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.
China. Former Marketing Director became the CEO of CR Snow
The former Marketing Director Hou Xiaohai (侯孝海) has become the new CEO of China Resources Snow Beer. Wang Qun, who previously held that position, was appointed Deputy Chairman of the Board.
Both chiefs have graduated from Renmin University of China. Prior to joining China Resources, Hou Xiaohai worked at Shougang, Gallup Inc. and The Pepsi-Cola Company. In 2002 he started his career at CR Snow Breweries as Sales Development Director.
A year later he was appointed Deputy CEO and Marketing Director. In 2006 he developed a neo-olympic marketing theory that brought huge success to CR Snow. The Chinese people call Hou Xiaohai the first person on neo-olympic marketing.
Wang Qun has been the CEO of CR Co and CR Snow since 1994. He has degree in Finance and Economics degree.
Xu Hui and Li Ji were appointed Deputy CEO and Youtai Lui, Cheng Shaokai and Bai Xiaosong have become new Assistant General Managers.
It is likely that new personnel appointments will cause substantial revision of marketing policy agreed on jointly with SABMiller.
3 Mar. 2016