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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.

US. What Is Wrong With Miller Lite?

MillerCoors CEO Blames Bad Weather, Weak Economy for Sales Drop While Analysts Point to 'Strategy,' 'Marketing Front'

MillerCoors still has a Miller Lite problem, with the brand failing to emerge from its long-running slump in the second quarter.

Sales to retailers fell by "mid-single digits," which contributed to a 2.7% sales decline across all of the brewer's brands in the quarter, the brewer reported today. MillerCoors, a joint venture of Molson Coors and SABMiller, was still able to grow earnings by 2.6% in the quarter to nearly $400 million, thanks in part to strong cost management, the company said.

But Lite's decline, which came at the beginning of the all-important summer beer-selling season, is an ominous trend, considering that it had shown signs of life in the first quarter, with sales to retailers only down slightly. The slump could also put more pressure on the brand's ad agency, Interpublic Group of Cos.' DraftFCB, to find marketing solutions quickly in advance of the upcoming football season, another key period for beer sales. (DraftFCB is already under stress after losing one of its biggest accounts last week, SC Johnson.)

"Miller Lite definitely took a step backward in the second quarter and it does suggest they still have some work to do in the marketing front," said Benj Steinman, editor of Beer Marketer's Insights.

Still, MillerCoors did not signal any major marketing changes for the brand, instead pinning some of the losses on external factors such as the weak economy, record rainfall in many parts of the country -- which could limit beer occasions -- and higher fuel prices, which officials said "all impacted consumer spending on beer."

"We would like [Miller Lite] to be growing faster, obviously," MillerCoors CEO Tom Long said on a call with analysts. "We are putting more pressure on its marketing position," he said. He added that "we do not plan to fundamentally change our policy on Miller Lite, but we are going to keep working on it."

In an interview, MillerCoors spokesman Julian Green said: "We very pleased with DraftFCB's work on our flagship brands." Miller Lite is the nation's fourth-ranked beer brand by shipment volume, but has suffered declines of 3.9% last year and 6.6% in 2009, according to Beer Marketer's Insights.

With DraftFCB at the helm, MillerCoors has sought to position Lite as the light beer with the most taste with its "Man Up" ads that mock men who choose other brands. It is arguably a tougher sell than the cold positioning MillerCoors uses for sibling brand Coors Light, which has ridden the "world's most refreshing beer" message to stellar growth. That growth has put it on the verge of overtaking Anheuser-Busch's Budweiser as the nation's second-ranked beer by shipments. (A-B's Bud Light is the No. 1 beer brand.) Coors Light is also handled by DraftFCB.

On today's earnings call, analysts suggested more radical changes for Miller Lite, prompting a few testy exchanges with Mr. Long, who took over as CEO on June 1. Credit Suisse's Carlos Laboy suggested the brewer was placing too much blame on the economy and weather, noting that its other brands fared better, such as Coors Light, which was up slightly in the quarter, and Blue Moon, which continued its double-digit growth. "The only unemployed consumers who keep getting rained on are the Miller Lite consumers," Mr. Laboy said sarcastically. He suggested that MillerCoors try dropping the price on Miller Lite. (In an analyst's note published Monday, he called Lite "structurally impaired" and said it "needs a new strategy.")

Mr. Long on the call replied that "we consider the price on the brand every day by market." But he said a general price decrease would not work because "taking a brand down, it almost never comes back."

So why is Miller Lite underperforming Coors Light? MillerCoors officials suggested one reason could be that Lite relies more on sales in bars and restaurants, which have been weak because fewer people have gone out in the tough economy.

3 Авг. 2011

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