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.
Vietnam’s largest beer producer Sabeco has new CEO
Xanh, who will represent the State capital in Sabecome, is also a member of the Sabeco Board of Directors.
Meanwhile, the former CEO Ha will concentrate in managing the State capital division and hold the Chairmanship of the Board of Directors.
Xanh, born in 1957, served as Head of the Vietnam Dairy Products Company (Vinamilk)’s Marketting Department before joining Sabeco.
At Vinamilk, he was appreciated for contributing to taking Vinamilk to the top of Vietnam's milk market.
Before being appointed to the hot seat of Sabeco, Xanh was a member of the Board of Directors cum Vice CEO of Sabeco. Xanh is also CEO of Saigon Beer MTV Trade Co., Ltd., a subsidiary of Sabeco.
Xanh is one of the four representatives of the State capital in Sabeco.
Sabeco personnel has recently attracted public attention after the Vietnam Association of Financial Investors (VAFI) questioned the Ministry of Industry and Trade’s appointment of Vu Quang Hai (born in 1986), son of former Minister Vu Huy Hoang, as a member of the Board of Directors of Sabeco, the largest beer producer in Vietnam.
Hai was said to be too young and inexperienced to hold such an important position at a large firm where the State holds a major stake.
However, the newly appointed CEO is said to be old enough to assume the post because under the current rules, he will retire next June.
By the end of 2015, the total assets of Sabeco reached VND21,571 billion. Currently, the Ministry of Industry and Trade is the largest shareholder in this corporation, holding 89.95% of capital.
11 Aug. 2016