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.
Analysis of beer market in China (on Russian)
Beer market of Ukraine: big three losing weightIn 2016, fast increase of excises and resulting price spike stood in the way of the beer market stabilization. Most of competition (as well as mass sorts) moved to the economy segment of the market. The biggest losses were incurred by the leading three, especially Obolon, which again experienced pressure after reallocation of Efes market share. However, one should already speak of TOP-4. Group Oasis CIS (PPB) became a strong player and competitor to transnational companies. Besides the net sales of many regional medium breweries look rather good and 16-fold cost reduction wholesale trade license for craft brewers opens up a possibility of rapid growth in 2017.
Mendicant monks on labels…
Catholic Bavaria, of course, is notable by a lot of brands appealing to church. Faces of monks on their labels became world renowned "face" of the Bavarian beer. Especially it is worth accentuating Munich three of Augustiner, Franziskaner, Paulaner, and also Kapuziner from Kulmbach. However, today the church doesn't take any part in the production of these brands.
Similarly, since 1328 up to the secularization of 1803 the monastery of Saint Augustine brotherhood brewed beer with the corresponding name – Augustiner. After the brewery was transferred from the church to private hands there was a repeated change of the production site, but the name of the brand remained and there remained an image of an elderly monk on the label.
Wheat Franziskaner beer – another wordly known brand, has only indirect relation to church, despite the image of the Franciscan monk. In the Middle Ages this order tried to disassociate itself from economic activity. This ancient brewery was simply founded near the monastery.
One of followers of Saint Francis and his ideas of monastic poverty was also called Francis. He lived in the city of Paola and founded the Order of Minim Brothers known for the asceticism in the beginning, and subsequently for its scientific and teaching activity. At the beginning of the XVII century Minim monks founded a brewery in Munich, which soon moved into private hands. But Francis from Paola is represented on the label of the largest exporting brand – wheat Paulaner beer.
Bavarian company Kulmbacher Brauerei in 1987 expanded its range, producing a wheat sort of beer – Kapuziner, thereby occupying a free niche among known Catholic orders. The Capuchins were one of the largest branches of Franciscans and were actively engaged in missionary activity. According to the site of Kulmbacher Brauerei, their beer is brewed by ancient rules of abbey brewing, in particular in traditions of "the country of Capuchins", where the roots of German wheat beer originate.
A similar example of name use of a mendicant order is not German, but Belgian Triple Karmeliet beer. Their succession is that brewers of the Bosteels Brewery company appeal to the original recipe of beer which is dated 1679. According to the legend, it originates from the monastery of Carmelites in Dendermonde, Belgium. However in that case the brewers didn’t need monk’s image.