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.
Heineken aims to be market leader in Myanmar by 2020
"We are the last brewery to come to the market. Currently, we are No 5 in the market. We hope to move up one position every year. Next year, we want to be No 4. After that, No 3, No 2, and eventually we aim to be No 1 in the market," said Lester Tan, managing director of APB Alliance Brewery, the producer and distributor of Heineken in Myanmar.
Sales of the Dutch beer started six months ago. It is competing fiercely against local and foreign brands like Myanmar, Dagon, Mandalay, and Tuborg, a product of Carlsberg, which has gained more popularity despite controversies. Before Carlsberg started production in May 2015, the market had been dominated by local brewers.
Tan said that Myanmar showed huge market potential thanks to its fast urbanisation, population growth, economic expansion and increasing middle class. He believed that Myanmar would follow Vietnam, which has become one of the top three biggest markets of Heineken International in Asia Pacific in less than 10 years.
"Myanmar will be of growing importance to our global company too - and might become our next star country," he said, adding that Myanmar's per capita beer consumption is only three litres - much lower than its neighbour Thailand.
"This leads to a lot of room for growth for all players in the market. The whole beer market is growing so fast. Though we only started selling about six months ago, we were slightly above our plan. So we are happy with our business performance. The future is very, very good," he said.
Tan sees the possibility of increasing investment soon due to overwhelming demand. The success story convinced him that the company - with marketing strength and strong relations with business partners - should not worry about the "Myanmar" beer and other domestic brands.
Heineken has invested US$60 million (Bt2 billion) in a beer factory in Yangon, which started operations last July with annual capacity of 245,000 hectolitres. It produces four brands - Heineken, Regal Seven, Tiger, ABC Extra Stout. As of February 28, the company employed 245 people including 56 female staff. Only 9 are expats.
This year, Myanmar is included in the UEFA Champion League trophy tour for the first time. The trophy tour will be in Yangon from March 20-26, accompanied by former Arsenal star Fredrik Ljungberg.
"Football is the most popular sport in Myanmar. Whether it is in the streets or the stadiums, and at teashops and sports bars, fans go all out to watch a match and support their favourite teams. We can't wait to champion the trophy," said Ko Ko Thein, deputy administrative director of Myanmar Football Federation, at the ceremony where the tour schedule was announced.
21 Mar. 2016