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.
Budweiser India assigns PR mandate to GolinOpinion
Budweiser, the global beer brand from Anheuser-Busch InBev, has appointed GolinOpinion to handle its India PR mandate. GolinOpinion is the PR division of the MullenLowe Lintas Group and is a joint venture with Golin. It is India’s premier communications consultancy servicing clients across segments such as consumer, travel and hospitality, financial services, infrastructure and real estate, media and entertainment and more.
The mandate for GolinOpinion is to build a strategic communication framework for Budweiser in India by establishing the brand’s core values that define it globally. GolinOpinion will also be responsible for leveraging Budweiser’s brand positioning as the leader in creating authentic experiences for their consumers; whether being through shaping music culture in the country or by simply elevating their beer experience on-site. This will be done with an integrated approach using GolinOpinion’s brand relevance process across both on and offline platforms.
Kartikeya Sharma, Marketing Director, AB InBev, India & South East Asia, said, “We are glad to associate with GolinOpinion as our PR partner. Their strong portfolio of brands, experience in this vertical and thorough understanding of our brand and our market requirements gave us the confidence to award them this mandate. Budweiser is recognised as the leading beer brand in the world and is known for elevating the consumer’s experience that goes beyond just the product. GolinOpinion came to us with a PR strategy that showed depth of strategic thought and creativity that was completely in sync with our goals for the brand in India.”
Ameer Ismail, Executive Director, GolinOpinion & dCell, MullenLowe Lintas Group said, “Budweiser is one of the most iconic beer brands in the world and we are delighted to partner with them. The management team has a very clear vision for the brand in India and we presented them with a distinctive PR approach, which will support help the brand consolidate leadership in the category.”
In India, GolinOpinion works using a g4 model, which is one of the most innovative steps in the PR and communications industry today. This model has four integrated communities of experts that deliver the deepest insights, boldest ideas, broadest consumer engagement and real-time relevance for clients instead of the traditional PR servicing managers who are more generalist in their approach. Additionally, The Bridge is a service offering from GolinOpinion that helps brands incorporate real time insights into their communication mix and create 24×7 meaningful engagement with their stakeholders.
30 Sep. 2016