The beer market dynamics in Russia is approaching zero, yet major brewers are divided into those who developed considerably in 2017 and those who considerably reduced their volumes. For instance, company Efes has managed to substantially extend their sales due to restrained pricing policy and activity in the modern trade. Heineken has also demonstrated an excellent performance promoted by significant increase of advertisement budgets launching a non-alcohol sort of the title brand and unusual activity in the economy market segment. Carlsberg and AB InBev have been focusing on margins and lost a market share of their inexpensive brands. Serious dependence on PET package and mass enthusiasm about Zhigulevskoe have negatively impacted the most of big regional brewers, that have been for the first time pressed by the leaders in the key sales channels, especially in Volga and Central regions. In the small business there has been a noticeable slowdown in appearing of new restaurant breweries, yet the number of craft breweries has been growing rapidly. In 2018, the beer market is likely to grow a little, while the share of AB InBev Efes may decrease due to the integration. ...
“Catalogue of Russian Beer Producers 2018” includes 1070 businesses ranging from large subsidiaries of international companies to rather small restaurant and craft microbreweries.The catalogue includes 32 large breweries, 75 regional breweries, 693 industrial mini- and microbreweries as well as 270 restaurant breweries. ...
Global hop marketA local alternative to mass beer suggested by independent brewers has been successful and is now altering the global market. Beer is becoming more diversified, so transnational companies have to accept the new game rules and to switch focus to young and fast growing markets. All these processes increased the demand for aroma and bitter hop as well as their acreage expansion on two continents. However now there appeared a downward trend of alcohol consumption in the world, so even special sorts can soon turn to be sufficient. In this connection the dynamic American hop market is already facing some problems. EU hop producers have become more cautious, they are not racing to exceed the demand and look forward with more confidence, judging by the contract terms.
Hop Market in RussiaGermany still dominates the Russian market, yet over the recent two years one has been able observe a continuous success of Czech hop suppliers. Their expansion and growing popularity of hops from the United States became the drivers of supplies growth in 2016 despite the preceding modest harvest crop in the EU, as well as the factor of relative stability in 2017. In this connection, in 2017, the ratio of the varieties continued to shift towards the aroma ones, and the supplies of Magnum hop and other alpha varieties were reduced. However, the import of bitter hop pellets is partially replaced by extracts, especially from the major beer manufacturers. Total volumes of alpha acid supplies, according to our estimation, decreased by approximately 5% and returned to the level of 2015. Barth Haas Group continues dominating the hop products market; HVG also increased its weight. At the same time, Morris Hanbury significantly reduced the supplies in 2017.
Kvass-Based Soft Drink Launching in U.S.
The company continues, "what makes Kwass’Up unique in a market glutted with sugary drinks loaded with artificial ingredients is its kvass base. Kvass has been enjoyed throughout Eastern Europe for centuries as a tonic, digestive aid and natural energy drink. Pure Ally knows that generations of Europeans have sworn by the restorative and digestive properties of kvass; those benefits are more relevant today than ever before.”
Kwass’Up is made using a traditional malting process which begins with whole grain rye and barley. The process of malting partially breaks down nutrients so they are absorbed by the body easier and faster. When the product is consumed, the accelerated digestion is responsible for a completely natural boost of energy—without any additives or caffeine.
Kwass’Up is the first product launch for Pure Ally, a Florida-based beverage company whose mission is to deliver wholesome, naturally inspired beverages from around the globe to consumers in the United States and beyond. Jon Gitman, Pure Ally’s CEO says, “I am pleased to bring this great product to the US and thrilled by the glowing response the drink is already receiving.”
Packaged in 2-liter PET bottles and 16-oz aluminum bottles (which stay cold longer) Kwass’Up is available in three flavor variations: Traditional, Ginger and Cranberry. Slated to hit stores in by the New Year the product will launch in select markets within the New York Tri-State area and South Florida. In an effort to promote this great new product to consumers, Pure Ally will rely on creative Point-of Purchase display materials, in-store tasting events and a mix of branding and promotional efforts in traditional and digital media. Though it’s a premium product,Kwass’Up will be priced on par with similar beverages.
Kwass-Up’s audience is expected to be active individuals who are looking for a better soft drink choice. This beverage appeals to a market that craves natural, low-sugar energy reinvigoration without sacrificing soft drink taste.
Due to the uncommonly refreshing nature of the drink, Kwass’Up is anticipated to become an instant hit among active and health-conscious consumers. Preliminary market research shows that testers view Kwass’Up as “Adventure in a Can” — a taste that evokes images of robust health and fun.
13 Dec. 2012