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.
Cambodia. Attwood moves past Heineken hangover
Sales of Thai and American-owned beer brands have helped distributor Attwood Import-Export Group deepen its penetration of Cambodia’s premium beer market and offset the loss of its Heineken distribution rights, the company’s chief executive said yesterday.
Attwood announced in September that it had inked a deal with Anheuser Busch InBev, the world’s largest beverage company, for the exclusive right to import Budweiser to the Kingdom. It has also secured rights to distribute InBev brands Corona and Becks, as well as Thai beer Chang, since losing its licence to distribute Heineken in a messy dispute two years ago.
The firm lost the lucrative Heineken contract after holding a monopoly on the Dutch lager for 17 years. Heineken Asia-Pacific awarded the distribution rights to Cambodia Brewery Limited (CBL) following its full acquisition of the local brewery, which also produces Tiger and Anchor beer.
Attwood CEO Tan Ser Chhay said beer distribution rights acquired since losing the Heineken contract, particularly for Budweiser, have made up for the loss of sales.
“Right now, volume-wise, I would say we have already caught up to Heineken beer with sales of Budweiser, Corona and Chang,” he said. “I would say Budweiser [accounts for] about 40 to 50 percent of our beer imports.”
Chhay said Attwood would look to develop its current brands, though could consider adding additional products from InBev’s portfolio, which includes Foster’s, Leffe and Stella Artois.
“We will not sign with any other beer company because we have an exclusive deal with Anheuser Busch InBev, so if we were to do any new product it would be in a different category or maybe in something within that portfolio.”
In addition to beers, Attwood holds distribution rights for well-known liquors including Hennessy, Johnnie Walker and Tanqueray.
“Going forward we will concentrate on beer and whisky, but we are also looking forward to focus on our products and maybe move into importing non-alcoholic products,” Chhay said.
16 Nov. 2016