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. ...
Anheuser-Busch InBev Targets Super-Premium in China With Stella Artois Roll-Out
Stella Artois, which has had "a small presence" in China "for some time now", has been rolled out recently in the cities of Beijing, Shanghai and Guangzhou, the company has confirmed to just-drinks. Stella Artois follows its sister brand, Budweiser, into the market as A-B InBev focuses on super-premium opportunities in China.
In an exclusive interview with just-drinks this month, A-B InBev's CMO, Chris Burggraeve, detailed the brewer's approach in the emerging market. "(In China) we have a portfolio approach, whereby we focus on three key brands, Burggraeve said. "Budweiser leads the premium segment, which was developed from scratch over the last ten years and is growing twice as fast as the overall beer category in China, (which is) already the biggest beer market in the world.
"We also focus on Harbin, a local brand from the north, which is the oldest beer brand in China," he said. "With Harbin, we're looking to build it into a national brand. That will take time, but things move much faster in China than they ever did in the US and Europe. Finally, in the south, we have Sedrin. That's the regional powerhouse that we will keep regional in that area."
Burggraeve added that the roll-out of Stella Artois will be very concentrated. "You'll see Stella Artois (in very selected places) in Beijing, Shanghai and Guangzhou," he said. "In these cities, you have a group of consumers who are looking for super-premium. We trialled the brand at last year's Expo in Shanghai - more than 70m people went to Expo over six months! So, there is a clear demand in China for super-premium and for a global brand that delivers that."
Also in the interview, Burggraeve discusses the challenge of making - and maintaining - a global beer brand, counters the charge of cost-cutting regularly levelled at the company, and highlights A-B InBev's CSR efforts as it has made the move from big brewer to become the biggest.
1 Июл. 2011