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3-2019

Russia: Positions of Brewing Companies

The review contains an analysis of interim performance of brewers in the first half of 2019. There are rather dynamic changes behind a modest industry growth. Baltika is again experiencing a stage of volumes and market share slid due to competition with AB InBev Efes. Because of the price competition and presence expansion in the modern trade company #2. has come close to the leading position. At the same time sales of Heineken Russia have continued growing which makes the premium part of the portfolio heavier. The market premiumization trend had been also confirmed by import brands. MBC and Zavod Trekhsosenskiy have been the most successful among federal market players. The market share of independent regional brewers and Ochakovo have continued falling as they are being squeezed out by the market leaders at their competitive fields.

Ukrainian beer market 2019: companies and brands

In 2019 beer production and market have been still fluctuating about zero point. However, the past season was successful for brewers judging by the sales profitability. The price mix has improved due to rapid general market premiumization, as well as its particular aspect, the growth of import beer sales. By the season end AB InBev Efes improved its positions considerably. It turned out that consumers had not forgot Efes brands that had to leave the market, but started to recover rapidly. Against the stagnating market that meant sales decline of other companies, in the first place Carlsberg Group that most of all beneficiated from Efes exiting the market. PPB turned out to be stable to branding activity of its competitor and Obolon kept the same volumes and at the moment it is the absolute leader of the economy segment. The share growth of independent producers took place thanks to leading craft breweries, that so far do not have a big market weight, but they are rapidly gaining it.

Brewing industry in Kazakhstan 2019

During the first half of 2019, the majority of Kazakh brewers made their contribution into positive dynamics. Yet it was companies of the lower division, not the two transnational leaders that raised their production and sales. The shares of draft beer and aluminum can which is rapidly squeezing glass bottle out of the market, have been growing. The price segmentation has remained stable despite the substantial rise of retail prices and fluctuations of brand market shares, while the borders between segments have become blurred. The main events in the industry have been: the announced revision of the beer excise policy, launch of BeerKhan brand in the strong beer segment, and most important – purchasing assets of Shymkentbeer by Arasan.

Anheuser Busch President Explains Why New NFL Deal Makes Sense

In May, when it became clear that Anheuser-Busch had won the rights to be the official beer of the NFL, I ripped the deal as a "lazy buy."
My rationale was that Anheuser-Busch would better doing the stealth type of marketing that craft beers were doing instead of the mainstream deals, which I argued would get less of a bang for their buck.
The deal, reported at six years and $1.2 billion, did include the right to the NFL shield and the use of all the logos. What didn't it include? Well, team deals are separately negotiated and there is no advertising exclusivity for any game except for the Super Bowl.
The package did include a two-year extension (through 2014) on exclusive beer rights for the Super Bowl broadcast. The folks at Anheuser Busch promised me they would respond to my criticism when the time was right. Since the deal actually began today they did so. Here's my conversation with Anheuser Busch president Dave Peacock.
Darren: Tell me why this deal makes sense for Anheuser Busch?
Peacock: Well, for us, we already had 28 of the 32 teams. What it did is allow us to expand our NFL marketing in about a third of industy volume where we weren't leveraging it before because we were limited to a 75-mile radius just around those teams that we sponsored.
Note: When a brand signs a team deal, the territory rights extend to a 75-mile radius around that market. So if A-B has a deal with the Denver Broncos they can't sell Broncos packaging on a retail display in Casper, Wyo. The NFL deal buys that "white space," something that I did not account for in my column. If you don't have the entire NFL deal, you can't use any NFL marks in markets that aren't within 75 miles of an NFL team.
Darren: So you now you have 28 of 32 teams? Is that correct?
Peacock: We have 28 of 32 and we obviously have the national deal with the NFL that we're very excited about.
Note: MillerCoors owns four teams exclusively -- the Chicago Bears, the Green Bay Packers, the Minnesota Vikings and the Dallas Cowboys. Anheuser-Busch owns at least advertising rights of all the other teams, though all those deals aren't exclusive. MillerCoors says it also owns non-exclusive rights to 17 other NFL teams.
Darren: Let's talk about the potential lockout here. Obviously, in order to say that this is the first day of the deal, you had to cut some sort of check. What happens if there's no NFL season? What happens to that contract? Does that roll over at all?
Peacock: We don't disclose the detailed terms of our contract, but there is money that will come back overall in our NFL investment. We have plans to re-invest if there isn't an NFL season. But we're confident that the NFL and the NFLPA will work it out.
Darren: Why go with the bigger brand Bud Light (as the official beer of the NFL)?
Peacock: Bud Light is the biggest beer brand in the country, biggest beer brand in world and over half of our consumers are avid NFL fans based on our research.

4 Апр. 2011

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