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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.

Three year market performance summary of the SABMiller Ukrainian branch

On July 4, 2008, SABMiller plc, one of the leaders brewers in the world, entered the Ukrainian market, having bought «Sarmat» enterprise. During the last three years, the private company «Miller Brands Ukraine», a new branch of SABMiller, has completely modernised the acquired facilities and integrated the company into the global structure of the group, as well as introduced several new brands of the global SABMiller portfolio to the Ukrainian market.

One of the initial priorities of the Ukrainian branch was the implementation of the international quality standards of SABMiller at every production stage (from raw materials purchase to packing ready goods). To achieve this goal, $ 38.7 mln have been invested during these 3 years. At present, «Miller Brands Ukraine» is made of only natural ingredients, using classical recipes and observing Reinheitsgebot, the traditional German code of beer purity, approved in the XVI century.

Thanks to the unique system of water purification, water at the Ukrainian branch of SABMiller is virtually identical to Plzen water of the Czech republic, the reference standard in beer making.

The high quality of «Miller Brands Ukraine» is confirmed by the experts of the International Taste and Quality Institute, Brussels, Belgium: in 2010-2011 the beer produced at the Ukrainian branch of SABMiller received a Superior Taste Award.

The international food products safety management system ISO 22000:2005 has been in effect at «Miller Brands Ukraine» since March 2010.

The list of the brands acquired by SABMiller after having bought «Sarmat» has also changed. The company has continued developing «Sarmat» as the most promising regional brand, after discontinuing «Dnipro» and «Drive Max» brands. Besides «Sarmat», the portfolio of «Miller Brands Ukraine» includes «Zhigulevskoe» (produced at Donetsk using the classical recipe since 1962) and «Dobry Shubin» (original semi-dark beer named after the legendary kind spirit of the mines).

At the same time, the company puts special emphasis on premium class products by promoting popular licensed brands from the SABMiller global portfolio: Miller Genuine Draft, Redd's, Zolotaya Bochka, Velkopopovicky Kozel and Amsterdam Mariner.

Being a socially conscious company, «Miller Brands Ukraine» promotes responsible drinking, opposes selling beer to minors and participates in educational projects to prevent alcohol abuse.

Aside from that, «Miller Brands Ukraine» takes an active part in a sustainable development programme. Taking into account the local priorities, it's extremely important for the company in the Ukraine to protect water resources. At present, in collaboration with the World Wildlife Fund (WWF) and German society for technical cooperation (GTZ) the company is implementing a programme of efficient water resources management.

The future plans of «Miller Brands Ukraine» include sales and distribution development in the Ukraine and neighbouring markets. Development of the premium brands will remain the priority for the company, taking into account the economic attractiveness of the given segment and strong role of the SABMiller parent company in many countries.

«During three years in the Ukrainian market we have gone the long way, having integrated a regional company into the structure of one of the world brewing leaders. By becoming a part of SABMiller, we gained multiple advantages, for example, an opportunity for Ukrainian consumers to choose interesting beer brands from the impressive portfolio of the parent company», stated Igor Tikhonov, General Manager of «Miller Brands Ukraine». «These days we are strengthening the local brands, launching new licensed brands, developing the premium niche. The growth rates bring us hope, we are growing faster than the market and are hoping to retain the growth dynamics.»

7 Июл. 2011

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