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.
Beviale Moscow 2015: great interest in the market
- Around 100 exhibitors participating from 17 countries
- Exhibition presenting entire beverage industry value-added chain in Russia
- Diverse support program rounding off the ranges
Beviale Moscow will be held from 6 to 8 October. The new offshoot of BrauBeviale in Nuremberg, the world’s most important equipment show in the beverage industry this year, is offering a broad portfolio across the entire value-added chain of beverage production: from high-quality raw materials through to innovative technologies and perfectly-tailored logistics up to creative marketing ideas. The interest in presenting oneself on the regional market and, at the same time, in an international environment is equally great for both exhibitors and associations. For the trade visitors from the Eastern European region it is thus proving to be the ideal platform for concluding individual agreements directly at the event.
Beviale Moscow sees itself as a gateway to the growth markets of Russia and its direct neighbours. And that is being well received: Around
100 exhibitors from 17 countries, more than half of them from the regional market, make use of the three compact fair days in Moscow to present solutions to their customers on site. The commitment and involvement of numerous associations also reflects the spectrum of the first integral beverage fair to be held on the Eastern European market. As a result, the areas milk, water, beer, wine, cereals and packaging are represented at Beviale Moscow.
“Our concept seems to have worked”, says a confident Thimo Holst, Project Coordinator, shortly before the first event. “The motto of Beviale Moscow – global solutions, local success – has proven to be correct: Key sector players have confirmed their participation, more than half the exhibitors come from the regional market. This clearly proves: The Eastern European market is ready for an integral trade fair in the beverage industry such as Beviale Moscow. I am delighted that it will be launching soon!”
Diverse support program
In addition to its specialist ranges, Beviale Moscow offers numerous possibilities for extending and intensifying the participants’ own know-how. Here too there is a spectrum of themes covering all the areas of the beverage industry. In this connection, among others, the “Dairy Union of Russia” is holding its annual conference on all three days of Beviale Moscow. The Russian packaging association is presenting an award for the best beverage packaging and putting on a seminar especially addressing the beverage packaging theme. The specialist highlight for brewers: the supporting conference staged by the Versuchs- und Lehranstalt für Brauerei in Berlin (VLB, Research and Teaching Institute for Brewing), the VLB seminar for the brewing and beverages industry in Russia along with the MicroBrew Symposium Russia. The much-in-demand further training events for managers from the industry as well as craft brewers and craft breweries are also already established in Russia and from 2015 will be held parallel to Beviale Moscow.
Information on the specialist range and support program available at:
15 Sep. 2015