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.
Czech Budvar wins Budweiser trademark in United Kingdom
Budvar said the UK Supreme Court rejected AB InBev's motion to file an extraordinary appeal against a July appeal court ruling, which had earlier dismissed the multinational company's request to invalidate Budvar's Budweiser trademark.
The ruling, which allows both companies to use the famous trademark in Britain, is an important win for Budvar in its third largest export market.
It also highlights the risk of allowing the co-existence of the brands in other markets.
The Czech brewer, which sold 1.3 million hectolitres of beer worldwide in 2011, and its larger rival, which sold 399.4 million hectolitres, are still fighting 11 court cases in 8 different countries.
The UK ruling followed a decision by the European Court of Justice in 2011.
The UK Supreme Court's ruling was final, Budvar said.
AB InBev said it was disappointed by the UK Supreme Court ruling but that it did not affect its Budweiser trademark in the country. It said Budweiser sales in the UK rose 40 percent between 2009 and 2011.
"This attempt to change the final decision of the court proves the long-term strong interest by (AB InBev) to gain exclusive rights for the Budweiser brand at any cost," Budvar Chief Executive Jiri Bocek said in a statement.
Budvar's brewery is in the Czech town of Ceske Budejovice, known as Budweis in German, where brewing dates back to the 13th century.
When the Budvar brewery started in 1895, U.S. brewer Anheuser-Busch, now part of Anheuser-Busch InBev, had already been making Budweiser beer for 19 years.
Budvar entered the UK market in 1973 and Anheuser-Busch in 1974. The latter applied to have the word Budweiser registered as a trademark in 1979. While this was being examined, Budvar also submitted a trademark application for its Budweiser in 1989.
British courts ruled in 2000 that both companies could each register Budweiser, which duly entered the Trade Marks Register on May 19 of that year.
17 Jan. 2013