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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® Selects NMA Group as Agency of Record

Heineken USA®, the premiere beer importer in the United States and subsidiary of Heineken N.V. (Netherlands) and NMA Group, world-class leaders in product integration, promotions and entertainment publicity, today announced that NMA Group has been hired as Heineken's entertainment marketing Agency of Record. For the first time, Heineken USA® will have one agency represent the entire brand portfolio which includes Heineken, Heineken Light, Dos Equis, Newcastle Brown Ale, Amstel Light, Tecate and Tecate Light. NMA Group will lead all entertainment initiatives within film, television, talent and entertainment public relations for the brewery and work collaboratively with Heineken's internal entertainment marketing team in New York.

"We've been thoroughly impressed with the track record of NMA Group client successes," said Lesya Lysyj, Chief Marketing Officer for Heineken USA®. "As entertainment continues to be an integral part of our marketing mix, it's important to have the right partner in place to help us reach our goals. Like Heineken, NMA Group is a pioneer in their field and we're confident that the team will use their strategic and creative thinking to build upon our strong brand equity."

NMA Group is tasked with elevating the Heineken brand portfolio within the entertainment industry by initiating targeted outreach and brand integration throughout film, television, entertainment public relations and talent connectivity.

"Heineken has been an NMA client for 13 years and we are proud to now represent the entire portfolio," said NMA Group SVP of Account Service & Promotion, Shirley Richter. "Heineken is one of those rare brands that completely reinvented its brand image and became a true leader in its category. Entertainment played an integral role in that process. We look forward to building upon the strong foundation the brand has achieved within entertainment and to take all Heineken brands to the next level."

NMA Group will work to elevate Heineken's reputation as a global leader in the malt beverage industry and to continue to establish Heineken as the official beer of Hollywood.

8 Июн. 2011

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