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.
Craft beer in Vietnam is more than a fad
What is “craft beer”
According to market research by digital advertising companies in America, “craft beer” has been one of hottest search topics on the Internet since 2009. Many people have come to love it, but some market analysts were skeptical, saying the beer might not be able to have a long-term success.
Breweries making craft beer have popped up everywhere, originally in Europe, then America and now starting to spread in Asia. Yet the breweries are still operating more like partners than competitors.
Craft beer is a clever combination between traditional ingredients and creative brewing techniques, which some might find a resemblance to wine production. Each brewery usually comes up with a unique special taste created by their own brewmasters, who help make sure that every brewpub can offer something surprising and delightful.
The definition of craft beer as a product of creativity and flexibility also allows brewpubs to update their beer lists regularly, adding or changing the options to keep their customers coming back again and again.
John Reid – a businessman from America who has been living and working in Vietnam for nine years and, now the CEO of Pasteur Street Brewing Company, shared: “At a retail price of VND95,000 per beer, our craft beer falls into the “super premium” segment which was once mostly made up of imported beers.
"Countries around Asia are seeing great growth in the “super premium” segment and by creating a product in this category that is from home for Vietnamese, we feel there will be a great support for our brand as the wealth in Vietnam increases and more consumers are looking for high quality products.”
Having entered the market for only two years, Pasteur Street Brewing Company has already won a lot of hearts of beer connoisseurs in its home country and three gold medals and a silver at a recent beer craft festival in Singapore with products brewed with Vietnamese special ingredients and spices such as black pepper from Phu Quoc, passion fruit, jasmine, pure cacao…
The art of good taste
Brewpubs serving craft beer attract a lot of customers everywhere. In Vietnam, they are especially beloved by office workers, who usually stop by in large groups after work and really enjoy a beer or two with their friends and colleagues.
What is even more special about craft beer is that they can also satisfy the female customers who enjoy the drinks with moderate alcohol content and elegant fragrance of jasmine.
Craft beer is often served in short glasses to ensure it stays cool to the very last sip. Drinkers should not hold the glass for too long as their body temperature might affect the coolness of the beer.
Many breweries have thought about bottling, but it might be hard to promote the product because craft beer does not use preservatives and its quality and authentic tastes can only last for a short time inside bottles.
Another interesting thing about craft beer is how it can be paired with various kinds of food. If wine can be selected based on the color of the food, like red wine for beef and pork or white wine for fish and chicken, the pairing of craft beer is sometimes even more sophisticated.
It depends on the ingredients of both the beer and the food. Without careful consideration, the beer can take over the food, and vice versa.
Thus, any pairing choice that manages to preserve the harmony of both tastes is definitely a work of art.
Craft beer in Vietnam has proved to be more than just a fad. It has won over a group of customers and has formed a community with people passionate about the art of brewing and drinking.
Those are all good signs that it will soon become an inseparable part of this tropical country's ever exciting culture.
27 Apr. 2016