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. Liquor Sale on Rise in Tamil Nadu, Employees Fined for Not Meeting Targets
Despite the J. Jayalalithaa government's claim of shutting 500 liquor shops, 6300 such shops still operational.
Even though there is a salary hike for staff at the government liquor stores, employees are still unhappy lot. They want more pay and permanent employment.
"So far no government-scale increments have been adopted here. We have protested many times. The government has not taken our demands into account. After increment of Rs 500 to our monthly salary, we are getting Rs 7,000. In Chennai's cost of living, is Rs 7,000 enough for a family. Is it possible to take of educating children or taking care of older people. The government allots only Rs 300-400 every Budget," said a TASMAC employee.
Defending its move, the state government has said that it's running up losses of Rs 7 crore. A day after it shut 500 state-run liquor shops, the staff of the shops which are still open said they're under pressure to secretly increase sales targets.
"Firstly, there is no drop in sales. Usually, the sales of a shut TASMAC outlet gets transferred to nearest open outlet. But some outlets see depressed business because sale of beer is a function of seasons. We are facing pressure from the establishment to bridge this sales gap. There are fines if targets are not met. Often, employees working in such outlets are summoned to explain why sales are getting less and less. This has led to some disgruntlement among employees." an employee said.
With the government expected to shut more shops, TASMAC employees are well aware their days are numbered at the liquor retailer. They want a common entrance test to gain entry into other government departments- a demand the state govt is yet to respond to.
9 Aug. 2016