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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.

Anheuser-Busch InBev Targets Super-Premium in China With Stella Artois Roll-Out

Anheuser-Busch InBev has lined up a push for Stella Artois in China as it looks to up the presence of its global beer brands in the country.

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

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