahne Beckmann, a Hotel Management and Catering graduate, was most recently employed as Director of Convention Sales at the Sheraton Frankfurt Airport Hotel & Conference Center. The hotel is one of the largest congress hotels in Europe. "I'm looking forward to bringing new event-business experience to a major international exhibition business like N?rnbergMesse", says Beckmann.
From north to south
Bahne Beckmann was born in Frankfurt, something which is not obvious when you take his first name into consideration. For Beckmann, home is in the far north of Germany, near Flensburg, where his family originally comes from. Beckmann has only recently got an idea of Nuremberg's size and economic significance – and he is impressed.
Beckmann is also impressed with the scale and architecture of the Exhibition and Congress Centre Nuremberg. "From my office I can see right into the new central entrance and congress area. That means I get to experience the events that take place there virtually first hand. I am very much looking forward to experiencing the events that will soon be part of my area of responsibility".
About the N?rnbergMesse Group
N?rnbergMesse is one of the 20 largest exhibition companies in the world and among the Top Ten in Europe. The portfolio covers some 120 national and international exhibitions and congresses and approx. 40 sponsored pavilions at the N?rnberg location and worldwide. Every year, around 30,000 exhibitors (international share: 37 %) and up to 1.4 million visitors (international share of trade visitors: 21 %) participate in the own, partner and guest events of the N?rnbergMesse Group, which is present with subsidiaries in China, North America, Brazil and Italy. The group also has a network of 46 representatives operating in 97 countries.
23 Aug. 2012