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.
India. Tamil Nadu state beer distributor expects revenue to go up
Analysts who track the liquor market say that with the mercury rising, beer sales would shoot up this election season. It will increase three-fold they add. The last two years saw beer sales dip by 20 per cent across the State. The rise in liquor prices was cited as a reason. In March 2015, only 20.85 lakh cases were sold against 25.39 lakh cases in 2014. April 2015 witnessed sale of 20.85 lakh cases against 25.40 lakh cases in 2014.
This year, liquor outlets across the city are already seeing a slight increase in demand. The exact estimates for February and March 2016 could not be obtained due to the Model Code of Conduct being in force. Statistics available with one distillery owner indicated that in January 2016 around 15.33 lakh cases of beer was sold in Tamil Nadu.
The cashier of a liquor outlet near Anna Salai said, “Beer sales were low last two years and now slowly improving. Maybe once the candidates list is announced, the sales might pick up because everyone gets into a celebration mode when the list is announced, during the campaign and when the results are announced,” he added.
Tasmac, the cash cow of Tamil Nadu, will also see sales of Indian Made Foreign Spirits shoot up. In January 2016, Tasmac sold 48.23 lakh cases of Indian Made Foreign Spirit. This figure is expected to double in April and May. Usually, during elections, sales at Tasmac outlets go up substantially, sources pointed out.
Tasmac was established in 1983 by the then Chief Minister, M.G. Ramachandran. On an average, more than 70 lakh people are consuming liquor every day across various outlets in the State.
1 Apr. 2016