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. Microbreweries: Small in scale, large on flavour
The city’s old watering holes are facing a threat from microbreweries. So far we have only envied our neighbouring city Bengaluru for them. These days, ask any youngster where he is heading to for some fun and the reply is likely to be “lets try a microbrewery.”
We really had to wait to flaunt the options of fresh beer. The wait was however worth it, because the growing number of breweries in Hyderabad is a clear case of ‘wait and you shall be rewarded’. With liquor license given to open almost a dozen microbreweries, the city is bound to go up in popularity ratings among visitors seeking a nightlife here, in addition to savouring its Nawabi lifestyle.
To those uninitiated, or simply curious, a microbrewery can be best described as a place that brews small amounts of beer on its own, for sale to customers on the premises. Naturally, they are much smaller than mass-market breweries. Often these are independently owned.
What makes tasting beer from a microbrewery a different experience is the technique, that goes into making a fresh brew. Besides the freshness, its ‘no glycerine’ factor makes everyone prefer a drink at the microbrewery. The latest to join the bandwagon of microbreweries is Over the Moon (OTM) at Madhapur. Its open air ambience, regulars say, lifts the mood and adds to the entire drama. Throwing light on the technicalities of brewing and the use of water, Sanjay Batla says, “With RO and DM methods of treating water, the TDS and hardness level has to be brought below 10 and the ph level maintained at 7. Each brewery then will have its own flavours of beer where wheat is a common ingredient.”
Prost, Jubilee Hills, with its various levels of seating, is another frequented brewery which may not have an open ambience the advantage of a good view but the green interiors somewhat makes up for it.
Another microbrewery that’s coming up is Olives this month, another one at Gachibowli by February owned by the 10 Downing Street group.
Discussing the flavours, Sanjay says that though each brewery might serve the same flavours, the taste will differ from place to place, owing to the brewer, “Somewhat like the taste of dishes varying from one cook to another . The other common flavours that are served in Hyderabad, besides wheat, are Lager, Pilsner, English Ale, Stout and Apple cider. In wheat the two types are Belgium and German.”
Nikolai Winkler, a master brewer who is currently brewing October fest Lager, English Ale, German Wheat, Irish Stout and Amber Ale, says he loves his time in the city, serving and educating beer lovers on the different techniques of brewing and the resultant flavours of beer brewed at the microbreweries here.
25 Oct. 2016