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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 InBev and Accenture Collaborate on Digital Merchandising Pilot

Accenture (NYSE: ACN) is collaborating with Anheuser-Busch InBev (AB InBev) on a digital merchandising pilot aimed at enhancing the efficiency of the leading global brewer’s merchandising activities at the point of sale, and increasing product sales. Financial terms were not disclosed.
Under the terms of the agreement, Accenture is working with AB InBev to pilot an innovative digital merchandising service to provide the brewer with access to point of sale data about product presence and placement that is more detailed, faster and more reliable. The pilot aims to deliver a reduction in out of stock products, improved compliance by retailers and, as a result, improved product sales.

The Accenture Digital Merchandising Service – part of Accenture’s suite of managed services for consumer goods companies - is a customizable solution that can help consumer products companies to improve their in store performance by offering them a fast and reliable view of their product’s presence and placement on the shelf. Through the service, digital pictures of the products and prices are continuously collected and monitored, and translated into information and key performance indicators (KPIs) using Accenture’s capabilities, such as mobility software, market analytics, and its unique proprietary algorithms.

This innovative approach avoids time consuming data collection activities and, by receiving both quantitative and qualitative information immediately, it allows sales reps to make better decisions faster.

The pilot is taking place in 55 stores in Russia, and the results will offer AB InBev important insights into whether the activity should be rolled-out across its Russian business or into other geographies.

“This pilot will help AB InBev to better understand how we can use digital merchandising techniques to enhance our performance at the shelf,” said Felipe Franco, VP of Information and Business Services at AB InBev. “Our visit to Accenture’s Customer Innovation Center in Milan helped us to visualize the different challenges and to shape our strategy for tackling them.”

“AB InBev has identified digital merchandising as an area where it can create improved efficiency, enhanced data and, therefore, increased sales,” said Marco Spaziani Testa, who leads Accenture’s Consumer Goods and Services practice in Central and Eastern Europe. “This pilot is an example of AB InBev’s keen focus on innovation in order to deliver an improved service to its customers and consumers.”

Accenture is delivering the work from its operations in Moscow, Russia, the Accenture Customer Innovation Center in Milan, Italy, and Bangalore, India.

About Accenture

Accenture is a global management consulting, technology services and outsourcing company, with more than 215,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$21.6 billion for the fiscal year ended Aug. 31, 2010. Its home page is www.accenture.com.

19 Апр. 2011

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