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.
GGB launches cassava beer, Ruut Extra Premium
Being Ghana’s first cassava beer, Ruut Extra Premium Beer is brewed from the “very best local raw materials” sourced from around the country and is an authentic beer with a pleasant aroma and a distinctive refreshing taste.
It is the first of its kind ever to be produced in Ghana and it will begin a national rollout this December, first be seen in the Western, Central and Volta regions.
“Ruut Extra Beer is a well-balanced, premium beer that will offer Ghanaians the real taste of good quality refreshing beer at a reasonable retail price of GHs 1.60p”, a statement released Tuesday read.
The statement added that: “Guinness Ghana Breweries Limited, over the years has been working tirelessly behind the scenes to find the perfect recipe to produce a beer worthy of its Ghanaian roots. Available in a stylish 625ml bottle with a distinctive gold metallic label and has an ABV of 6%, Ruut Extra Premium Beer has been developed specifically to satisfy Ghanaian men looking for a premium local beer.”
The company believes that by producing this beer, it is demonstrating its commitment to local agriculture and providing a positive impact on the local economy and farmers, particularly in the more deprived areas of the country.
“Guinness Ghana Breweries has been investing in local raw material sourcing for more than a decade; working in partnership with local suppliers and farmers, the Ministry of Food and Agriculture, NGOs and researchers to help develop sustainable local raw material supplies, through improvement in productivity of farmers.”
Peter Ndegwa, Managing Director of GGBL said, ‘we are passionate about enriching the communities in which we operate and through our local raw material sourcing initiatives, we aim to improve the lives of Ghanaian farmers by supporting and investing in Agriculture; currently, we have impacted about 7000 farmers in the three Northern Regions in Ghana.
“With this resurgence of national pride, Ruut Extra Premium beer offers consumers the opportunity to express their pride and support for a product that is truly born from our soil,” he added.
Agnes Essah, Marketing Director also commented: ‘We are delighted to introduce this truly Ghanaian beer to the marketplace. For the first time ever we are able to offer a premium, high-quality beer, whose main ingredient is Cassava; a mainstay of Ghanaian agriculture, Ruut Extra Premium Beer is not only affordable, but also has a high quality refreshing taste.”
The beer will be available in West Central and Volta regions, with other parts of the country having access to it within the upcoming months.
Note: As we enter into the festive period, Guinness Ghana breweries Ltd would like to remind its cherished consumers to drink responsibly and offers these responsible drinking tips.
o Alcohol is Strictly for 18+
o Plan ahead – don’t drive after drinking
o Alternate your drinks with water to stay refreshed
o Eat before or whilst drinking
o Soft drink spacers between drinks can help pace an evening
o Avoid top-ups so you can keep track of your alcohol intake
5 Dec. 2012