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.
Modelo Especial Reaches Sales Milestone
“This is a remarkable accomplishment for Modelo Especial, which is the number three imported beer in the U.S. and is growing at a rate of more than 20 percent year over year,” said Bill Hackett, president of Crown Imports, Modelo’s exclusive U.S. importer. “This achievement is a true indicator of the phenomenal growth of the brand that continues to lead the beer industry and brings us one step closer to attaining our long-term vision of Modelo Especial becoming a 100 million case brand and the number two imported beer in the U.S.”
Modelo Especial continues to outpace the industry. As one of the fastest growing beer brands in the U.S., Modelo Especial reached the 30 million case mark just two years ago and grew sales nearly eight million cases in 2012 alone. The brand also became the number two imported beer within the U.S. convenience store channel earlier this year according to SymphonyIRI data – further indication of Modelo Especial’s continued success.
The brand’s rapid growth can be attributed to its widespread appeal and continued brand strength among Hispanic beer drinkers, a valuable consumer segment. To support Modelo Especial’s continued expansion into the General Market, the brand launched its first-ever English language TV spot within select markets in 2012 as well as drove consumer engagement and incremental case growth with a number of exciting promotions throughout the year. Additionally, two new Modelo Especial packages were introduced to the lineup: 24-pack loose bottles and 24 ounce bottles to help meet new drinking occasions among general and Hispanic audiences.
“Modelo Especial is a brand with both mass and acceleration unmatched by any other brand in the beer industry,” added Jim Sabia, chief marketing officer for Crown Imports. “We will continue to create strategic marketing initiatives for the brand to reach the general and Hispanic markets as we work to drive both future growth and awareness of the brand in 2013 and beyond.”
In a banner year for the premium Mexican beer, Modelo Especial was recently awarded the Leaders Choice “Beer Brand of the Year” Award by Market Watch magazine, as well as a Hot Brands award for the 18th consecutive year. Additionally, IMPACT magazine awarded Modelo Especial a Blue Chip Brand award, recognizing brands with over 500,000 case equivalent depletions with at least ten years of consecutive years of volume growth.
29 Jan. 2013