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.
Japan. Sapporo hopes its new premium beer is the new ‘Black’
Hoping to keep pace with a growing number of consumers looking for the next new thing, the Japanese beer maker is releasing Premium Black, its first new beer since its Premium Light was launched in 2004. Sapporo is the top imported Asian beer brand in the U.S., a perch it has held for over 30 years.
"Our sales representatives had been receiving requests for new product from wholesalers, retailers and consumers for a long time," said Jiro Ohkawa, senior marketing manager Sapporo USA. "So Sapporo Black is the answer to their requests."
Premium Black is slated for nationwide release on September 1.
Hard times for Asian imports
Premium Black might be the tonic to boost an ailing imported-beer market. According to Chicago-based market research firm IRI, which measure sales at multi-outlet and convenience stores, sales of Asian imports are down 9.9 percent year to date, with Sapporo Premium Draft down 2.4 percent through the period ending July 10.
Brewery officials say that while Sapporo tends to be the preference on occasions where Asian food is served, the challenge going forward is finding opportunities for the brand to branch out.
"Many consumers say, 'I enjoy drinking Sapporo when I eat sushi,'" said Ohkawa. "It's a great compliment, but we want people to enjoy Sapporo at other occasions too."
Sapporo hopes part of that answer can be found in Sapporo Premium Black, a dark lager brewed with roasted dark malts that has an alcohol-by-volume of 5 percent.
"The biggest challenge is to break through the consumer's perspective of a Japanese beer," said Ohkawa. Premium Black "diversifies our portfolio and allows us to reach a broader consumer."
Founded in the city of Sapporo in 1876, Sapporo is the oldest beer brand in Japan, as it first hit U.S. shelves in 1964. Sapporo USA was established in 1984.
8 Aug. 2016