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.
Technomic Reveals Top 10 Adult Beverage Trends
Technomic has tapped its analysts, consultants and experts to highlight the trends shaping the drinks business in 2013. Based on ongoing research into spirits, wine and beer volume and sales, as well as surveys, interviews and discussions involving brand marketers, on-premise and retail operators, bartenders and consumers, these insights are supported by Technomic’s extensive adult beverage database, including its Trends in Adult Beverage reports and other tools, such as MenuMonitor and the consumer-tracking Project CO-PILOT.
The major developments influencing adult beverages in 2013 include:
Wines go sweet. The sweet wine trend continues, with varietals including Moscato showing up in table wines and in pink sparklers on menus across the country. Red blends also proliferate, delivering a range of flavor profiles, many of which skew toward the sweet and medium-bodied end of the spectrum to appeal particularly to Millennials.
Beer comes to the table in high-end restaurants. Extensive beer lists developed with the same care as wine lists take hold at upscale-casual and fine-dining restaurants, where beer’s food-friendly nature further enhances the dining experience.
Next-level ciders. Hard cider’s growth continues, thanks to the broad appeal and food-friendly flavor profiles, not to mention increased distribution and marketing support as major supplier companies are now playing in the category. New flavored varieties further bolster the category in both retail and restaurant/bar outlets.
Unexpected flavors in unexpected places. Confectionary flavors in vodka provide ongoing excitement, but flavors show up and take some categories in new directions. Canadian whisky appeals to younger adults with flavored expressions, while rum and tequila continue to deliver new flavor experiences. The duality of sweet-and-savory and other flavor combinations take flavored vodkas into new realms, as do unique and unexpected offerings that inspire at-home and professional bartenders alike.
Next-level retailing. Adult beverage retailing takes an upscale turn, moving from “package store” to “bottle shop” concepts that focus on eclectic spirits, wine and beer offerings, hand selling of products and attention to the overall customer experience. In-store sipping and sampling proliferates, thanks to legislative changes, and growler filling stations find favor in convenience and grocery outlets.
Mixers matter. The quality trend prompts bar pros to apply the same stringent standards to selecting and showcasing mixers, juice, flavorings, purees, bitters and other drink ingredients as they do to the alcohol components.
New drinks on tap. Innovative dispensing systems at bars and restaurants bring spirits and cocktails to the tap, sometimes even at patrons’ tables. Keg wines also deliver unique vintages in a fresh format.
Digital drinks. Wine, cocktail and beer lists presented on digital tablets put descriptive information, photos and even food-pairing suggestions at guests’ fingertips in bars and restaurants, while in-store tablets and digital kiosks provide product details, ratings and serving suggestions at retail. Smartphone apps, along with QR codes on everything from packaging to menus, also immediately connect consumers to interesting drink information.
Beer gardens indoors and out. The communal experience of the beer garden goes beyond the major markets. The hottest trends in beer, food and socializing come to life in large open spaces—both indoors and outside—devoted to the casual enjoyment and exploration of beer and food as beer gardens show up in markets from New York to New Orleans and beyond.
Whiskey wows. From whiskey-flavored liquors to flavored whiskeys, and from single barrel bourbons to new takes on rye, whiskey’s appeal grows. In bars and restaurants, the storied brown spirit attracts more young adults and women, while consumers experiment with both traditional and new expressions for at-home enjoyment.
Technomic will kick off its tracking of 2013 adult beverage trends with a study of the mixer category in bars and restaurants.
13 Dec. 2012