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.
Asahi Eyes U.S. Beer Expansion With $3.7 Billion War Chest
Tokyo-based Asahi is willing to spend 400 billion yen ($3.7 billion) starting next year, which includes raising debt and 100 billion yen in cash, on further acquisitions, President Akiyoshi Koji said in an interview Wednesday. The company is mainly seeking overseas investments to strengthen its alcoholic and non-alcoholic beverage businesses, said Koji.
AB InBev last month accepted Asahi’s offer to buy the Peroni, Grolsch and Meantime beer brands as the European brewer seeks to win regulatory approval for the purchase of SABMiller Plc. For Asahi, completing the biggest deal in its history would help the Japanese brewer expand abroad amid falling domestic beer consumption and changing tastes.
“There’s huge potential that our Super Dry beer will gain popularity in the U.S.,” said Koji, pointing to the country’s growth in popularity of craft beers and diversified food culture. “The key is how to boost distribution power -- then we can think of bringing our whisky, Shochu spirit and non-alcoholic drinks later on too.”
The Japanese brewer is aiming to boost the ratio of its overseas sales contribution to 20 percent by 2018, up from 15 percent currently, and will look to expand in both the U.S. and Europe, said Koji, 64, who was promoted to the number two job March 24 after heading Asahi’s beer unit since 2011.
The European deal may boost Asahi’s profitability and change its earnings structure, which has been heavily reliant on domestic beer sales, according to Satoshi Fujiwara, an analyst at Nomura Securities Co.
“Asahi’s heavy dependence on its beer unit has been problematic, weighing on its top-line profit,” Fujiwara said by phone. Asahi’s earnings before interest, taxes, depreciation and amortization margin, which excludes liquor tax, is at about 14 percent while that of the AB InBev brands it’s acquiring is about 21 percent, he said.
Asahi shares were little changed at 3,628 yen by the close of Tokyo trading Wednesday. The stock has fallen 4.5 percent so far this year, compared with the benchmark Topix index’s slump of 13.5 percent.
Asahi last month reported its highest-ever first quarter sales as demand for its alcoholic beverages rose. Sales rose 1.6 percent to 380.2 billion yen in the three months ended March 2016, while net income fell 95 percent to 614 million yen. The drop in net income is due to a one-time gain related to an investment in a Chinese company booked in the same period last year, according to the company.
Recent mergers and acquisitions by Asahi, which also sells spirits and non-alcoholic beverages, include the purchase of New Zealand beverage maker Independent Liquor Ltd. in 2011. The Japanese brewer in 2009 bought a 20 percent stake in China’s Tsingtao Brewery Co. from AB InBev.
Asahi is not interested to buy a stake in Vietnam’s Saigon Beer-Alcohol Beverages, and doesn’t plan to sell its stake in the Chinese beermaker Tsingtao, despite the economic downturn in China which has hurt beer consumption, according to Koji. Shandong province-based Tsingtao reported its 2015 net income fell 13.9 percent to 1.7 billion yuan ($260 million).
“Tsingtao is striving to boost profit, so we’re supporting its effort to increase production efficiency while not having direct control over their business,” Koji said.
19 May. 2016