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.
Goodbye, vodka? Russians toast craft beer revolution
While the craft beer revolution swept North America and Western Europe years ago, Russia is now catching up at a time when it is trying to shrug off a vodka-swilling reputation.
"We are tired of Russia being perceived as a country of alcoholics," Pavel, a customer at Beer Garden told AFP as he relaxed after work.
"Old people still drink vodka, but we young people prefer good-quality beer."
Renowned for their hard-drinking habits, Russians in recent years have started cutting down on booze as the government has tightened controls to curb rampant alcoholism.
Last year, the average Russian drank some 11.5 litres of pure alcohol, down from 13.5 litres in 2014, according to a health ministry official.
The beer market has seen overall consumption fall -- but while the big brands have suffered -- niche producers have started flourishing as drinkers' tastes have got increasingly sophisticated.
"A new craft beer bar opens in Moscow almost every day," said Natalia Petrova, editor-in-chief of Real Brew, a magazine targeting Russia's amateur brewers.
"There are already more than 1,000 microbreweries" in Russia, she added.
Garden Beer owner Yan Stopichev said his bar -- which opened in September -- serves 4,000 litres of more than 60 brands of Russian craft beer every month.
"These are microbreweries, young Russians who learned how to make good-quality beer from YouTube videos," Stopichev said of his suppliers as he poured a pint of Jaws Lager, brewed in the city of Yekaterinburg in the Urals.
- Grey zone -
Nestled in a maze of abandoned factories outside Moscow, Green Street Brewery is one of the many such establishments fuelling the craft beer boom.
Brewer Maxim Boroda and a group of friends make some 800 litres of beer every month at Green Street, which they rent once a month to bypass the administrative procedures required for the owners of alcohol-producing facilities.
Part of the reason for the craft beer boom is that production and sales often fall into a legal loophole -- with pubs that only serve beer for instance allowed to work without a liquor license.
"We're in a grey zone. What we are doing is neither legal nor illegal," Boroda said.
"Getting permission to make our own alcohol is very difficult. We are forced to rent this brewery to hide behind its owners."
Facing a rapidly-evolving beer market -- which remains dominated by Baltika, owned by Danish brewer Carlsberg -- the Russian government has adopted a laissez-faire approach to the craft beer industry.
"Distilleries are of course gaining ground," industry expert Petrova said.
But the state's current absence in the business could hurt its development, she said, since the currently vague legislation could suddenly toughen up and make brewers bankrupt.
"Brewers fear they could go out of business," she added.
Petrova also warned that the proliferation of the craft beer label -- which beer-makers have liberally slapped onto new products -- could ultimately undermine real craft beer producers.
For those who have led the revolution in craft beers, however, there is little fear that it will be derailed.
"We will soon change our country's image," said brewer Boroda, inhaling the fumes emanating from a stainless steel tank.
"And even vodka-lovers won't be able to resist."
7 Apr. 2016