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.
Australia. CUB dismisses claims of crafty marketing
CUB's public relations agency, Liquid Ideas, last week issued a press release announcing that Byron Bay Brewing Co, a small northern NSW brewery that is independently owned by Barry Schadel, had released its Pale Lager in packaged format.
The bottled beer was in fact produced by CUB at its brewery in Warnervale under a new licensing agreement with Byron Bay Brewing Company.
But as with the packaging of the beer itself, the press release did not disclose that CUB had any involvement in the production or rollout of the new beer.
In an open letter to Carlton & United Breweries CEO Ari Mervis, beer writer Matt Kirkegaard called for the brewer to be more transparent in its marketing of the beer.
"When I read the media release, it seemed to be strongly suggesting that the beer was being brewed and bottled solely by the Byron Bay Brewing Company," Kirkegaard says.
"Without an intimate knowledge of the Australian beer market, anyone reading the media release or seeing the beer's packaging would be very surprised to learn that the beer is actually being made, marketed and distributed by Carlton and United Breweries, albeit under licence," he says.
"The way that your company is marketing this beer, at the very least, lacks transparency. At its worst, it could appear that your company is actively seeking to hide your involvement from the consumer."
But Byron Bay Brewing Company owner Barry Schadel told TheShout he didn't understand why he should have to declare CUB's involvement in expanding the distribution of a brand that he created and continues to own outright.
"It's not their product, it's my product. It's ridiculous," he said.
CUB spokesman Jeremy Griffith told TheShout that he would understand the reaction if Byron Bay Brewing Company was owned by CUB, but it's still Barry Schadel's brand.
"We are providing the opportunity for a small craft brewery to expand its distribution and bring its beer to a national market," he said.
"We think this a positive step. The beer and brewery remain independently owned by Barry Schadel."
A page entitled "Dear Ari Mervis: Please Fix It" has attracted 263 'likes' on Facebook since it was created on Monday.
The incident continues an international debate over transparency in labelling of beers.
The Brewers Association – which represents small and independent American craft brewers – recently said large, multinational brewers "appear to be deliberately attempting to blur the lines between their crafty, craft-like beers and true craft beers from today's small and independent brewers".
30 Jan. 2013