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.
Lehmann to take over the helm at Carlsberg Malaysia
The brewer told Bursa Malaysia that Lehmann, 49, was the current regional CEO (Western Europe challenger markets) of the Carlsberg group which has a total turnover of RM6bil.
Andersen, also 49, who oversees operations in Malaysia and Singapore as well as an investment in Sri Lanka, would take over the position of managing director of Lao Brewery Company Ltd on July 1.
Andersen will, in his new role, report directly to Graham Fewkes, the group’s executive vice president (Asia), and will also be responsible for Carlsberg’s successful joint-venture partnership in Cambodia.
Fewkes commented: “Henrik has delivered excellent results throughout his three years at the Carlsberg Malaysia group. He has grown our business in a challenging macro-environment and delivered excellent shareholder returns.
“He successfully boosted the performance of our premium portfolio brands, restructured the businesses in a way that has delivered strong margin growth and built an empowered senior management team in both Malaysia and Singapore.”
The business in Laos is one of the largest businesses in the Carlsberg group and a crown jewel in its portfolio of companies.
24 Mar. 2016