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.
GEA at the BrauBeviale 2015: Innovative technologies and system solutions for the beverage industry
Optimizing brewing technology starts right at the beginning of the process. The GEA MILLSTAR™ system combines the advantages of both dry and wet milling in a single system. This ensures the highest quality of mash and wort for a brewing line from the start, with maximum economic efficiency.
GEA's ECO-FERM™ system for jet mixing in fermentation tanks has been specially developed to improve fermentation performance and homogeneity by supporting the natural upward flow process in a vertical fermenter, especially in slim fermenters. The innovative system enables significant time-savings during fermentation – with no compromise on beer quality.
Especially for the growing craft beer market, GEA presents a separator skid, which is available in 4 sizes, for even more efficient beer clarification. The craft brewer produces 5 to 10 % more beer per batch using the same amount of raw material and water – without additional operational costs. Another advantage is the reduced clarification and maturation time of the beer, which, among other things, enables a significant reduction of the production time. The compact and ready-for-use plug & brew skids are suitable for any brewery and delivered pre-piped and completely assembled.
A further highlight is the new generation of Freeze Concentrators. GEA IceCon® reduces capital costs by around 50 % and operational costs of the freeze concentration process up to 40 %. This reduction creates new opportunities making this high-quality process more widely accessible to beer, cider and wine producers across the globe.
In addition to these innovations, visitors will find many other products and sophisticated technological solutions of GEA's comprehensive portfolio for the beverage industry. GEA`s engineering experts and sales managers will be available to give competent advice in hall 7 at booth #602.
14 Sep. 2015