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. ...
UK. Corona Extra’s ?5m Ibiza trip campaign
The Corona Island campaign, which will run until July, is the biggest to date for the brand and is set to drive sales of the beer in 5,000 pubs and bars by offering a bucket of five Corona Extra bottles to consumers for a chance to win one of 15 sets of four tickets to Ibiza.
Barstaff in participating on-trade outlets will also have the chance to win a trip for themselves and three friends if they perform the UK’s ‘Fastest Corona Extra Sale’, helping to drive product recommendation and sales in outlets.
“Reaching 20.6 million consumers, we are confident that we have created an exciting campaign with an incredible prize up for grabs, which we know will really resonate with all of our Corona drinkers,” said Corona Extra’s senior brand manager Darius Barrows.
“We’ve invested more than ever in the brand with strong promotions in the on and off-trade to increase footfall, rate of sale and, ultimately, profit for our customers. We hope Corona fans will enjoy the ‘taste of Ibiza spirit’ that we’re bringing to the UK this summer and we invite them to step onto ‘Corona Island’.”
The campaign will be supported by print and outdoor activity, which will focus on the core idea that, “for the full enjoyment of Corona, it’s the attitude that matters, not the location”.
17 Июн. 2011