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.
Petra Wolf takes over as Executive Director Exhibitions II
With effect from the autumn, Petra Wolf and her team of more than 40 colleagues will be responsible for the BIOFACH and VIVANESS, POWTECH and TechnoPharm, fensterbau/frontale, Stone+tec, it-sa and mailingtage trade fairs. As a Member of the Management Board she will also be responsible for the new focus on 'Product and Innovation Management'. She succeeds Claus R?ttich, who took over the Marketing & Communications Division in March.
Petra Wolf, 42, has decisively promoted the International Division over the past four years. This international business division is currently responsible for round 20 exhibition themes and more than 40 organization contracts in N?rnberg and in the meanwhile five international subsidiaries. Last year it generated a revenue volume of just under 24 million euros, which accounts for more than ten per cent of the total revenues of the N?rnbergMesse Group. “I am looking forward to using my experience gathered over the past years to act as a bridge builder between our international and German business in the future,” says Wolf.
Wolf studied German philology and sociology in Bamberg. The qualified editor started her career at N?rnbergMesse GmbH as press consultant in 1997. From 2000 onwards she was responsible as team director for the marketing and press work for almost 20 themes in N?rnberg and worldwide, including the leading exhibitions Chillventa, IWA OutdoorClassics, POWTECH and GaLaBau. Wolf took over as Executive Director International Division and was granted joint power of representation in 2009, and has been a Member of the Management Board of N?rnbergMesse since then.
About the N?rnbergMesse Group
N?rnbergMesse is one of the 20 largest exhibition companies in the world and among the Top Ten in Europe. The portfolio covers some 120 national and international exhibitions and congresses and approx. 40 sponsored pavilions at the N?rnberg location and worldwide. Every year, around 30,000 exhibitors (international share 39 %) and up to 1.4 million visitors (international share of trade visitors 22 %) participate in the own, partner and guest events of the N?rnbergMesse Group, which is present with subsidiaries in China, North America, Brazil, Italy and now in India too. The group also has a network of approx. 50 representatives operating in some 100 countries.
14 Jun. 2013