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.
India. Witlinger Craft Beer in bottles to beat the summer heat!
So a balmy summer afternoon on the lawns of the bungalow of the Director for UK Trade and Investment within the British High Commission compound proved to be the ideal occasion for the launch. I found the Witlinger wheat ale to be crisp and fresh with an interesting fruity aftertaste. According to Anuj Kushwah, the MD of Kaama Impex the importer company, that special tangy flavour comes from freshly crushed coriander seeds and sweet orange peel which are added to the brew to give it a distinctive citrus aroma and taste.
The beer is brewed with wheat malt and using traditional ale yeast by master brewers at Bains Brewery in Cardiff drawing on 130 years of brewing experience and knowledge. Currently the entire output of Witlinger (which includes both ale and lager) is directed to the Indian market, a total of 150,000 cases which is expected to grow to 500,000 cases by next year. Witlinger has set itself an ambitious target of capturing 30% of the imported premium beer market in India.
The word that comes to mind when quaffing Witlinger wheat ale (with its low alcohol content 4.6% and its fruity flavours) is round-the-clock easy drinking and the gathered crowd was certainly putting that to the test! There were plenty of canapés on offer from mini-sliders to classic British fish-and-chips and, as I remarked to our host, St. John Gould, he certainly knew how to throw a party. As people gravitated towards the dance floor the middling band from the Northeast belted out some old favourites from ABBA and Credence Clearwater Revival before it all began to wind down at about 11 pm.
Witlinger beer has been available on tap at places like the Beer Café and the Town House. The bottle is modelled on a traditional Belgium beer bottle and features bottle neck labels in golden colour. With the new retail launch, beer-lovers in Delhi and Mumbai will be able to lay their hands on the bottles at a price of Rs 150-160 which is reasonable for a premium beer brand.
7 Jun. 2016