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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.

Heineken USA to Conduct Creative Review for Heineken Franchise

Heineken USA today announced that it is conducting a competitive review for a new advertising agency of record for Heineken® and Heineken Light. The decision follows a new strategy to further globalize the Heineken® brand as outlined during the company’s annual national sales and marketing meeting in Las Vegas last month.

“In an era of globalization, with seamless digital communication, it is more important than ever to manage the Heineken® brand globally,” said Alexis Nasard, Global Chief Commercial Officer, Heineken NV. “The Heineken® brand, in particular, stands for worldliness, and as such, needs to be managed with a global strategy and marketing platform that transcends cultural boundaries.”

Lesya Lysyj, Chief Marketing Officer for Heineken USA said, “As we embark on a new brand strategy for the Heineken franchise globally, we want to ensure that we are working with the best partner on Heineken® and Heineken Light in the U.S. to develop industry-leading brand campaigns that set us apart from competitors.” She added, “We will look to consolidate the account under one of two agencies that work on the Heineken brand® globally.”

Lysyj paid tribute to the work of Euro RSCG, the incumbent on the account, “This move is in no way a reflection of the work Euro has done on these brands. Rather, it reflects the new direction being taken to manage the brand on a global basis. Euro is a strong creative agency, and we look forward to continuing to partner with them on the award-winning work they have produced on the Dos Equis brand which remains one of the fastest growing imports in the U.S.”

The two firms tapped to compete for the opportunity to serve as agency of record for the Heineken ® franchise in the U.S. are Wieden + Kennedy NY and Publicis – both of which serve as global agencies for the Heineken brand.

Heineken USA plans to announce its selection by mid May.

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. Please visit www.EnjoyHeinekenResponsibly.com.

7 Апр. 2011

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