Beer market of Russia 2018
- General market picture
- Foreign trade setting records
- Demography as challenge to branding
- Aged consumer
- Declining of youth brands
- Nostalgia on trend
- DIOT feels at home
- 5.0 Original is the new face of import
- Positions of Market Leaders
- Carlsberg Group
- AB InBev Efes
- AB InBev
Ukrainian beer market 2018
- Better than yesterday
- Performance by value
- Positions of Ukrainian brewers
The beer market dynamics in Russia is approaching zero, yet major brewers are divided into those who developed considerably in 2017 and those who considerably reduced their volumes. For instance, company Efes has managed to substantially extend their sales due to restrained pricing policy and activity in the modern trade. Heineken has also demonstrated an excellent performance promoted by significant increase of advertisement budgets launching a non-alcohol sort of the title brand and unusual activity in the economy market segment. Carlsberg and AB InBev have been focusing on margins and lost a market share of their inexpensive brands. Serious dependence on PET package and mass enthusiasm about Zhigulevskoe have negatively impacted the most of big regional brewers, that have been for the first time pressed by the leaders in the key sales channels, especially in Volga and Central regions. In the small business there has been a noticeable slowdown in appearing of new restaurant breweries, yet the number of craft breweries has been growing rapidly. In 2018, the beer market is likely to grow a little, while the share of AB InBev Efes may decrease due to the integration. ...
“Catalogue of Russian Beer Producers 2018” includes 1070 businesses ranging from large subsidiaries of international companies to rather small restaurant and craft microbreweries.The catalogue includes 32 large breweries, 75 regional breweries, 693 industrial mini- and microbreweries as well as 270 restaurant breweries. ...
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