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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.

Rexam’s two-piece, one litre beer can hits Western Europe

Carlsberg has released a new king size beer can in Germany that brings Rexam’s two-piece one litre can into Western Europe for the first time.

rexamRexam said the King Can has already been used in Russia and its popularity there gave Carlsberg the confidence to use the pack for its Tuborg Pilsener beer in Germany.

“The popularity of the 1 litre can in Russia proves that consumers enjoy having the option to purchase the larger size, encouraging Carlsberg to release it into the German market,” said Welf Jung, business development director at Rexam Beverage Can Europe and Asia.

Jung told BeverageDaily.com that Carlsberg is also releasing the can in response to growing demand for an alternative to the three piece non-aluminum 1 litre can range – already available in some parts of Germany.

Two piece DWI (Drawn Wall Ironed) are a popular format for normal sized cans but are new in the extra large one litre format. Rexam is the only manufacturer to produce the can type.

Size matters

Explaining what the can has to offer brand owners, Jung said: “The unique size of the can differentiates the product from other more conventional sized beer cans - it also provides a considerable amount of surface space to display branding and eye catching design.”

And for consumers, he said: “It has all the benefits of a ‘normal’ size can, being easily chilled, staying cooler for longer, easily stackable and transportable and 100 per cent recyclable.”

Rebranding at Carlsberg

Carlsberg is introducing the new 1 litre can into the German market as it begins a major branding overhaul that includes the introduction of a new slogan -“That calls for a Carlsberg”.

J?rgen Buhl Rasmussen, Carlsberg’s CEO, explained what the company is looking to achieve.

“People are familiar with Carlsberg but do not necessarily know what it represents. We want people to know that Carlsberg beer stands for something - for heritage, for quality, for great taste and for doing the right thing.”

14 Апр. 2011

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