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