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.
Analysis of beer market in China (on Russian)
Beer market of Ukraine: big three losing weightIn 2016, fast increase of excises and resulting price spike stood in the way of the beer market stabilization. Most of competition (as well as mass sorts) moved to the economy segment of the market. The biggest losses were incurred by the leading three, especially Obolon, which again experienced pressure after reallocation of Efes market share. However, one should already speak of TOP-4. Group Oasis CIS (PPB) became a strong player and competitor to transnational companies. Besides the net sales of many regional medium breweries look rather good and 16-fold cost reduction wholesale trade license for craft brewers opens up a possibility of rapid growth in 2017.
India. After a period of lull, liquor sale witnesses spurt in Tamil Nadu
In December 2015 around 41.17 lakh cases of Indian Made Foreign Spirit (IMFS) and 12.29 lakh cases of beer were sold. Last month (January 2016) the sales data stood at 48.23 lakh cases of IMFS and 15.33 lakh cases of Beer.
“If you look at the statistics for January 2015 around 44.94 lakh cases of IMFS and 13.99 lakh cases of beer was sold. As Tamil Nadu is marching towards election, sales will slowly pick up,” said a senior Tasmac official.
Liquor sales across the State dwindled from 2013-14. Beer sales fell by 12 per cent for the first time and this was followed by IMFS.
“Despite the dip in sales (almost six per cent) revenue wise we performed well due to the price hike,” the official said. The official explained that the SWOT (Strength Weakness Opportunities and Threats) analysis that Tasmac did eight months ago in all its 6,814 outlets has transformed the business dynamics.
The SWOT matrix showed that the strengths were availability of human resources, ample godown space, good transportation and more varieties of brands. On the weakness front it indicated that the stock manufactured was not despatched on time and there was no scientific method of stocking goods in retails outlets.
“The stock was randomly arranged in shelves. We reworked on this and ensured that products that would attract consumer’s interest were kept in front,” the official said. “The Opportunity for us was all these weakness can be rectified. The threat we have is illicit liquor which was not under our control,” he added.
With elections nearing, Tasmac which has revenues of around Rs. 27,000 crore is confident of touching Rs. 30,000 crore.
Presently around 70 lakh people, less than 10% of the State’s population consumes liquor at their outlets everyday.
12 Feb. 2016