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.
Vietnam. Habeco now valued at $1.14bln as stock nearly triples after listing debut
Eight years after its initial public offering, Habeco finally had its market debut late last month and quickly became one of the most sought-after listed companies.
The third largest brewer in Vietnam has seen its stock soar 2.8 times since its debut at the Hanoi Stock Exchange's Unlisted Public Company Market. The rally has left the company valued at VND25.3 trillion or $1.14 billion.
Habeco, which controls 20 percent of the local market and a leader in the north, debuted on October 28 at VND39,000 and closed at VND109,500 on Friday.
Its listing came amid the Vietnamese government's renewed push for privatization of state-owned companies.
Foreign investors always have eyes on the brewer as they are attracted by the strong growth of Vietnam’s beer market, one of the biggest in Asia with an estimated annual output increase of 25 percent by 2020.
While the government owns 81.79 percent of Habeco, Danish brewer Carlsberg holds 17.23 percent and is looking to further increase its stake.
The Ministry of Trade and Industry, which manages the public stake in Habeco, is negotiating with Carlsberg on the deal.
When Carlsberg became the only strategic shareholder in Habeco in 2009, it reached an agreement to have priority rights to acquire any stake in the local brewer on offer. This even allows the Danish company to intervene in major decisions, including any selection of another strategic shareholder.
Earlier this week, Carlsberg said it wants to acquire an additional 61.79 percent through negotiations with the trade ministry. The remaining 20 percent would be offered to the public with Carlsberg itself having the right to place a bid, the Danish brewer suggested.
The government's plan to divest from Habeco has been on and off for several years as it is among the few state-owned companies that perform extremely well.
7 Nov. 2016