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. ...
US. Heineken Names Lesya Lysyj New Chief Marketing Officer
Heineken USA today announced the appointment of Lesya Lysyj as the company’s new chief marketing officer, effective February 28. She will join the company’s management team and will report to president and chief executive officer Dolf van den Brink.
“I look forward to building on an already strong marketing foundation with new, innovative ideas that will resonate with loyal fans and attract new consumers to Heineken USA’s already iconic brands”.
Lysyj brings more than 20 years of marketing consumer packaged goods, image and premium brands, much of which was spent as a CMO managing a broad portfolio of products.
In her most recent role with Kraft Food’s Confectionery division in the US, which generated $1.5B in revenue, Lysyj managed all aspects of marketing in four confectionery categories for brands including Trident, Halls and Toblerone. There, she implemented activations that helped Stride become the fastest growing gum in its category and pushed Trident to the #1 position. She also had significant impact on rejuvenating traditional consumer brands, returning Dentyne to growth after more than two years of share decline and implementing a new brand strategy for Halls that reversed four years of consecutive share decline.
Lysyj also formed and led Kraft’s Confectionery Leadership Team, whose purpose was to lead the organization in delivering top and bottom line commitments and effectively transition the Cadbury team into the Kraft organization. On the team, she acted as senior decision maker on inventory management, innovation stage gates, sales priorities and more.
Prior to working at Kraft, Lysyj served in various marketing, commercial and new product development roles for companies such as Cadbury Schweppes and Mott’s.
In her new role, Lysyj will be responsible for developing long-term marketing strategies for the Heineken USA beer portfolio; overseeing Heineken USA’s consumer centric marketing activities and social media initiatives and ensuring that the company effectively engages with its adult consumers at all touch points.
“Along with her extensive experience in multi-brand consumer marketing and strong track record of reinvigorating brands in hard-to-tap markets, she has that intangible – the creative aptitude and competitive spark that will help our brands stand out in this competitive space,” said Dolf van den Brink, president and chief executive officer, Heineken USA. “She also has a deep understanding of how the marketing function helps drive overall business strategy and we are confident her presence will be felt throughout the organization, driving us all towards our ambition of becoming the leading upscale beer company in the US.”
“I look forward to building on an already strong marketing foundation with new, innovative ideas that will resonate with loyal fans and attract new consumers to Heineken USA’s already iconic brands,” said Lysyj. “The leadership is serious about achieving ambitious goals set for the future of this company, and I’m honored to be a part of the team that will drive Heineken USA to reach its full potential, which I know is substantial.”
Lysyj, a native Canadian, holds a Bachelor of Arts from the University of Western Ontario and a Masters in Business Administration from the University of Toronto. She lives in New York City with her husband and two children. She serves as an executive board member of the National Confectionery Association, and has volunteered her time with organizations such as Women Unlimited and Junior Achievement.
About Heineken USA
Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone.
7 Фев. 2011