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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.

Carlsberg Group presented the main trophy of UEFA EURO 2012™ in Ukraine

On July 20, 2011 the company "Slavutich", which is a part of Carlsberg Group — the official sponsor of the Football Championship EURO 2012TM, presented the main trophy of the European Championship — UEFA EURO 2012™ Cup in Kiev.

On Wednesday, July 20, a press conference was held on the territory of Kiev brewery "Slavutich". It was devoted to the status of preparation for the Championship of one of the official sponsors — the company Carlsberg. The event presented the main trophy of the tournament — UEFA EURO 2012™ Cup which was exclusively delivered to Ukraine at the request of the sponsoring company.

European Football Championship is the most large-scale project not only for Ukraine but also for "Slavutich", Carlsberg Group. The company participates in the project of such magnitude for the first time. UEFA, administrations of host cities, airports, stadiums and other co-sponsors, as well as tens of thousands shops and hundreds of thousands people are involved in the organization. The main efforts of the company are directed to interact with city administrations for organizing official fan zones which will be organized in each host city, with the stadium administrations for planning logistics during the event, with UEFA.

Planning a marketing campaign of the brand Carlsberg is an important direction of the company's preparation. The joint logo of EURO 2012™ and Carlsberg is already put onto the secondary packaging of the products and will appear on the primary packaging from September 2011 — on cans and bottles. Increasing the sales of the brand Carlsberg by 50% according to the results of EURO 2012 is among the aims of "Slavutich".

It should be noted that the company has already launched some actions within the promotional programs for its customers where they can win tickets to the matches of EURO 2012™. A joint campaign with the network of supermarkets "Silpo" is among them.

The company puts considerable efforts into the development of such channels as HoReCa (hotels, restaurants, cafes) and RKA (key retail channel). After all, they are important not only in terms of communication with customers and visualization, but also in terms of sales. Culture of beer consumption in the European countries is developed much higher than in Ukraine. People in "Slavutich", Carlsberg Group are confident that the championship is a great opportunity to learn from the European traditions of drinking the foam brew.

The company will be able to implement such a large-scale project successfully only with full support of all its employees and partners. Therefore, programs have been developed which aim to inspire the personnel and to create that holiday spirit and opportunities for realization within the company which EURO has.

At the moment the working group of the project EURO 2012™ in Ukraine makes up more than 30 people. The project involves workers of various departments — marketing, sales, purchasing, finance, HR, PR and others.

The company's expectations with respect to the tournament in Eastern Europe are high — it is predicted in Carlsberg Group that attendance of the Championship will be more than 700 thousand people in Ukraine.

Yaroslav Koval, Vice-president for marketing at "Slavutich", Carlsberg Group: "EURO project for our company is very large-scale. On the one hand, it is a challenge, but on the other — a big opportunity. We hope that the European Championship will help us to strengthen our positions in the beer market of Ukraine, as well as to increase sales of the brand Carlsberg. Moreover we pay great attention to our employees and partners within this project — we want to encourage the whole company by this event."

David Taylor, Executive Director of UEFA Events S.A.: "Carlsberg is a valuable and reliable partner of UEFA for more than two decades. Each new EURO Championship allows our partnership to develop, as both parties strive to improve the level of cooperation in order to encourage millions of football fans around the world."

26 Июл. 2011

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