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.
Myanmar. Tuborg turnaround for Carlsber
“In light of the claims of the relatives of the late Sayar Myoma Nyein and the general debate about the use of "တူးပို့" in the market of Tuborg Beer we will discontinue the use of this spelling,” the brewer said in a statement dated January 19.
The firm chose the name, which is pronounced Tu Po, when it launched sales of locally-brewed Tuborg early last year. But the Myanmar term is also the name of a well-known song by famous composer Sayar Myoma Nyein, who died in 1955.
The song is played regularly during mass street celebrations of the Thingyan water festival, an occasion when beer sales soar.
U Shun Myaing, Sayar Myoma Nyein’s son, told The Myanmar Times that Carlsberg had met with him to request permission to use the term, but he refused.
Carlsberg could not be reached for comment.
“I denied [permission] but they used [it anyway],” he said yesterday. The firm had used a term with “beautiful” and “cultural” meaning as the name of a beer, U Shun Myaing said.
The family told a news conference on January 15 that they had intended to take Carlsberg to court over its use of the word. They claimed that its use insulted the cultural festival of Thingyan.
The Myanmar Times understands that the firm was confident such a suit would not have been successful under Myanmar law.
Nevertheless the dispute – widely discussed on social media where the family received public expressions of support – illustrates how giant multi-nationals have to tread carefully in a country renowned for its religious and cultural sensitivities, regardless of the strength of trademark and copyright laws.
U Shun Myaing told The Myanmar Times that the family would no longer pursue a lawsuit. The family accepted the change, but felt that Carlsberg should have addressed a response to them, rather than issuing a press release.
The brewer is taking “immediate steps to implement the necessary modifications” and hopes to have these made by Thingyan, the press release said.
Carlsberg will use the original Danish brand name Tuborg to market the beer in Myanmar.
“We respect Myanmar sentiment and we remain committed to fair and transparent business practices in the Myanmar market,” the company said.
21 Jan. 2016