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.
China&Korea. Beer companies compete to supply to Chinese tourist parties
Hite Jinro supplied 4,000 cans of beer to the 4,500 Chinese employees of Chinese beauty group Aolan, who had come to Korea on a reward trip and gathered in Incheon, a port city west of Seoul, on March 28 for a party. It will again be the provider of beer when some 8,000 employees from Zhongmai Group, a Chinese health care company, hold two separate parties in the capital city on May 6 and 10.
The trend started with a single line from a Korean drama aired in early 2014, a mega hit in China, in which the leading female star orders fried chicken and washes it down with beer, calling it a perfect combination on a rainy day. The two items have turned into the portmanteau "chimaek," which is the combination of chicken and maekju (beer in Korean).
Hite Jinro is adding extra to the parties by using Song Joong-ki, the lead actor in the recently concluded drama "Descendants of the Sun," another hit success in China, in advertisements and inviting Gummy, who sang on the drama's OST.
The visitors from Zhongmai opted for "samgyetang," a traditional Korean dish of boiled chicken soup, instead of fried chicken, allowing room for Kooksoondang, the maker of the popular rice wine Bekseju, to debut its product. The company will place 1,800 bottles of the rice wine, currently being exported to China, on the party table for the tourists.
Although not for Chinese customers only, Oriental Brewery is again the sole supplier of beer to the Daegu Chimac Festival opening in the southeastern city of Daegu on July 27-31. The event, the second of its kind, is expected to draw a large number of foreigners.
"It has become extremely important to find out when and where these Chinese reward trips are taking place," a businessman in the beer business said. "Not only is it important to obtain the information first, it is important to keep it a secret that we are making contact to be the supplier for the events."
5 May. 2016