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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.

Carlsberg changes recipe of its lead brand

Carlsberg recently announced that is has changed the recipe of its lead brand. As part of its rich heritage in scientific discovery and the continuous aim to improve the quality of its beer, a new strain of barley, Null-LOX barley, has been developed and is being rolled out across Carlsberg’s markets.

“Carlsberg is produced using only natural products and we are continually trying to improve
them. Null-LOX barley, allows beer to stay fresher longer and provides better foaming
characteristics. These benefits are further enhanced when combined with Carlsberg’s new fastacting strain of yeast (234). Your fresh Carlsberg just got fresher,” comments Khalil Younes, Carlsberg’s Senior Vice President of Global, Sales, Marketing and Innovation.

Jean-Yves Malpote, Head of Group Research and Development in Carlsberg, adds, that the new yeast strain cuts the amount of diacetyl produced in fermentation by a factor of ten, which helps to cut maturation time by as much as 25 per cent. This gives not only an advantage in the taste of the product but also in terms of economics.

To most of the consumers the change in recipe becomes apparent only three months after packaging: The newly developed beer tastes longer fresh and is protected from aging which “is the most important part”, according to Malpote.

10 Июн. 2011

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