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. ...
Heineken USA to Conduct Creative Review for Heineken Franchise
“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