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.
China. Craft Beer in Suzhou: Birdland
Craft beers, microbreweries and tap houses have helped give a much needed shot in the arm to an ailing drinks industry in recent years, and it’s a trend that’s now hitting up Suzhou.
Since opening in June 2016, newbie bar Birdland - named after the anthemic track by rock icon Patti Smith – is already pulling in a loyal fanbase of serious imbibers, evidently tiring of the city’s cookie-cutter bars and their almost identical drinks lists. And with a choice of 12 beers on draught, all sourced from regional microbreweries (two in Suzhou), plus another 100 craft ales, porters and stouts from all over the world, it’s little wonder there’s standing room only on weekends.
School nights are therefore the wiser option if you’re looking for a more chilled-out session and chat. Strength-wise, you’ve got everything from 2.5% fruit beers, right up to an IPA charmingly named ‘Raging Bitch’ (45RMB) weighing in at a headache-inducing 8.3%. We also retain a soft spot for the Jasmine Tea Lager (35RMB) and the Hard Wired Nitro Coffee Porter (65RMB), if you’re looking for something a bit leftfield. And for the increasing number of gluten intolerant among us, this is one of only a handful of Suzhou hostelries that offers a gluten-free option, the Vagabond Pale Ale (45RMB) courtesy of Brewdog from the UK.
Birdland is fortuitously located in the same building as one of Suzhou’s scarce budget hostels although, in truth, it’s quickly outgrowing the walk-in business from there. And with imminent plans to start their own on-site microbrewery, we predict this is one bar that will soon be welcoming punters from much further afield.
24 Aug. 2016