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’s Shelf-Improvement Strategy
"Sales of beer in bars and restaurants have declined in the past years and will continue to decline, due to stricter regulations on advertising, the smoking ban in bars and restaurants in many European countries," says Mr. Debrosse. "This has shied people more away from beer than the economic crisis."
"In addition, tastes have changed; people would now rather drink a prosecco or ros? wine, whereas they would previously order a beer," he says.
For a company that has traditionally focused on selling beer for consumption outside the home, this change necessitates a serious rethinking of marketing strategy.
On top of the slow decline of bar and restaurant sales come Europe's demographics; the population is aging and as it does so, it is drinking less. In 2010, Heineken's Western European sales declined 4.6% to €7.89 billion ($11.3 billion).
"Older people go out less. The average 55-year-old European drinks 35 liters of beer a year, whereas the average 25-year-old consumes 150 liters," Mr. Debrosse says.
And this matters more to Heineken, the world's third-largest brewer by sales after Anheuser-Busch InBev NV and SABMiller PLC, because it is more exposed to the low-growth European market than any of its peers. In 2010, Heineken generated nearly half of its sales and around 40% of its operational profit in Western Europe. Nomura estimates it will generate 51% of its operational profit from Western Europe between 2010 and 2015, compared with only 7% for AB InBev, in the 2010-to-2015 period.
The acquisition in 2009 of the brewing operations of Mexico's Fomento Economico Mexicano, or Femsa, the second-largest brewer in Latin America, will reduce Heineken's reliance on the mature Western European market, but this market will, nevertheless, remain an important contributor to the group's profitability, Mr. Debrosse says.
If Heineken want to raise its game it needs to find new ways to sell beer to aging, bar-shy Europeans. One key move has been toward transforming itself into an enterprise that operates along the lines of fast-moving consumer-goods companies such as Procter & Gamble, Unilever and Nestl? SA—companies that really understand high-volume supermarket retailing.
In 2009, it appointed former Procter & Gamble manager Alexis Nasard as global commerce director. Other brewers have also appointed senior executives from FMCG companies, such as AB InBev's chief marketing officer, who joined from Coca-Cola, and Carlsberg's chief executive, who previously worked at Gillette.
Heineken will also step up its advertising and promotion spending, some 12% of revenue in 2010, to move closer to the 15%-20% that companies such as Nestl?, Unilever or Groupe Danone SA customarily spend.
"At present, the beer shelves in many major retailers look terrible, making the consumer want to leave them as soon as possible," Mr. Debrosse says.
Mr. Debrosse sees making these shelves more attractive as key to Heineken's strategy, and this involves entering into cooperation agreements with retailers on presentation and promotion. Its first agreement was signed with Carrefour, the world's second-largest retailer, at the end of 2009.
The cooperation with Carrefour will initially focus on France, Spain, Italy and Belgium, but Mr. Debrosse doesn't rule out an expansion to other countries or even continents. "Together with Carrefour, we are trying to grow the beer category, which is beneficial to both the retailer and the supplier," Mr. Debrosse says.
"Since we started cooperating with Carrefour last year, sales at Carrefour have been up 3% more than at other retailers in 2010," Mr. Debrosse says. But it will take at least two or three years to fully implement the initiatives in all Carrefour outlets, he adds.
As well as making shelving displays more attractive, Heineken will introduce its own branded refrigerators, and create special shelves to give prominence to its five-liter kegs.
It also plans to make the most of its sponsorship of the UEFA Champions League, a European football competition, by holding tournament-themed events at Carrefour and bringing entertainment into the shops with screens showing highlights of the matches.
Mr. Debrosse stresses that "the cooperation is not so much focused on [price] promotions" but on creating a different kind of shopping experience. Price-cutting can be quickly matched by competitors. "It is difficult to compete on price as retailers follow each other's promotions quickly. We therefore need to attract the shopper with something else," he says.
Walking down the beer aisle in a Carrefour hypermarket in a suburb in Paris, shoppers can't escape the Heineken brand. They are confronted with a choice of 12 different packages of the Dutch brewer's flagship brand in neatly stacked cans and bottles of various sizes, next to a similar amount of choice in Heineken's Desperados, a beer flavored with tequila. The two brands take up about 75% of the store's beer shelves.
Mr. Debrosse says he expects to be able to boost Carrefour's beer sales by a high-single-digit percentage in the next three years, with Heineken, as the initiator, taking the largest percentage of the growth.
And while other brewers are also in talks with retailers to make their displays more tempting, they are doing it on a country-by-country basis, Mr. Debrosse says, whereas Heineken can use its European scale and market position to agree on European-wide agreements with the retailers, as it has done with Carrefour.
Heineken says it has the No. 1 position in the U.K., Spain, Ireland, Portugal and its home market, the Netherlands, in terms of sales volume.
Meanwhile, it has recently started talks with U.K. supermarket giant Tesco PLC as well as Germany's Metro AG and Lidl on cooperation agreements similar to the one it has with Carrefour.
The brewer is also planning to roll out its Desperados brand across Europe this year, following the solid growth of the tequila-flavored beer in France.
14 Июн. 2011