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.
Brau Beviale Draws 32K Optimistic Visitors
“The sector is full of optimism – according to the headline of an article on Brau Beviale in the daily press. I couldn’t sum up the exhibition any better. Forecasts promise a growing worldwide demand; reason enough for a good mood in the beverage industry – on the exhibition stands, at the European MicroBrew Symposium and, of course, at the Winners’ Night of the European Beer Star Award,” says Rolf Keller, Member of the Management Board of N?rnbergMesse, summing up his impressions.
38 percent of the approximately 32,000 visitors (2011: 36 percent) traveled from abroad, mainly from the Netherlands, Switzerland, Belgium, Italy, the Czech Republic, Austria, France, Russia, Spain, Great Britain and other countries of Central Eastern and Eastern Europe. An unbelievable 97 percent of the experts were satisfied with the products at the exhibition again this time, as shown by the result of a survey by an independent institute. The suppliers of beverage raw materials, technologies, marketing products and logistics, 44 percent of them international, were delighted with the extremely lively interest of the highly qualified specialists, of whom 90 percent are involved in investment decisions in their companies. The exhibitors came from 50 nations, headed by companies from Germany (a good 700), Italy, Great Britain, the Czech Republic, Austria, the Netherlands, Switzerland and Belgium.
More than 100 managing directors, technical managers and master brewers from European microbreweries and pub breweries and supply industry representatives from 17 nations met the day before BrauBeviale. On 12/13 November N?rnbergMesse and Versuchs- und Lehranstalt f?r Brauerei (VLB – Brewery Research and Training Institute) of Berlin organized the first “European MicroBrew Symposium – Market, Trends and Technology”. The one-and-a-half-day symposium dealt with the trend to craft-brewed beers with presentations on the international market, special raw materials, taste, sustainability and the brewing process, plus an excursion. Due to its great success, the symposium will take place annually in N?rnberg in future.
More than 100 experts judged the 1,366 beers from all continents entered for Europe’s biggest beer competition. The judging took place in 50 categories before the exhibition. The 50 best beers in the world—the gold medal winners—were tested by several thousand visitors on the first day of the exhibition to choose their Consumers’ Favourite 2012: Gold for “Double Jack” (Imperial India Pale Ale), Firestone Walker Brewery Paso Robles (USA), Silver for “Schimpf Hefe Hell” (Light Wheat Beer), Kronenbrauerei Alfred Schimpf Neustetten (GER), Bronze for “Weiherer Rauch” (Smoked Beer), Brauerei-Gasthof Kundm?ller Viereth-Trunstadt (GER).
Brau Beviale takes a scheduled break next year and returns with a number of changes from Nov. 11 to 13, 2014.
15 Nov. 2012