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.
Philippines. Palawan craft brewery eyes expansion by next year
Palaweño Brewery is a small, wooden brewery and taphouse that makes 300 cases of craft beer a month. It serves craft beer of all sorts—American amber ale, Belgian wheat beer, German Honey Kolsch to name a few.
The brewery’s part-owner, Ayah Javier, said that it’s only open from 1:00 p.m. and closes at 9:00 p.m. to give way to bars, restaurants and hotels that carry their beer.
Javier said that the place is frequented by more foreign tourists than local tourists, perhaps because that although the craft beer industry is slowly growing, it is still relatively new to Filipinos.
“When we started, there were only five (craft beer breweries) now, there are 33,” Javier said.
“We’re in the works for expanding,” she said, clarifying that this did not mean branching out but rather increasing its production rate from 300 cases of beer to 1,200 cases by March 2017.
She also hopes to be able to distribute their craft beer in more establishments and cities. Their special beer has so far made it to Metro Manila (Makati), Cebu and Davao.
Javier said that the brewery was opened with an initial investment of PHP8-million and has gone as far as having featured in British news website, The Guardian ever since.
However, she revealed that competition among local craft beer manufacturers was nonexistent as the likes of them would willingly give each other business tips and share ingredients.
She also acknowledged how introducing craft beer did not have any intention to compete with the likes of San Miguel.
“San Miguel will always be our beer we don’t have any ideas to topple them. San Miguel will still be our Filipino beer,” Javier said.
Asked what she did when business ventures fail, she said that the rule of thumb was simply to “drink all our mistakes away.”
She assured, however, that their beer has “no preservatives, no chemicals” and “won’t give you a hangover”.
Palaweño Brewery is located in 82 Manalo St. Puerto Princesa, Palawan.
11 Nov. 2016