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. Kerala state to sell liquor online during Onama holiday
This adds credence to theories that the CPM-led state government is preparing to bring in changes to the previous Congress government’s controversial liquor policy, by which all bars outside of the five-star category were shut down.
Those who register online can collect the orders from special counters at the Consumerfed outlets.
M Mehboob, chairman of Consumerfed, said in Kozhikode that the online sale would be in line with efforts to avoid long queues outside outlets run by the federation and the Kerala State Beverages Corporation (Bevco).
“We will introduce 59 brands in our retail outlets. We are also ready to open a liquor supermarket in Kozhikode if the government okays the proposal,” Mehboob told reporters.
Onam is the year’s biggest season in terms of the sale of liquor in the state. Consumerfed runs 36 Indian Made Foreign Liquor (IMFL) outlets and three exclusive outlets to sell beer. Measures to incorporate online sales into the federation’s services are still being worked out.
Poor standards of service at the government-run retail liquor outlets have been a contentious issue in the state, where liquor has dominated political discourse during the past couple of years.
Two ministers have reiterated their commitment to “protect” the state’s tourism industry from the impact of the closure of bars.
Excise Minister T P Ramakrishnan has been vocal about the policy’s ineffectiveness in bringing down alcohol consumption. Responding to questions on the Consumerfed move, the minister said the government would look at the possibility after the federation sends in a formal proposal.
Tourism Minister A C Moideen told reporters that bars in major tourism destinations should be allowed to serve IMFL. After the liquor policy was implemented, most of the bars have been converted to beer and wine parlours.
Leader of the Opposition and veteran Congress leader Ramesh Chennithala recently courted controversy by admitting that the policy, projected as people-friendly, did not benefit the Congress-led United Democratic Front in the Assembly elections.
19 Aug. 2016