The trend of complication of Russian beer market is going on and in several directions at the same time. The range has got wider, the import and small segments are growing, namely craft beer, alcohol-free beer and special flavor beer. At the same time, all ex-mega brands and light lagers by Russian brewers are experiencing a decline of their shares. AB InBev Efes, Heineken, MBC and Pivzavod Trekhsosenskiy have exceeded the market, Carlsberg was developing slower than the market and Ochakovo as well as some other mid-sized breweries have been cutting down their volumes. To a big extent brewers’ performance was connected to their ability to reach agreement with networks, sacrifice their margin and enter new markets. Craft brewers are facing a serious danger of producers’ registration introduction – de facto licensing. ...
The global outlooks of the legal market of cannabis are excellent. It is possible to simultaneously imagine dry law repeal and craft brewing boom but not in one but in several consumer categories. For alcohol is contained in liquids and cannabis derivatives can be in three physical forms.The value of legal market of cannabis and its products can reach 10% of the world beer market in five years, and in 2030-2040 even reach the same scope provided the current rates of legalization and development of market infrastructure remain at the same level. Cannabinoids are actively integrating into the food industry from chewing gum to beverages deforming the pharmaceutical and alcohol markets, they influence the trends of healthy lifestyle and beauty. ...
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. ...
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