The trend of complication of Russian beer market is going on and in several directions at the same time. The range has got wider, the import and small segments are growing, namely craft beer, alcohol-free beer and special flavor beer. At the same time, all ex-mega brands and light lagers by Russian brewers are experiencing a decline of their shares. AB InBev Efes, Heineken, MBC and Pivzavod Trekhsosenskiy have exceeded the market, Carlsberg was developing slower than the market and Ochakovo as well as some other mid-sized breweries have been cutting down their volumes. To a big extent brewers’ performance was connected to their ability to reach agreement with networks, sacrifice their margin and enter new markets. Craft brewers are facing a serious danger of producers’ registration introduction – de facto licensing. ...
The global outlooks of the legal market of cannabis are excellent. It is possible to simultaneously imagine dry law repeal and craft brewing boom but not in one but in several consumer categories. For alcohol is contained in liquids and cannabis derivatives can be in three physical forms. The value of legal market of cannabis and its products can reach 10% of the world beer market in five years, and in 2030-2040 even reach the same scope provided the current rates of legalization and development of market infrastructure remain at the same level. Cannabinoids are actively integrating into the food industry from chewing gum to beverages deforming the pharmaceutical and alcohol markets, they influence the trends of healthy lifestyle and beauty. ...
Beer market of Kazakhstan acquired both traits of East European countries and South Eastern Asia taking a transitional position between them by many criteria and consumption style. Yet there is a positive trend in beer production which differs Kazakhstan from most of the neighboring countries. The market has remained consolidated in the hands of two international players because of its small size. However, it faces dynamic processes such as fast growth of draft beer sales, up and downs of regional companies and Carlsberg Group’s ultimate expansion. Excessive mainstream segment has declined over the recent years, yet, Zhigulevskoe and national brands with regional links have yielded their positions to a range of new products. In our review special attention was paid to regional analysis of the markets. In 14 regions of Kazakhstan we compared the companies’ positions, the market price segmentation and DIOT channel development. Besides we have compared the beer market of Kazakhstan to neighboring countries. ...
Comment — Anheuser-Busch InBev’s Stellar Hopes for Stella Cidre
Upon hearing of plans for a 'Stella Artois cider' today (2 February), I was, for some reason, reminded of a recent advert for Trebor, which sees a junior company employee shock the media audience by announcing the mint maker's plans to leave its mainstay market and launch a gum.
I don't think many people saw Stella Cidre coming. I mean, why would you? C&C Group's Magners brand has been dragged through the mud here in the UK since the heady days of its launch in 2006, while Heineken's Bulmers has hardly fared much better. With both of these brands only just beginning to stabilise, and with Heineken's Strongbow also hanging around in the background, can the UK stomach another mainstream cider brand? And, won't this move dilute the Stella Artois brand, which has finally started to put all those nasty nicknames behind it?
There are, to my mind, two main reasons why Stella Cidre has a decent chance of succeeding.
Firstly, Stella Artois is, according to A-B InBev, the biggest selling alcoholic drinks brand in the UK. That means that, if anyone has the distribution scale and branding muscle to make the jump into a new product category, then Stella does. Plus, A-B InBev is loaded and we can expect multi-million pound marketing support for the launch, which will take place at Easter.
Secondly, despite the travails of Magners and Bulmers, premium cider is doing well in the UK. In November last year, Nielsen said that strong demand for high-end cider had helped the category to grow value "twice as strongly as the total beer, wine and spirits market" during the previous 12 months.
Meanwhile, the National Association of Cider Makers estimates that cider accounts for 9% of the UK's alcoholic drinks market by volume. The trade body also says that 50% of those who drink alcohol claim never to drink cider. If you're feeling optimistic, then, that represents a significant untapped consumer base.
One of A-B InBev's main challenges is to attract new cider drinkers to the category. That's something that the group's UK president, Stuart MacFarlane, is confident the new brand can do. "We will bring in more premium drinkers into cider than any other brands can do, because they don't transcend other categories like Stella does," MacFarlane told just-drinks today.
He says that the company has spent a year on development in order to make sure the liquid is better than the likes of Bulmers and Magners. Certainly, Stella Cidre tastes as though it has a high juice content, and is less sweet than some of its mainstream rivals. Could this be a mainstream, premium cider for discerning drinkers?
One issue might be whether Stella Artois Cidre knows what it wants to be. The company is not targeting a specific demographic, aside from "premium drinkers above 20 years of age", and says that it is not going to push the brand either way on the 'over-ice' question. According to Nielsen, most cider consumers in the on-trade drink 'over-ice', but the majority of the category growth is coming from pear cider and so-called niche brands, such as Aspalls and Westons, who have distanced themselves from the over-ice phenomenon.
At the same time, will consumers understand the brand's Belgian credentials? Most people know that Belgium knocks out some pretty tasty beers, but not so many will be aware of the country's cider-making heritage.
"MacFarlane's watchwords are "premium" and "accessible". He said: "Premium brands like Aspalls and Weston's are never going to be totally accessible, but we can do that."
No-one doubts A-B InBev's ability to put Stella Cidre in front of consumers, but gaining traction in a crowded corner of the UK drinks market is going to be tough. It will be an interesting battle to watch in 2011.
3 Фев. 2011