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.
Zambian Breweries Partners with ILO to Support Youth Entrepreneurship Development
Zambian Breweries Plc., which has been involved in enterprise and entrepreneurship development through its well-developed and coordinated value chain, is excited at the prospect of giving back to the communities with a focus on the youth.
Under the collaboration, the ILO is providing technical support to three Youth Organisations in the Copperbelt Province which include Roan Youth in Luanshya, Mackenzie Youth in Ndola and Yew Tree Youth at Mindolo Ecumenical Foundation in Kitwe. The technical support includes training in entrepreneurship using the ILO Gender and Entrepreneurship training manual, while Zambian Breweries will provide the start-up capital in the form of trading facilities and soft drinks.
In line with its “Ten (10) Sustainable Development Priorities”, Zambian Breweries’ involvement with the ILO is guided by the sixth priority which looks into creating partnerships and encouraging enterprise development in the value chain and also in creating shared value.
Zambian Breweries Plc. Managing Director, Anele Malumo, said: “We are definitely creating shared value and, through our value chain, we are providing real and tangible business opportunities for young local entrepreneurs that benefit both the corporation and the
stakeholders involved. This programme will endeavour to discourage long-term dependency, especially in the case of the small entrepreneurs as the “Shared Value” principle aims to create an interdependent relationship with mutual benefits to all.”
In phase one of the project, 30 youths from the three Youth organisations have been identified and trained. The youths will receive Coca-Cola Mobile trolleys and two cases of soft drinks from Zambian Breweries as start-up capital. Zambian Breweries has further trained the beneficiaries in product handling and will provide technical support in trolley maintenance while phase two will extend to other towns in the Copperbelt Province.
11 Dec. 2012