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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.

UK. Corona Extra’s ?5m Ibiza trip campaign

Corona Extra has begun a ?5m campaign to bring ‘a taste of Ibiza Spirit’ to UK pubs.

230x170The 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

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