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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.

India. Carlsberg launches super premium strong beer

The world's fourth largest brewer Carlsberg is positioning strong beer in the premium segment, a market so far restricted to mild beer. The Danish company will brew Carlsberg Elephant, a super premium beer to bet on strong beer which accounts for the lion's share of the market.

Unlike other global markets, as much as 80% of the 17 million-hectolitre (1 hectolitre = 100 litre) beer market in India is strong beer. This refers to beer with alcohol content higher than 5%.

But brewers have restricted launches in the premium to super premium segment to mild beer brands (those with alcohol content lower than 5%). Take SAB Miller's Foster's, Anheuser-Busch Inbev's Budweiser, United Breweries' Kingfisher Ultra and Carlsberg's eponymous brand. United Breweries is also slated to add Heineken to this segment this year.

Carlsberg, a late entrant in India, has aggressively expanded brewing capacity and launched a brand a year since 2009. Carlsberg Elephant is the India subsidiary's second introduction in the strong beer segment in year.

It's Tuborg Strong brand, positioned for younger consumers, has emerged its biggest brand by volume. It exceeded sales of 1 million cases in seven months of launch, the company said.

"There were no premium alternatives to trade up to in strong beer. Encouraged by Tuborg Strong's sales we expect consumers to trade up further," Carlsberg India MD Soren Lauridsen said. Carlsberg Elephant is priced at a 40% premium over Tuborg Strong at Rs 100-120 for a 650 ml bottle.

The Elephant name is inspired by elephant statues that man the entrance to its Copenhagen brewery.
The company said it may have to take a more educational path to build this brand in India. "We need consumers to try out the brand first as Indians have not been used to paying high for strong beer," Loridsen said.

The India beer market has grown over 10%, one of the fastest in the world which has enlisted strong competition from international players. United Breweries dominates the industry with more than half the market share followed by SAB Miller.

Carlsberg, which claimed which claims 6.2% market share (excluding Tamil Nadu) as of April, acquired control over 90% of its India operations after it bought out partner Lion Brewery Ceylon earlier this month. The Sri Lankan partner had said it was exiting the company because India investment requirement was high at $200 million over the next few years.

29 Июн. 2011



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