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. MoJo reopens with Carlsberg branding
“As a bar owner, you look for strong partnerships,” said Jean Curci, the managing director at Mojo. “Alone you cannot do great things in life. I believe in teamwork. It’s a great brand and very good beer.”
Alongside the Mojo name on the outside patio, a Carlsberg sign denotes the change. Inside, a complete décor overhaul contains highlights of Carlsberg branding: paintings from the Carlsberg museum in Denmark, depicting old-fashioned Carlsberg ads, green bottles stacked behind the bar, and an elephant head – part of the Myanmar Carlsberg logo – hangs above the bar.
The opening marks Carlsberg’s first chance to launch a completely branded flagship outlet, bringing it on par with Heineken’s Hummingbird rooftop. Decidedly subtler than the towering star and blinding whiteness of the other international beer/trendy bar partnership, the Mojo-Carlsberg team used attention to detail in hopes of preserving a “blend” atmosphere.
All these touches combine with new tables and chairs to transform Mojo into what Curci hopes can be an after-work watering hole that entices patrons to stay for a few more.
It’s a marked shift from the Mojo of old, where hopefuls waited in line outside to get a chance to dance late into the early morning hours in the club upstairs. As recently as summer 2015, Myanmore had declared it the Best Bar, Best Night Club and Best Social Events winner.
But things changed when allegations of a taxi cab rape outside the club began to spread. A city-wide curfew coincided with the national election and cut down on club hours, and suddenly, the once-bumping nightspot had tamed.
The Carlsberg re-branding signifies Mojo’s complete transition into a lounge.
“We don’t do [the club] anymore,” Curci said. “Not anymore – we are a lounge and restaurant now. We close reasonably. After work, you can come have a drink with your friends, eat and stay. We wanted to create the kind of ambience you want to stay in.”
22 Feb. 2016