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. Craft beer makes rapid inroads (Lifestyle Trend) (August 5 is International Beer Day)
"The beer market is the fastest growing alcohol segment in India by consumption and revenue change, especially with the entry of microbreweries about five years ago," Debjeet Banerjee, who manages the Lagom Kitchen and Brewery in Gurgaon and the Hype nightclub in south Delhi, told IANS.
"Now, all that you need to do is get yourself to the nearest microbrewery for a couple of glasses of freshly crafted beer that is free of synthetic preservatives and, if made well, packed with flavour, at reasonable prices.
"We are also celebrating the International Beer Day (August 5) with a 1+1 offer on freshly curated beer," Banerjee said.
With the revolution of the microbreweries in the Millennium City, more and more youngsters are opting for freshly-brewed craft beer, ditching the traditional bottles and cans. Also, with the rise in the number of global travellers and health conscious people, "more and more people are developing new tastes, habits and look forward to consuming unique and refreshing beer for a good, stress-free day," Banerjee said.
Bottled versions of craft beer are also in the market and it is not surprising that the first one to hit the market two years ago is a huge hit.
"Bira has evoked a very positive response and the feedback from the people has been excellent. With its white ale and blonde craft lager versions, Bira has become a big hit among the country's young pub-goers who are increasingly turning to international brews," Banerjee said.
Craft beer "has brought a revolutionary change in beer drinking which gives a variety of flavours on offering and due to live manufacturing it makes beer drinking one good experience," Sameer Saroha of Boombox Cafe in Gurgaon's Sector 29 told IANS, adding that it had encouraged more and more women to patronise bars.
In coming days, a trend of cocktails like beer mojito "will bring a change in this sector", Saroha said.
Microbreweries, according to Sunil Khera, General Manager of the Fortune Select Hotel in Gurgaon's Sector 49 that operates The Brewhouse, "have come as a god-sent gift for the people who are getting more comfortable with this new culture".
The new trend has enriched the typical drinking experience among beer zealots, who now understand their brew and ditch the extra calories that come with stored beverage.
"Fresh brew, as the name suggests, has no chemicals or preservatives, and can be very creatively crafted to cater to various tastes and flavours," Khera said.
Changing lifestyles and longer periods of hot weather have had a positive impact on the performance of beer in both the on-trade and off-trade channels, Nimit Mahajan of World Art Dining in West Delhi's Panjabi Bagh told IANS.
"With increased leisure expenditure, beer registered a rise in volume terms, which was equally pronounced in the on-trade channel," Mahajan said.
4 Aug. 2016