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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.

Marketer Interview: Ramson, SABMiller “Digital Marketing is Key, but with Precise Strategies»

Today in our Marketer Interview feature, Portada talks with Randy Ranson (photo), SVP for Latin America of SABMiller. Ranson explains SABMiller?s plans in the region and what their challenges and expectations are.

Portada: In which Latin American countries do you have a presence?

Randy Ransom: “SABmiller has presence in 25 countries of the region. We own seven brewing companies in Peru, Ecuador, Panama, San Salvador, Honduras and Argentina; and in 18 countries SABmiller brands are operated by licensed distributors. Also, the company bottles soft drinks for The Coca-Cola Company in El Salvador and Honduras, and for Pepsico International in Panama.”

Portada: How do you structure your marketing unit over the region?

Randy Ransom: “We keep all marketing at a local level. Each country has a marketing director and each office works with an ad agency. We do not cross markets between them. Actually, our beers are globally 97% local brands.”

Portada: What is the share of Latin American revenues?

Randy Ransom: “Latin America brings 22% of the total revenues. It is the same share for South Africa, while Europe and North America bring 19 and 18% respectively.”

Portada: What are your expectations for the following years?

Randy Ransom: “For the last 2, 3 years the region has been growing above the average, I see the same growth rate for the next 3 years. The beer industry is a very hands-on business where growth takes time and effort, so while growth will continue. It will take smart and calculated planning and execution”.

Portada: Do you plan to expand your operations to other markets?

Randy Ransom: “We want to buy distributors in Mexico and Brazil, but only at the right price. We bought a small brewery Issenbeck in Argentina at a low of only 3% of market share and we will try to rebuild it to the 10% that it used to be”

Portada: Which is the importance of the digital marketing?

Randy Ramson: “I think digital marketing is key, but moving with very precise strategies. We work with Facebook on a brand level. Ideas matter and executing that idea is essential”.

Portada: What are your challenges for next year?

Randy Ransom: “The challenge is the market evolution. As the middle class grows household income, it tends to move to acquire other higher cost social drinks.”

19 Окт. 2011

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