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.
Could Singapore have its own craft beer boom?
The festival comes on the heels of a global boom in craft breweries, also referred to as microbreweries, that has seen larger players acknowledging the competition. Anheuser-Busch InBev, the world's largest brewer, announced purchases of three craft brewers in the month of December alone.
Microbreweries are broadly classified as small, independent operations producing limited volumes. In the U.S., annual production for an individual craft brewer is capped at 6 million barrels or less.
Singapore is home to around a dozen microbreweries, with four alone opening last year, Charles Guerrier, founder of CRAFT Singapore, told CNBC.
But the island nation's most popular beer—in term of total volume sales—still remains Tiger, made by Heineken-owned Asia-Pacific Breweries (APB), according to Euromonitor.
Indeed, craft accounts for only around 2 percent of Singapore's beer market share, noted Winston Kwang, owner of Beerstyle Distribution, a local company specializing in the import of American craft beers.
Industry observers highlighted a few factors behind the lower volumes.
"We're not yet at the stage where there's strong demand for local craft beer. Unlike the U.K., where people get very territorial about their pints, Singapore has always latched onto foreign brands, but I'm sure we'll be seeing more people apply national pride to beer in addition to their food," explained Guerrier.
The widest range of craft beer available in the city-state is mainly imported from Belgium, with 6.92 million liters imported in 2014, Flemish government agency Flanders Investment and Trade said in a market report last year.
Moreover, the country's tough regulatory environment doesn't make it easy for local breweries, especially as capacity limits mean economies of scale are tough to achieve.
"It is quite difficult to operate here in Singapore as taxes are very high on alcohol and rents are very high. This has led to lots of multi-tap craft bars importing beers in from oversees," noted Scott Robertson, brewmaster at Brewerkz, which has been operating in the country since 1997.
But things are starting to change.
In fact, APB—the nation's leading brewer—has already joined the craft movement in an attempt to cash in on the global trend. APB owns Archipelago Brewery, a craft brewer that uses Asian flavorings such as lemongrass, tamarind and coriander.
When asked whether APB will expand its craft portfolio beyond Archipelago, the firm refused to comment.
Some believe commercial brewers may eventually snap up craft names in Asia, as has been the case in the U.S. and Europe.
"Of course, bigger players may eventually start buying smaller players here, it's a likely trend," said Steve Spinney, master brewer at Little Island Brewing Company, one of Singapore's craft names.
The city-state can easily accommodate at least 20 microbreweries and when that happens, "big guys are not going to like it," he said.
Others voiced a more cautious outlook.
"No matter how much craft beer grows, it's not exponential growth that will unsettle the big boys," said Kwang from Beerstyle Distribution.
Kwang, who has been in the industry for nearly a decade, believes none of Singapore's craft brew pubs or breweries boast the branding or volume to warrant an acquisition now or over the next few years.
"The big boys would rather have their own craft brand instead," he remarked.
More local brewmasters are also needed for the growth of the local scene, a factor that can bolster Singapore's beer culture, Guerrier added.
Canadian-born Robertson of Brewerkz agrees.
"I think having breweries with some local brewers is important as it can help to grow the knowledge base of the city."
4 Mar. 2016