Beer market of Russia 2018
- General market picture
- Foreign trade setting records
- Demography as challenge to branding
- Aged consumer
- Declining of youth brands
- Nostalgia on trend
- DIOT feels at home
- 5.0 Original is the new face of import
- Positions of Market Leaders
- Carlsberg Group
- AB InBev Efes
- AB InBev
Ukrainian beer market 2018
- Better than yesterday
- Performance by value
- Positions of Ukrainian brewers
The beer market dynamics in Russia is approaching zero, yet major brewers are divided into those who developed considerably in 2017 and those who considerably reduced their volumes. For instance, company Efes has managed to substantially extend their sales due to restrained pricing policy and activity in the modern trade. Heineken has also demonstrated an excellent performance promoted by significant increase of advertisement budgets launching a non-alcohol sort of the title brand and unusual activity in the economy market segment. Carlsberg and AB InBev have been focusing on margins and lost a market share of their inexpensive brands. Serious dependence on PET package and mass enthusiasm about Zhigulevskoe have negatively impacted the most of big regional brewers, that have been for the first time pressed by the leaders in the key sales channels, especially in Volga and Central regions. In the small business there has been a noticeable slowdown in appearing of new restaurant breweries, yet the number of craft breweries has been growing rapidly. In 2018, the beer market is likely to grow a little, while the share of AB InBev Efes may decrease due to the integration. ...
“Catalogue of Russian Beer Producers 2018” includes 1070 businesses ranging from large subsidiaries of international companies to rather small restaurant and craft microbreweries.The catalogue includes 32 large breweries, 75 regional breweries, 693 industrial mini- and microbreweries as well as 270 restaurant breweries. ...
Ad Age: Anheuser-Busch Super Bowl ads ‘hack jobs’
In fact, Ad Age’s Ken Wheaton writes, “If there’s an opposite of most improved, Anheuser-Busch would take home the prize. It’s almost as if there’s no clear marketing leader over there. It was enough to make me long for the days of Bud Bowl.”
There have been some creative shakeups at the brewer. Last month, Keith Levy, A-B’s vice president of marketing, left the company.
Bob Lachky, A-B’s former chief creative officer who created some of the most iconic advertising campaigns of the past two decades, including "Wassup?!," the Budweiser frogs and the "Real Men of Genius,” left in 2009 after InBev bought A-B for $52 billion in 2008. Read Lachky’s review of this year’s Super Bowl ads here.
Ad Age’s Wheaton said A-B was “dialing it in” this year. “Only one of Anheuser-Busch’s spots is called ‘Hack Job,’ but the name could have been used for at least four of them,” he wrote. “The company that reliably turns in some of the best Super Bowl creative seemed to be, at best, dialing it in.”
A Bud Light spot called “Hack Job” by St. Louis ad shop Cannonball, for example, plays off home-improvement shows and adds a bucket of Bud Light for a kitchen-remodeling project.
Chicago-based DDB’s “Product Placement” was stolen from “Wayne’s World,” Wheaton writes. DDB’s “Dog Sitter,” features digitally enhanced dogs, which “might prevent animal cruelty, but it does nothing to prevent consumer cruelty,” he writes.
Wheaton also lampooned A-B’s Stella Artois spot. “This is how you make your Super Bowl debut, with Adrien Brody singing to weeping women in a French jazz club?” he asked. “This one left me wondering who decided to let Adrien Brody sing in a beer commercial.”
Wheaton said his one hope for the Bud Light spots is that A-B airs the 60-second DDB spot that the brewer unlocked on Facebook last week. “Called ‘Severance,’ it’s the silly sort of fun viewers expect from the brand.”
Wheaton’s favorite A-B commercial was the “Wild West” Budweiser spot by Anomaly in New York. “Seems more fitting for a Coke spot but ties nicely to the ‘Great Times Are Waiting’ tagline.”
Read more: Ad Age: Anheuser-Busch Super Bowl ads ‘hack jobs’ | St. Louis Business Journal
10 Фев. 2011