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.
Stephan Hilbrandt is the new Beer Sommelier World Champion
Munich, September 10th, 2017 – The 5th World Championship of Beer Sommeliers took place in Munich today. Stephan Hilbrandt from Germany prevailed against a field consisting of 69 participants from 15 countries to become the new World Champion of Beer Sommeliers. Vice Champion is Felix Schiffner from Austria and the third place was taken over by Rodrigo Sawamura. The competition, organized by Doemens Academy, took place today at Messegelände München in the run-up to this year’s drinktec convention. The contenders demonstrated their vast knowledge as well as their considerable sensory skills in the earlier stages of the competition. In the semi-finals, a knockout round which featured the most persuasive competitors from the quarter finals, the remaining contenders were expected to present a beer style to a small audience. During the grand finale, each of the six finalists had to exhibit their full range of skills – including stage presence – before a high-ranking team of eight jurors in front of a live audience. They were given a beer style to work with that they had not previously prepared themselves to present.
Stephan Hilbrandt from Bonn persuaded the jurors and the audience with his considerable knowledge and impressive skills as well as his compelling beer presentation. He will hold the title for the next two years, during which time he will have the opportunity to spread the word about the culture of beer worldwide: “As new Beer Sommelier World Champion I will talk about the broad variety of beer, convince people and be the ambassador for beer worldwide.”
The Beer Sommelier World Championship takes place in various locations every two years. „There were more contenders from more countries this year than ever before. The standard was higher and the imparted knowledge deeper due to impressive work done at the national level prior to the deciding events at the international gathering. We are very pleased at how this program has developed since its inception in 2009“, said competition director Dr. Michael Zepf, Head of Doemens Savour Academy. Beer sommeliers from four countries competed in the finals, represented by Stephan Hilbrandt and Frank Lucas from Germany, Felix Schiffner and Clemens Kainradl from Austria, Matteo Toso from Italy and Rodrigo Sawamura from Brasil. "The decision was not easy, but Stephan Hilbrandt convinced us completely and was the clear winner. Besides displaying knowledge and sensory abilities, the presentation before an audience was very important to us. If you can be persuasive in this setting, our beer culture will also be well-represented on the outside," says Dr. Wolfgang Stempfl, head juror at the Beer Sommelier World Championship.
The World Championship is sponsored by a growing circle of industry players who wish to support the expansion of beer variety and beer culture. Their involvement in past years has made this project possible. The principle sponsors are drinktec, the leading beverage and liquid food trade fair organizers, along with the Barth-Haas Group, the world’s largest provider of hops-related services. Sponsors also include: Bayerischer Brauerbund, BrauKon, Deutscher Brauer-Bund, Die Freien Brauer, Sahm, Schäfer Werke, Schweizer Brauerei-Verband, Verband der Brauereien Österreichs and Weyermann Spezialmanufaktur.
16 Sep. 2017