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. ...
Krombacher: a brand built on purity
Felsquellwasser. It is not directly translatable but roughly speaking it means natural spring water and it is the base that Germany’s best selling lager is built upon.
Water of course is not only vital for the brewing process but in Krombacher’s case, the source also forms a major part of the brand’s marketing activity. Consumers tend to guess that the beautiful Krombacher lake is somewhere in New Zealand — but it is in fact in Germany — and the family brewer believes it perfectly displays the purity of the brand.
Krombacher is the number one Pils in Germany and the brewery, owned by the Schadeberg family, puts its success down to a “high level of consistency” and “sustainability”, which marketing director Uwe Reihs says is “deeply rooted in the German DNA of the brand”.
He says its brand leadership is “about high quality not only in pure definition of quality of product but in execution of marketing and distribution”.
Krombacher is keen to stress its heritage and the fact that it is so consistent. Reihs considers that if Krombacher was a car, it would be the reliable but high quality Volkswagon rather than something of high fashion like a Mercedes Benz.
It claims to not be influenced by other competitors. “Our brand philosophy is strictly inside, we really don’t look outside. We do not follow anyone. We are not influenced by anyone else.”
Krombacher has a strong focus on its homeland before international markets. “We are strictly focused on Germany and then we play abroad where it is a high quality niche,” says Reihs.
The German beer market is on a downward trend but is also highly regional. There are 16 regions all with their own breweries and styles with 1,344 breweries and 700 of those in Bavaria. Even in Cologne alone there are 25 different Kolsches.
Krombacher is now trying to crack Southern German market, with its own Weizen wheat beer. It is a hard ask convincing bavraians to drink a wheat beer from outside the region — and marketing will play a key role in convincing them to do so. Former German footballer Mehmet Scholl is fronting its campaign.
Krombacher has diversified from its main Pils brand to include several variants including non alcoholic beer (0.5%abv) and shandy. Its non-alcoholic beer has also been in double digit growth over the past few years. “Our source for growth is people who order soft drinks,” says Reihs. “If I can do sports I can drink this before after during. So we do huge samplings at sports events and marathons.”
The problem in bringing such a drink to the UK is that it can not be called alcohol free here because of its 0.5% abv.
But the traditionally inward looking brewery is now investigating the markets abroad and is targeting areas where Germans would traditionally go on holiday — Spain, Italy, Russia, US, Canada, and now UK.
The brand is currently stocked in around 150 outlets with Krombacher targeting the premium segment of the market for expansion. It intends to launch a support package to help licensees train their own teams in how to serve Krombacher with “flair and grace”.
As part of its marketing for the year, Krombacher will be showcasing its Pils, Weizen (wheat beer) and Dark lager products at the Publican’s Morning Advertiser Great British Pub Awards in September (Krombacher's UK strategy).
“Krombacher beer is in substantial growth, albeit from a historic low base,” says UK sales and marketing representative Julian Penny.
“Our plan is to continue a targeted growth strategy supporting the premium position that the beer has in Germany.
“As the world-beer category continues to grow, we aim to tap into the interest shown by consumers by offering our partners and stockists a truly authentic world beer that is both brewed and number one in its home market.”
The brewer is also now focusing on sustainability and has just produced its first sustainability report with a plan to reduce its carbon footprint over the next five years. The sustainability report aims to build upon the success of its Rainforest campaign launched in 2002 where for every crate of Krombacher sold one square meter of rainforest would be saved for at least 100 years.
Krombacher Radler (shandy)
Krombacher Weizen (wheat beer)
Cab (beer and cola drink)
Krombacher Alcohol Free
28 Июл. 2011