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.
drinktec is now flying the flag in South America
is already the case with China Brew & China Beverage (CBB).
The Memorandum of Understanding was signed by Messe M?nchen
International as the owner and organizer of drinktec and the Associa??o
COBRACEM, the owner of Brasil Brau. It is the declared aim of Brasil Brau, with
the support of drinktec, to attract more exhibitors from outside Brazil, and in the
medium term to extend the spectrum of brewing technology to include all
process technology, from manufacturing to filling, packaging and logistics
solutions. Brasil Brau also hopes in the medium term and with the aid of drinktec,
to include other beverages categories in its exhibits spectrum. For drinktec the
cooperation with Brasil Brau is seen as a way of extending its position in the
important Brazilian market and attracting new exhibitors and visitors from the
The two sides have agreed upon large booth presentations and advertising at
both trade shows. The cooperation comes into force immediately and it is not
limited in time. On the part of Messe M?nchen it also includes the company?s
trade shows abroad, i.e. drink technology India (dti), food & drink technology
Africa (fdt) and China Brew & China Beverage (CBB). Under the agreement
Messe M?nchen may also promote these trade events at Brasil Brau. From
2017 a more intensive cooperation is envisaged, the details of which are still to
Dr. Reinhard Pfeiffer, Deputy CEO of Messe M?nchen, sees this agreement as
a further cornerstone in the internationalization strategy that drinktec has been
pursuing for some years: "drinktec has already established very successful
offshoots in India, China and South Africa. Brazil, the third-largest beer producer
in the world, is another piece in the jigsaw. As such drinktec is now represented
in almost all the strategically important markets for the beverages and liquid
food industry, markets that hold great promise for the future."
Cilene Saorin, president of Associa??o COBRACEM, considers this alliance as
an important and assertive step toward expanding the spectrum of businesses
housed in Brasil Brau. “The event has always had as its mission to provide
platforms of knowledge, relationship and negotiations related to the brewing
industry. However, considering the intense and constant demand for new
technologies and also the current movements of verticalization of this industrial
segment, it became essential to draw a bold strategy. This mutual cooperation
agreement with drinktec certainly brings benefits to the entire beverage industry
in Brazil and Latin America.
Richard Clemens, Managing Director of the professional association Food Processing
and Packaging Machinery in the German Engineering Federation (VDMA), considers
the collaboration of drinktec with Brasil Brau as an important and logical step in the
direction of future markets. "Brazil provides good perspectives in the long term for
manufacturers of machines and systems thanks to its expected growth rates. As a
partner of drinktec, we welcome the collaboration, because it strengthens the network
between exhibitors and visitors in this important market."
Brasil Brau has been held every two years since 1989, initially alternating its
venue between different Brazilian cities, but for the last ten years regularly in
S?o Paulo. The last event, in 2013, attracted around 170 exhibitors and more
than 8,000 visitors, half of them from North America and Europe. The next Brasil
Brau takes place from June 15 to 17, 2015 in S?o Paulo.
drinktec has been held in Munich since 1951, and since the 1980s it has taken
place on a four-year cycle. It is the most important trade fair for the sector.
Manufacturers and suppliers from all over the world – global companies and
SMEs alike – meet up here with all sizes of producers and retailers of
beverages and liquid food products. Within the sector drinktec is regarded as
the number one platform for launching new products on the world market. At this
event manufacturers present the latest technology for processing, filling,
packaging and marketing all kinds of beverages and liquid food – raw materials
and logistics solutions included. The themes of beverages marketing and
packaging design round off the portfolio. drinktec 2013, which took place at the
Messe M?nchen exhibition center in Munich from September 16 to 20, 2013,
was a great success, attracting 1,445 exhibitors from 77 countries and 66,886
trade visitors from 183 countries. The next drinktec takes place from September
11 to 15, 2017 in Munich.
Further information on drinktec and Brasil Brau:
Contact Brasil Brau
On behalf of Associa??o COBRACEM:
Fagga Eventos - Organizer of Brasil Brau
Brasil Brau Show Manager
Tel. (+55 21) 3035-3231, Fax (+55 21) 3035-3101, Mobile (+55 21) 99418-3989
5 Aug. 2014