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.
Japan. Asahi Breweries Ltd. plans to expand its exports of beer
Hirano said Asahi Breweries plans to strengthen sales of its beer at international airports and luxury hotels overseas. It "aims to take active promotion measures at places where high-end premium beer sells well," he said.
The subsidiary of Asahi Group Holdings Ltd. set up a new department in charge of international business in January that took over overseas sales operations involving Super Dry beer and Nikka Whisky from the parent company.
Asahi Breweries sold some 8.18 million cases of Super Dry overseas last year. One case contains the equivalent of 20 633-milliliter bottles.
Super Dry "has become increasingly known among foreign visitors to Japan," Hirano said.
If overseas Super Dry sales reach 20 million cases a year, the factory operating rate in Japan will improve, he said.
Asahi Breweries plans to examine whether its products can be made at four European brewers that the parent company plans to acquire later this year. The investigation is expected to take several years. Wholly owned subsidiaries are best-suited places for overseas production of Asahi Breweries' beer, Hirano said.
Referring to domestic operations, Hirano said Asahi Breweries aims to gain the top position in all alcoholic beverage categories.
The company plans to provide more restaurants with beverage dispensers that keep beer and highballs below zero degrees Celsius in order to beef up sales.
3 Jun. 2016