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, Carlsberg deal not yet finalised: officials
At a meeting held yesterday between the Ministry of Industry and Trade and the Prime Minister’s working group, officials said that it would take a while to complete the deal due to its complexity and its involvement of other ministries and sectors.
“Habeco and Carlsberg have discussed the deal, however, the two sides have not come to a final agreement yet,” Dung said. “The negotiation was quite complicated and we need to handle it carefully.”
"The sale of the State’s stake in Habeco must be transparent and based on market rules. It requires a lot of time and procedures," he said.
The department has sent a request to the Ministry of Justice for consultancy on the contract between Habeco and Carlsberg, the official said.
According to the strategic co-operation agreement between the two companies, Carlsberg is obliged to support Habeco in its development. In return, the Danish brewer can be prioritised to purchase Habeco’s strategic shares in case the MoIT decides to sell its stake to a strategic partner.
Hebeco was traded on the Unlisted Public Company Market (UPCoM) with code BHN and the company was now finalising the proposal to be listed on the HCM Stock Exchange, where the Sai Gon Beer, Alcohol and Beverage Corporation (Sabeco) has recently completed its process for trading, Dung added.
The two local brewers were expected to be traded on the stock market by December 20 and their trading prices would be used for selling the State’s stakes in those firms, he said.
The Minister of Industry and Trade Tran Tuan Anh said that some other ministries and sectors had their stakes in the two brewers. “The deals cannot be speeded up” and “careful steps must be taken” to assure the Government receives a sufficient return and the companies will be able to retain their brand names.
The MoIT now owns nearly 81.8 per cent of Habeco’s chartered capital on behalf of the Government and Carlsberg owns nearly 17.1 per cent. However, the percentage of floating shares is just nearly 1 per cent, equal to 2.3 million shares. Total State’s capital in Habeco to be sold this year is about VND9 trillion (US$400 million).
15 Nov. 2016