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.
Perceived value in glass
“Gourmet beer”, “Choice beer” or “Craft beer”. Whatever name we give the latest beer trend, outstanding individuality is what these beers have in common.And in keeping with this, the drinking glass and decoration experts at RASTAL have made the trends in glass design that have emerged during recent years their special theme this year, titled “Bier de Luxe”, at Brau Beviale 2012.
The RASTAL design experts believe however, this gourmet beer trend is more than a self-containeddevelopment and it can push the whole sector further towards enhancing value-added as well as perceived qualities.In tune with this segment build-up, innovative,stylish decoration designs whose structures and colours creatively play with and refine the visual design elements of their beer brands will be presented at Brau for the first time. Satin white, gold and platinum replacing strong colours have been brought to the fore.
The outstanding success of the original tasting and gourmet-beer glass, TEKU, created by RASTAL, is part of this development: just a few years ago it would have been inconceivable that a beer glass as a hybrid of the typical wine-glasscould have set the style for an entirely new beer-glass design trend in such a short time. The decoration motifs correspondinglycreated last year can be seenat Brau Beviale 2012, along with further developments.
And, last but not least, an exciting, entirely new idea for all those interested in the world of beer will be disclosed on the RASTAL stand this year: a tasting and specialgourmet-glass incorporating a beer colour scale.
- See and test it yourself. On the RASTAL Stand, Hall 1/1-204. www.rastal.com
19 Sep. 2012