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.
Rastal wins International Design Awards
Unusual beer types and tastes are currently attracting a lot of attention. RASTAL, based in Höhr-Grenzhausen, is one of the first companies in Germany to develop its own glass shapes in response to the craft beer trend – from tasting glasses and goblet shapes to the elaborate Craft Master glasses which offer particular sensory appeal. The design concept of the “Craft Master One” impressed the jury of top-level international experts too: they selected this model with its refined shape as the winner of the Good Design Award™ in December 2015. The Good Design Award™ is one of the longest-standing and most important design awards in the world and is presented annually by the Chicago Athenaeum, Museum of Architecture and Design, in collaboration with the European Centre of Architecture, Art, Design and Urban Studies. In this case the jury particularly acknowledged the way in which the design of the glass accommodates the impact of certain aromas. The enjoyment of authentic craft beer is enhanced by means of a closed conical shape with a broadly flared rim. This causes the beer to flow into the mouth more slowly, allowing more aromas to be detected. The “Craft Master One” is also among the winners of the prestigious iF label, the most coveted international design award. The globally recognized iF seal of quality has stood for excellent design and outstanding design achievements ever since 1953.
The iF Design Award 2016 went to the “Craft-Master Two” with its slim, tulip-shaped design.
The “Craft-Master Two” adapts the shape and visual styling of the “Craft Master One”, but its corpus is narrower. The tulip shape with counter-curve is especially pleasant to grasp and is highly effective in bringing out fruity aromas. The flow of the drink is designed for sensory stimulation and this is what makes for such an authentic experience. “The faster the beer flows into the oral cavity, the later it comes into contact with the tongue. This makes the flavouring milder,” explains Carsten Kehrein, the company’s head designer and responsible for design development at RASTAL. Kehrein’s work has won a total of 47 design awards.
24 Feb. 2016