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.
Analysis of beer market in China (on Russian)
Beer market of Ukraine: big three losing weightIn 2016, fast increase of excises and resulting price spike stood in the way of the beer market stabilization. Most of competition (as well as mass sorts) moved to the economy segment of the market. The biggest losses were incurred by the leading three, especially Obolon, which again experienced pressure after reallocation of Efes market share. However, one should already speak of TOP-4. Group Oasis CIS (PPB) became a strong player and competitor to transnational companies. Besides the net sales of many regional medium breweries look rather good and 16-fold cost reduction wholesale trade license for craft brewers opens up a possibility of rapid growth in 2017.
India. United Spirits Limited gives Beer lovers a new taste of Whiskey
United Spirits, India's largest spirits firm, is launching the country's first homegrown flavoured whiskey to target beer drinkers who find the regular drink too strong or overwhelming. The new brand — Silk, a honey-flavoured drink under the McDowell's portfolio — is the first product launch after Diageo acquired USL about four years ago.
"A significant portion of beer drinkers actually never embrace whiskey, because they found the whisky taste to be unpalatable. These consumers like the sophistication of whiskey, but they find the taste to be either strong or harsh and never embrace whiskey as a drink for those lighter social occasions," said Amrit Thomas, chief marketing officer at USL.
For British parent Diageo, the innovation portfolio rose to £1.5 billion in global sales in 2015 from £700 million in 2010. The Indian unit wants to mirror that. "USL aims to get about 20 per cent of its sales from new product launches and another 30 per cent by renovating existing brands by 2020," Thomas added. Over 180 people are employed in dedicated innovation roles around the world for Diageo with 15 executives stationed in India.
While USL hasn't tweaked the alcohol content to make the new product less potent, there could be a consumer perception of it being a tempered down whiskey version, said experts. "Flavoured whiskey has met with modest to high level of success globally. In India, the challenge could be changing the mindset of youth in accepting a flavoured whiskey," said Sandeep Arora, a whiskey connoisseur, and director of Spiritual Luxury Living, a luxury spirits and whiskey management company.
At a 10 per cent premium, the new brand will hit the market by early next year and is being currently test-marketed in a few states. McDowell's is the largest brand within Diageo's portfolio by volume, with annual sales of 26.4 nine-litre cases in 2015.The company hopes to achieve 5 per cent of the brand sales from the flavoured variant.
27 Sep. 2016