Where is the non-alcoholic beer market heading to? Companies and brands. Baltika as a democratic leader. Heineken – how do you shake up the market and shove up the competitors. AB InBev Efes – premium corner. Non-alcoholic import beer. Non-alcoholic beer - Who drinks it? General conclusions. Summer beer. ...
“Catalogue of Russian Beer Producers 2020” includes 1285 businesses ranging from large subsidiaries of international companies to rather small restaurant and craft breweries.This issue has 171 more breweries compared to 2018 (155 business have been excluded and 326 have been included).Starting from 2019, FTS has been publishing data on excise payments by brewers (delayed by 1.5 years), that can be translated into beer equivalent for most of producers.Depending on the volumes, we ranked the brewers that provided information by 6 groups (see pic.). At one end of the production spectrum there are 2/3 of breweries outputting less than 10 thousand decaliters. Their net share amounts to as little as 0.2% of the total beer output volume. On the other end there are 6 federal groups accounting for almost 80%. ...
Dmitry Nekrasov’s Philosophy — on the Past, Present and Future of Ukrainian Brewing IndustryA meeting with Dmitry Nekrasov always turns into a training course: “Introduction to brewing business“. We are talking to a clever “playing trainer“ a person that can be called a godfather of the Ukrainian craft. He has a dozen of successful projects to his name. Dmitry told us about craft beer in Ukraine, on market cycles, on specifity of operating in retail and HoReCa, on union of Ukrainian brewers and certainly, how a brewery of his own, First Dnipro Brewery is doing.
The market of import beer in Russia: review and databasesThe market of import beer is rapidly growing and changing. But while in the past years it was growing due to brands variety, in 2019 major and affordable brands from TOP-10 were developing actively. It seems that the fact of a brand origin from far abroad counties, even if it is not well known but has moderate price and good distribution provides for million liters of sales in the territory of Russia. Among distributors AB InBev Efes was far behind, yet the role of Baltika and suppliers of the second row got more important. The boom of German brands was followed by stagnation of import from other traditional regions (and Belarus) instead the supplies from Mexico, Lithuania and Asian countries grew considerably.
Molson Coors to refresh beer market with Carling revamp
The brewer hopes the changes will boost the number of pints sold a year to 2 billion within the next three years. About 1.3 billion pints were sold in pubs and clubs last year, it says.
In terms of value and volume, the brewer claims data shows that Carling is the UK’s biggest brand in the on- and off-trade. However, an increase in choice and marketing activity from rivals has hit the brand’s share of the market.
Chris McDonough, marketing director for Molson Coors in the UK and Ireland, says the relaunch aims to make up ground lost to rivals such as Foster’s and Stella Artois.
“Our aim is to bring it back to being a confident and proud category leader,” he adds.
A new strapline, ’Refreshingly and Brilliantly British’ is being introduced that aims to celebrate British culture and people, says the company. The brewer wants to soften what many perceive to be its laddish positioning in the hope of broadening its appeal.
The relaunch also includes a new packaging format - an aluminium bottle. A new sub-brand, Carling Chrome, will launch from late August. The drink is lighter and less bitter than the master brand Carling. At 4.8% ABV, Chrome will be positioned as a premium drink with a “refined taste”.
A TV campaign, created by VCCP Blue and breaking in September, will back the revamp, and marketing activity will make greater use of digital channels.
The aim of Carling’s new positioning and the launch of Carling Chrome is to re-energise the declining beer category.
On-trade sales fell 7.6% in 2010, according to the British Beer and Pub Association, while the World Cup helped lift sales in the off-trade by 3%, according to Nielsen.
Unlike rival AB-Inbev, Molson Coors does not plan to diversify into other categories such as cider; it says it remains committed to growing the beer category through innovation.
Molson Coors chief executive Mark Hunter says: “Consumers have become disengaged by the beer category as they perceive it as dull and lacking excitement. The industry is under great strain, but if beer can meet consumers’ needs and become more relevant it will help stimulate growth again.
“Molson Coors has a strong and growing portfolio of beers and we continue to invest in order to improve brand health and generate excitement in the category.”
A late summer brand awareness campaign for Carling Chrome, also created by VCCP Blue, will be followed by TV activity in January.
8 Авг. 2011