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.
Beer after work at the bar: a U.S. tradition is getting stale
"Nothin," he says in disgust as he quickly slaps down a $20 bill to buy another round of drinks, in a U.S. ritual of beer drinking after work that is undergoing a gradual decline.
"I used to get the third-shift Allen Bradley guys in the morning, but they have cut and cut jobs," said Terry Zadra, owner of the 177-year-old Zad's Roadhouse on the south side of Milwaukee.
The bar is just blocks from an industrial plant owned by Rockwell Automation, which bought Allen Bradley, a factory equipment company, in 1985.
One result of the 2008-2009 recession that reduced manufacturing jobs in places such as Milwaukee has been slower traffic at some bars, and sluggish beer sales nationwide over the past four years, according to industry analysts.
"Contrary to the myth that people go out and drown their sorrows, the truth is that beer drinkers are pretty responsible people and when they have to cut back, they're cutting back on their pleasures," said Chris Thorne, vice president of communications at the Beer Institute, a Washington-based trade group.
According to the institute, beer drinkers last year in the United States drank 203.4 million barrels, about 5 percent less than in 2008.
More concern about healthy living, stiffer drunk-driving laws and measures that ban smoking in places such as taverns have hit beer sales during the last couple of decades in Milwaukee and throughout the country.
"There has been a definite shift from the on-premise to the off-premise consumption," said Pete Madland, executive director of the Tavern League of Wisconsin. "The smoker, for instance, is going to the liquor store, buying a 12-pack of beer and going home."
Over the past few decades, it has become much less acceptable in the business community to have a drink during lunch or tip a few after work with colleagues.
"Society looks at that person that has a glass of beer with his burger like he has a drinking problem," Madland said.
A glimmer of hope for the industry is the high-end craft beer segment, which has seen sales increase by 14 percent during the first half of 2012 compared with the same period last year, according to the Beer Institute.
These regional and local brews are more expensive and tend to be more recession-proof than mass-consumption brands like Miller Lite and Bud Light.
"Those occupations that weathered the storm of the Great Recession and then a very weak recovery ... they were always able to afford a high-end beer," Thorne said. "We would still like to see that American pilsner part of the brewing market get back its share."
Despite the cultural and economic pressures, beer remains synonymous with Milwaukee, where brewers such as Fred Miller, Joseph Schlitz, Val Blatz and Frederick Pabst built their empires more than a century ago.
Even after heavy manufacturing of farm equipment, marine diesels and cranes became the dominant force in Milwaukee's economy, MillerCoors remains an institution, brewing about 10 million barrels of beer each year on the city's west side.
The love affair the city has for beer remains strong, evident in its Major League baseball team - the Milwaukee Brewers - paying homage to the city's beer makers while playing in Miller Park, sponsored by MillerCoors.
While beer consumption nationwide may be down, in Wisconsin it has increased a bit. In the first eight months of 2012, about 2 percent more beer was sold than the same period of 2011, the state revenue department said.
Milwaukee also remains a blue-collar town with a fair number of neighborhood taverns such as Zad's Roadhouse still serving a shot and a beer to the working class from early morning until late into the night, according to Milwaukee historian John Gurda.
"The scene is far from gone. I'm talking about saloons and bars being the communal living rooms of Milwaukee, and in many neighborhoods, that's still very much the case," Gurda said.
12 Nov. 2012