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.
Analysis of beer market in China (on Russian)
Beer market of Ukraine: big three losing weightIn 2016, fast increase of excises and resulting price spike stood in the way of the beer market stabilization. Most of competition (as well as mass sorts) moved to the economy segment of the market. The biggest losses were incurred by the leading three, especially Obolon, which again experienced pressure after reallocation of Efes market share. However, one should already speak of TOP-4. Group Oasis CIS (PPB) became a strong player and competitor to transnational companies. Besides the net sales of many regional medium breweries look rather good and 16-fold cost reduction wholesale trade license for craft brewers opens up a possibility of rapid growth in 2017.
Malaysia. Smooth cold one now in a bottle
Now, with Carlsberg’s latest innovation, Carlsberg Smooth Draught, you can – the only difference being the fact that it’s now in a bottle.
It is now available in a familiar looking green bottle with a white label with hints of silver instead of the brand’s iconic green.
The golden-hued beer is packaged in an easy-to-grip bottle with smooth contour lines appearing subtly in the background, reinforcing the brew’s smooth taste, while the iconic Carlsberg hop leaf motif embossed on the bottle accentuates the innovative cold hopping process.
The draught is brewed longer during the maturation process, which gives it a smooth sensation while the hops are added twice for a distinctive aromatic flavour.
Carlsberg Smooth Draught was first introduced as a special edition at hundreds of traditional on-trade outlets in March.
The overwhelming response from consumers resulted in Carlsberg making the beer a permanent offering.
At the launch of Carlsberg Smooth Draught, Carlsberg Malaysia managing director Henrik Juel Andersen said that they were extremely proud of the new product innovation.
“We are privileged that Malaysia is the pioneer among the 140 Carlsberg markets in the world to launch Carlsberg Smooth Draught, a line extension of the Carlsberg brand. What you are witnessing tonight is the first step of what could become a global launch,” he commented.
Andersen added that the feedback received during the introduction was encouraging, even from non-Carlsberg drinkers.
“Very often, consumers yearn for the smooth sensation of a draught beer, but this is not readily available at the restaurants, food courts and coffee shops which they frequent.
“Carlsberg Smooth Draught is the answer to many beer lovers’ quest, and caters to a consumer preference for the smoothness of draught beer,” said Andersen.
Media members, trade partners and distributors who witnessed the official launch were treated to a range of local hawker fare, accompanied by a free flow of the new beer.
Carlsberg’s office space was transformed into a “food court” to recreate a hawker-style ambience.
Carlsberg Smooth Draught comes in a 580ml bottle and is available nationwide at Chinese restaurants, food courts and coffee shops.
4 May. 2016