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.
Thailand. On tap and in the bottle
SIX LOCALLY brewed suds are to be crowned "leaders of the pack", when the country's first craft beer competition takes place next weekend.
Fifty local craft beer brands covering more than 100 labels will be competing to win one (or more) of the six categories in the first Siamese Craft Beer competition, which is being judged by a Beer Judge Certification Programme-certified panel.
"We craft beer makers are like wolves that have been running wild for a while. It's time we had a leader," says Pipattanaphon "Pieak" Pumpo, one of the competition organisers and administrator of the "Craft Brewery is Not a Crime" Facebook page.
"We've had many more local brands emerging over the last couple of years and many drinkers have shifted from imported craft beers to the ones made locally. At some point they wonder if the locally made craft beer is safe, has good quality and if there's any standard to it. This competition should showcase the standard of the beers we've made based on the guidelines by BJCP, which is an international organisation specialising in judging beers."
The competition is divided into six categories -wheat ale and wheat beer, pale ale, India pale ale, amber, stout and porter and an "open category", which includes mixed styles or beers using experimental ingredients. The winners will be chosen over the course of two days at Let The Boy Die and Cho Why bars next Friday and Saturday.
"The scene has been dominated by two big beer brands for so long, so when craft beers were first imported to Thailand, consumers were really excited to try new things, though the prices are higher. Soon enough many of us realised that we could brew our own beers, in our own styles, and it's much easier now than a couple of years back," Pieak says.
He adds that almost everything has to be imported to make a craft beer, with water the only locally available ingredient.
"A few years back I had to ask my brother in the US to ship hops and other ingredients to me. It was very expensive. Now you have several suppliers, which makes it more doable. Today we're seeing brews with sun-dried banana and chilli paste. Our own craft beer characters are definitely being developed."
The only problem is brewing craft beer is not legal in Thailand. "There is a permit for microbreweries that allows you to sell, unbottled, on premises only, and a permit for an industrial scale but nothing in between," Pieak says.
"So craft beer in Thailand is still in a grey area. Countries like Japan, Taiwan and even Vietnam have made quite an economy out of it. We know it's illegal, but as long as there are people drinking it, we'll make it."
For updates on local craft beer community, check out "Craft Brewery is Not a Crime" on Facebook.
The competition takes place next Friday at Let The Boy Die on Luang Road, and next Saturday at Cho Why on Soi Nana near Yaowarat.
26 Aug. 2016