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.
Karmeliten Brauerei wins the Handelsblatt Energy Award
Berlin, Straubing, Ludwigsburg, 04.10.2017 – A cooperation consisting of the partners ZIEMANN HOLVRIEKA GmbH, the University Weihenstephan-Triesdorf and the Karmeliten Brauerei, as the visible partner for the Energy Academy, is currently revolutionizing the use of energy in the food and beverage industry. “With the concept of the energy self-sufficient brewery, we have committed ourselves to a sustainable beer production with the greatest possibly savings in energy. We are delighted to receive this extraordinary award”, said Christoph Kämpf, Managing Director of the Karmeliten Brauerei after the ceremony. Together with the brewmaster Thomas Eichenseher and Klaus Gehrig, Managing Director of ZIEMANN HOLVRIEKA GmbH, he accepted the glass trophy at the gala event in Berlin.
Since 2013, the initiators of the Energy Awards – the Handelsblatt and GE – have been awarding innovative, future-oriented and promising projects once a year, which use energy optimally and thus increase their efficiency and save energy. The winners are selected by the Energy Academy, a renowned jury. The Energy Academy sees itself as a “think tank” of the energy industry and unites experts, scientists, entrepreneurs and politicians around the topic of energy. In the five categories of industry, mobility, smart infrastructure, start-ups and municipal utilities, the companies are awarded as pioneers of their respective industries, who contribute to shape and advance the development of the energy turnaround. In the category “Industry”, the Karmeliten Brauerei was able to convince the jury with the concept of the energy self-sufficient brewery with an optimal use of raw materials.
In 2013, the Karmeliten Brauerei, which celebrates its 650th anniversary this year as the oldest company in Straubing, was already awarded the ‘Federal Prize for outstanding innovative craft achievement’, together with its partner ZIEMANN HOVLRIEKA GmbH. Another milestone is the ‘Best Practice Label’, awarded by the German Energy Agency ‘dena’, for the energy-efficient cascade brewhouse, developed and implemented by ZIEMANN HOLVRIEKA GmbH. In 2017, the nomination for the German Environment Prize followed.
For several years, the brewery plant manufacturer ZIEMANN HOLVRIEKA GmbH, the University of Weihenstephan-Triesdorf and the Karmeliten Brauerei have been dealing with the sustainable and environmentally design of the production facility in Straubing and its processes.
The objectives of the innovative concept are as follows:
• Reduction of the use of primary energy
• Own generation of electricity
• Use of natural energy sources (solar thermal energy, Fresnel lenses)
• Energy recovery from wastewater
• Transformation of heat into cold
• Use of natural cold
• Reduction of peak loads (storage technology)
• Recording, evaluation, analysis of energy consumption for an energetic production order planning
Or, in simple terms: almost all energies generated on the grounds of the Karmeliten Brauerei in Straubing shall be used several times in order to be as independent as possible of the energy market.
Among other things, this concept also presents exceptional aspects for the climate and environmental protection. Based on this concept, the Karmeliten Brauerei already avoids about 40 percent of the carbon dioxide emissions. By the end of 2018, the carbon dioxide emissions will be reduced by 99.5 percent by further investments. This means that the production of 200 crates of beer produces the same amount of carbon dioxide emissions as it has been produced for only one crate until 2015.
9 Oct. 2017