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.
Beginner’s guide to Chinese beer
Today, there are more than 1,500 domestic beer brands in China making it the world’s leading nation for beer production and consumption.
If you visit China, don’t order a Western beer brand. Be adventurous. Here’s a beginner’s guide to Chinese beer to help you get started.
Tsingtao is currently exported to more than 90 countries around the world, so it is likely you’ve heard of China’s most popular beer.
First produced in 1903 when Germany and Britain opened a beer factory in Qingdao, TsingTao has become a Chinese cultural staple that has transcended the country’s drastic changes over the past century.
According to the company’s website, the first Tsingtao beer was most likely served at a live kung-fu fight in 1904 and it was also the first Chinese beer imported to the US back in 1972.
Snow Beer, also known as Snowflake Beer, is a light lager that was first brewed in 1993. It has managed to become a serious contender to TsingTao Beer in less than a decade.
Despite being primarily sold in China, it is the world’s best-selling beer brand in the world, boasting annual sales of about 110 million hectolitres—enough to fill 12 Olympic-sized swimming pools with beer every day.
The brand currently has a sponsorship deal with the Spanish Football League and is also, unsurprisingly, one of the main sponsors of the 2022 Winter Olympic Games.
China’s oldest beer dates back to 1900 when Jan Wróblewski, a German citizen with Polish roots, founded a brewery in Harbin to supply thirsty Russians working on the Trans-Manchurian Railway project.
Brewed with a distinctive European flavour, Harbin Beer has managed to preserve its unique taste and heritage for well over a century and it shows no sign of stopping.
Interestingly, Harbin Beer is also vegan friendly, with the company claiming that they do not use animal products in the processing or filtration of any products.
Yanjing Beer is the official state beer of China, a distinction that was bestowed on the brewery in 1995 and is also humbly printed on its international labels.
Founded in 1980, the name comes from the old name for China’s capital city and it is also remains a ‘Beijing stalwart’, deriving 25 percent of its sales from inside Beijing.
This rice beer is also made using mineral water found 90 metres below the YanShan Mountain, located north of Beijing.
3 Aug. 2016