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.
BrewDog PLC, Scotland, UK: ZIEMANN delivers a brand new turnkey brewery plant – from malt intake through to the bright beer tank cellar.
BrewDog was founded by the friends James Watt and Martin Dickie in 2007. Since then, the brewery company is moving in only one direction: upwards. In their first year the co-founders brewed 1,050 hl / 900 bbl in the then tiny brewery; today the annual production volume has increased significantly to 90,000 hl / 77,000 bbl. Over the last few years, the brewery has attracted international attention for their inventiveness: BrewDog successfully raised a large amount of capital, required for the brewery’s expansion, through a crowdfunding campaign called ‘Equity for Punks’. Since 2009, more than 14,000 ‘fanvestors’ have invested in the brewery via this campaign. The brewery is currently running its fourth round of funding; Equity for Punks IV aims to raise £25m from public investment. Another event that made headlines was the competition for the strongest beer in the world. With “The End of History”, BrewDog raised the bar to 55% alcohol by volume.
In order to keep up with global reach, BrewDog will build a second brewery plant in a new 4,500 m2 building at their site in Ellon, Aberdeenshire. ZIEMANN will supply, install, automate, and commission the complete process technology, from the milling plant to the integration of the bottling plant.
”We are extremely proud that one of the most innovative craft brewers will produce its beer with our equipment. A decisive factor for being awarded the contract certainly was the fact that we offered the technology both in the brewhouse and in the cold block, required for the desired flexibility and quality, as a complete package,” summarized Thorsten Schwanzer, Sales Director Western Europe, at Ziemann.
ZIEMANN will equip the milling plant with a 6-roller grist mill as well as with the required silos. The brewhouse with the mash vessel Colibri™ and the lauter tun Lotus™ is designed for 12 brews per day, with a cast-out wort volume of 300 hl / 255 bbl each. With regard to the wort boiling, BrewDog decided in favour of an external boiler in order to be able to produce even smallest charges. In addition, the new brewhouse will be equipped with a spent grains silo, first wort vessel, hop dosing vessels, whirlpool, wort aeration system, water house and a brewhouse CIP system.
In the cold block area ZIEMANN will implement a yeast cellar inclusive of yeast propagation, yeast storage and pitching tanks; a fermentation/storage cellar consisting of eight CCTs with a capacity of 1,800 hl / 1,500 bbl, one bright beer tank cellar with two 1,800 hl / 1,500 bbl bright beer tanks as well as another CIP plant. A special feature in this area will be the new ZIEMANN system for cold hopping. The brewhouse as well as the cold block will be automated with the Braumat system V7.
The start of installation of the new plant at BrewDog is scheduled for August 2015, with the first brew anticipated in the 1st quarter of 2016. With this expansion stage, BrewDog will be able to brew an additional volume of approximately 200,000 hl / 170,000 bbl per year.
ZIEMANN provides innovative and tailor-made solutions for craft breweries as well as for large-scale breweries – from the malt intake to the bright beer tank cellar. The product range in the area of the wort treatment extends from the malt intake, via grist mills, mash vessels, lauter tuns, mash filters, wort kettles and whirlpools up to wort cooling systems. In the area of the cold block ZIEMANN offers fermentation and storage tanks, bright beer tanks, yeast tanks and all required CIP tanks. ZIEMANN plans, engineers and automates the process and the cleaning technology in all production areas, including the installation of process pipework and the integration of all required utilities. For modernizations, capacity expansions as well as for completely new brewery plants – ZIEMANN provides innovative solutions and is a valued expert.
Last but not least, ZIEMANN is a competent and reliable partner for craft breweries and large-scale breweries in the field of research and development. ZIEMANN supports its customers, for example, in developing individual beer recipes.
For further information, please contact:
ZIEMANN International GmbH
Schwieberdinger Straße 86
Phone: +49 7141 408 377
E-Mail: [email protected]
BrewDog, one of the most innovative craft brewers, will soon be making beer with ZIEMANN equipment (from left to right): Arend Muggen, Volker Mewes, Karl Butzmann, Neil Simpson, Martin Dickie, Thorsten Schwanzer and Hanspeter Geigle when signing the contract in Ludwigsburg.
11 Jun. 2015