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.
Carlsberg Enters New Three-Year Partnership with Premier League
A win-win for Carlsberg and Premier League
Commenting on the agreement Tom Moradpour , Vice President of the Carlsberg Brand, said: "At a time when we are fully committed to growing the Carlsberg brand, it is fantastic to be associated with such an iconic football property as the Premier League.
"The Carlsberg brand has a long association with football and we are delighted that this partnership with the Premier League provides us with another platform with which to connect with consumers and football fans around the world and drive greater engagement with the Carlsberg brand.
"It is a long term deal, which will enable powerful football activation you can count on every year. For the first time, we have the opportunity to build a long term scale football platform with both depth and frequency."
Premier League Chief Executive, Richard Scudamore , added: "We are extremely pleased that Carlsberg has chosen to invest in the Premier League and, from next season, become the League's official beer partner."
"The Premier League is well known and well followed in the UK and internationally and that makes Carlsberg - one of the most renowned breweries in the world - an excellent partner for us."
"The commitment and investment from commercial partners like Carlsberg is very important in helping us to continue to put on a high quality football competition that is enjoyed by fans at home and abroad."
Premier League: The biggest continuous annual global sporting event
The Barclays Premier League is the biggest continuous annual global sporting event in the world. Across nine months of the year 380 matches are viewed in 212 territories worldwide. Coverage of the matches is available in approximately 720 million households, and more than a billion fans follow the league globally.
As the partnership does not officially begin until the beginning of June, we have decided to announce the deal to both press and consumers only at this stage. No doubt you will start to see the release appearing in sports, business and marketing news coverage.
17 Jan. 2013