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.
Eike Scholl new Director International Relations of the N?rnbergMesse Group
The Managing Directors of N?rnbergMesse GmbH, Dr. Roland Fleck and Peter Ottmann, have appointed Eike Scholl as Director International Relations in the International Division with effect from 1 October. The 39-year-old reports direct to Petra Wolf, Executive Director International Division. “Our international business is a major part of our corporate strategy and makes a decisive contribution to the success of the N?rnbergMesse Group,” emphasizes Peter Ottmann. “We are therefore pleased that, with the appointment of Eike Scholl, another experienced exhibition expert will support the implementation of our goals with immediate effect.”
N?rnbergMesse will generate some 90 per cent of its expected revenue of more than 210 million euros in 2012 in Germany and approx. ten per cent abroad. The N?rnbergMesse Group is aiming to increase its revenue from international business to 50 million euros by 2020. The basis for this is provided by the subsidiaries of N?rnbergMesse GmbH in Brazil, North America, Italy and China. The corporate strategy foresees setting up more companies and developing new growth regions. The responsibility for directing this development rests with Petra Wolf and her team of around 25 persons in N?rnberg. She is now supported by Eike Scholl, whose previous career history offers excellent qualities for this task.
New home in N?rnbergAfter several stays in China and various posts with internationally operating companies, the graduate political scientist’s last appointment was Director International Business Development at Landesmesse Stuttgart. “I look forward to contributing my experience of internationalization processes for the N?rnbergMesse Group,” says Scholl.
About the N?rnbergMesse GroupN?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.
15 Oct. 2012