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.
Miass Machine-Building Plant
Miass Machine-Building Plant was known as a defense industry enterprise before 90th. But the development of mini brewery market gave a start for applying high-end technologies and high-precision equipment in producing reliable breweries of high quality. Recently the company has celebrated 20-year anniversary of successful work on the Russian brewery equipment market.
Mr. Sergey Bobin, the specialist having 20-year experience of working at breweries and Chief of MMZ brewery design department, tells about the company.
Rep.: What results have you got by the 20-year anniversary?
These years were successful and fruitful for our company. Brewery production has become one of our favourite activity fields and one of the most prospective ones. For the recent years Miass Machine-Building Plant has become one of leading companies producing brewing equipment having a Russian market share of about 30% and made a great contribution to the Russian market of
beer- and nonalcoholic beverages. Such results would be impossible if we did not get a reputation of a reliable partner in brewery business.
Rep.: You say about the 30% market share, but what is meant here?
It means that we are leaders in number of breweries having been put into operation in Russia. All in all it is more than 170 breweries from Kaliningrad to Sakhalin regions, in CIS and some other countries. Nobody in Russia such number of partners.
Rep.: How did you manage to become the number one?
Our basic principle can be expressed like «individual approach and traditional quality». What we offer to our clients is not only modern equipment but a ready turn-key enterprise. Our customer gets everything — from a brewhouse design project to the brewing technology for the given equipment. So if you want to start or update your brewery business — just dial our number. Our high-qualified specialists are always glad to share the experience and give you any assistance regarding both technical and managment areas. Moreover, we give technical, marketing and sales support during the whole period of equipment operation, organize the staff training. I’m very pleased that after years of cooperation the business relations with many of our customers became a true friendship.
Rep.: What is the difference of your equipment from its imported analogues?
Speaking of the European manufacturers — it will be more attractive price. When a customer buys some Czech or German equipment, he overpays for a wellknown brand or a talked-up trade name. When designing our breweries, we have taken a classical German brewery as a basis which means that our equipment brewery technology corresponds to the classical brewery traditions. We use only high-quality materials made by well-known companies at our brewery production. It is not acceptable for us to save on quality of metal or spare parts for reducing the brewery final cost price as some Chinese manufacturers do. Only reliable equipment can ensure the long-term success of your business.
Rep.: What would you say to those who are only thinking about buying brewing equipment?
Remember that when buying a brewery you got not only a successful turn-key enterprise of high profitability but also an exciting business. Somebody may fulfill his long-standing dream about his own brewery; somebody may discover a new wonderful world for himself and his clients. And, of course, opening your own brewery, you can make a contribution in the revival of abeer drinking culture!