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.
India. Guzzling in Gurgaon: Women and young men keep it light, but older men prefer dark beer
Boys like it light while men drink dark beer
Sagar A Powale, head brewer at 7 Degrees Brauhaus , tells us, "In Gurgaon, youngsters like light beer like wheat and lager. They wish to drink more and spend more time chatting over beer, so they go for the light ones. Men between 35 and 45 years of age, however, like to have dark beer. But most men above 45 do not like beer at all. They stick to scotch and whiskey."
Ishan Grover, a freelance brew master who has helped to set up about ten microbreweries in Gurgaon, says, "Sixty per cent of men in Gurgaon like wheat beer irrespective of age, while the rest 40% like dark beer which is very strong. From the latter group, men come to me and say, 'Yaar kuch thunderbolt (extremely strong) jaisa pila de'."
Tejinder Kumar, head brewer, Striker Group, agrees with both Sagar and Ishan. "Gurgaon loves beer. On weekends, a decent microbrewery in the city sells about 800 litres of beer. Young men go for wheat and light beer while older men like dark beer which has more alcohol content."
Women like it light and drink it more
Sagar says women in Gurgaon like pilsner beer, which is lighter than lager because they don't like anything 'kadwa'. Ishan says, "While both Indian men and women like wheat beer, there is still a difference. Men like German wheat beer which has the taste of banana and clove, but women like Belgian wheat beer which gives the flavour of orange, coriander and oatmeal."
Rohit Raj, head brewer, Open Tap, adds, "Women like light beer and they drink their light beer more than the men, because after having a few mugs of beer, men want to switch to something else." Tijender adds, "The cider beer, also called the khatta meetha, is a favourite among the women here."
All Asians drink alike
Gurgaon has a huge expat community and brewers sweat out a lot trying to satisfy their foreign customers' taste buds. All the brewers unanimously tell us that Europeans and Americans like dark beer, while Asians are likely to go for lighter beers. Rohit says, "I have tried serving dark beer which tastes a little bitter to Indian men, but it has not been very successful."
Sagar explains, "It is because of the climate they are accustomed to. Europeans and North Americans grow up in wintery weather, so they like strong, dark beer. Since Asians live in hot and humid conditions, they like light beer which they can drink more and stay hydrated. The South-East Asians, Japanese and Koreans like extremely light beer which has very little alcohol content. Australians and New Zealanders like lager." He adds, "Indians like wheat beer because it has a fruity aroma and Indians have a sweet palate. Agar unko lassi type beer mil jaaye toh best hai. That's why Indians like sweet tea compared to bitter coffee."
Ishan says, "Expat community is most likely to choose India Pale Ale or Dunkelweizen." Rohit says, "Westerners like their beer dark and hoppy, while Asians more or less have an uniform palate." Bhanu Pratap, head brewer, Lagom Kitchen + Brewery, says, "Foreigners like the dark chocolate-coloured beer while Indians go for lighter hues."
60% of Gurgaon likes light beer
Nothing Kadwa: Women like pilsner beer, which is lighter than lager.
South-East Asians, Japanese and Koreans like extremely light beer.
Men upto age 35 prefer light beer like wheat and lager.
40% prefers dark beer.
3 Jun. 2016