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. Vijay Mallya to remain United Breweries chairman
Vijay Mallya will continue to be the chairman of United Breweries (UBL) despite being out of the country and not attending any board meetings since March this year. According to the board of directors of the company, Sebi rules does not prevent Mallya from heading the company’s affairs.
“We have consulted a retired chief justice of the Supreme Court to take legal opinion on Mallya continuing as chairman of the board. Moreover, Sebi rules does not bar him from holding the highest position in the company,” Chug Yoginder Pal, director of UBL who chaired the company’s 17th annual general meeting here on Wednesday told shareholders.
Responding to a shareholder’s query on Mallya’s status as chairman of the company, Pal said he will continue as chairman of the company.
A K Ravi Nedungadi, director, UBL clarified that Mallya has attended board meetings through the video conference and he can continue to be the chairman as per the Company Law.
Allaying fears of the shareholders regarding the attachment of company property by the Enforcement Directorate (ED), Pal further added that none of the assets of United Breweries were attached by the ED so far. Mallya holds 30.71 per cent stake in the UBL. Earlier this week, the ED seized shares and personal properties of Mallya including shares in UBL.
In a pre-written statement, Mallya said, “United Breweries continues to hold the leadership position in the Indian beer market with 50 per cent share. The company sold 151 million cases of beer in FY16 as against the Industry’s total sales of 295 million cases. Our close association with Hieneken further strengthens our position in the Indian beer market.”
In the current financial year, the company will further consolidate its position in the Indian beer market. The company has initiated a major initiative to refresh its brand portfolio.
8 Sep. 2016