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