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.
Home&Craft goes to Stralsund
The organizers of the trade fair drinktec, the “World´s Leading Trade Fair for the Beverage and Liquid Food Industry”, are therefore continuing what they started at drinktec 2017 with the new exhibition section called “Home&Craft”. In this section amateur and craft brewers found everything they needed for brewing small or very small quantities of beer. The range of products and services on show here was an instant hit. In the survey of visitors 97 percent of respondents had words of praise for the “Home&Craft” section. And one in five brewers who attended drinktec 2017 came from the craft brewing segment.
In future, both drinktec and the annual German Amateur Brewers Championships will be offering ambitious amateur and home brewers a dedicated platform at which to engage in dialog with other enthusiasts and acquire all the equipment needed to pursue their passion. The exhibition part will be organized by the drinktec team. Around 30 companies are expected to come along to exhibit in Stralsund for the premiere of “Home&Craft” at Störtebeker´s brewing headquarters. Accompanying the exhibition, similar to drinktec 2017, there will be a lecture program covering themes on home and micro-brewing.
In parallel Störtebeker Braumanufaktur will again be looking for the best amateur brewers in the second German Amateur Brewing Championships. “With the combination of championships and exhibition, our beer festival will be even more attractive,” explains Jürgen Nordmann, owner of Störtebeker Braumanufaktur. “Then we will be able to offer brewers truly everything they need for their hobby: characterful beers, suitable brewing equipment, interesting talks and of course tasty food.”
Dr. Reinhard Pfeiffer, Deputy CEO of Messe München, sees Home&Craft as a bridge to drinktec: “The borderline between an amateur brewer and a craft brewer, in other words from producing for own consumption to commercial production, are becoming ever more fluid. After all many of the stars of the craft brewing scene started out very small. Today they of course come to drinktec and at this exhibition find not only technical equipment but also everything they need to know about raw materials and ingredients. That is why we also want to reach out also to amateur and home brewers, all of them potential drinktec visitors, and give them an attractive annual platform. Störtebeker Braumanufaktur is the best partner for this.”
Around 80 amateur brewers from all over Germany took part in the first German Amateur Brewers Championships, on July 29, 2017. In total the beer festival in Störtebeker´s brewing headquarters recorded around 750 visitors who tasted roughly 150 types of beer. The overall German Champion was Nico Leffler, a trainee brewer from Erzhausen in Hessen.
29 Nov. 2017