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. Move over draught, brew masters are creating craft beer infused with desi flavours and ingredients
To revisit fond childhood memories, try the mango beer created with Alphonsos sourced from the farms of Ratnagiri in Maharashtra.
Craft beers, small, independent and traditionally brewed, have become a phenomenon that has captured the imagination of beer connoisseurs and brewers in India. Brewmasters, microbreweries and brewpubs, working independently or in collaboration, are creating signature brews with local flavours and ingredients. That's akin to offering gourmet cuisine to the average Indian beer enthusiast who is used to drinking from mass-produced bottles or draughts.
Craft beer lends itself to experimentation because it is produced in limited quantities by house experts and the ingredients can be easily substituted or improvised with additives or adjuncts like fresh fruit or herbs. Added to this is the quick turnaround time of two weeks to one month for a brew to ferment and take flavours.
As beer consultant John Eapen says, "If a small sample or batch doesn't work out, it's easier to move on to the next recipe in a craft beer versus a wine or a whisky that takes much longer to ferment and form."
Arbor Brewing Company India in Bengaluru, a city hailed as the nation's beer capital, experimented recently with a lemongrass betel leaf brew called Beteljuice that sold out in three weeks. The initial recipe for the lemongrass, paan-infused ale came from Karthik Singh and Vivek Maru, cofounders of Bangalore Brew Crew, a community of craft beer enthusiasts. They approached Arbor's head brewers to prepare the light-bodied ale for a full batch at 1,000 litres.
It was a huge success and the brewpub now wants to create more distinct Indian flavoured brews at least once a month. "For such a new market we have been very pleased with the response," says Logan Schaedig, head brewer at Arbor.
The rise of India's craft beer market has been phenomenal, growing at 1,000% annually between 2009 and 2015, according to Mumbai-based craft brewery Gateway Brewing Co.
The growth is most evident in Bengaluru, Mumbai, Pune and Gurugram (formerly Gurgaon), which have more than 60 brewpubs among them. And with the craft beer market projected to expand to Rs 4,400 crore by 2020 from about Rs 280 crore now, the zeal to capture the consumer's imagination with Indian-flavoured experiments comes as little surprise.
The size of the overall Indian beer market is estimated at Rs 25,000 crore. Gateway Brewing has been experimenting with Indian flavours for some time.
Last year, it released Summersault, a pale ale for which Gateway used coriander, for aroma, over hops, a staple in Belgianstyle wheat beers. The result, says founder Navin Mittal, was spectacular.
Gateway followed that up with Kaapi, infused with coffee beans, and a Darjeeling black tea and Earl Grey beer that it brewed for the restaurant The Bombay Canteen, where it was served with Khaari biscuits, a salty cracker biscuit.
"Times are changing for Indian consumers. They are now well-placed to receive experimental brews given the growth in economy, urbanisation, and an aspirational population with disposable incomes," says Mittal.
However, not every experiment works as the key lies in striking a harmony of flavours. For example, the Star Anise black pepper beer and the Double IPA brewed with beets at Arbor didn't fly off the shelves.
"While experimentation is great, it's a trial-and-error method to know what works," says Shailendra Bist, cofounder at Independence Brewing Co., in Pune. Case in point being that while their collaboration beer Puneri Honey Basil Ale was a great hit, experimental batches with mahua, kokam and khas have not worked. Ingredients like garam masala or bhut jolokia chillies, too, don't make sense for craft beer, he said.
In 2012, SABMiller India launched Indus Pride, a specialty beer with four flavours — Citrusy Coriander, Citrusy Cardamom, Spicy Fennel and Fiery Cinnamon. The company pulled it out of the market three years later owing to a lack of commercial scalability and lukewarm response that pointed to the market not being ready then for localised flavours.
The beer consultant Eapen says that's a thing of the past. People are well-travelled now and exposed to various experimental flavours. Besides, the booming food and beverage industry that's always on the lookout for the next new thing has contributed to the change, he said.
Darioush Afzali, director-marketing at SABMiller, is more optimistic for the company now. "Looking at how the tastes of Indian consumers are evolving, going forward there will be elaborate options across industrial and craft beer segments available to them," he says.
4 May. 2016