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.
India. New beer alert in Mumbai and Pune: An Effingut lager, a tea-infused pale ale and a Mango cider
With summer around the corner, craft beer folks across the country are either hard at work on, or soft-launching, new brews. Among them is Pune’s Effingut Brewerkz. The craft brewery, located in Koregaon Park, recently launched its Effingut Jag, which is a collaborative effort between the brewery and the city’s craft beer enthusiasts.
Effingut Jag is a Marzen-style beer. The Marzen is a type of lager that was first brewed in Bavaria, and takes its name from ‘Marzen’, which is German for March. The Marzen is usually brewed around the end of winter, and was originally a dark lager. Today, though, it is a lot lighter in colour and body. The idea, says John J Eapen, was to create “a dark medium-bodied beer with a rich malty profile, finishing with the sweetness from jaggery.” Eapen, who blogs at Talesoffroth.wordpress.com, was among those who were closely involved with the creation of the Marzen-style lager from Effingut. Word is that the guys have brewed a 550-litre batch, and you could have a go at it if you are in Pune this weekend.
Meanwhile, in Mumbai, Gateway Brewing, which recently launched a coffee stout, has brewed a pale ale to mark the occasion of The Bombay Canteen’s first anniversary. “We were looking at something unique and Indian, and first thought of nimbu-paani as a base, but lime doesn’t work well if it’s not fresh,” says Navin Mittal, who heads Gateway. So, Mittal and the founders of The Mumbai Canteen eventually worked with a pale ale that was infused with the flavours and aromas of Darjeeling black and Earl Grey teas, and named it Darling-jee.
“It’s a fresh, easy-drinking pale ale,” says Mittal. Darling-jee will be available at The Mumbai Canteen until the end of this month, but Mittal says he would also look at releasing another batch after a couple of months, which will be available across the city.
Speaking of India-inspired beers, the Pune-headquartered Doolally, which is part of the Make in India initiative, has re-released a few classics from its past, including the Honey Mead, made from honey sourced from the Sunderbans, an Apple Cider made from Himachali Apples, and a Mango Cider, with kesar mangoes from Gujarat. The beers will be available at Doolally’s taprooms in Mumbai and Pune next week.
22 Feb. 2016