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 appoints My Agency for premium beer task
The agency won the account following a competitive pitch conducted by Creativebrief.
My Agency will be responsible for developing the unknown beer brand in the UK by launching a campaign across print, outdoor, point-of-sale and experiential projects.
The campaign will initially be rolled out in the UK and Sweden.
It is understood it is the first time Heineken has appointed an agency dedicated to its Kru?ovoice ad account in the UK.
In the UK Heineken works with a number of agencies across its different brands including BBH, AKQA, Lean Mean Fighting Machine and Adam and Eve. The agencies will be unaffected by the appointment.
Nick Wright, managing partner of My Agency, said: "We are gaining a great track record in building fan bases for great products. Kru?ovice is undoubtedly a great product with a terrific reputation amongst the beer cognoscenti.
"We are thrilled to be working with our friends at Heineken to help connect the brand to a wider community of drinkers."
Audrey Schillings, senior brand manager for Heineken International, said: "Kru?ovice is one of Heineken’s best kept secrets, despite winning some prestigious awards.
"My Agency presented some excellent creative that will really help us unlock the potential of the brand by bringing it to life in a premium and contemporary manner that celebrates and respects the brand story."
31 Окт. 2011