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. ...
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. ...
Heineken USA Names New Senior Brand Director for Heineken Lager
Heineken USA Inc. has appointed Olga Osminkina to the position of senior brand director for Heineken Lager. In her new role, Osminkina will report to Laurent Theodore, vice president of marketing for Heineken, and she will be responsible for the overall strategy and sustained development of flagship Heineken Lager in the U.S. market.
Osminkina brings 12 years of marketing and business development experience from around the globe to the Heineken team. Most recently, Osminkina served as executive director of global marketing for Estee Lauder companies where she managed all aspects of marketing and business development across three brand introductions. She also brings extensive experience in rejuvenating brand performance, most recently in the perfumery and skin care segments. She has received numerous awards including an EFFIE for Best Brand Building Campaign 2010 and P&G's Presidents Award for Brand Building 2010.
At Heineken USA, Osminkina will lead the integrated marketing, communication and brand activation strategies for the Heineken Lager brand to ensure optimum penetration and sustained volume and share growth across multiple consumer segments. She will work closely with a broad range of stakeholders to ensure the superior execution of all marketing initiatives.
"We are thrilled to welcome Olga to the Heineken team," said Theodore. "Along with her extensive experience in consumer marketing and strong track record of reinvigorating brands, Olga brings a creativity, passion and an entrepreneurial spirit to her work that will help drive the iconic Heineken Lager brand to new heights in the U.S."
Heineken USA, a leading beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.
19 Окт. 2011