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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.

Heineken launches 2011/2012 UEFA Champions League campaign

Premium international beer brand Heineken® today announced the launch of its new campaign for the forthcoming 2011/12 UEFA Champions League season, titled ‘Legendary Football’. The eagerly awaited campaign, centered around two new films featuring UEFA Champions League legends, aims to showcase how the UEFA Champions League, the world’s most prestigious and high-profile club competition, and Heineken, the world’s leading premium beer brand, combine to create spectacular artistry that fans around the world can enjoy.

Starring five highly-respected footballers, Gianluigi Buffon, Rene Adler, Patrick Vieira, Clarence Seedorf and Ruud Van Nistelrooy, who between them possess almost 350 UEFA Champions League match appearances, Heineken’s ‘’ Legendary Football’ aims to highlight the ‘stage’ of magical moments that UEFA Champions League and football legends create.

Cyril Charzat, Global Brand Director at Heineken, said: “As a long-term partner of the UEFA Champions League, Heineken understands the magic of the tournament and the masterpiece moments which make it so special. Legendary Football captivates the excitement of the very best that club football has to offer and the enjoyment of these high standards is something that Heineken has in common with football enthusiasts”.

The most high-profile edits of the films are two 30’ television advertisements, supported by a series of break ‘bumpers’ that will be broadcast in over 180 countries worldwide. The ‘Opera’, the first of the two endorsements, revolves around a compelling moment as Seedorf lines up to take a shot at Buffon, filmed in the stunning setting of a beautiful European opera house. The second video, ‘Pantheon’, takes place in the more historical, spectacular setting of an ancient Roman gladiatorial ring, where Vieira and Van Nistelrooy compete to win a header at Adler’s goal.

Patrick Vieira said: “When you walk out you hear the Champions League music, you think, ‘This is it’. This is our moment and when you’re there and you walk out onto the pitch, you play against the best teams in Europe, and the matches are always very exciting. I do think that there is a parallel between art and soccer, when you are playing in the Champions League you feel that you are in an arena. We players compare ourselves to gladiators and when the battle starts against the opponent you then have to go out there and try to win the match.”

“Heineken is proud to be working with such high profile ambassadors for the tournament and we are looking forward to our seventh year in partnership with UEFA’’ Hans-Erik Tuijt, Global Brand Activation Manager at Heineken, added.

A series of humorous adaptations have also been created along with outtakes and behind the scenes footage that will be used to supplement the television commercials across a variety of digital platforms.

Legendary Football will also incorporate Heineken’s innovative new interactive digital game, StarPlayer, launched last April and now expanded across new markets. StarPlayer offers users the chance to further enhance their UEFA Champions League viewing experience by trying to anticipate
what will happen next in the game in order to score points. Heineken will be running a number of leagues throughout the season with exclusive prizes on offer to winning players.

Heineken will continue to offer fans the opportunity to experience Legendary Football during the season through initiatives including VIP Back Stadium Passes and the UEFA Champions League Trophy Tour presented by Heineken, which gives fans the chance to get up close and personal with club football’s most coveted prize.

Heineken International announced in May that it has extended its contract with UEFA to sponsor the UEFA Champions League for a further three years. Heineken’s new agreement will see its current deal with the world’s most prestigious club tournament extend until the end of the 2014/15 season. The partnership is set to continue to be an important component of the beer brand’s global sports sponsorship strategy while supporting the growth objectives of the brand.

13 Сен. 2011

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