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.
Craft beer Italy
You may be wondering whether Italy really needs another craft beer event.
The Beviale Family network
Craft beer Italy is being founded within the worldwide network of the NürnbergMesse Group, which has built on the experience gained from BrauBeviale to create a series of specialist craft beer events around the globe.
BrauBeviale has now passed its 50th edition and is a benchmark event for the beverage industry. Beer has always been at the heart of the show, and over the last few years the event has responded to the potential and importance of the craft beer movement ever since its embryonic phase, by creating the Craft Beer Corner, where craft beers from all over the world can be tasted, and the European Microbrew Symposium, organised by VLB.
Craft Beer Corner / European Microbrew Symposium
BrauBeviale's know-how has created, and over the next few years will continue to create, new events to provide reference points for the industry in their respective countries. Exhibiting at Craft beer Italy will give you a place on a global stage.
Germany: BrauBeviale 2016/2018
Russia: Beviale Moscow 2017
China: CRAFT BEER CHINA 2017
Brazil: CRAFT BEER BRAZIL > Coming Soon
The event will be held at Talent Garden Milano Calabiana (TAG), a location of 8,500 square metres just 5 subway stops from the city's central Piazza del Duomo. It is an innovative, very new venue designed to welcome business people and creative talents from all over the world.
15 Mar. 2017