The beer market dynamics in Russia is approaching zero, yet major brewers are divided into those who developed considerably in 2017 and those who considerably reduced their volumes. For instance, company Efes has managed to substantially extend their sales due to restrained pricing policy and activity in the modern trade. Heineken has also demonstrated an excellent performance promoted by significant increase of advertisement budgets launching a non-alcohol sort of the title brand and unusual activity in the economy market segment. Carlsberg and AB InBev have been focusing on margins and lost a market share of their inexpensive brands. Serious dependence on PET package and mass enthusiasm about Zhigulevskoe have negatively impacted the most of big regional brewers, that have been for the first time pressed by the leaders in the key sales channels, especially in Volga and Central regions. In the small business there has been a noticeable slowdown in appearing of new restaurant breweries, yet the number of craft breweries has been growing rapidly. In 2018, the beer market is likely to grow a little, while the share of AB InBev Efes may decrease due to the integration. ...
“Catalogue of Russian Beer Producers 2018” includes 1070 businesses ranging from large subsidiaries of international companies to rather small restaurant and craft microbreweries.The catalogue includes 32 large breweries, 75 regional breweries, 693 industrial mini- and microbreweries as well as 270 restaurant breweries. ...
Global hop marketA local alternative to mass beer suggested by independent brewers has been successful and is now altering the global market. Beer is becoming more diversified, so transnational companies have to accept the new game rules and to switch focus to young and fast growing markets. All these processes increased the demand for aroma and bitter hop as well as their acreage expansion on two continents. However now there appeared a downward trend of alcohol consumption in the world, so even special sorts can soon turn to be sufficient. In this connection the dynamic American hop market is already facing some problems. EU hop producers have become more cautious, they are not racing to exceed the demand and look forward with more confidence, judging by the contract terms.
Hop Market in RussiaGermany still dominates the Russian market, yet over the recent two years one has been able observe a continuous success of Czech hop suppliers. Their expansion and growing popularity of hops from the United States became the drivers of supplies growth in 2016 despite the preceding modest harvest crop in the EU, as well as the factor of relative stability in 2017. In this connection, in 2017, the ratio of the varieties continued to shift towards the aroma ones, and the supplies of Magnum hop and other alpha varieties were reduced. However, the import of bitter hop pellets is partially replaced by extracts, especially from the major beer manufacturers. Total volumes of alpha acid supplies, according to our estimation, decreased by approximately 5% and returned to the level of 2015. Barth Haas Group continues dominating the hop products market; HVG also increased its weight. At the same time, Morris Hanbury significantly reduced the supplies in 2017.
Heineken’s Chief Financial and Executive Officers about performance in Asia Pacific in 2015
Asia Pacific continued to show strong momentum with consolidated beer volume up 6.3% organically. Strong volumes in Vietnam, Cambodia, Myanmar, Korea, and Sri Lanka offset weaker volumes in China and Indonesia.
In Vietnam beer volume grew double digit driven by a strong performance of the Tiger brand. Heineken also had a strong start to 2015 boosted by the Vietnamese Tet new year, and was up low single digit for the year. Volume in Vietnam benefited from improved consumer confidence, as well as the success of the portfolio strategy, and strong commercial execution.
Regional revenue per hectolitre was down 2.1%, adversely impacted by negative country mix, and adjusting for this it would have been up 1%. The region also delivered strong organic profit growth of just under 10%, particularly driven by the strong performance in Vietnam as well as Mongolia, Singapore, Sri Lanka, and Korea.
Projects in 2015 included extensions in Brazil, China, Cambodia and Ethiopia.
Heineken opened a new brewery in Myanmar in July and will open one in Shanghai during the first half of 2016. Also the company announced that in the coming years, they will be building breweries in Mexico, Brazil, Ivory Coast and East Timor.
“It goes with stop and go, like we see in China today, like we see in Brazil today, like we see in Nigeria today, you have some countries which definitely are going into a stop. We believe medium and long term that those countries remain a go. And therefore we invested in these countries” – Jean-François van Boxmeer told to investors.
On Asia Pacific Heineken is particularly pleased with the evolution of the margin of Vietnam, and this is supported by the strong growth in Vietnam and also by the fact the positive effect of the currency of Vietnam.
“So while some other emerging markets had actually a headwind on transactional - on currency, Vietnam had a little bit of favourable wind on that. So that's the combination of the two. But really the strong growth of Vietnam is what drives the margin in Asia Pacific” - Laurence Debroux mentioned.
17 Feb. 2016